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Audience Analysis

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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Audience Analysis

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  1. Audience Analysis

  2. 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

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

  4. 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.

  5. Who should be our audience in HIV/AIDS campaigns? 1. Audiences on the program side 2. Audiences on the client side

  6. Audiences on the program side • Policy makers • Influentials • Program managers • Health workers • Donor agencies

  7. 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

  8. What is audience segmentation? Audience segmentation categorizes audiences into logical groups so we can tailor our • Messages • Media Approaches • Service or products

  9. 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.

  10. 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.

  11. 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.

  12. 1. Limited resources 2. Trade-off between reach and intensity 3. Different people may have different information needs Why segment audiences?

  13. Limited resources may not allow us to reach everyone. Limited resources

  14. 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

  15. Example • 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

  16. Case 1: Reach and Intensity (Frequency) Reach: number of people Intensity: number of repetitions

  17. Case 1: High Reach • 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)

  18. Case 2: Reach and Intensity (Frequency) Intensity Reach

  19. Case 2: High Frequency • 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)

  20. “One size may not fit all!” A single campaign may not meet everyone’s needs. Different information needs

  21. Audience Segmentation: 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 // ##

  22. 100 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

  23. Audience Segmentation: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

  24. Audience Segmentation: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

  25. Effective Communicators • Identify clearly the specific audience segments that they aim to reach • Seek to understand what their audiences know, feel and do

  26. Effective Communicators • Define the perceived benefits that can move specific audiences to act. • Put themselves into the shoes of their audiences.

  27. What we need to unlearn 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.

  28. Alternative thinking 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.

  29. How do we analyze audiences? 1. Audience Selection - Select a segment. 2. Change Desired - Define segment change desired. 3. Audience Profile -Describe our segment.

  30. Who do we want to reach? Select a segment

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

  32. By homogenous, we mean similarity. • Socio-demographic a. Age b. Gender c. Economic d. Education e. Ethnic • Psychographic a. Behavior b. Attitudes c. Life style

  33. Effective Communicators • Identify clearly the specific audience segments that they aim to reach • Seek to understand what their audiences know, feel and do

  34. Effective Communicators • Define the perceived benefits that can move specific audiences to act. • Put themselves into the shoes of their audiences.

  35. Questions to Answer about Your Audience • 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?

  36. Main Idea • 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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