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Audience Analysis. Session Objectives. Appreciate the importance of audience segmentation in communication planning Explain the various ways of segmenting audiences Select, define and describe an audience segment. Main Idea.

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Session objectives

Session Objectives

Appreciate the importance of audience segmentation in communication planning

Explain the various ways of segmenting audiences

Select, define and describe an audience segment


Main idea
Main Idea

  • To communicate effectively, we need to put ourselves in our audience’s shoes and see things from their point of view.


How to analyze audiences
How to Analyze Audiences

Step 1- Audience selection

  • Select a segment based on your vision and assessment of the communication situation.

    Step 2- Change Desired

  • Describe the change you wish your audience will make.

    Step 3- Audience Profile

  • Describe the audience segment that you selected.


Who should be our audience in hiv aids campaigns
Who should be our audience in HIV/AIDS campaigns?

1. Audiences on the program side

2. Audiences on the client side


Audiences on the program side
Audiences on the program side

  • Policy makers

  • Influentials

  • Program managers

  • Health workers

  • Donor agencies


Audiences on the client side
Audiences on the client side

  • People living with HIV/AIDS

  • ART clients

  • High risk groups

  • Commercial sex workers

  • Low income women

  • Users of IV needles

  • Men who have sex with men

  • People in conflict situations


What is audience segmentation
What is audience segmentation?

Audience segmentation categorizes audiences into logical groups so we can tailor our

  • Messages

  • Media Approaches

  • Service or products


Audience profile aisha
Audience Profile - Aisha

Aisha has been married for 12 years and has given birth seven times. One child died within 30 days of giving birth. She lives in Zanzibar where she washes clothes for other families. She is illiterate. She thinks her husband Ali, who is a farmer, is seeing another woman and she worries about AIDS. But Aisha is afraid to talk to him about it.


Audience profile rose
Audience Profile - Rose

Rose is newly married. She lives in Kampala with her husband Charles, a business executive in a computer firm. Rose is an accountant. She has known her husband for 3 years before marriage, and trusts him completely. He often travels to other countries in Africa and is gone for months at a time. She believes that he is faithful to her during these trips. They have never discussed HIV prevention and neither she nor her husband have ever been tested.


Audience profile new parents
Audience profile – New parents

Musa and Sarah married 5 months ago, and are expecting their first child. Sarah went for an antenatal check up and the nurse gave her an HIV test. She was negative. The nurse told her that Musa also needs to take the test. Sarah does not know how to tell Musa, without insulting him, and she assumes that he must be negative also. So, she has not spoken with him about it.


Why segment audiences

1. Limited resources

2. Trade-off between reach and intensity

3. Different people may have different information needs

Why segment audiences?



Trade off between reach and intensity

We cannot use the same resources we spent to increase reach to increase intensity of campaign and vice versa.

Trade-off between reach and intensity


Example to increase intensity of campaign and vice versa.

  • We wish to broadcast a radio spot for a period of one month.

  • Budget = $60,000

  • Cost to air radio spot = $100/broadcast

  • Three radio stations

    • Station A - High Income

    • Station B - Middle Income

    • Station C - Low Income


Case 1: Reach and Intensity (Frequency) to increase intensity of campaign and vice versa.

Reach: number

of people

Intensity:

number of

repetitions


Case 1: High Reach to increase intensity of campaign and vice versa.

  • Although reach is high, frequency or intensity is low

    • Station A = $20,000 = 200 spots (high income)

    • Station B = $20,000 = 200 spots (middle income)

    • Station C = $20,000 = 200 spots (low income)


Case 2: Reach and Intensity (Frequency) to increase intensity of campaign and vice versa.

Intensity

Reach


Case 2: High Frequency to increase intensity of campaign and vice versa.

  • Reach is low

  • Frequency is high

    • Station A = 0 = 0 (high income)

    • Station B = 0 = 0 (middle income)

    • Station C = $60,000 = 600 spots (low income)


Different information needs

“One size may not fit all!” to increase intensity of campaign and vice versa.

A single campaign may not meet everyone’s needs.

Different information needs


Audience Segmentation: to increase intensity of campaign and vice versa.Young People in Country X

100

Erroneous assumption

75

Percent

50

All young people are

the same

25

0

12

13

14

15

16

17

18

19

20

21

22

23

24

25

Adapted from Kenya

DHS1993

Age in years

(Audience Analysis) CCP CL // ##


100 to increase intensity of campaign and vice versa.

75

Not Sexually Active

50

25

Sexually Active

0

12

13

14

15

16

17

18

19

20

21

22

23

24

25

Audience Segmentation:Young People in Country X

Percent

Age in years

Adapted from Kenya

DHS1993


Audience Segmentation: to increase intensity of campaign and vice versa.Young People in Country X

100

Conservative

(Not Sexually Active)

75

Percent

50

Vulnerable

(Not Sexually

Active

Yet)

Sexually Active

25

0

12

13

14

15

16

17

18

19

20

21

22

23

24

25

Age in years

Adapted from

Kenya DHS 1993


Audience Segmentation: to increase intensity of campaign and vice versa.Young People in Country X

100

75

Conservative

NOT SEXUALLY ACTIVE

Percent

50

Not Married

(Sexually

Active)

Vulnerable

25

Married

(Sexually Active)

0

12

13

14

15

16

17

18

19

20

21

22

23

24

25

Age in years

Adapted from Kenya DHS 1993


Effective communicators
Effective Communicators to increase intensity of campaign and vice versa.

  • Identify clearly the specific audience segments that they aim to reach

  • Seek to understand what their audiences know, feel and do


Effective communicators1
Effective Communicators to increase intensity of campaign and vice versa.

  • Define the perceived benefits that can move specific audiences to act.

  • Put themselves into the shoes of their audiences.


What we need to unlearn
What we need to unlearn to increase intensity of campaign and vice versa.

1. Health is for all and everyone should behave the same way.

2. Everyone has the same information needs.

3. People who behave in the same way have the same motivations.


Alternative thinking
Alternative thinking to increase intensity of campaign and vice versa.

1. Health is for all but there are many paths to better health.

2. People may have different information needs.

3. Similarity of behavior does not imply similarity of motivation.


How do we analyze audiences
How do we analyze audiences? to increase intensity of campaign and vice versa.

1. Audience Selection - Select a segment.

2. Change Desired - Define segment change desired.

3. Audience Profile -Describe our segment.


Select a segment

Who do we want to reach? to increase intensity of campaign and vice versa.

Select a segment


What is a good audience segment
What is a good audience segment? to increase intensity of campaign and vice versa.

  • It is best to have a segment homogenous on a critically important variable. In research, we call this minimum variance on key variables.


By homogenous we mean similarity
By homogenous, we mean similarity. to increase intensity of campaign and vice versa.

  • Socio-demographic

    a. Age

    b. Gender

    c. Economic

    d. Education

    e. Ethnic

  • Psychographic

    a. Behavior

    b. Attitudes

    c. Life style


Effective communicators2
Effective Communicators to increase intensity of campaign and vice versa.

  • Identify clearly the specific audience segments that they aim to reach

  • Seek to understand what their audiences know, feel and do


Effective communicators3
Effective Communicators to increase intensity of campaign and vice versa.

  • Define the perceived benefits that can move specific audiences to act.

  • Put themselves into the shoes of their audiences.


Questions to answer about your audience
Questions to Answer about Your Audience to increase intensity of campaign and vice versa.

  • What is the desired behaviour?

  • What is their current behaviour in this regard?

  • What do they know and feel about the desire behaviour?

  • What barriers do they face or expect when adopting the desired behaviour?

  • What is the MOST important barrier they face to adopting the desired behaviour? (KEY CONSTRAINT)

  • Who/what can influence this audience?

  • What communication channels is this audience exposed to?


Main idea1
Main Idea to increase intensity of campaign and vice versa.

  • To communicate effectively, we need to put ourselves in our audience’s shoes and see things from their point of view.


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