Tool 12: Audience Analysis

AKA

N/A

Classification

Planning/Presenting (PP)

Tool description

An audience analysis assists in the developing of an effective strategy for giving a presentation or conducting a workshop. Data collected and analyzed will point to appropriate material content and a more focused preparation for the presenter or facilitator.

Typical application

• To prepare for a presentation or facilitation of a workshop.

• To uncover the needs and expectations of an audience.

• To gather data for planning and developing a quality presentation.

Problem-solving phase

→	Select and define problem or opportunity
→	Identify and analyze causes or potential change
→	Develop and plan possible solutions or change
	Implement and evaluate solution or change
	Measure and report solution or change results
	Recognize and reward team efforts

Typically used by

	Research/statistics
	Creativity/innovation
	Engineering
	Project management
	Manufacturing
2	Marketing/sales
	Administration/documentation
1	Servicing/support
3	Customer/quality metrics
	Change management

links to other tools

before

• Demographic Analysis

• Survey profile

• Surveying

• Circle response

• Interview technique

after

• Presentation

• Consensus decision

• Team meeting evaluation

• Value analysis

• Different Point of View

Notes and key points

• Audience research, data collection, and analysis will depend greatly on purpose and situation. Focus or areas of concern would determine instrumentation and methods applied.

Step-by-step procedure

• STEP 1 In order to collect data necessary to perform an audience analysis, a set of questions needs to be developed for a particular audience to ensure that appropriate response data is available.

• STEP 2 Data collection methods include surveys, interviews, focus groups, meetings with supervisory personnel, historical data, job descriptions, plans, records, and technical documentation.

• STEP 3 The data is analyzed and brief comments and notes recorded on a summary form as shown in the example.

• STEP 4 This data is considered and used to develop a presentation or to customize an existing workshop.

Example of tool application

Presentation for Design Engineers

Audience Analysis — Date xx/xx/xx	Research Notes
Audience's Identity/Membership? Design engineering group Satellite division	–Check terminology
Audience's Purpose/Objectives? Learn design to cost Cones of tolerance applications	–Review DTC –Review equations
Audience's Needs/Expectations? Case studies, current info Benchmarking info	–Update current files
Audience's Knowledge/Experience? Modular to Systems' Level 6-10 years of experience	√ –Mostly specialized
Audience's Constraints/Concerns? Division politics, work ethic Job security	–Just went through reengineering
Audience's Willingness/Involvement? Will participate in exercises Willing to share lessons	√ Jones' feedback indicates strong participation
Audience's Values/Attitudes? Learning organization concept Positive, low risk takers	–Great –Why?
Audience's Composition/Profile? Senior engineers, college – Ph.D. Cutting-edge technology, high specialization	–Revise handouts
Note: Attach Audience Analysis Worksheet to preserve detail.