Take a read, and let me know what you think.
"It might seem counterintuitive, but the larger the proportion of a population that holds a given opinion, the fewer people you need to interview when doing user research. Conversely, the smaller the minority of people who share an opinion, the more people you need to interview.
Mariana Da Silva has written an article about sample sizes in market research—or user research—titled “The More the Merrier.” In the article, Mariana made a comment that has caused some consternation—and for good reason."
SXSW 2017: Should Age Diversity Matter?
1 week ago