AUDIENCE ANALYSIS REPORT

What is audience analysis?

What is the importance of audience analysis?
What are the types of audience analysis?
Why do we conduct an audience analysis?
How do we conduct an audience analysis?
What are the different processes involved in audience analysis?

1. Public Communication
 is conveying information to a large audience.
 it is more sender focused than intrapersonal and interpersonal
forms of communication
a. Speaker-audience communication – is talking to a large number
of people who are gathered for some occasion
 analyzes the audience to determine the content, language
usage and listener expectations

All people have needs.

People can be persuaded be claims to satisfy their needs.

Confidence

Example is someone selling a product let’s say the guy from shamwow for instance.
Audience analysis involves identifying the audience and adapting a speech to their interests,
level of understanding, attitudes, and beliefs. Taking an audience-centered approach is
important because a speaker’s effectiveness will be improved if the presentation is created
and delivered in an appropriate manner. Identifying the audience through extensive
research is often difficult, so audience adaptation often relies on the healthy use of
imagination.
Audience Analysis Factors
Audience expectations
Knowledge of topic
Attitude toward topic
Audience size
Demographics
Setting
Voluntariness
Egocentrism

You need to analyze and understand your audience in order to persuade them. Politicians do this more
often than not. They analyze their audience in order to satisfy their needs.

MONROES MOTIVATED SEQUENCE

Attention- You need to grab the attention of your audience; you can do this by creating interest or desire
to know more about the problem or need you will be presenting . Must also draw attention of the
audience to the need or problem that you will detail.

Ex. Social issues like poverty, high gas prices, inflation, pandemic

Persuasive communicat

Knowing the full nature and demographic makeup of your audience prior to speaking is a must, in order
to have a proper persuasive communication. As a persuasive communicator you aim to influence the
audience or the listeners. You have the task to identify the interests of the listeners. This means that you
have to identify or know what the people want to hear.
Hey guys! So, first up we’re going to have a brief discussion about persuasive
communication.

Persuasive communication
Persuasive communication is any message that is intended to shape, reinforce, or change the
responses. of another or others
The term persuasion refers to convincing others to change their point of view or follow a course of
action. Ex. ShamWow, Sales talk, Political campaign
Have you ever been approached by a person who wants to sell you something? In the mall for
example, salespeople often try to persuade you to buy the product that they are selling. Are you
guys familiar with the guy in the ShamWow commercial? What does he do? He tries to persuade or
convince us that we need his product and that if we buy his products, we’re saving up a lot of
money. But that doesn’t end there, persuasion might be as simple as trying to convince your
parents to allow you to go to that sleepover you’ve always wanted to go to. Persuasion can also be
observed in a lot of social media posts, especially in countless Facebook posts about fake news.
Persuasive communication means persuading others to understand what one is trying to
communicate. It has one core purpose; get the readers to support, believe and act in favor to the
presenter or speaker. In layman’s terms the aim of persuasive communication is to influence the
listener’s way of thinking and steer it in their favor. It may be linear or transactional. It also may
be present in public communication, group communication and interpersonal communication. It
might even be in the form of intrapersonal communication; An example is when you try to
persuade yourself that you need the newest iPhone.
For an example of linear persuasive communication. It may take form in a pre recorded statement
or a commercial.
In terms of transactional persausive communication
It is an art of gaining fair and favorable conditions for our point of view.
CHARACTERISTICS OF PERSUASIVE COMMUNICATION
A. Provides a choice among options.
B. Advocates something through a speaker.
C. Uses supporting material to justify advice.
D. Turns the audience into agents of change.
E. Ask for strong audience commitment.
F. Gives importance to the speaker’s credibility
G. Appeals to feelings
H. Has higher ethical obligation
There are 3 types of Persuasive Communication but for the sake of this discussion we will only focus on
the group persuasive communication. General Purposive Communication or GPC occurs between
individuals who may not have a closed established bond. This type of communication typically happens
in a larger setting,

Modes of persuasion
-Ethos (credibility) Ethos is a way of convincing your audience of your credibility as a writer.
-Pathos (Emotional)Most simply, pathos is the appeal to our human emotions.
-Logos (Logical) Persuading by means of reasoning

 Logos — Appealing to Logic.

 Pathos — Appealing to Emotions.
 Ethos — Appealing to Ethics, Morals and Character.

Persuasive communication

Knowing the full nature and demographic makeup of your audience prior to speaking is a must, in order
to have a proper persuasive communication. As a persuasive communicator you aim to influence the
audience or the listeners. You have the task to identify the interests of the listeners. This means that you
have to identify or know what the people want to hear.

WHAT IS AUDIENCE ANALYSIS?

Audience analysis involves identifying the audience and adapting a speech to their interests,
level of understanding, attitudes, and beliefs. Taking an audience-centered approach is
important because a speaker’s effectiveness will be improved if the presentation is created
and delivered in an appropriate manner. Identifying the audience through extensive
research is often difficult, so audience adaptation often relies on the healthy use of
imagination.

Audience analysis if done incorrectly may result in ineffective communication between the speaker and
the listener. For example, there may be an event wherein people want to hear about the state of a
country’s economy, but instead of doing so, the speaker instead talks about other topics which are not
of interest to the audience. This causes ineffective communication.

AUDIENCE ANALYSIS FACTORS

In conclusion, Audience analysis is a process involving identifying audience and their interests,
comprehension level, attitudes and beliefs. There are several approaches to conducting an audience
analysis namely: …. There are also various categories, these are: …. Also, there is such a thing as
Monroe’s motivated sequence, which was created by alan Monroe, it is essentially a 5 step process which
involves i
SUMMARY: After example
In conclusion, when considering topics for a speech, it is critical to keep the audience in mind. Their
interests are of utmost importance and also, you have to be mindful of the words which you will use in
your speech. You must have a great deal of knowledge about what your audience wants or needs and does
not want/or need to hear. Not doing so may put your speech at risk of not corresponding with the
information needs of your audience, and further jeopardize your credibility as a speaker. If we are not
adapting to meet the needs of our audience, we are not going to be informative or convincing speakers.
We will now end our report with a quote from Winston Churchill: “Fail to plan, plan to fail.” (Lack of
planning can be costly

Identification: Audience, Speaker, Persuading

1. It refers to the group of people who take the role as listeners in communication. They are also referred
to as a group of listeners or spectators.
2. The person who utters words to the audience. He/she most commonly speaks on top of the stage.
3. It is the act of influencing a person’s perspective or point of view.
4.

Audience Analysis Factors

Audience expectations
When people become audience members in a speech situation, they bring with them
expectations about the occasion, topic, and speaker. Violating audience expectations can
have a negative impact on the effectiveness of the speech. Imagine that a local politician is
asked to speak at the memorial service for a beloved former mayor. The audience will
expect the politician’s speech to praise the life and career of the deceased.

Knowledge of topic
Audience knowledge of a topic can vary widely on any given occasion, therefore,
communicators should find out what their audience already knows about the topic. Never
overestimate the audience’s knowledge of a topic. If a speaker launches into a technical
discussion of genetic engineering but the listeners are not familiar with basic genetics, they
will be unable to follow your speech and quickly lose interest. On the other hand, drastically
underestimating the audience’s knowledge may result in a speech that sounds
condescending.
Attitude toward topic
Knowing audience members’ attitudes about a topic will help a speaker determine the best
way to reach their goals. Imagine that a presenter is trying to convince the community to
build a park. A speaker would probably be inclined to spend the majority of the speech
giving reasons why a park would benefit the community.

Audience size
Many elements of speech-making change in accordance with audience size. In general, the
larger the audience the more formal the presentation should be. Sitting down and using
common language when speaking to a group of 10 people is often quite appropriate.
However, that style of presentation would probably be inappropriate or ineffective if you
were speaking to 1,000 people. Large audiences often require that you use a microphone
and speak from an elevated platform.

Demographics
The demographic factors of an audience include age, gender, religion, ethnic background,
class, sexual orientation, occupation, education, group membership, and countless other
categories. Since these categories often organize individual’s identities and experiences, a
wise speaker attends to the them. Politicians usually pay a great deal of attention to
demographic factors when they are on the campaign trail. If a politician speaks in Day
County, Florida (the county with the largest elderly population) they will likely discuss the
issues that are more relevant to people in that age range – Medicare and Social Security.

Setting
The setting of a presentation can influence the ability to give a speech and the audience’s
ability and desire to listen. Some of these factors are: the set-up of the room (both size and
how the audience is arranged), time of day, temperature, external noises (lawn mowers,
traffic), internal noises (babies crying, hacking coughs), and type of space (church,
schoolroom, outside). Finding out ahead of time the different factors going into the setting
will allow a speaker to adapt their speech appropriately. Will there be a stage? Will there be
a podium or lectern? What technology aids will be available? How are the seats arranged?
What is the order of speakers?

Voluntariness
Audiences are either voluntary, in which case they are genuinely interested in what a
presenter has to say, or involuntary, in which case they are not inherently interested in the
presentation. Knowing the difference will assist in establishing how hard a speaker needs to
work to spark the interest of the audience. Involuntary audiences are notoriously hard to
generate and maintain interest in a topic (think about most people’s attitudes toward
classes or mandatory meetings they would prefer to not attend.)

Egocentrism
Most audience members are egocentric: they are generally most interested in things that
directly affect them or their community. An effective speaker must be able to show their
audience why the topic they are speaking on should be important to them.