How To Write An Audience Analysis

What Is An Audience Analysis?
An audience analysis is essentially a study of customer needs and wants. These could either be explicit, implicit or both. The key is to gather as much information as possible so that the final product will be well received by the target audience. In terms of its importance, audience analysis ranks highly with technical writers due to the content of their writing. Therefore, it is particularly important for them to know who their audience is especially in terms of their needs and wants. What they know or do not know, their level of understanding, their perspectives and views as well as expectations are useful information to a writer or speaker.
How Can Audience Analysis Be Better Written?
• Understand the meaning and purpose of the analysis. The analysis is all about appreciating the profile and characteristics of a group of people so that an offering can be customized for them. The analysis would help determine, among others, the most appropriate style, tone, format and amount of information required.
• Appreciate the need for it. Why write an audience analysis? What is it for? How will an audience analysis help a speaker or writer? Appreciating the value of the analysis will enable it to better focused on factors such as audience background, the situation and context in which the final product will be delivered. Understanding how the analysis will be used by the writer or speaker to tailor their delivery will great help the manner in which the document is written.

Important Elements Of An Audience Analysis
1. The target audience. Who are they?
2. What would they know or not know in terms of the offering?
3. What are their personal details such as age, gender, occupation, education, location etc.
4. Why would they want or need the information? How or why would it be of interest to them?
5. What would be the situation under which the document will be received? When and where would it be delivered?
6. What would the needs, wants and expectations of the audience in terms of the subject or topic of the document?
7. What other special needs might there be and what is the degree to which the document is to be customized?
8. What would the audience expect to “takeaway” in terms of benefit after reading or hearing the information?

The Important Touches
It is important that the audience analysis is well written. It must be clear, factual and easily understood. Relevant headings would help readability in addition to a suitable layout and good organization of the material. The document must be proofread and edited. Spelling and grammar need to be without error with a good flow to the document for it to be user “friendly”.
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