Audience analysis involves discovering information about an audience before, during and after a presentation to improve communication. There are different types of audience analysis, including conventional wisdom and demographics. Demographic characteristics that can be analyzed include gender, age, ethnicity, economic status, occupation, education, and physical characteristics. Common methods to analyze audiences are observation, group identification, interviews, and questionnaires. Audience adaptation applies the results of audience analysis to tailor the message to the audience and occurs before, during, and after a presentation.

1. Audience analysis
What is it?
Audience analysis
– Is discovering as much as possible about an
audience for the purpose of improving
communication with them
– Occurs before, during, after a presentation

2. Audience analysis
Types:
• Conventional Wisdom:
The popular opinions of the time;
the customary set of understanding of what is
true or right

3. Audience analysis
• Demographics of an audience include:
gender composition, age, ethnicity, economic
status, occupation, education and physical
characteristics

4. Eight demographic characteristics of audience
• Gender composition
• Age
• Ethnicity (Co-cultures)
• Economic status
• Occupation
• Education
• Physical character tics

5. Four methods of analyzing the audience
1. Observation
2. Group identification
3. Interviews
4. Questionnaires

6. Audience adaptation
• Market the message appropriate for
audience
• use analysis
• apply its results to message creation

7. Audience adaptation
 Audience adaptation occurs
-before, during and after presentation
• In persuasive message adopt your message to
-knowledge level of the listener
-and their present position to the issue