Difference between revisions of "Audience Analysis"

Latest revision as of 11:09, 3 October 2013

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 and their learning style 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]

Audience Analysis Model

Job Aid

Conducting an Audience Analysis

Audience Analysis Template

Web Resources

Below you will find articles on why audience analysis is critical:

Link	Content
Analysis For eLearning Projects	An article outlining different forms of analysis- ranging from audience to technical analysis- that can be used prior to launching an e-Learning initiative.
More about Audience Analysis	This article reiterates the need for audience analysis to develop user-focussed courses.
Amazon would make a good Instructional Designer	Through the example of Amazon’s approach to target products to its customers, this article explains the importance of understanding one’s audience when developing learning initiatives.

References

↑ Wikipedia (5 March 2008) www.fgcu.edu (27 june 2008), www.wsu.edu (27 june 2008)
↑ www.wikihow.com (8 October 2008), www.ehow.com (28 August 2008)

[1] Wikipedia (5 March 2008) www.fgcu.edu (27 june 2008), www.wsu.edu (27 june 2008)

[2] www.wikihow.com (8 October 2008), www.ehow.com (28 August 2008)

[1]

[2]

@@ Line 1: / Line 1: @@
-{{Term|AUDIENCE ANALYSIS|Analysis conducted on the people that might benefit from a service or tool and that should determine the learner’s personal characteristics. It enables to create their profile, allowing an evaluation. It takes into consideration many factors, such as the age, education, job function, intellectual skills, language, culture, background [[Knowledge|knowledge]], training, subject knowledge level, needs and interests, purpose of taking the course, and demographic characteristics. <ref> [http://www.wikipedia.org Wikipedia] (5 March 2008) [http://www.fgcu.edu www.fgcu.edu] (27 june 2008), [http://www.wsu.edu www.wsu.edu] (27 june 2008)</ref>}}
+{{Term|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|knowledge]] level and purpose of learning. Conducting an audience analysis helps to identify the profile of the intended audience and their [[Learning Styles|learning style]] facilitating the design of the learning strategy that best suits its needs. <ref> [http://www.wikipedia.org Wikipedia] (5 March 2008) [http://www.fgcu.edu www.fgcu.edu] (27 june 2008), [http://www.wsu.edu www.wsu.edu] (27 june 2008)</ref>
+See also: [[Needs Assessment]]; [[Stakeholder Analysis]]; [[Problem Tree Analysis]]; [[Focus Groups]]}}
 {{Tool|Conducting an Audience Analysis|
 __NOTOC__
-=='''Steps'''==
+=='''Guidelines'''==
-*'''Identify characteristics of the audience'''. If there is more than one audience, you can write sections specifically pertaining to the corresponding audiences, or write in one particular fashion that applies across the board. Similarly, if there is a wide variability in the audience, cater to the majority--write to the majority of the people that will be reading the document. References to other sources with alternative information may need to be included to aid the minority of the readers.
+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|audience analysis model]].
-*'''Determine audience's educational and professional background, reading level and primary language.''' Demographic characteristics of the audience can help determine the style and content of a document. Age groups, areas of residence, gender, and political preferences for example, are some of the characteristics to focus on.
-*'''Define the audience as primarily novice, advanced or expert.''' Take into consideration that it may represent mixed levels of expertise. Defining this characteristic will aid the writer in determining what information is already understood and what information needs to be included.
+To prepare an audience analysis:
-*'''Search for any audience that might get to be reached by the work''' and that has not been previously considered.
-*'''Ask what the audience is expecting''', as well as what the audience's needs are with respect to your topic.
+*'''Define  the background of the audience''' determining  the social situation (who)  and the subject knowledge level (what).
-*'''Inquire about your own purpose.''' Determining the precise objective of the work.
+*'''Identify characteristics of the audience'''  considering  demographics (who and what), interests, needs, and expectations.
+*'''Consider  the environment''' that is surrounding the audience (where).<ref> [http://www.wikihow.com   www.wikihow.com] (8 October 2008), [http://www.ehow.com www.ehow.com] (28 August 2008) </ref>
+=='''Audience Analysis Model'''==
-*'''Consider the environment''' that is most likely to surrounding the audience while getting in touch with the service or tool you are providing.  <ref> [http://www.wikihow.com   www.wikihow.com] (14 August 2008), [http://www.ehow.com www.ehow.com] (28 August 2008) </ref>
+[[Image:Audience_Analysis_Model.jpg‎|center]] }}
-=='''Print the document'''==
+=='''Job Aid'''==
-}}
+[[Image:pdf.png]] [[Media:Audience_Analysis.pdf|Conducting an Audience Analysis]]
+[[Image:word.png]] [[Media:Audience_Analysis_Template.doc‎|Audience Analysis Template]]
+{{Addlink|
+Below you will find articles on why audience analysis is critical:}}
+{|border=1; width= 100%
+!Link
+!Content
+|-
+|[http://theelearningcoach.com/elearning_design/analysis-for-elearning-projects/ Analysis For eLearning Projects]
+|An article outlining different forms of analysis- ranging from audience to technical analysis- that can be used prior to launching an e-Learning initiative.
+|-
+|[http://road-to-learning.blogspot.com/2009/05/more-about-audience-analysis.html More about Audience Analysis]
+|This article reiterates the need for audience analysis to develop user-focussed courses.
+|-
+|[http://blog.integratedlearningservices.com/2010/06/amazon-would-make-good-instructional.html Amazon would make a good Instructional Designer]
+|Through the example of Amazon’s approach to target products to its customers, this article explains the importance of understanding one’s audience when developing learning initiatives.
+|}
 == References ==
 <references/>

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