Microtargeting uses the data to identify small target groups or individuals instead of the more traditional method of targeting by broad demographic or geographic groups. In a traditional survey, the sample size often limits how deeply you can drill down to identify potential target groups. A microtargeting study employs a shorter survey instrument among a larger sample size allowing us to identify more refined and efficient communication targets.
The survey data is also often enhanced with commercially available consumer data to provide more information with which to segment individuals. Then, using a variety of advanced statistical techniques, small target groups are identified and ranked in order of efficiency or individual level turnout or persuasion scores are created to ensure that paid communication is being received by the most important groups.