Tobacco Control Partners Worksheet
AUDIENCE ANALYSIS WORKSHEET
Demographics: It is helpful to have statistical information about various groups of
people. This data tells you about group characteristics, not individuals. Some
researchers contend that groups or audiences can be further subdivided into subgroups
by combining personality characteristics with demographics. The resulting
"psychographics" are heavily used in marketing research but their measurement and
validity may be questioned on a variety of fronts.
Demographic Category
Age
Religion
Socio-economic Status
Ethnic/Cultural Background
Gender
Educational Level
Occupation
Background
Political Affiliation
Your Audience
Motivation: Audience needs, wants, and wishes constitute motivation, the force that
impels them to act and directs their behavior toward specific goals.
Motivation Considerations
Safety
Recognition
Control
Curiosity
Success
Enjoyment
Comfort
Friendship
Variety
Independence
Nurturance
Tradition
Your Audience
Audience Analysis Worksheet 03A_WM001 rev1.0
Copyright 2003 The Cooper Institute, All rights Reserved
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Tobacco Control Partners Worksheet
Composing Messages Suited for the Audience
What is the appropriate channel and medium geared to the size of the particular
audience?
______________________________________________________________________
What particular aspects of the topic will be most relevant to your audience(s)?
______________________________________________________________________
How will you gain and hold the interest and attention of your audience?
______________________________________________________________________
Who are the 'key' members of your audience?
______________________________________________________________________
What will you share with your listeners?
______________________________________________________________________
How will you build on any common grounds of identification?
______________________________________________________________________
What will listeners already know about your topic?
______________________________________________________________________
What will your audience want to know, and what do they need to know?
______________________________________________________________________
Is the information geared towards the audiences level of language?
Is the language appropriate for the audience, is it technical?
Yes
Yes
No
No
It is important that you explain the language if you use unfamiliar terms or a particular
term in an unfamiliar way. For example, always define acronyms.
More Tips
Use short sentences of 15-20 words to express complete thoughts.
Read newspapers and magazines from the region in which you are speaking.
Buy a newspaper or magazine in the region that you are speaking in.
Watch the local news for current or upcoming events.
Research the group in which you plan to speak.
For a receptive audience: Focus on conclusions and recommendations.
For skeptical audience: Focus on logical arguments.
Use the 2+2=4 approach. Introduce the topic, provide two reasons for support,
provide recommendations and information for how the plan will be implemented
and follow-up with a summary.
Audience Analysis Worksheet 03A_WM001 rev2.0
Copyright 2003 The Cooper Institute, All rights Reserved
Page 2 of 3
Tobacco Control Partners Worksheet
Use the scientific method: Present a logical step-by-step set of procedures to
support your argument.
Audience Analysis Worksheet 03A_WM001 rev2.0
Copyright 2003 The Cooper Institute, All rights Reserved
Page 3 of 3