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 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 unimportantvery 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

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