Audience Analysis

Audience Analysis
Business Communication
May 1, 2011


Business communication is essential to the success of any business. “Good business communication is about sharing information in ways that are useful to your co-workers, business partners, and clients” (Locker & Kienzler, 2008, p3). Delivering a sales report to a diverse group of individuals can be quite challenging, the writer/presenter must design the presentation in such a way that they will address the target audience.   The person presenting the report must be aware of who their audience is and cater their presentation to address the questions and concerns of the target audience.   Common sense and empathy are two of the most important tools when performing an audience analysis. Keeping the target audience in mind when preparing the presentation provides a more effective and comprehensible source of communication.

Characteristics of the Audience

Determine, who your primary audience, secondary audience, and gatekeepers are when preparing your presentation as they will be those who will be impacted by your message. The characteristics of the audience are one of the key items that must be considered when addressing a target audience, especially if it is a diverse group receiving the information.   Questions that need to be examined when analyzing your target audience are:
  * Who is your audience?
  * Which of their characteristics are relevant to the message?
  * In what manner are the people in your audience different, in what manner are they the same?
When designing your presentation be sure to only include information relevant to the individuals who you will be addressing.   Identify the economic, cultural, or situational differences that affect the way different subgroups may respond to your message (Locker & Kienzler, 2008). The Myers-Briggs Type Indicator is a valuable method used to identify the ways that people differ; it suggests you will be more successful in your...