The Importance of Audience Analytic

Audience analysis is a great tool to have by your side and although it might not guarantee protection against errors in judgment, it will help you in some key decisions. For example, with the help of audience analysis, you can choose your style of presentation, your language, and the topic. It is easy to understand the importance of this aspect because the more you know about your audience the better your ability to cater to their needs and interests will be.

There are certain limits to what you can actually learn with the right information, however, if you are running a business and are trying to market your services or products. Knowing your target audience in detail can be a huge help.

What Are the Three Types of Audience Analysis?

Direct Observation

If you want to keep things simple and just want to get the feel of the audience, audience analysis by direct observation is the way to go. With direct observation where you gather qualitative data through the five senses. The knowledge that we gather through personal experience has a bigger impact on us than the knowledge that we receive indirectly.

If you want to use this observation method, all you need to do is examine your audience in the best possible way. With the help of this technique, you can have answers to basic questions about your audience like how old they are? What is the racial mix?

Inference

Audience analysis with inference is an extension of the information that you gathered with direct observation. The inference is a form of critical thinking that is known as inductive reasoning. Here you make a reasoned conclusion based on the evidence that you have gathered. When we reason, we make predictions based on the evidence and knowledge we have. Inferences can sometimes be wrong and that normally happens when the knowledge or evidence you have on a subject is limited.

Sampling

Audience analysis by sampling is very different from the methods mentioned above. This is because those methods rely on qualitative data and sampling relies heavily on statistical evidence. This statistical evidence is used to quantify variables that are assigned some kind of value to classify them systematically. Statistics are all numbers and that is why when it comes to audience analysis with sampling, you are required to survey your audience.

What Are the Five Categories of Audience Analysis?


Demographic Analysis

Demographic analysis can be very useful because it is with this technique that you can learn some key information about your audience. As the name suggests, demographic analysis is all about understanding factors such as marital status, age, gender, ethnicity, and social status. There are two main steps that you need to focus on during demographic analysis, one is data gathering and the other is data interpretation.

Psychographic Analysis

Another type of audience analysis is known as psychographic analysis. With this method, we can learn about people’s beliefs, attitudes, opinions, and values. This is not a straight forward analysis technique because people have very different ways of thinking. For example, the interpretation of “equal opportunity” may be different for one person and completely different for another.

Situational Analysis

Situational analysis is done when you are trying to understand under what circumstances has the audience gathered. Have they gathered willingly, or are they paying to hear you? Whatever the situation may be, it will set the entire agenda and tone of your speech or campaign. In most cases, the audience has a mixed situational setting, this means some of them are forcefully listening to you, while others are willing to. With situational analysis, you can learn more about this and then change your stance accordingly.

Multicultural Analysis

Although the demographic analysis does shed light on ethnicity and race, it is not enough. In our diverse society, we need to pay more attention to diversity and that is where multicultural analysis comes in. in the real world situation, you will be faced with an audience that is multicultural and you need to recognize this aspect. If you are running a business or speaking to an audience, you need to make sure that your message is understood by people from all walks of life and races.

Interest and Knowledge Analysis

If you are marketing a product or speaking at an event, you will want to deliver a memorable presentation. However, to do that you need to know what your audience is genuinely interested in what you are presenting. This is where interest and knowledge analysis comes into play.

Why is Audience Analysis by Direct Observation the Most Simple of the Three Paradigms?

Audience analysis by direct observation is without any doubt the simplest method of audience analysis. This is because gathering data for this analysis is pretty straightforward because you are generally using just your 5 common senses. With this method, what you see and perceive is what you get.

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