If you can focus on a specific context, market or target group, you can narrow down your research.
Of course you can try to tackle the entire topic but you end up with something quite generic.
Maybe you want to do that but your topic is complex, and UX means to interact in the world, so it even gets more complex in case you are thinking of developing design methodologies.
Starting from a case will make things contextualised and building theories from there will be very fruitful (ref. Action Research)
To give an example, 1. Can AI make for better children’s toys that provide richer experiences? 2. will they provide so much value that both kids and adults will want to visit toy stores again? 3. What are the contextual aspects of such a retail experience further influencing buyer behavior? 4. What are other product factors causing people to gain trust in AI-enhanced products and lead to purchase decisions?
It relates to globalization since ecommerce is rapidly taking over the toy industry and has already caused the downfall of a giant, Toys’R’Us.
I for one, would love for actual toy stores to remain alive.