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Audience Analysis

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.

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Audience Analysis

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  1. Audience Analysis

  2. 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

  3. Three Dimensions • Demographics • Individual characteristics • Group characteristics • Psychological • Previous knowledge • Beliefs • Attitudes • Contextual • When and where? • Why are they here?

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

  5. 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?

  6. Psychology • Beliefs • Neutral vs. agree vs. opposed • Values • Problem exists

  7. 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

  8. Conducting the Analysis

  9. Step 1 • Consider what you already know • Identify gaps

  10. Step 2 • Interview event organizer if external presentation • Demographics • Knowledge level • Taboo topics • Purpose of event and how presentation fits

  11. Step 3 • Survey Audience • Email • Formal • Survey monkey • Google drive • Focused questions relevant to topic • KISS

  12. 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

  13. Survey Question Formats

  14. 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?

  15. 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

  16. 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

  17. 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

  18. 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

  19. 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

  20. Applying the Information

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

  22. Content • Main points • What will persuade/interest the audience the most? • Economics? • Ease of use or access? • Environment? • Personal gain? • Altruism? • Build on values

  23. Content • Use sources audience recognize • I.D. unfamiliar sources • Establish credibility • Testimonials from respected and representative public figures

  24. Content • Examples that resonate • Personal stories/narratives • Make the hero representative of the audience demographics, e.g., teachers, parents, students, non-managerial staff, etc.

  25. 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

  26. Types of Audiences

  27. Special Audiences • Mandatory attendance • Voluntary attendance = interest • Mandatory attendance: convince of the value • Hostile • Doomed to fail • Choose a different topic

  28. 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

  29. 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

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