Audience Analysis Lecture

Importance of Audience Analysis

• Key foundation for successful communication (business, professional, personal).
• Focus on the audience's communication preferences, not your own.
• Enhances communication channels by understanding others' preferences.

Communication Preferences

• Different people have different preferred modes (e.g., text, phone, face-to-face).
• Importance of accommodating others' communication preferences.

Demographics

• Common demographic factors: age, gender, ethnicity, marital status, income, education, religion, occupation, family structure, housing status, political and religious affiliation, nationality, disabilities, social class.
• Demographics help understand who the audience is but not how or why they communicate.

Psychographics

• Personality characteristics influencing communication preferences.
• Example: Incorrect assumption about communication preference based on age.
• Consider lifestyle, social class, habits, behaviors, and interests for communication insights.

Creating an Audience Avatar

• Develop a detailed profile (avatar) for targeted communication.
• Example: Avatar named Katie – preferences include email/text, influenced by social media marketing.

Generational Communication Preferences

• Baby Boomers (1946-1964):
  • Embrace digital technology; prefer face-to-face and phone calls.
  • Welcome remote work.
• Generation X (1965-1980):
  • Email as preferred communication method for work and personal use.
  • Prefer short messages.
• Millennials (1981-1996):
  • Avoid face-to-face, prefer digital messaging (texting).
• Generation Z:
  • Need technology in the workplace, prefer instant messaging.

Audience Considerations for Presentations

• Audience size affects presentation style (discussion vs. informative).
• Identify key decision-makers and tailor presentation to their values and knowledge.
• Understand audience assumptions and prepare to address biases and expectations.
• Consider the audience's accountability and engagement level.
• Assess relationship with the audience (familiar vs. unfamiliar).

Conclusion

• Always consider audience preferences before communicating.
• Adjust communication methods to suit the audience's preferences.
• Engage in related activities and apply these principles in practice.