Audience Analysis


Audience Analysis
COMM 285
University of Phoenix
7 August 2010

Audience analysis is the first step in any communication process: it gives you the tools you need to shape your product and your message. In order to communicate effectively with your audience, you need to understand who they are, what groups they belong to, and what values they hold.(Locker, Kienzler, 2008) The vice president of Ann Taylor Clothing Stores had a successful approach to dealing with and learning her target audience. She researched her target audience and then divided them into groups and developed a fashion line for each target. Creating information in this manner is not unheard of in the office environment. If a company followed Ms. Krill’s pattern they would see an increase in production and effectiveness, because the workers would have intimate knowledge of the targets. There are many decisions to take into affect when developing information for a target audience. Throughout the remainder of this paper we will discuss audience levels, individual analysis versus group analysis, and channels of communication. These basic items will assist any individual or company with developing quality information that will be retained by the employees while yielding maximum effectiveness.


The first step in audience analysis is to know or discover who your audience is. As explained in chapter two of Business and Administrative Communications, most organizations have multiple levels, so it is only right that there be varied levels of organizational messages. The first level of organizational messages is the gatekeeper. A gatekeeper has the power to stop your message instead of sending it on to other audiences. A gatekeeper is typically a supervisor or section director/head. The next level is the primary audience. The primary audience will decide whether to accept your recommendations or will act on the basis of your message. You must reach...