What are the common quotas used to achieve a nationally representative sample?


We recommend using country-specific quotas to achieve a nationally representative sample. These quotas cover ideal sample proportions by gender, age, and location.

We have compiled information on the most commonly used quotas used to achieve a nationally representative sample for the following countries:

🇬🇧 UK

Gender
Female 50%
Male 50%
Age
18-24 13%
25-34 16%
35-44 20%
45-54 16%
55-75 35%
Location
South East 14%
Greater London 13%
North West 11%
East Anglia 9%
Midlands 16%
South West 8%
Yorkshire and Humberside 8%
North East 4%
Ireland 3%
Scotland 8%
Wales 5%

🇪🇸 Spain

Gender
Female 50%
Male 50%
Age
18-29 17%
30-39 22%
40-49 21%
50-59 15%
60-69 12%
70+ 13%
Location
Andalucia 19%
Aragon 3%
Castilla y Leon 5%
Castilla-La Mancha 4%
Cataluna 16%
Comunidad Valenciana 11%
Euskal Autonomia Erkidegoa 5%
Galicia 6%
Islas Canarias 5%
Madrid 14%
Others 13%

🇯🇵 Japan

Gender
Female 51%
Male 49%
Age
20-34 28%
35-44 27%
45-54 26%
55-64 19%
Location
Chubu 17%
Chugoku 6%
Hokkaido 4%
Kanto 33%
Kinki 18%
Kyushu 11%
Shikoku 4%
Tohoku 7%

🇦🇺 Australia

Gender
Female 49%
Male 51%
Age
18-29 21%
30-39 18%
40-49 18%
50-59 17%
60-69 13%
70+ 13%
Location
Sydney 22%
NSW Regional 12%
Melbourne 20%
VIC Regional 7%
Brisbane 10%
QLD Regional 11%
Perth 8%
WA Regional 2%
Adelaide 6%
SA Regional 2%

🇿🇦 South Africa

Gender
Female 49%
Male 51%
Age
21-34 39%
35-44 17%
45-54 15%
55-64 20%
65+ 9%
Location
Urban 67%
Rural 33%

🇹🇭 Thailand

Gender
Female 50%
Male 50%
Age
20-34 32%
35-44 21%
45-54 19%
55+ 28%
Location
Bangkok 78%
Pattaya-Chon Buri 8%
Chiang Mai 6%
Hat Yai-Songkhla 5%
akhon Ratchasima 3%

🇮🇳 India*

Gender
Female 48%
Male 52%
Age
25-34 30%
35-44 26%
45-54 20%
55+ 24%
Location
Mumbai 12%
Delhi 14%
Bangalore 12%
Kolkata 4%
Chennai 14%
Ahmedabad 2%
Hyderabad 10%
Pune 5%
Other 27%

*India has different legal drinking age in different states, we recommend to uniform qualifying age to start at 25 (which is the highest age for legal drinking in India) to be safe.

🇨🇳 China

Gender
Female 49%
Male 51%
Age
18-34 34%
35-44 21%
45-54 19%
55+ 26%
Location
Tier 1 City 10%
Tier 2 City 9%
Tier 3 11%
Tier4 19%
Tier 5 51%

🇷🇴 Romania

Gender
Female 49%
Male 51%
Age
18-34 9%
35-44 27%
45-54 36%
55+ 28%
Location
Urban 54%
Rural 46%

🇭🇷 Croatia

Gender
Female 52%
Male 48%
Age
18-34 29%
35-44 19%
45-54 18%
55+ 34%
Location
Urban 57%
Rural 43%

🇨🇿 Czech Republic

Gender
Female 51%
Male 49%
Age
18-34 30%
35-44 19%
45-54 18%
55+ 33%
Location
Urban 74%
Rural 26%

🇭🇺 Hungary

Gender
Female 52%
Male 48%
Age
18-34 30%
35-44 18%
45-54 18%
55+ 34%
Location
Urban 72%
Rural 28%