This page will help you think about:

• The type(s) of evidence you need.
• Where you might find that evidence.

My claim - Star Wars is the greatest film of all time

My criteria - I need to figure out:

• Who is my audience?
• How are they likely to measure "greatest"?
• Where do I go to find that evidence?

Scholars

• What does the research say?
• Academic article about the impact of the film's special effects innovations.

Board of Directors

• What's the best return on my investment?
• #2 all time domestic grosses (adjusted)

Consumers

• Is it worth my money?
• Rated 93% fresh at Rotten Tomatoes

General -

• How many people saw it?
• #1 in box office for almost a year after release 

This is a start at how you might think about how your audience, claims, criteria and evidence intersect.  It's only a start -- there are additional resources you can use to find answers to all of these questions.