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 Page 1 of 3 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