Audience Analysis Lisa A Stefani Analyzing the Audience

Audience Analysis Lisa A. Stefani

Analyzing the Audience ® Try to determine your audience’s attitudes, values, and beliefs about your topic before you develop your speech. ® In this way you will be able to relate your material to their past experiences, their interests and their current knowledge base.

Gathering Audience Information ® Conduct interviews and surveys if possible. See sample survey in text. ® Look at published sources such as company websites, polls, brochures articles, and other related material. ® Internet Public Library (IPL) ® World-Newspapers. com

Published Polling Services ® National Opinion Research Center ® Roper Center for Public Opinion ® Gallup ® Pew Research Center ® The Wall Street Journal ® Marist Poll ® Brookings

Impacts on Audience Receptivity ® Audience expectations ® Age range – make examples relevant ® Gender – address concerns of both ® Cultural Composition – values and vocabulary – Individualism/Collectivism ® High Uncertainty/Low Uncertainty ® Power Distance/ Masculine vs Feminine

Religious and Political Affiliations

Impacts on Audience Receptivity ® Occupation – impacts beliefs and attitudes ® Education – tailor your material to the sophistication level of the audience ® Income – what people can afford affects their receptivity – health insurance, travel and leisure