Audience Analysis
Summary
TLDRThe transcript emphasizes the importance of audience analysis for effective communication. It highlights understanding communication preferences, demographic and psychographic factors, and generational differences. Creating an audience avatar helps tailor messages to their preferences, such as email or social media. The speaker also advises considering audience size, decision-makers, knowledge, assumptions, engagement, and the presenter's relationship with the audience to enhance presentation effectiveness.
Takeaways
- 🔑 Audience analysis is crucial for successful communication in business, professional, and personal contexts.
- 👥 Understanding how others prefer to communicate is more important than one's own communication preferences.
- 📊 Demographics such as age, gender, ethnicity, and income level provide a foundation for understanding an audience.
- 🧠 Psychographics, including personality traits and self-identification, reveal deeper insights into communication preferences.
- 📞 A personal anecdote illustrates the importance of asking about communication preferences rather than assuming them.
- 🏡 Factors like social class, habits, and behaviors influence how people prefer to communicate.
- 💡 Creating an 'avatar' helps to personify and understand the audience's communication preferences.
- 📈 Generational differences significantly impact communication styles and preferences in the workplace.
- 👥 The size and composition of the audience affect the approach and content of presentations.
- 🔍 Identifying key decision-makers in the audience is essential for tailoring presentations effectively.
- 🤔 Considering audience assumptions, knowledge level, and engagement is vital for creating impactful presentations.
Q & A
What is the significance of audience analysis in communication?
-Audience analysis is crucial for successful business, professional, and personal communication because it helps understand how others prefer to communicate, creating a better communication channel.
Why is it important to adapt communication style to the audience's preferences?
-Adapting communication style to the audience's preferences ensures that the message is received and understood effectively, regardless of the communicator's personal preferences.
What demographic factors are considered in audience analysis?
-Demographic factors include age, gender, ethnicity, marital status, income, education level, religion, occupation, family structure, housing status, political and religious affiliations, nationality, and social class.
How do psychographics differ from demographics in audience analysis?
-Psychographics focus on personality characteristics and preferences, such as communication styles, while demographics provide statistical data about a person or group.
Can you provide an example of a personal experience with understanding communication preferences?
-The speaker shared an anecdote about a job interview where they assumed their future boss preferred phone calls but learned she valued quick texts or emails, highlighting the importance of asking about communication preferences.
What is an 'avatar' in the context of audience analysis?
-An 'avatar' is a hypothetical representation of the target audience, including details like age, family status, education, communication preferences, and interests, to help tailor communication effectively.
How does generational difference impact communication preferences in the workplace?
-Baby boomers prefer face-to-face and phone calls, Generation X prefers emails, Millennials avoid face-to-face meetings and prefer digital messaging, and Generation Z seeks rapid responses through instant messaging and technology.
Why is it necessary to consider audience size when preparing a presentation?
-Audience size affects the presentation style; smaller groups may benefit from a discussion-based approach, while larger groups require more content and informative presentations.
What is the importance of knowing the key decision-makers in an audience?
-Understanding who the key decision-makers are helps tailor the presentation to address their values and concerns, increasing the likelihood of a successful outcome.
How should a presenter adjust their approach based on the audience's knowledge of the topic?
-The presenter should balance providing enough information for understanding without overwhelming or boring the audience, especially if they are already familiar with the topic.
What is meant by the 'accountability' of the audience?
-Accountability refers to whether the audience is attending voluntarily or because they are required to, which impacts how the presenter engages and maintains their interest.
Outlines
🗣️ Audience Analysis Fundamentals
The paragraph emphasizes the importance of audience analysis in various forms of communication, highlighting that effective communication is not about personal preferences but understanding those of the audience. It stresses the need to consider demographic factors such as age, gender, ethnicity, and others to understand communication preferences. The concept of psychographics is introduced, which involves understanding personality traits and communication styles. A personal anecdote illustrates the significance of asking about preferred communication methods. The paragraph also discusses the role of social class, habits, behaviors, and interests in shaping communication preferences. The idea of creating an 'avatar' to represent the target audience is presented, using a hypothetical scenario to demonstrate how to tailor communication to match the audience's preferences.
👥 Generational Communication Preferences
This paragraph delves into the communication preferences of different generations in the workplace. It outlines the characteristics of Baby Boomers, Generation X, Millennials, and Generation Z, focusing on their comfort with technology and preferred methods of communication. The speaker discusses how to adapt presentations to audience size and the importance of identifying key decision-makers. It also covers the need to gauge the audience's knowledge level on the topic to avoid overwhelming or underwhelming them. The paragraph concludes by emphasizing the importance of considering audience assumptions, engagement levels, and the presenter's relationship with the audience when preparing a presentation or communication strategy.
Mindmap
Keywords
💡Audience Analysis
💡Communication Channels
💡Demographics
💡Psychographics
💡Avatar
💡Generational Differences
💡Digital Messaging
💡Social Media
💡Presentation
💡Decision Makers
💡Accountability
Highlights
Audience analysis is key to successful communication in business, professional, and personal contexts.
Effective communication is not about personal preference but understanding others' preferred methods.
Demographics are important for understanding an audience but don't reveal communication styles.
Psychographics, including personality traits, provide insights into communication preferences.
A personal story illustrates the importance of asking about communication preferences.
Understanding social class can affect the choice of communication technology.
Habits and behaviors influence communication preferences, such as time spent in the car.
Creating an audience avatar helps tailor communication strategies.
Generational differences impact communication styles in the workplace.
Baby boomers embrace digital technology and prefer face-to-face and phone calls.
Generation X values email as the primary mode of communication.
Millennials prefer digital messaging and grew up with texting.
Generation Z requires technology in the workplace and values rapid responses.
The size of the audience affects the presentation style and content.
Identifying key decision-makers in the audience is crucial for presentations.
Understanding the audience's knowledge level helps in adjusting the depth of content.
Accountability of the audience influences engagement strategies.
The presenter's relationship with the audience impacts the approach taken.
Audience analysis should precede all forms of communication, not just presentations.
Transcripts
is the fourth time I have re recorded
this audience analysis and so I hope
this is going to actually be probably
shorter than it uh should have been
um but today we're talking about
audience analysis because audience
analysis is the key
foundation for successful business
communication professional communication
personal communication and here's the
reason why
it's not about you it doesn't matter how
you like to communicate if you can learn
how to understand how others like to
communicate
that creates a much better
communication Channel
so you may have your forms of preferred
communication maybe you'd rather text
um and maybe you'd rather pick up the
phone and call
maybe you'd actually just prefer
face-to-face meetings
um it doesn't matter how you prefer to
communicate it's how does that person
you are communicating with
like to communicate
so as we try to understand our audience
we can look at things like demographics
and we've all filled out some variation
of these before so what is your age
gender ethnicity marital status income
level of Education religion occupation
Family structure housing status do you
rent our own what is your political
affiliation what is your religious
affiliation
nationality disabilities of any
what is your social class lower middle
upper so whatever you can glean from
income
but it's also very interesting to ask
how they self-identify so this tells us
a lot about who an audience is the
problem is it doesn't tell us why or how
they communicate or who they are
so we have something called
psychographics and these are personality
characteristics so I had a boss
um or I was interviewing for a final job
or final interview with the job
um with the lady who's gonna be my boss
and she said
if you have to pick up the phone and
call me or send a text or email what is
your preferred way to communicate so I
look at her I think she's in her 50s
um she is
you know probably love or probably phone
call that's probably what her most her
level of comfort is so I said pick up
the phone and call she said wrong answer
picking up the phone and having to call
is a huge waste of time I'd rather you
send a quick text or email
and I learned right then and there it is
about how they prefer to communicate and
it would have been better for me to ask
I need to understand what are your
preferred ways to communicate and I'm
happy to accommodate
um and so because she lived a very busy
lifestyle she wanted things that were
quick and efficient and she didn't have
time to pick up the phone and call
unless it was absolutely necessary
um things like what are their social
class because again
they might have more access to
technology or less what are their habits
so do they have
um are they involved in other things are
they
um like maybe they are maybe they
they're very into you know Tick Tock or
social media and so that would also
depend on or give us some information
about their communication preferences
what are their behaviors so do they
spend a lot of time in the car and it's
easier to pick up the phone and call and
then what are their interests
so as we try to understand who a
audience is we want to actually create
an avatar and so you'd go so far as to
name your avatar so let's see let's say
I'm about to give a presentation about
why you should buy a one of those giant
40-ounce Stanley Cups that I carry
around everywhere
um so I'm going to try to develop this
app this Avatar and Pitch this Stanley
capture person
so my Avatar's name is Katie
she's in her 30s she has a family she
owns her own home she has a higher level
of Education she has a college degree or
higher maybe a master's
um I think she I said she had a family
she works
and she has activities outside of her
Hobbies outside of of working family
um her communication preferences is that
she prefers email or text
and so that's how we would would pitch
this to her she spent some time on
social media each week
um and so we would use again either
probably email marketing or social media
marketing to capture her attention
so when we look at generational
differences and how that comes into play
in the workplace you will end up working
with all three other Generations as you
enter the workforce so we see these baby
boomers who are born 1946 to 1964 so
they're in their 60s to 80s
um contrary to what you would think they
actually embrace digital technology this
group um loves their iPads they love
Facebook they love apps and again that's
not all of them that's a lot of them
um they do prefer face-to-face and phone
calls so if you're in the office with
this group you want to make sure that if
you've got a meeting or they are in the
office that they see you that you have
communication face to face
they actually welcomed remote work
because this allowed a um a group who
was maybe it's starting to have some
health issues that they could only have
to come into the office a couple days a
week or give them some other options
then we have Generation X and this group
is from 1965 to 1980. um they will be a
lot of the people who are upper level
um have some seniority as you guys enter
the workforce email's their preferred
method of communication at work and at
home
so they
um are probably going to see texting as
personal email as personal and work if
that makes sense they like short brief
messages opposed to lengthy ones
Millennials so I fall in this group 1981
to 1996 so we'll say uh late 20s to
early 40s I guess
they avoid face-to-face meetings and
prefer digital messaging we grew up with
texting and so that is probably our
preferred way to communicate it's easy
it's always been kind of natural to just
send a text versus pick up the phone and
call
and then we have Generation Z they need
technology in the workplace they want
rapid responses so instant messaging
um and again whatever technology tools
helps the office work smarter not harder
so as you consider your audience for
your presentations you want to look
around and look at your audience size
for one
I have to have completely different
presentations if I'm presenting to 400
versus 25 when I've got a group of 25
it's more discussion based when I've got
a group of 400
um I have to just do more information
I'd say overload but just more content
it's an informative type presentation
you also want to figure out who are the
key decision makers in the room so if I
have to go give a presentation to a
board
um I need to know there might be 10
people I'm presenting to but who is the
ultimate decision maker who has that
final Authority and what are their
values
if they're a finance person I need to
make sure that
um budget considerations are at the top
of my my key points and if if I'm
presenting to our some of our electings
of students I need to make sure that
student retention and student numbers
are actually the first
and then what is their knowledge of the
topic
so this is a fine line between
um giving people enough information so
that they understand what's going on but
then not boring them because they're
very well very familiar with this topic
so that's why you have to consider who
your audience is do they know a lot
about this so if you're talking about
parking on Texas Tech campus
most people at Texas Tech understand
that it's kind of a pain and so you can
just quickly cover it and get right into
the content
and then you want to understand what are
the audience assumptions
so I use the example of if you've ever
gone to ask your parents something and
you already know what they're going to
say you know their assumptions
so what biases do they have about this
what are they what are their immediate
feelings about this and how can you
prepare your talk or presentation to
accommodate those assumptions
and then what is the accountability of
the audience are they there because they
have to be or are they there because
they want to be if they're there because
they have to be how do we keep them
engaged and make them want to listen
and then lastly what is your
relationship with the audience
um if you know this group you have
worked with this group you can
you have to say your name because it's
being recorded but you don't have to
give a lot of background now if this is
a group you've never really met with
before you need to be prepared to talk
about who who you are and really beef up
your
um Authority on this topic
the thing about audience analysis though
is that you you want to consider your
audience before you send an email before
you pick up the phone
understand how they want to communicate
and how they would like to be
communicated with
um and this has gotten very brief this
one for me a 45 minute lecture to a 22
minute recorded video to 15 to now less
than 10 because that's what happens when
you have to record this four times so
make sure that you do your activities
associated with this thank you
浏览更多相关视频
PR - Module 3 - Session 3 - Youssef El Hely - YQC
Audience Analysis
Video 6: Making your message matter
If I had 0 Instagram Fans for my Music, I'd do THIS (DJs & Music Producer)
Lecture 6 Understanding Your Audience
Wanna present better? (6 Soft Skills) always be successful in presentations ( soft skills)
5.0 / 5 (0 votes)