Audience Analysis

Speaker Focus

Self-centric speaker Presents self interests No concern for audience feelings,

interests, or desires Audience-centric speaker

Presents audience interests Uses words, concepts, stories, visuals,

etc. that audience identifies with

Three Dimensions Demographics

Individual characteristics Group characteristics

Psychological Previous knowledge Beliefs Attitudes

Contextual When and where? Why are they here?

Demographics Age Gender Race, culture, ethnicity Profession Religion Educational level Relevant qualities/interests Homogeneous/heterogeneous (size, too) Self: similarities/differences

Psychology

What are they thinking? Previous knowledge vs. knowledge

needed Knowledge desired vs. knowledge

needed Familiar terminology Familiar concepts, processes, tools

Who knows more? You? Them?

Psychology

Beliefs Neutral vs. agree vs. opposed Values Problem exists

Context Voluntary vs. mandatory attendance? Current climate

Midterm exams Flu season Company layoffs

Audience expectations of style Dress Time of day Obstacles or distractions in room

Conducting the Analysis

Step 1

Consider what you already know Identify gaps

Step 2

Interview event organizer if external presentation Demographics Knowledge level Taboo topics Purpose of event and how

presentation fits

Step 3

Survey Audience Email Formal

Survey monkey Google drive

Focused questions relevant to topic KISS

Step 4 (Alternate Step 3)

Poll similar people Other students

Same major Other majors

View past event videos Learn about context, speaker topics,

and audience

Survey Question Formats

Dual Answer

Provide limited information Yes/no Like/dislike Agree/disagree

Do you agree that cultural events are an important part of a well-rounded education?

Ordinal Scale

Assumed equal distance between each answer

Provide more detailed data

Attending cultural events is an important part of a well-rounded education.__never __sometimes __often __always

Likert Scale

Similar to ordinal but more specific/quantifiable

How important are cultural events to a well-rounded education?

very important unimportant very important unimportant

Ratio Scale

Provides numerical responses that are easily quantified

Using the scale below, please rate how important cultural events are to a well-rounded education, where 1 is highly unimportant and 10 is highly important.

1 2 3 4 5 6 7 8 9 10

Ranking

Allows audience to rank the order of importance of predetermined responses

Please rank the following according to importance, where 1 is the most important and 5 is the least important.

The cultural event experience can be improved by___Adding more daytime events___Structuring them to include more direct audience interaction___Reducing the number required___Providing more lecture/informational sessions___Making no changes: they are fine just the way they are

All that Apply

Allows audience to choose a number of applicable predetermined responses.

Please check all responses that apply.

The cultural event experience can be improved by___Adding more daytime events___Structuring them to include more direct audience interaction___Reducing the number required___Providing more lecture/informational sessions___ Making no changes: they are fine just the way they are

Applying the Information

Format

Select what will work for audience Traditional “lecture” PPT Physical demonstration Multi-media

Content

Main points What will persuade/interest the

audience the most? Economics? Ease of use or access? Environment? Personal gain? Altruism?

Build on values

Content

Use sources audience recognize I.D. unfamiliar sources Establish credibility

Testimonials from respected and representative public figures

Content

Examples that resonate Personal stories/narratives Make the hero representative of the

audience demographics, e.g., teachers, parents, students, non-managerial staff, etc.

Content

Visual aids Use images that impact audience

most vs. those you like the most Figures/diagrams

Answer questions Self explanatory (KISS)

Theme appropriate to audience

Types of Audiences

Special Audiences

Mandatory attendance Voluntary attendance: interested Mandatory attendance: convince of

the value Hostile

Doomed to fail Choose a different topic

Special Audiences

Tired Before lunch Late in the day Mid-afternoon “sleepies” Use high-energy/enthusiasm—upbeat

Conference (multiple speakers) Context of your presentation Draw connections to other

presentations

Heterogeneous Traditional and post traditional students Non-management, middle

management, and upper management Three possibilities

Speak to one sub-group, e.g. decision-makers and ignore rest

Break into different parts to address each sub-group

Focus on common appeals, e.g., values, principles, issues that all can agree on