Analyzing the Audience

Audience Analysis - Learn about the audience before presenting

Characteristics of Audiences:

• Demographics
  • Age
  • Income
  • Etc.
• Psychographics
  • Attitudes
  • Beliefs
  • Values
• Diversity

In the Speech

• Evoke the attitudes, beliefs, and values of the audience
• Make the Audience Like You

If the topic is new to listeners:

• Start by showing why the topic is relevant to them.
• Relate the topic to familiar issues and ideas about which they already hold positive attitudes.

If listeners know relatively little about the topic:

• Stick to the basics and include background information. Steer clear of jargon, and define unclear terms.
• Repeat important points, summarizing information often.

If listeners are negatively disposed toward the topic:

• Focus on establishing rapport and credibility.
• Don’t directly challenge listeners’ attitudes; instead begin with areas of agreement.
• Discover why they have a negative bias in order to tactfully introduce the other side of the argument. Offer solid evidence from sources they are likely to accept.
• Give good reasons for developing a positive attitude toward the topic.

If listeners hold positive attitudes toward the topic:

• Stimulate the audience to feel even more strongly by emphasizing the side of the argument with which they already agree.
• Tell stories with vivid language that reinforce listeners’ attitudes.

If listeners are a captive audience:

• Motivate listeners to pay attention by stressing what is most relevant to them.
• Pay close attention to the length of your speech.

Make the Audience Like You

• Show your credibility
• Establish a feeling of commonality
• Include the audience by using eye contact and body movement
• Stress mutual bonds
  • Share a personal story
  • Emphasize a shared role
• Use personal pronouns

Tools and Techniques

There are three techniques for analyzing the audience.

1. Interviews
   1. 1on1
   2. group
   3. phone
2. Surveys
   1. fixed alternative
   2. scaled
   3. open-ended
3. Previous research
   1. e.g. latin people prefer a certain teaching method

Easy demographic: age, gender.

Setting and Context

1. Location
   • Use a mic?
2. Technology
   • Online or in person
3. External environment
   • Understand external risks

Tips

TIP

During the interview, use inclusive language to put the focus on the company: “Your product saw tremendous growth this year….”