Audience Analysis and how to nail it!

Eminent scientist and Nobel Prize Laureate, Albert Einstein was once asked to explain the significance of his research at a conference. Most people expected an answer filled with scientific jargon. But, when Einstein went on stage he put up a fascinating show of simple explanations vis-à-vis daily happenings that wowed the audience.

The organizers were no less dumbfounded. They confronted the maestro backstage after the show. How Einstein managed to avoid scientific gibberish was beyond them. But this is why he was so special. He summed up the situation nicely: "If you can’t explain it to a five-year-old, you don’t understand it yourself.”

That day, Albert Einstein taught the world another lesson, this time in communication. He banked on the idea of Audience Analysis and used it to good effect.

He knew what his audience was, what its expectation and educational background were, and how he should convey his scientific findings to it.

What is Audience Analysis?

‍As per this note released by the University of Pittsburgh, Audience Analysis refers to the mental process of identifying the audience and adapting your speech to their interests, level of understanding, attitudes, and beliefs. It is a significant factor in making communication more effective and helps the speaker propagate his views more elaborately.

It also works the other way around. Violating the audience’s experience or expectations could have catastrophic implications for the speaker and even tarnish his reputation. People might prefer to avoid such a speaker who pays no heed to their expectations. This can quickly create a downward spiral of rejection and frigid indifference in certain cases.

Here’s why it happens.Every person arrives at the discussion table with preconceived beliefs formed from their experiences. They also bring their expectations regarding the occasion, topic, result, and the environment in which the speaker is supposed to speak. Since we all have different personal experiences, our reception of the speaker would also be different even for the same message. A speaker should always be mindful of this fact.This is why Einstein was careful and sensitive enough to his audience’s expectations. This also explains why the world remembers him not as a boring scientist but as a playful genius.

How to assess your audience?

‍Audience analysis is a dedicated science. One usually needs a bit of time and patience (and possibly some luck) to be a winner at it. However, some salient factors can help you have a better experience. We are listing them ahead:

1. Assess your topics (is it sensitive or controversial?)Your geographical location may always be crucial. You should not try to be insensitive to different cultures and sensitivities. For example, talking about the tax contribution of marginalized sections of society may not be well-received. They might cou\nter that they pay GST, even if they do not pay income tax.
2. Assess your audience (and its expectations)Is your audience educated enough to listen to your advice and take some measurable actions on it? You may as well be talking to the walls as you may be talking to the people out there. For example, a person living on less than one lakh rupees a year would not invest a fourth of his monthly income in mutual funds.
3. Assess the size and demographicsWe have a different tone and pitch when we talk to a group of five people. The two vocal variables change a lot when talking to five hundred of them. It also makes sense to note the distribution of the genders in the communication process and how they would react to a certain situation. For example, if you say that women are bad drivers, it might attract some sharp criticism from the female members of the audience.
4. Assess the medium of communication (language and backdrop)Should you maintain a personal or friendly tone or go authoritative from the word go? It depends on the situation you are in. If you are in an official space, you should do well with a mix of both. You may maintain a subclass here- if you are talking to your juniors, you should stay authoritative. If you are talking to your seniors, it would be better to stay less aggressive.
5. Assess the acoustics (audibility and clarity)No point in speaking if you can’t even be heard. Despite checking all the boxes above, speakers do not get appreciated enough. This is because of the placement of the furniture, AC vents, and poor microphones. It may also be due to internal or external variables like babies wailing or traffic, respectively. You should check if you can make any changes to your surroundings before speaking.

How to give your best speech ever, every time?

‍It is easy to get distracted when the results are not in your favor. Nowhere is this truer than in official communications, when your co-workers may easily sense your lack of preparation or poor speaking skills and make you feel uneasy. The following pointers would help you have a better experience in those challenging times:

1. Greet people before you talk to themEver heard of the phrase, ‘strangers are just friends waiting to happen?’ People may be introverts or extroverts, but they are always ready to become friends. You could first greet them politely to see that they were perhaps waiting for you to do it. Sometimes, we miss many opportunities because we do not take the first step. It would relax you as a speaker too.
2. Prepare and rehearseNo point coming to a meeting and saying, ‘When I came here, only God and I knew what I wanted to say. Now only God knows.’ No one in the audience will ever forget or forgive that because they would think that you do not respect their presence. It is best to know what you want to say and then rehearse (not cram) so it solidifies in your mind.
3. Know about the eventThis follows from point #2 above. It always helps to know the typical backdrop of any meeting or event in which you are supposed to speak. You should stay adequately dressed for the occasion. Experts believe that being overdressed is always better than being underdressed.
4. Clear cognitive bias, if any.Your cognitive bias refers to an assumption that the listener or the audience is on the same page as you are. It often happens when a speaker erroneously concludes that everyone reacts to a common stimulus in the same way. This assumption is grossly incorrect. If Einstein had arrived at that conference with this notion, he would not have been successful that day.

How can working professionals improve their public speaking skills?

‍Being able to put your point across is a skill that can be learned over time. If you are a working professional and are not too comfortable speaking in English, it could become difficult for you to stay relevant. This issue could translate into lower self-esteem and make your bosses ignore you for better opportunities.This is also where we come in. You may opt for our 1:1, online, and in-person training sessions for delivering business speeches and presentations. You can sign up for our online course called Presentation Skills, wherein you may connect with our mentor to learn the fundamentals of delivering speeches.We would take you through designing, contrasting, and creating impactful opening and closing techniques. You would also learn advanced aspects like voice modulation and non-verbal communication to help you speak more clearly. This course would span about ten to fourteen weeks, after which you would see a marked improvement in your oratory skills.

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