When you choose a target group for research, think of it like defining who your product is for at this stage of discovery. A good choice ensures that the data you collect is valid, relevant, and actionable. Here’s a structured way to do it:
1. Clarify the research goal
Are you trying to discover problems (broad, exploratory)?
Or validate solutions (focused, specific group)?
The goal dictates how broad or narrow your group should be.
2. Define inclusion criteria
Ask: What makes someone relevant for this study? Criteria often include:
Behaviors (e.g., “pays bills online at least once a month”).
Experience level (first-time vs. expert users).
Demographics (age, region, accessibility needs, but only if they shape the problem).
Context (e.g., people who use public services on mobile devices).
Tip: Prioritize behavioral criteria over demographic labels—what they do matters more than who they are.
3. Segment and prioritize
Start with primary users (those who directly use the service).
Add secondary users (support staff, administrators, family members).
Consider edge cases (low literacy, disabilities, low connectivity) to design inclusively.
If resources are tight: test with primary users first, then expand.
4. Ensure diversity
Balance the group so that you avoid blind spots.
Include people with different skill levels, access needs, and confidence levels.
If designing government or citizen services, ensure representation across age, region, income, and digital literacy.
5. Right number of participants
Exploratory interviews/observation: 5–10 users per segment can uncover most patterns.
Usability tests: 5–8 per round is usually enough to find key issues.
Surveys: Aim for statistical confidence (100+ responses, depending on segmentation).
6. Practical tips for recruiting
Write a screener survey: short questionnaire to filter participants by criteria.
Avoid relying only on volunteers—this introduces bias.
Partner with recruitment agencies, citizen panels, or intercept users in context.
Provide fair incentives (money, vouchers, or time credits).
Summary:
Choose your target group by aligning with your research goal, defining behavioral inclusion criteria, ensuring diversity, and balancing depth (interviews/observations) with breadth (surveys). Always document why you chose that group so findings are credible with stakeholders.