How to Do an Audience Analysis Compass (2013)
An audience analysis is a process used to identify and understand the priority and influencing audiences for a SBCC strategy. The priority and influencing audiences are those people whose behavior must change in order to improve the health situation. A complete audience analysis looks at:
Socio-demographic characteristics such as sex, age, language and religion.
Geographic characteristics like where the audience lives and how that might impact behavior.
Psychographic characteristics such as needs, hopes, concerns and aspirations.
Audience thoughts, beliefs, knowledge and current actions related to the health or social issue.
Barriers and facilitators that prevent or encourage audience members to adopt the desired behavior change.
Gender and how it impacts audience members’ behavior and ability to change.
Effective communication channels for reaching the audience.
Bibliographic information
Compass (2013). How to Do an Audience Analysis Compass
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