> ## Documentation Index
> Fetch the complete documentation index at: https://docs.kettio.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Audiences

> Define who the creative is being scored for, inline or from a saved audience.

Every scoring request needs an audience. It is what the persona is built from, and it
conditions every score in the response. Send exactly one of `audience` or `audience_id` — not
both.

## Inline audiences

Define the audience in the request. Only `name` is required.

```json theme={null}
{
  "audience": {
    "name": "Millennial pet owners",
    "description": "Dog owners aged 25-34, mid-income, active on Instagram",
    "demographics": {
      "ageRange": "25-34",
      "incomeLevel": "50k-75k",
      "priceSensitivity": "moderate",
      "shoppingIntent": "researching",
      "platformFatigue": "high"
    }
  }
}
```

Inline is the right choice for one-off runs and for agents generating audiences on the fly.

## Saved audiences

Reference an audience already created in your Kettio account:

```json theme={null}
{ "audience_id": "aud_7c2b0d7e" }
```

A `404` means the ID does not exist or is not owned by the authenticated account.

<Tip>
  Saved audiences are the better choice when you are comparing results over time. An inline
  audience that drifts between runs quietly invalidates the comparison, because scores are
  conditioned on the audience.
</Tip>

## Demographics

All demographics fields are optional, and sensible defaults are applied. They shape the
persona's attitude and behavior rather than filtering anything.

| Field                 | Accepted values                                                     |
| --------------------- | ------------------------------------------------------------------- |
| `ageRange`            | `18-24`, `25-34`, `35-44`, `45-54`, `55-64`, `65+`                  |
| `incomeLevel`         | `under-25k`, `25k-50k`, `50k-75k`, `75k-100k`, `100k-150k`, `150k+` |
| `adSkepticism`        | `very-low`, `low`, `moderate`, `high`, `very-high`                  |
| `trustBaseline`       | `very-low`, `low`, `moderate`, `high`, `very-high`                  |
| `priceSensitivity`    | `very-low`, `low`, `moderate`, `high`, `very-high`                  |
| `categoryFamiliarity` | `none`, `casual`, `knowledgeable`, `expert`                         |
| `shoppingIntent`      | `browsing`, `researching`, `comparing`, `ready-to-buy`              |
| `urgency`             | `none`, `low`, `moderate`, `high`, `urgent`                         |
| `brandFamiliarity`    | `unaware`, `heard-of`, `familiar`, `loyal`                          |
| `platformFatigue`     | `low`, `medium`, `high`, `very-high`                                |

## Writing a description that does work

`description` is free text and it carries real weight — it is the part of the audience the
persona reads directly.

<CardGroup cols={2}>
  <Card title="Useful" icon="check">
    "Women considering GLP-1 support who need credible purchase proof"

    Names the buying situation and the objection to overcome.
  </Card>

  <Card title="Not useful" icon="xmark">
    "Our target customers"

    Carries no information the persona can act on.
  </Card>
</CardGroup>

Describe the purchase situation, not the demographic profile — the structured `demographics`
fields already cover the profile.

<Warning>
  Changing the audience between runs changes what is being measured. If you are comparing two
  sets of creative, hold the audience fixed across both.
</Warning>