Agile research is typically most successful when you talking to fewer targeted participants vs. a large general audience. Why? If you aren’t talking to people who have the specific problem you are solving, their responses won’t help you build or optimize your solution. However, it’s just as easy to over-define your target audience as it is to under-define your audience.

For example, attitudinal targeting is often misleading as people tend to act differently on various occasions. So, focus on a few of the most important targeting criteria – you can always adjust your audience for your next test based on what you learn.