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