Helio audiences give you the power to connect with the consumers or professionals that interact with your company everyday.

Advanced Audiences are built with specific behaviors, responsibilities, and preferences in mind. On top of demographic targeting, we can source for completely unique audiences based on new attributes that you bring to the table.

Reach out to a Helio representative to ask about advanced audiences or to start the audience build process. Some audiences we have already sourced for and can put you in touch with immediately, while others that are newly targeted may take up to 2 weeks to be ready for testing.

Audience Build Process

Your team and a Helio advocate will work through an audience builder Google sheet to gain alignment on what participants you want to test with.

There are three ways to start an audience builder sheet:

  • An audience build session, in which a Helio advocate will hop on a call with you to work through the details of your audience. These sessions typically last 15-30 minutes.

  • Use an existing audience builder sheet to share a new audience with your advocate. If you have already been through an audience build session and have access to your team's current audience builder sheet, you can create a new "Attributes" tab on that sheet and enter the attributes of the new group you would like to target. You can email the link to this sheet to your advocate, and they will provide an update on the audience build process within 2 business days.

  • Email us your audience information, including any relevant titles, responsibilities, or demographic restrictions. If you're pressed for time and can't hop on a call, this can be the fastest way to quickly get an audience build process started.

Audience build sheet

The audience build process starts off by identifying all of the attributes that make up different participants that you want to test with. In an audience build session, you and your advocate will work through identifying these attributes together and adding them to the audience builder.


There are 4 primary types of attributes you may want to target: Identity, Demographics, Psychographics, and Behaviors.

Identity attributes are used to understand the terms and professions used to describe your target audience.

  • Titles are the specific job positions that participants in your audience may hold.

  • Achievements are used to target groups that share certain accomplishments, such as gaining a teaching credential or account certification.

  • Industries allow you to focus on specific verticals and compare across them.

  • Possessions help identify the necessities of your audience, like owning a computer as a software engineer or having worker's comp insurance as a business owner.

Demographic attributes ensure that your audience exists in the markets that your team is targeting.

  • Demographics such as age, gender, education, and annual income.

  • Geographics to target specific locations like Canada, or all North American countries.

Psychographic attributes work great to identify participants who have similar tendencies but don't fall under general titles or achievements.

  • Preference is great for targeting participants based on their wants and needs.

  • Activity allows you to zero in on those participants who share day-to-day behaviors.

Behavior attributes, like psychographics, can be the core of your audience and allow you to target individuals regardless of their titles.

  • Accountability lets you target participants based on the responsibilities that they have, either in their professional or personal lives.

  • Ability, similar to achievements, allows you to identify participants based on their experience and what they can accomplish.

Once the Attributes tab has been filled out, your advocate will take that information and begin using those attributes in the Segment tab of your audience build sheet.


Segments are the building blocks of Helio audiences, and they are made up of the attributes you have already identified. Helio advocates craft segments based on the groups that can be targeted through Helio's systems, and uses these segments to build the audiences that you will test with.

There are three components to each segment: a base attributes, a refining attribute, and a market attribute.

  • Base attributes are the anchor of a segment, and represent a trait that all participants in that segment have.

  • Refining attributes are used to identify different types of participants that might still be represented by that segment.

  • Market attributes represent the shared demographics or geographics that each member of the segment will share.


Once an advocate has set up the segments, those segments will be used as the building block for your overall audiences. Audiences can be made up of one or more segments, and will be titled the same in the audience builder as they will appear on your Helio account.

The definition of your audience will be broken up into the following sections:

  • Segments that make up the audience.

  • Panel size will show the current amount of participants available in that audience. If the audience is still being built, this section will show as "TBD". If you have an old audience builder sheet, please reach out to an advocate to have them update the panel size if needed.

  • Audience type will indicate what type of Our Participants you are tapping into. Typically, this will indicate an Advanced Audience.

  • Market size will be provided to give you an idea of that overall statistical relevance of your panel size.

  • Recruitment displays that method in which the participants in this audience was reached. Typically, this will indicated that the participants were reached though ZURB's panelist community, Enroll.

  • Psychographics are used to give you an idea of the most important attributes connected to this audience.

  • Behaviors are used to reflect the shared tendencies of any one of the participants in the audience.

  • Demographics indicate specific targeting criteria other than behavioral attributes.

After establishing attributes, your advocate will deliver a completed audience builder sheet to you within 2 business days.

Using an Advanced Audience

Once an Advanced Audience has been connected to your account, you can begin testing with one by clicking "Create Test" on the Audience page, or selecting Advanced on the test creation page.

On the test creation page, Advanced Audiences that have been created for you will appear as a name and description that will align with the targeting criteria you have established with your advocate.

Simply select the checkbox for the audience you would like to use, and decide what devices you would like participants to take your test on. Adjust the amount of participants you'd like to gather feedback from, and then save the audience to continue creating your testing.

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