Audience analysis

Audience Analysis
Presented by:
 Mehtab Ali
 Usman Baig
 Saim Khan

What is Audience Analysis?
Audience analysis is the process of learning,
• who your audience is,
• what they are thinking,
• how you can best reach them.
Thoughtful audience analysis is one of the best habits you can
develop as a speaker.

Approaches to Audience Analysis
Direct observation
Inference
Data Sampling

Approaches to Audience
Analysis
 Direct observation:
 Audience analysis by direct observation, or direct
experience, is the most simple form of analysis.
 It is a form of qualitative data gathering. We perceive it
through one or more of our five natural senses.
 Knowledge that we acquire through personal experience
has more impact on us than does knowledge that we
learn indirectly.

Analysis
 Inference:
 Audience analysis by inference is merely a logical extension of
observations drawn in the method above.
 It is a form of critical thinking known as inductive reasoning, and another
form of qualitative data gathering.
 As individuals we make inferences or reasonable assumptions all the
time.

Analysis
 Data Sampling:
 Unlike audience analysis by direct observation and analysis by inference,
audience analysis by data sampling uses statistical evidence to quantify and
clarify the characteristics of your audience.
 These characteristics are also known as variables, and are assigned a numerical
value so we can systematically collect and classify them.
 Audience analysis by data sampling requires you to survey your audience
before you give your speech.

Categories of Audience Analysis
Demographic Analysis
Situational Analysis
Psychological Analysis
Contextual Analysis

Categories of Audience
Analysis
 Demographic Analysis

Analysis
 Demographic Analysis:
 The first category of audience analysis is demography. Demographics are
literally a classification of the characteristics of the people.
 Whenever addressing an audience, it is generally a good idea to know about its
age, gender, major, year in school, race, ethnicity, religious affiliation, etc.
 There are two steps in doing an accurate demographic analysis:
i. Gathering demographic data.
ii. Interpreting this data.

Analysis
 Situational Analysis:
Builds on demographic analysis, focuses on situational factors like
 Size of the Audience
 Physical Setting for the Speech
 Disposition of the audience towards:
o Topic
o Speaker
o Occasion

Analysis
 Psychological Analysis:
• The aim of psychological audience analysis is to discover what your audience
may be thinking before and during your presentation.
• Psychological analysis covers both the knowledge (or lack of knowledge) and
the beliefs of your audience.

Analysis
 Contextual Analysis:
• The aim of contextual audience analysis is to discover how the
speaking event itself may influence your audience’s state of mind.
• In some ways, this analysis takes who they are (demographic) and
what they believe(psychological), and pins it to a certain time and
place where you’ll be speaking.

Knowing your audience
A key element in preparation is analyzing your audience, anticipating its
reaction and making appropriate adaptations. Audience may fall in five
categories as
1. Friendly:
A friendly audience is one that is likely to accept what the speaker has to say.
2. Hostile:
A hostile audience is one that will probably not agree with the speaker.
3. Expert:
Experts are often "theorists" or "practitioners." For the "expert" audience, document formats are often
elaborate and technical, style and vocabulary may be specialized or technical, source citations are
reliable and up-to-date, and documentation is accurate.

Knowing your audience
4. Uninterested:
The audience here is already intangent with what you are telling them so the biggest
mistake you can do is to give them a background of the topic. The people that you are
catering to have all the required information, therefore, you need to tread a cautious
path while delivering that speech giving the audience something new that they are
uninformed about.
5. Neutral:
These will be the kind of people who are directly or indirectly interested or don’t want
to invest in your idea. Let’s say that these people are on the fence, i.e. neither here or
there about the idea that you are trying to sell. You need to be extremely careful not
to offend these audiences and still get them to invest in your idea or philosophy.

Conclusion
When considering topics for your speech, it is critical for you to keep your
audience in mind.
If not so then you put your speech at risk of not corresponding with the
information needs of your audience, and further endanger your credibility as a
speaker.
As we examined the methods of conducting an audience analysis and four
categories of audience analysis. In sum, this information equips you with the
foundational knowledge and skill-set required to ensure that your topic
complements your audience.

If you have any question……Please keep
it for yourself………I’m not Google

Audience analysis

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