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How do you integrate your segmentation into Highlight tests?

A typing tool lets you quickly classify new participants into pre-defined segments you have already developed in a market segmentation study. This article explains how customers use their typing tools to better understand how key consumer groups respond to their products and concepts.

What is a typing tool?

A typing tool is a short set of questions used to assign participants to specific customer segments (or “types”) that are relevant to your brand.

A typing tool lets you quickly classify new participants into pre-defined segments you have already developed in a market segmentation study. Many Highlight customers already have typing tools and use them to better understand how different consumer groups respond to their products and concepts.

How can you use a typing tool on Highlight?

We offer two ways to integrate your typing tool, depending on your goals:

1. Typing tool for capture and profiling

Use this option when you want to analyze results by segment after the test, but not control who gets recruited.

How it works:

  • You add your typing tool questions into your test using the survey builder
  • These questions are placed after qualification and core tasks (not in the screener), set up as a “custom profiling” survey touchpoint
  • Highlight applies your segment classification on the backend using your scoring tool or bulk classifier

What this means:

  • Participants are not recruited based on segments
  • Segment sizes will fall out naturally based on who takes the test; we cannot guarantee you’ll have a certain number of participants per segment! 
  • You provide Highlight with your segment scoring tool or classifier
  • You can filter and analyze results by segment in Insights

Best for:
Understanding how different segments respond to the research you run on Highlight, without needing strict quotas or recruitment controls.

2. Typing tool for segmentation and recruiting (premium customers only)

Use this option when you want to actively recruit specific segments into your test.

How it works:

  • You provide Highlight with:
    • Your typing tool questions
    • Your segment scoring tool or classifier
    • The incidence of each segment
  • Highlight’s Research team sets up a custom recruitment flow
  • Participants are screened and assigned to segments before entering the test

What this means:

  • Your typing tool directly impacts who is recruited
  • Segment quotas can be targeted (where feasible)
  • Incidence rate and cost may increase, especially for niche segments

Important considerations:

  • Rare or highly specific segments may be harder to find
  • Lower incidence segments or quotas = longer field times and higher cost

Best for:
Studies where you need specific segments represented in your sample.

Best practices for typing tools

To ensure a smooth experience and high-quality data:

  • Keep typing tools short: Typically 5–8 questions max
  • Use simpler alternatives if needed:
    If your typing tool is long, consider using a single self-classification question instead where participants self-classify into a segment based on a description of each segment

Need help?

If you’re interested in using a typing tool in your Highlight test, reach out to your Customer Enablement partner or Sales Rep. They can help you choose the right approach!