SWOT & Audience Analyses

1. SWOT & AUDIENCE
ANALYSES
AGED 251

2. SWOT ANALYSIS
Opportunities:
 What are the
opportunities that
can be exploited?
 What are the
interesting trends?
Threats:
 What obstacles are
being faced?
 What is the
competition doing?
 Are the
specifications for
the products or
services changing?
Strengths:
 What do we do
well?
 How are we better
than our
competitors?
Weaknesses:
 What could be
done better?
 What is being
done badly?

3. AUDIENCE ANALYSIS
Knowing your audience’s beliefs, attitudes, age,
education level, job functions, language, and
culture is the single most important aspect of
developing your communication strategy
Direct Observation
Inference
Sampling
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4. AUDIENCE ANALYSIS
FIVE CATEGORIES
Situational analysis
Demographic analysis
Psychological analysis
Multicultural analysis
Interest and knowledge analysis
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5. SITUATIONAL ANALYSIS
Considers the situation for which
your audience is gathered
Are they choosing to be there?
Are they paying to be there?
Are they forced to be there?
Is there a mix of situations?
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6. DEMOGRAPHIC ANALYSIS
Ethnicity
Age
Sex/Gender
Income
Occupation
Religion
Education
Marital status
Sexual orientation
Major/Job
Organization
Affiliation

7. PSYCHOLOGICAL ANALYSIS
Attitudes
Beliefs
Values

8. MULTICULTURAL ANALYSIS
Language
Cognition
Ethnocentricity
Values
Communication Styles This Photo by Unknown Author is licensed under CC BY

9. INTEREST & KNOWLEDGE ANALYSIS
What is the audience’s interest?
What prior knowledge do they have?
Is the communication the
appropriate reading level?
Do they have enough background
to understand?