Criteria and Audience Considerations
When we evaluate, we must consider the audience we hope to influence with our judgments. This is particularly true when we decide which criteria are informing (and should inform) these judgments.
After establishing some criteria for your evaluation, it is important to ask yourself whether or not your audience is likely to accept those criteria. It is crucial that they do accept the criteria if, in turn, you expect them to accept the supporting judgments and overall claim or judgment built on them.