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Filtering Audiences

Use these tools to analyze survey responses based on customer characteristics, helping uncover insights that drive smarter decisions.

Updated over 2 weeks ago

Make sure to familiarize yourself with the Audiences help doc as the foundation for this help doc. And also check out the Targeting Audiences help doc to see a slightly different function of this feature.

What Is Audience Filtering?

Audience Filtering in KnoCommerce empowers you to analyze your survey data through the lens of specific customer groups, like acquisition source, country, or purchase history. This segmentation helps you extract meaningful patterns in behavior, refine marketing strategies, and support decision-making across teams.

*Please note that our audience feature is only available on the Analyst Plan and up!*



How to Use Audience Filtering

Step 1: Collect Survey Data

To use filters, you’ll need active survey data. Go to your Surveys page and ensure that at least one post-purchase survey is live. If you haven’t set one up yet, start here.

Step 2: Create Audiences

Before filtering, make sure you’ve set up your Audience groups based on specific criteria (e.g., survey answers, order count, country).

Need help creating audiences? Check out the Audiences help doc.

Step 3: View and Apply Filters

To analyze your data:

  1. Head to your Surveys tab and select the relevant survey.

  2. Use the date selector and audience drop-down to apply your filter.

  3. Review results across your chosen chart type (bar graph, pie chart, trend report, attribution view — all support filtering).

*Note: It may take 10-15 minutes for a newly created audience to be usable on a survey. Please allow a little bit of time for the system to load!*

💡 Tip: You can click into individual questions in the survey to apply filters on a question-by-question basis.


Practical Examples

🎯 Audience Filtering in Action

For example, let’s say you asked “How did you first hear about us?” in your survey. By applying a TikTok audience filter, you’ll isolate responses from users who selected TikTok, giving you insight into behavior or purchase patterns unique to that acquisition source.

👉 You might discover:

  • TikTok users favor lower-priced trial products

  • Influencer-referred customers convert better on bundles

These insights help inform campaign planning, product positioning, and bundling strategy.


Filtering Strategies

🔄 Compare Multiple Audiences (Same Question)

Use filters to compare different segments across the same survey question.

For example:

  • Question: “How did you hear about us?”

  • Audience Comparison: TikTok vs. Influencer vs. Returning Customers

    Result: See how awareness channels impact purchasing behavior.


🔍 Deep Dive on a Single Audience

Apply one audience filter and analyze multiple questions.

For example:

  • Filter: TikTok Discovery audience

  • Explore: Purchase likelihood, satisfaction score, NPS

    This approach is great for detailed personas and lifecycle segmentation.


📦 Overlaying Purchase Data

Use Filtering Audiences to uncover trends by:

  • Product ID or SKU

  • Order type (new vs. returning)

  • Marketing exposure (e.g., Meta campaigns)

Example: You launched a product on Meta. Apply an audience filter for Meta-referred users and overlay purchase data to determine how campaign exposure impacts conversions.


📊 Exporting Data for Advanced Analysis

You can export filtered data as a CSV file and analyze it in Excel or Google Sheets. Some advanced use cases:

  • Create pivot tables to spot patterns by product, country, or customer type

  • Analyze “Returning Buyer” audiences to see which SKUs they reorder

  • Track country-specific trends using the ‘Country’ column in your export


If you have any questions about Filtering Audiences or Audiences in general, please contact hello@knocommerce.com, and we'll be happy to answer whatever you need.

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