Demographic data consists of the numerical status of a population giving different accounts depending on their age, occupation, gender and many more. From a business perspective, understanding the customers’ demographic data aides the business person a great deal in terms preparing the products and services that are suitable for them and determining their purchasing structure.
In researching for demographic psychographic data, the most useful method that is successful is through conducting a survey. Through this an individual is able to provide details through identifying and observing traits of the customer.
It is vital for one to put the main points at the beginning, however depending on the familiarity level of the audience on the topic you are addressing them on. It’s advisable not to assume that each person making the audience is fully familiar with the topic you are talking about. Failure to consider the audience traits results to misunderstanding by the audience.
To know if your audience is on course when delivering a speech one can ask impromptu question on their understanding of the topic you are addressing, inquire if there is need for a repetition of a particular point. You can also recap through a summary of topics so far addressed. Failure to meet up to the audiences expectations renders then uninterested and bored with your address.
In preparing to deliver a speech, it’s important to ensure that the audience comfortable by eliminating all the hindrances that may cause lack of concentration, the speaker can ensure that the audience has ample sitting space such that each and everyone has a seat. If there is need for extra materials during the speech, each individual making up the audience is availed with copies, he/she should also ensure that there is proper lighting.
The challenges that Mary Church faced during her speech was her lack of observation of the racial demographic data of her audience, her speech was regarded scathing because it didn’t address the topic of the day which was a women’s affair. She generalized the topic to cover the entire capital of US not considering her audience which may have also included the whites. Her speech mainly displayed her hate for the whites and not possibly addressing the issue at hand.
There is a distinction between audience analysis which aims at giving an individual a general view of a particular audience or a group of customers and stereotyping which is primarily an assumption that a certain individual has particular traits since the other people where he originates or relates with behave in a certain way. It’s important to realize that individuals come from different demographic settings equally but each individual has different characteristics and therefore, one should not make assumptions that may result to failure.
Use of demographic data inappropriately may be termed as ethical violation of the subject being tackled. It’s advisable that the data being used be specifically directed to the appropriate audience.
When developing a speech in today’s world, survey information plays a major role to aid in the outlook of the finished speech. By using previously done speeches and information we are able to understand what has been previously and make predictions of the intended outcomes in future.
While delivering a speech, an unethical speaker may utilize his/her weakness by paying majorly basing on the specific demographic data that influences his/her topic, he should provide more reference to specific scenarios depending on the topic and the intended ideas he aims the audience to understand.
A speaker can use the information found as a result of an audience analysis severally during a presentation to make his/her audience understand his/her message. Adjusting the methods of presentation helps a person to prolong the attention the audience. Through this he/she is able to tackle negative hindrances against the audience while positively effecting his/her communication abilities.
Information gathered through audience analysis is completely different from that gathered through stereotyping in a way that when carrying out an audience analysis the assumptions are based on the knowledge, education income bracket and many more but when assumptions are made basing on the stereotype, it is majorly based on the population size. Generalizing basing on the population is completely misrepresentation basing on the fact that people have different tastes and preferences.
Polling while carrying out a presentation enables the audience to clearly understand the message you are putting across and at the same time putting the audience on track in case they are lost on the way. It also helps the audience to avoid negative distractions that may arise.
Apart from ensuring enough space for the audience when presenting a message, the speaker should be able to utilize the available space effectively. So as to effectively deliver his/her message to the audience, the speaker can walk amongst the audience so as to increase his/her relationship with the audience, allow the audience to break and interact personally making the feel at relieved and more receptive of the topic being discussed.