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Audience Analysis

Audience Analysis

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Published by FaHEEM DILAWAR
A brief introduction along with there techniques
A brief introduction along with there techniques

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Published by: FaHEEM DILAWAR on Dec 27, 2009
Copyright:Attribution Non-commercial


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Audience analysis:
The understanding of the customer group for which the design is targeted. This wouldinclude the audience demographics, physical location, amount of time available to viewthe design, and interest in the subject matter.
I will highlight the importance of this with a definition of Alan pike:“Conducting research to discover what you can in terms of information and insightsrelated to audience to try to get audience to listen to you.”But, I want clarify that what is real meaning of AUDIENCE. Using the word "A-U-D-I-E- N-C-E" as an acronym, I will define some general audience analysis categories that thesesurveys should include.
nalysis - Who are they? How many will be there?
nderstanding - What is their knowledge of the subject?
emographics - What is their age, sex, educational background?
nterest - Why are they there? Who asked them to be there?
nvironment - Where will I stand? Can they all see & hear me?
eeds - What are their needs? What are your needs as the speaker?
ustomized - What specific needs do you need to address?
xpectations - What do they expect to learn or hear from you?Well, audience analysis differs in different scenarios. Like if you are doing anaudience analysis of web site then this going be different for audience of a product or subject, business writing or even business or public presentation and like that.But, I am going to list some points, which are apart to every type of audience analysis.These points are listed below:1.A proper and effective analysis give you an idea, needs, expectations of anaudience this is nut shell analysis.2.It helps you to choose timely and appropriate topic.
: See if you are going for presentation to technology people then youshould prepare yourself at your best or at your audience best. If you come up with the1
technologies, which are new for you but old for the audience, then definitely after 5minutes they going to kick you out because you are boring for them. But, if youcome up new ideas, inventions and use jargons and took yourself to their caliber. Thenthey going to love you and listen to you as well.3.It helps to quote relevant, interesting issues and more poised examples.4.Increase self-confidence.Justification: If you are giving an interview in a company after 3 month internshipin that company. If you had done a thoroughly research in that company then oninterview time you will know more about the company and feel more confident.5. It helps to choose and use appropriate language, in terms of jargons, informalinformation.6. It helps to select presentation ads.7. Justification: Before presentation if you better knows the available ads and knowshow to use in a better way.8. Helps to increase credibility with the audience.But, if we look only website audience then the importance of audience analysis in makingan effective website where hundreds of people visit everyday.9.It helps to analyze his prospective audience in light of the message he isattempting to convince e.g. ages represented in your visitors, the education andexperience of this audience and their knowledge and opinions on your maintheme.
How to conduct Audience analysis?
As I discussed earlier the importance of audience analysis now the point come how toconduct an effective audience analysis. Well, audience analysis exercises different for different audience. Here I put exercise of different and one of the best audiences toconduct. Some of the exercises along with practical examples are listed below:
4 steps for effective website audience analysis:1) Investigation
- Consider the purpose of the website, the layout that best projects theidea that you wish to convey and characteristics of your prospective audience. List possible topics and select the one best suited to all aspects of the situation: your interestsand qualifications, the requirements necessary to promote your ideas, the necessarycontent to accomplish this and the expectations and characteristics of the audience.
2) Organization
- The next step for the Webmaster is to determine the structure of thewebsite. The Webmaster must decide the logical requirements of the subject matter andthe most appropriate way to adapt it to the prospective audience. Only after a Webmaster has selected the topic, has analyzed the particular audience, and has collected the proper content will they be equipped to plan the structure of the website.
3) Method of Expression
- The third step in building an audience friendly website is toexpress the thought in a way that will communicate to your audience exactly what youintend. The central theme should be easy to follow; the vocabulary must be suited to theunderstanding of the audience and be interesting enough to hold the attention of your 2
4) Mastery of the Content
- You must master the content of your website and present alogical sequence of ideas leading to a particular goal. Set up your website in such a waythat there is a smooth progression from one idea to another. Make clear the exact meaningof what you are saying each step of the way. But, if the scenario comes where you have to analyze your audience at the spot, or youmay have time to analyze then we have to apply and exercise different audience analysistechniques. Some of the techniques according to the time span are listed below:
Audience Analysis in One Minute
If you have to give an urgent presentation in an office, university or even at public placeand you have few minutes to prepare and present. Then the only way to get better analysisis to go and talk to the audience. Talk to individuals and get information like what theylike and what they want to listen? What they are expecting to listen? Who is in gatheringMale or female? Their profession and their interest in any topic.If the presenter keep in mind the practices that are mentioned, in the above paragraph. Then this really is going to help in absorbing much of the information in justfew minutes. But, this really depends upon the presenter or analyzer how much he/she iscapable of absorbing things from their audience as well. So, for this the analyzer should be sharp and smart enough and also have courage to talk and asking such things from theaudience.
Conducting the Audience Analysis
Conduct either a formal -- based on surveys and questionnaires -- or an informal -- basedon discussions -- analysis to create an audience profile.
 Formal Audience Analysis
During formal analysis:
Conduct surveys,
Use structured interviews,
Gather questionnaires.SSome organizations often do formal analyses as part of marketing planning.
Informal Audience Analysis
Gather information about the audience by talking with people who will read the finaldocument. For example, when writing
Product documentation, talk to people who use the product (or a similar product).
An article for a periodical or journal, talk to people who read that publication.Especially talk to those who have published in that or similar periodicals.3

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