Knowledge bank

Sometimes it is difficult to know which is the perfect target group for a specific product. It is good to have a starting point of a couple personas to work with. 

If there are hypotheses to be based on, experiments are made to falsify or validate them. Data is purchased (i.e. ads are placed) based on some specific basic assumptions. The benefit of testing broadly is more data which provides new insights. Sometimes you can find new insights by doing small, but slightly broader tests.