Audience Analytic: How-to
The meaning and basics of audience analytics
The more knowledge you have about the needs of your target audience, the better you can prepare your speech or document.
When delivering a speech, you have limited time to capture your audience’s attention. Therefore, an in-depth understanding of your audience before writing a statement will help you create and deliver an excellent speech.
How do you analyze an audience?
Step-by-step guide on how to identify and analyze your audience
By way of introduction, audience analysis is the study of the essential elements that constitute an audience.
Audience analysis is conducted to identify and understand the priority of the audience. Analyzing an audience requires a step-by-step procedure described below:
- Select the Priority Audience
An effective strategy must concentrate on the priority audience. The priority audience is not always the most affected, but they are the ones whose behavior must change to improve the situation.
- Identify Priority Audience Characteristics
It is crucial to identify the socio-demographic, geographic, and psychographic characteristics of each priority audience. This allows for easy access to reach them.
- Identify Knowledge, Attitudes, and Practices
Understand what the priority audience thinks, feels, and does about the problem to determine the stage of behavior change. This helps in adapting messages and activities to the audience’s knowledge, beliefs, attitudes, and behaviors.
- Identify Barriers and Facilitators
It is vital to know what prevents or encourages the priority audience to influence the desired behavior. Identify barriers and facilitators of change and list them in a table.
- Consider Audience Segmentation
Audience segmentation is the process of categorizing the priority audience into subgroups according to at least one similar characteristic. This can significantly affect the success of the content to be advertised or introduced.
What is the Importance of Audience Analysis?
The benefits of audience analytics and how to optimize for best results
Audience analysis will help you discover information that you can use to build a mutual ground between your organization and the members of your target audience.
Benefits of Understanding Audiences
When you publish content, your aim is that the listeners understand and respond favorably to what you are saying, whether they are face to face with you or connected by communication technology such as computers or other media.
A significant characteristic of content publishing is the uneven distribution of interaction between the publisher and the audience. The speaker/content typically talks more while the audience listens, often without asking questions or giving any feedback. In some situations, however, the viewer may ask questions or respond by leaving reviews.
Since there is usually little communication from the audience to the content producer, there is limited opportunity to go back to explain unclear statements in the published content. This problem is why – when planning to release content – you should know about the audience and adapt the message to them. You want to prepare an audience-focused content.
How do you conduct an audience analysis?
Steps on how to carry out audience analysis
Once you have selected a sample and decided which questions to ask, it’s time to conduct your study.
The first thing is to collect data by conducting surveys, interviews, or conversations with potential audience members. If you are using a survey, you may not disclose your participants, especially if you are asking them about anything sensitive or personal. This can lead to more sincere responses.
If you are conducting one-on-one interviews, you may want to ask for clarifications by asking questions like “how do you mean?” or “why do you feel that way.”
Note that how you conduct the interviews can affect how people answer the questions. Therefore, you’ll need to put in a lot of work in hiding your own biases, so your participants don’t feel pressured to respond in a particular way.
For informal conversations, it’s advisable to record the conversation for later reference, if your participants agree to this.
After collecting data, it’s time to have a look at the information you have and draw out a conclusion.
You may need to conduct in-depth statistical analyses of your data. Some software programs can help you, such as Stata or SPSS. Although costly, they are the most adequate. Other applications like Excel can help you with organizing and analyzing your data. Put your questions across the top row in a datasheet and place each participant’s responses in the rows below. This organization will help in summarizing the range of answers you got for each question.
If your analytical tool used open-ended questions, for example, “What’s your perception of Company X?” you will have to classify people’s responses. For example: “Negative,” uncertain, or ”positive” so that you can summarize how many participants responded to what option.
After analyzing your data, gather your findings into a single document that summarizes who your audience is and what their needs are. Summing all this will help you organize your thoughts and create a matching picture in your mind about who your audience is and much more, their specific needs.
Audience analytics takes a lot of work, but the effort surely pays off because you would be able to achieve real-time change.
However, you can speed up the process and get accurate results by using the latest audience analytic software there is. RSG Media offers one of the most technologically advanced software to analyze different target audiences. Thus, when you need answers, you only need to make the right call – RSG Media.