This simple rule can tell you, if your product testers are 'Gen-Pop' or not.

One of the most frequent questions that I get asked by my clients looking to test their products (apps, websites, prototypes, physical products) is

How can I tell, if the people who are testing my product are the general population or not?

Simply put, General Population or 'Gen-Pop', in Market Research jargon, is defined as All the people who live in a country, region, city.?

Even though many of the tests that run on our platforms intend to target the general population or 'Gen-Pop', upon closer inspection, we find that, the target audience is, in fact, not 'Gen-Pop'. Although you may be testing your product on people from the general population, they are not necessarily the general population.

Here's my simple Everyone v. Only rule. that will tell you if people who are testing your product are Gen-Pop or not.?

My 'Everyone versus Only' rule:?

Gen-pop: Everyone, Almost Everyone, or the Majority of people in the whole region / country / world meets the requirements for your product test.

Examples of Gen-Pop:

• Everyone with a bank account
• Everyone who orders takeaway
• Everyone who is employed
• Everyone who goes on holiday
• Everyone who has a pet
• Everyone who had the flu in the last 12 months
• Everyone who travels on holiday
• Everyone of ALL genders, ages, ethnicities.

Not Gen-Pop: Most people do not meet your test requirements. Or, only specific individuals meet the requirements.?

Examples of not Gen-Pop:

• Only People with an bank account in a specific bank
• Only Musicians / IT professionals / left-handed Surgeons
• Only People who buy designer labels
• Only People who have downloaded a mobile app to complete studies.
• Only People who have a pet goldfish
• Only People who don't use their physical bank card to buy goods.
• Only People who don't have a bank account
• Only People with a rare health condition
• Only People who have travelled from London to New Zealand in the last 2 months
• Only People of a specific gender, age group, ethnicity.

So, the next time you're wondering whether your product testers are Gen-Pop or not, simply ask yourself whether everyone qualifies or only specific people qualify for your test.

Market Researchers - How would you define Gen-Pop? Comment below.

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About me: I have over 15 years of experience, helping companies to get feedback on their products, apps, websites, prototypes from people. My aim is to make it simpler for professionals to understand UX Testing and Market Research concepts.