Audience Analysis

AUDIENCE ANALYSIS

A task or a tool which is generally the first step in setting a training activity. Training activities are targeted toward an intended audience, which should be defined by a number of factors such as learner's personal characteristics, intellectual and technology skills, knowledge level and purpose of learning. Conducting an audience analysis helps to identify the profile of the intended audience, facilitating the design of the learning strategy that best suits its needs. ^[1]

Conducting an Audience Analysis

Guidelines

Conducting an audience analysis requires the identification of specific characteristics related to demographics, interests, knowledge, learning needs, and learning expectations - the who, what, where and why one can find in the audience analysis model.

To prepare an audience analysis:

Define the background of the audience determining the social situation (who) and the subject knowledge level (what).
Identify characteristics of the audience considering demographics (who and what), interests, needs, and expectations.
Consider the environment that is surrounding the audience (where).^[2]