Gen-Pop or not?

Image credit: DSD

One of the most common questions I hear from clients testing their products, whether apps, websites, prototypes, or physical goods, is: “How can I tell if my product testers represent the general population?”

In User Testing and Market Research, the General Population, or Gen-Pop, refers to all individuals in a specific country, region, or city. However, even when clients aim to test with a Gen-Pop audience, closer inspection often reveals that their target group is more specific. While testers may come from the general population, they don’t always represent it.

To clarify this, I use a simple Everyone vs. Only Rule to determine if your testers are Gen-Pop or not.

The ‘Everyone’ vs. ‘Only’ Rule

Gen-Pop: Your test includes everyone, almost everyone, or the majority of people in a given region, country, or globally who meet your criteria.

Examples of Gen-Pop audiences:

• Everyone with a bank account

• Everyone who orders takeout

• Everyone who is employed

• Everyone who goes on vacation

• Everyone who owns a pet

• Everyone who had the flu in the past year

• Everyone who travels for leisure

• People of All genders, ages, and ethnicities

  Your test targets only specific individuals who meet niche or exclusive criteria, excluding most people.

Examples of Not Gen-Pop audiences:

• Only people with an account at a specific bank

• Only musicians, IT professionals, or left-handed surgeons

• Only people who buy designer brands

• Only people who use a specific mobile app for studies

• Only people who own a pet goldfish

• Only people who avoid using physical bank cards for purchases

• Only people without a bank account

• Only people with a rare health condition

• Only people who traveled from London to New Zealand in the past two months

• Only people of a specific gender, age group, or ethnicity

Key Takeaway:

To determine if your testers are Gen-Pop, ask yourself: Does everyone qualify, or only a specific group? If the criteria are broad and inclusive, you’re likely targeting Gen-Pop. If the criteria are narrow or exclusive, your testers are not Gen-Pop.