Audience/user groups analysis reference sheet
Tools for Designers
Katherine McCoy
interpretive communities What shared characteristics define an audience community?
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values and identity
visual symbolic codes
communications styles based on language and speech
preferred media and distribution channels of communication
ergonomic chacteristics
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values and identity What is shared among this audience group?
effort, participation, commitment; purpose, shared goals, values; identity, belonging, shared characteristics
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visual symbols Community participation teaches specialized meanings of visual symbols; 'cultural agreement'.
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communication styles Each subculture or interpretive community shares common characteristics and habits
of communication and interpretation based on language and speech.
language of fluency the mother tongue (English, Spanish, Polish etc)
language subsets
regional dialects
class, gender and ethnic group syntax or vocabulary ('the King's English', women’s or children’s Japanese)
slang devloped by subcultures (Valley girls, snowboarders, computer hackers, psychobabble enthusiasts)
professional jargon especially among professionals, knowledge workers and MBAs
the voice of a language differs between communities
accents, pronunciations
speed (Italians like to talk fast, Texans drawl)
volume
the body is connected to language
proximity (Edward Hall's proxemic studies are pertinent)
posture
stance (in your face, British reserve),
hand gestures (Italian expressiveness)
conceptual approaches differ between language groups
indirect (British or Japanese)
explicit, get to the point (New Yorkers, American corporate style)
precise vocabulary, syntax (German)
contextual rather than precise (Japanese)
rhetorical styles
quantifiable vs qualitative information
appeal by emotion vs logic
poetic vs prosaic – preference for abstraction, analogy, metaphor or literal description; subjective vs objective
attitude how these elements combine (‘in your face’, ‘laid back’, the ‘tall silent’ Western type)
literacy effects one’s ability to decode written language
educational levels
breadth of vocabulary
visual literacy – ability to 'read' maps, floor plans, diagrams, pictograms and other iconic abstractions
technological expertise – operational skills (computers, internet, VCRs, telephone answering machines)
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preferred media and distribution channels for receiving and sending messages
Through what media and where to they receive their information?
Through what media and where do they express themselves?
What communication technologies are readily available, accessible and affordable?
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ergonomic characteristics eyesight, hearing, attention span and memory in age-related communities
Communication styles worksheet 1
Tools for Designers
Katherine McCoy
Fill out one of these sheets for each of several prototypical members of the subculture observed. Invent these prototypical members to
summarize what is representative of this interpretive community; describe their characteristics, habits, lifestyle and preferences.
interpretive community's name:
prototypical member's name:
language(s) of fluency
language subsets
dialects or group syntax
slang or professional jargon
literacy level verbal and visual
voice style
body language
conceptual approach explicit, indirect, emotional, rational, etc
rhetorical style
casual, formal, reluctant, in-your-face, etc
attitude upbeat, hostile, outgoing, aggressive, individualistic, social, etc
Audience/user groups analysis worksheet 2
Tools for Designers
Katherine McCoy
Fill out one of these sheets for each of several prototypical members of the subculture observed. Invent these prototypical members to
summarize what is representative of this interpretive community; describe their characteristics, habits, lifestyle and preferences.
interpretive community's name:
prototypical member's name:
describe this person briefly
values and identity
visual symbols
what are the common bonds that this person shares with their community group?
what symbols does this person shares with their group that might be unknown or unimportant to others?
unique cultural preferences
favorite product, clothing style, music, etc
unique behavior that is similar to other group members
preferred media and media distribution channels
ergonomic characteristics
physical characteristics, gender, age, exceptional abilities, special needs
Research project
High Ground Tools for Designers
RMCAD Spring 2005
Katherine McCoy
With your partner, study your interpretive community in the coming week. Use techniques of applied ethnography
to research this community for data, using the audience analysis worksheets as a guide. Learn all you can about characteristics
that will inform and guide the design of a resonant communications message directed to this group.
relevant data:
skills of an applied ethnography researcher:
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. immersion into diverse environments
. immersion into diverse cultures
. establishing a rapport with people
in their environment
. interacting through dialogue
. interacting through participation
. interacting through observation
values
verbal communication styles
visual communication styles
symbol systems
comfortable/familiar graphic languages
media preferences
ergonomics
methods to gather this information:
types of interviews:
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observations of behavior in real-life settings
observations of preferred media in real-life settings
observations of audience members’ environment
onsite interviews
journals - written, photo, audio
questionnaires
formal interviews in context
intercept interviews
guerilla interviews
shadowing
phone
document this information:
. still photography
. live video
. tape recordings
. collected printed material
. videotapes of media
. journals and notes
Research report
Document your research in a written and visual research report. Include relevant "data" findings and include a written summary
of communications guidelines that you infer from your data. Include as much pertinent concise information as possible –
more is more. These guidelines should inform your design solution in the project’s second phase.
This written and visual research report should be a standard 8 1/2 x 11report format (single or multi-page). Design this report
using your communications design skills. Relate your visual documentation to your written information.
Review 1
1. Hand in 2 copies of your research report to the faculty (Fred M and myself), and to each team (if feasible) just before
your research presentation; and hand in 2 copies of your filled-in audience analysis worksheets.
2. Present your research report’s findings on your interpretive community (15 minutes maximum) to the class. Plan your
presentation so it will summarize and reinforce your research report. Audio-visual media are good, but not necessary.