Consider your market research project carefully and determine what you want to achieve from the research. Generally, your ideal respondent type will be someone that is either a current customer/user of your product/service or someone that you want to be a customer or user. Once you have identified the respondent type/s it’s highly probable that you’ll then want to break these down further into other identifiable areas. Such areas of consideration may include:

respondent age;
respondent gender;
respondent race;
respondent income;
respondent education;
respondent working status;
respondent location;
respondent usage/purchase frequency of the product or service;
the respondents use of competitor products or services;