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  1. Avoid recruiting proxy users: In every usability study, you should always aim to test your designs with representative users. However, when testing content, your recruiting criteria should be even more stringent. Take extra care to recruit the right participants.Those people evaluating the information on your site should truly be representative of your user population: they should have the same mindset, situation, AND user goals. The flexibility you have with recruitment depends on the use case and type of information on your site. You may have some leeway with general ecommerce sites, but for content-rich, research-intensive activities or for B2B websites, you must find people who fit the exact circumstance.

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