The five steps to develop audience analysis

•April 3, 2009 • 4 Comments

There are different ways to approach audience analysis in corporations. David Crain, former Director of Marketing at Fluor Corporation, and Stan Abraham, a professor at Cal Poly Pomona, developed a five-step method for discovering customers’ particular strategic needs based on application of value-chain analysis.

Step 1: How the key concepts in the field (internal & external) are used in corporations The article mentions the internal and external forces that can affect the corporations.  And I thought it was interesting that the external processes occur outside
the corporation but the strategic opportunities are there to be controlled.  Even though external effects are inevitable, some factors can be carefully examined.

Step 2: How to construct a customer’s value chain
Step two is always needed in any kind of communication.  I agree with Crain and Abraham that companies need to know who their audiences are.  It’s important to know how its business processes add value to the customers.

Step 3: How to identify customer’s value through other information
The Value-chain analysis helps a supplier to distinguish between the activities of the customer’s company directly.  Knowing other inforamtions and surroundings will enhance the understanding of the analysis.

Step 4: How to use the additional information to develop strategic needs and priorities.
Strategic activities are the activities a firm must implement in order to realize its strategy.  I think it’s an important step because it’s a stage where all the information is gathered about the customer’s needs.

Step 5: How corporations can use the analysis to form a new strategic capability
Continuing to serve the routine operating needs of customers is what service-providers all too frequently do.  But I think that corporations need to also focus on the growth and new development of what the customers need.  They need to plan out a new strategy that is receptive to audiences.

Crain and Abraham addresses their idea that careful audience analysis will strengthen relationships with customers by clarifying their strategic priorities.


USDA develops a customer data

•March 2, 2009 • 4 Comments

Major corporations use audience analysis to organize their plans and develop better approach to deliver a certain message. United States Department of Agriculture (USDA) analyzes each customer group including audience size and demographics to develop focus traits. First of all, USDA started analyzing the percentages of internet access amount the audiences. With less than half of US farmers able to access the internet, any online services for this audience will need to remain accessible through other traditional ways.

Another way to approach audience analysis is developing customer characteristics and leading it into a conclusion. USDA identified one of their publics to be “recently gained internet access”, then they made the conclusion that it requires a simple interface and intuitive navigation. Another characteristics that they came up with is “does not currently leverage the Web for research”. Then the conclusion was developed as that it could benefit from additional education on USDA’s online offering and capabilities.

USDA uses customer data to organize it as a useful reference, develop a whole picture of key customers, and provide some conclusions on how this information might be leveraged to transform USDA web presentations around customer preferences. Randall P. Whatley, the President of Cypress Media Group mentions the importance of audience analysis and how to begin the process. In the article Presentation Development, Whatley writes some of the key questions that corporations should consider in determining audience targets.

  • What is their background (e.g., educational level, experience, gender, cultural influences, and age)?
  • Why is your audience present?
  • What knowledge does your audience have of your subject?
  • What is the audience’s consensus attitude toward your subject?
  • What is your audience’s attitude toward you personally?
  • Is there a particular group of audience members that your presentation needs to be geared toward?
  • What are the group dynamics of your audience?
  • Who are the leaders in your audience?
  • What will be the size of your audience?

What is audience analysis?

•February 27, 2009 • 4 Comments

The reality is that if you build a type of social media for everyone, you will attract no one. It is critical that you concentrate on the target audience and create content that will resonate with them.

In order to generate an effective and successful message in the communication world, a clear and concise audience analysis must be done previously to any potential projects. Audience analysis isolates different elements such as region, age, gender, occupation, values, interests, and etc. to develop the distinction between varieties of different groups. The audience analysis will help to construct the best content in social media, which needs to be executed within organizations or corporations.

Bob Savar, the President of World Wide Web Communications (WWWC) writes in the article, Making Your Web Site More Appealing: Start with Audience Analysis, that it’s important to cater to the interests of the target audience. Especially when developing successful web sites, all different factors must be considered to grab the attentions.

It is important to know that different social groups will construct many meanings for the same text. This is why audience analysis is essential in the social media world, to prepare messages according to their own needs. The more people you understand about your audience and their needs, the better you can prepare to assure that you meet their standards and interests.