We’re back with another lovely episode of Perception. In the previous episodes, we have been discussing the importance of knowing and understanding your audience. Also, we expanded on how you can identify your audience. And we found out that it’s actually no big deal – it can be done in a matter of seconds or the day before depending on the importance of your presentation being successful.
Today we are moving on to the next stepping stone of the IDARE process – Audience Analysis.
What is Audience Analysis?
The word “audience” can be explained as the part of the general public interested in a source of information or entertainment.
“Analysis” is an investigation of the component parts of a whole and their relations in making up the whole. In other words, it is the abstract (mental) separation of a whole into its constituent parts in order to study the parts and their relations.
From this, we can generate a definition for “Audience Analysis”:
The abstract separation of the general public interested in your presentation into its constituent parts (the categories of people present – men, engineers, doctors, employees, investors, etc.) in order to study them and their relations (plus the reasons why they are listening to you – their aim).
Pretty good, huh?
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How can you analyze your audience?
In identifying your audience, you had to collect ‘demos’. However, in this case, you will be collecting ‘Psychographics’ instead.
Psychographics is the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research.
Let’s say you have to convince a family to buy Girl Scout cookies. How you could collect details about their lifestyle and beliefs can be through the insider. He/she is your connection (more like spy) within the audience. Here, it could be your best friend who happens to be their son.
So, he gives you facts like they think cookies are high calorie snacks. They also believe that they are dry and tasteless. With this newfound data, you can structure your sales pitch from the angle of they not being dry, tasteless and as high calorie as they think. Furthermore, you could even offer them a sample to be more persuasive. As a result, you are more likely to succeed at convincing them.
Now, when writing this, I thought to myself – this method is the worst. Why would you put a member of the family in a position to spill some family secrets? Do you think I’m right? Let me know in the comment below.
This method gets its concept from all those spy movies where an agent is sent to the enemy to merge with and become one of them so that he can be a source of crucial tactical information that will give his team the upper hand.
An experienced outsider
Using the same scenario, you could question another Girl Scout who has made an attempt to sell to that particular family. Ask questions about why she failed at it. Questions like: what were their reasons for not being interested? what were their reactions and demeanor?.
An inexperienced outsider
This person can be a neighbor of the family. Perhaps, you could ask what kind of snacks he/she normally sees them having or what snacks have they voiced their distaste for. From his/her answers, you can draw conclusions.
However, this is not always reliable because not everyone interacts with their neighbors.
These days, almost anything you want to find out can be found on the internet. In this scenario, you could search for common reasons why people are hesitant to buy cookies. And in case you don’t know how, find counter statements to them.
The importance of Audience Analysis
It’s very important to make this analysis properly so as not to lose your audience. This is because a seemingly offensive mistake can causes parts of them to tune you out. This can be either out of anger or not being able to relate with your points.
So, there you have it – the key points of audience analysis. In our next episode, we will move on to the final stepping stone. Stay tuned.
This is Perception.
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