How to be wise about choosing your audience in user-centered product development

So you’re in the beginning stages of product development: you’ve seen the need for a new tool and chosen your target user. But there’s a serious problem that could arise and stop the whole process, and that is not choosing your target user wisely.

Choosing your target user wisely means choosing a population of 25–30 people within the desired demographic, and they have to be willing to be part of the product development process.

Not only do your audience members need to be open to empathy interviews, but also for follow up questions and further steps in the product development process. Are they open to being part of future iterations of the product’s life?

What kind of information will they give you? The more communicative audience members are, the better. Especially if they’re willing to give constructive criticism as a user.

There is a danger of audience members saying what they think you want to hear. It defeats the purpose of having an audience in the first place. You want audience members who will give eloquent feedback, elaborate on their criticisms, and be honest. How can the product improve? That’s the question.

And finally, you want audience members who care about the product to some extent. Will they benefit from the product? Or do they not quite fit the target audience? It’s important to consider what they will get out of being a part of the audience being tested.

If you’re able to find enough audience members who will stick with you through the development of your product and be honest, then it’s possible to move forward with the development process.