# Choose a sample type

> Compare the four Verasight Self-Serve sample types, how Targeted Demographics selection works, what voter file appends add, and when to choose custom research.

Source: https://www.verasight.io/docs/run-your-study/choose-a-sample-type

Verasight Self-Serve includes the following sample types:

- **Nationally Representative:** A representative sample of US adults. [Survey weights](https://www.verasight.io/docs/data-and-methods/survey-weights) included for 250+ respondents.
- **Validated Voters:** A representative sample of registered voters. Survey weights included for 250+ respondents.
- **Targeted Demographics:** Pick exactly who you want to reach by gender, age, race and ethnicity, partisanship, and self-reported voter registration. Weights not included.
- **Convenience:** Our lowest-cost sample. Ideal for pretests or experiments that do not need a representative sample. Weights not included.

## Where to start

Start from the population you want to study:

| When you need | Start with | Example |
|---|---|---|
| Estimates of the opinions or behavior of US adults | Nationally Representative | Estimating the share of adults who support a policy |
| Estimates about registered voters, or election and political research | Validated Voters | Measuring candidate preference among registered voters |
| Responses from a specific group defined by the [five Targeted Demographics traits](https://www.verasight.io/docs/run-your-study/choose-a-sample-type#targeted-demographics-selection) | Targeted Demographics | Studying the views of adults aged 18 to 29 |
| A sample for a pretest, pilot, or experiment that does not need a representative sample | Convenience | Testing two versions of a question before a full study |
| A population or design Self-Serve does not offer | Custom research | [Custom research](https://www.verasight.io/docs/run-your-study/choose-a-sample-type#custom-research) |

Each survey can have 100 to 2,000 respondents. Every sample includes our standard demographic [profile variables](https://www.verasight.io/docs/data-and-methods/profile-variables).

The [rate card](https://www.verasight.io/docs/run-your-study/pricing-and-payment#rate-card) lists the rates for each sample type.

## Targeted Demographics selection

Choose the group you want to reach by picking categories in one or more of five traits:

| Trait | Categories |
|---|---|
| Gender | Women, Men |
| Age | 18-29, 30-49, 50-64, 65 or older |
| Race and ethnicity | Non-Hispanic White, Non-Hispanic Black, Hispanic |
| Party identification | Democrat (incl. leaners), Independent (no lean), Republican (incl. leaners) |
| Voter registration (self-reported) | Registered to vote, Not registered (incl. unsure) |

Choose at least one category. You can use all five traits at once. Your choices combine this way:

- Several categories within one trait reach anyone in any of them, for example ages 18 to 29 or 30 to 49.
- Several traits narrow the sample to people who match all of them, for example ages 18 to 29 and Democrats.

As you choose categories, Self-Serve shows the price, which depends partly on [how common the group is in our panel](https://www.verasight.io/docs/run-your-study/pricing-and-payment#what-sets-your-price). It also shows Maximum feasibility: the number of completed responses we can deliver for that group. If your sample size is larger, Self-Serve lowers it to the maximum feasibility.

If the group is too small, Self-Serve shows this message: "This audience is too narrow for self-serve. Contact us for our custom recruitment capabilities." Click **Contact us** to book a time with our team, or read about [custom recruitment](https://www.verasight.io/custom-recruitment).

## Voter file appends

On Validated Voters surveys, voter file data can be appended to your responses. These are columns from the voter file, including partisanship and turnout in the 2020 to 2024 general and primary elections. Voter file appends carry an [additional fee](https://www.verasight.io/docs/run-your-study/pricing-and-payment#voter-file-appends).

Self-Serve asks, "Do you want to add columns from the voter file?" To include them, click **Add voter file columns**. The button then shows **Added**. Click it again to remove the columns.

## Limits of each sample type

Each sample type has limits that shape what you can claim from it. Keep them in mind when you report your results:

- **Nationally Representative:** The sample describes US adults.
- **Validated Voters:** The sample describes registered voters rather than all US adults. Validated Voters samples are national. They cannot be filtered by state or combined with demographic targeting.
- **Targeted Demographics:** The sample is not representative, so results describe only the group you chose. Voter registration here is self-reported rather than matched to the voter file.
- **Convenience:** The sample is not a representative sample of US adults, so do not use it for population estimates.

## Custom research

Choose custom research for a population or design that Self-Serve does not offer. Examples are a group too small for Targeted Demographics, registered voters filtered by demographics, or a survey with [screeners](https://www.verasight.io/docs/run-your-study/what-a-survey-can-include#quotas-and-screen-outs).

In custom research, our team plans the sample and the study with you, including:

- larger samples
- samples by state, city, or congressional district
- longitudinal and multi-wave studies
- hard-to-reach groups such as physicians, small business owners, or policy professionals
- a Verasight project manager

These details help our team plan a custom study with you:

- **Population:** who you need to reach, for example registered voters in one state or a professional group.
- **Sample size:** the number of completed responses you need.
- **Geography:** national, state, city, or congressional district.
- **Number of waves:** one survey, or repeated surveys of the same respondents.
- **Field dates:** when the survey needs to start and finish.
- **Budget range:** the amount you can spend.

Self-serve studies are part of Verasight's suite of research offerings. [Reach out to our team](https://www.verasight.io/book-a-meeting) to discuss a custom study.