This document discusses how to analyze and adapt to your audience when giving a speech. It covers obtaining information about the audience such as demographics and psychographics to understand their needs and interests. When speaking to a diverse audience, techniques include finding commonalities, establishing credibility, and including materials that appeal to all groups. Audience research data can be gathered through questionnaires and used in speeches by referencing summary statistics and direct quotes. The setting of the speech, including location, occasion, and time must also be adapted to. Developing credibility through competence, trustworthiness, dynamism, and sociability is important for the audience's perception of the speaker.