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