The goal of any usability study is to understand whether the target users of the product are able to use it with ease, and whether they would like to use the product in the future and will recommend it to others.
Participants whose profiles are the most similar to the target users will therefore provide the most relevant feedback. Imagine running a study on a retail website that targets people who are 50 years of age and older. Feedback from millennials may not be very relevant, since younger people interact with technology differently than older people do. For instance, millennials might not comment on the font size, color contrast, and readability of the site, even though these are likely pain points for some older users.
Or, imagine a product used by nurses to monitor patients in the intensive care unit of a hospital. If the study participants don&apos...
