I think another factor here is carefully picking your audience. If you're writing a sci-fi book, you probably won't get very good feedback and criticism from a bunch of elderly people who like to read craft magazines, for example.
One place to get feedback is in writer's groups/clubs. They may not reflect your intended audience as much, but they're also writers and would be better at separating their subjective biases (like not liking sci-fi) from a more objective analysis of the work, looking at things that are common to all writing, esp. fiction (is the writing overly wordy, does the plot make sense, are the characters believable, etc.).
One place to get feedback is in writer's groups/clubs. They may not reflect your intended audience as much, but they're also writers and would be better at separating their subjective biases (like not liking sci-fi) from a more objective analysis of the work, looking at things that are common to all writing, esp. fiction (is the writing overly wordy, does the plot make sense, are the characters believable, etc.).