5.6: Conclusion: Audience Analysis
Angela Pettitt
Audience analysis is more than a checklist. It is an ethical commitment to see people as more than data points or stereotypes. When you analyze your audience, you are not just tailoring words–you are honoring the humanity, diversity, and lived experiences of those who listen. This respect transforms speeches from performances into acts of dialogue and relationship-building.
Beyond the podium, the practice of audience analysis challenges us to become more empathetic communicators in every context, such as at work, in communities, and in our personal lives. Listening carefully, acknowledging difference, and adapting our message are not simply public speaking skills. They are civic virtues that strengthen trust and connection.
As you move into the next chapter, remember that choosing a topic is never just about what you want to say. It is about aligning purpose with audience, identifying what matters to them, and crafting a message that brings people together. Audience analysis is the bridge that helps you find not only your topic but also your relevance.
Key Takeaways
- Audience analysis aligns your message with real people—their identities, needs, and contexts.
- Use three lenses: demographics (who they are), psychographics (what they value), and situational factors (why they’re here, where you’re speaking).
- Blend methods: observe, interview/survey, focus groups, and existing data—plus AI for speed (then verify).
- Design and adapt: plan with the data, watch the room, and adjust content and delivery in real time.
- Ethical communication means clarity, inclusion, and avoiding stereotypes; credibility grows from sincere audience care.
References
Bureau of the Census. (2011). About the American community survey. Retrieved from www.census.gov/acs/www/about_the_survey/american_community_survey/.
Bureau of the Census. (2011). Demographic surveys. Retrieved from www.census.gov/aboutus/sur_demo.html.
Coopman, S. J., & Lull, J. (2009). Public speaking: The evolving art. Boston, MA: Wadsworth Cengage.
Grice, G. L., & Skinner, J. F. (2009). Mastering public speaking: The handbook (7th ed.). Boston, MA: Pearson.
Lalwani, A. K. (2009, August). The distinct influence of cognitive busyness and need for closure on cultural differences in socially desirable responding. Journal of Consumer Research, 36, 305–316. Retrieved from business.utsa.edu/marketing/files/phdpapers/lalwani2_2009-jcr.pdf.
Pew Research Center. (2022, September 13). How U.S. religious composition has changed in recent decades. Washington, DC: Pew Research Center.
Samovar, L. A., & McDaniel, E. R. (2007). Public speaking in a multicultural society. Los Angeles, CA: Roxbury.
Shahid, A. (2011, June 24). Rick Perry’s Jose Cuervo joke at Latino convention bombs in Texas, as governor mulls 2012 GOP bid. New York Daily News.
Sprague, J., Stuart, D., & Bodary, D. (2010). The speaker’s handbook (9th ed.). Boston, MA: Wadsworth Cengage.
Vavra, T. G. (2009, June 14). The truth about truth in survey research. Retrieved from http://www.terryvavra.com/customer-research/the-truth-about-truth-in-survey-research.
