This document discusses how to analyze and adapt to your audience when giving a speech. It covers obtaining information about the audience such as demographics and psychographics to understand their needs and interests. When speaking to a diverse audience, techniques include finding commonalities, establishing credibility, and including materials that appeal to all groups. Audience research data can be gathered through questionnaires and used in speeches by referencing summary statistics and direct quotes. The setting of the speech, including location, occasion, and time must also be adapted to. Developing credibility through competence, trustworthiness, dynamism, and sociability is important for the audience's perception of the speaker.
2. Audience Analysis
Obtaining and evaluating information
about your audience in order to anticipate
their needs and interests and design a
strategy to respond to them
3. What is an Audience?
The audience-speaker connection
Classroom audiences
4. Adapting to a Diverse Audience
Target audience
Meeting the challenges of audience
diversity
Techniques for speaking to diverse
audiences
• Search for commonalities
• Establish credibility
• Include supporting materials that resonate
• Use language that appeals to all members
• Attend to all segments of your audience
5. Using Demographic Data
Demographics – the ways in which
populations can be divided into smaller
groups according to key characteristics
Gathering demographic data
6. Using Psychographic Information
Audience standpoints
Audience values
Audience attitudes
Audience beliefs
Gathering psychographic data
8. Developing an Audience
Research Questionnaire
Asking closed-ended questions
Asking open-ended questions
Combining question types
Distributing your questionnaire
Questionnaires for non-classroom
audiences
9. Using Audience Research Data
in Your Speech
Types of audience data
• Summary statistics
• Direct quotes
Referring to audience data in your speech
10. Adapting to the Setting
The location
The occasion
• Voluntary audiences
• Captive audiences
The time
11. Credibility
An audience’s perception of a speaker’s
competence, trustworthiness, dynamism,
and sociability