Audience Analysis

Introduction

Stem cell research is a controversial, yet somewhat unknown topic of today. The purpose
of this document is to find the necessary audience to target and as a result, produce a document
that will enlighten them and provide information in a format the is easy to understand. The
document will inform readers about stem cell research. After reading the document, the main
goal is to leave the reader with a greater knowledge of stem cell research. The document isn’t
necessarily trying to persuade the reader one way or another, but is trying to provide a better
description of why stem cell research may be beneficial in the long run. The idea is that, even if
they do not change their stand on the issue, they may have a better understanding of the opposing
side. We just ask that they approach the subject with an open mind.

Document Summary

The audience analysis provides an overview of the intended readers of the document on
stem cell research.

The analysis will look at the targeted audience and their political stand on the issue. It
will examine the factors that may affect ones decision on stem cell research. Those factors may
include, but are not limited to; religion, moral standing, political party, lack of knowledge on the
topic.

This document is intended for the following audience:

• Voters in the United States ages 18- 40

• Members of the church

The groups mentioned will receive the most information on the topic. The document will
not be designed to attack the groups and their opinion, but merely inform them on the issue of
stem cell research.

Audience Types

Findings:

Both groups have much to deal with in their daily lives and reading about stem
cell research may not be on the top of their list. But when voting time arises and they
don’t have a lot of information on the topics on hand, this may come in handy. Having a
document that covers all aspects without providing a biased opinion may be helpful in
allowing voters to make their own decision. This way they will not be influenced and
feel they have to chose one side or another. The document will provide them with the
necessary information to make a confident decision.
 The voters and the readers may know someone who could benefit from the
continuation of stem cell research but they may not know the details of the process.

Audience Profile

Potential Audience

According a press release sent out by the U.S. Census Bureau in July of 2009,
approximately 131 million people voted in the 2008 election. This is the potential
audience to be targeted, along with all new registered voters.

Demographics

Voters (all sexes in 2008)

 18-24: 53.4 Registered; 44.3 Voted

 25-44: 59.0 Registered 51.9 Voted

Voters (Male in 2008)

 18-24: 50.2 Registered; 41.0 Voted

 25-44: 56.0 Registered; 48.4 Voted

Voters (Female in 2008)

 18-24: 56.6 Registered; 47.7 Voted

 25-44: 62.0 Registered; 55.3 Voted

According to this data, it would be best to focus more intently on those ages 25-
44 because of the higher ratio between registered and voting.

Informational Needs

The targeted audience is motivated to obtain the necessary information needed to

make an informed decision on what they are being asked to vote on. Not all of
the remaining stated who have yet to legalize stem cell research will do so in the
next election. It may be a while before they even consider it, but it is important
that people understand it before hand so they can argue their point effectively.
All voters should be supplied with necessary information for the proposals they
are being asked to vote on that is comprehensible and easily understood.

The reader can expect to learn the following:

 What stem cell research is an how it works

 What the medical benefits are
 Possible alternative and the positive and negative sides

Computer and Internet Access

 Since the document will be unable to provide every single piece of information
out there about stem cell research, to be able to access further information internet
access may be necessary. The document will provide a list of links that will
contain further reading information for those interested in learning more.

Audience Persona:

Austin Michaels: Voter

Austin Michaels is a 22 year old college student. He is studying to be teacher for

secondary education. In one of his classes a discussion came up about stem cell
research. He had never really heard about it before so he wasn’t sure of his
opinion on the issue. Many students felt that the research was morally and
ethically wrong, while others seemed to think that this was the future of medicine.
Austin didn’t vote on the topic in the previous election because he didn’t want his
lack of knowledge to effect his decision.

Brooke Smith: Voter

Brooke Smith is 39 years old. She is married and has 2 children. She works as a
wedding planner. Brooke was raised as a Christian and has been attending church
almost every Sunday since she was a child. 2 years ago her brother was paralyzed
from the neck down in an accident. The doctors told her family that experimental
stem cell research may be able to help him. Brooke is unsure. Her church has told
her that stem cell research is morally wrong, much like abortion. She has never
really researched the topic and is not really informed enough to make a decision.

Customer Characteristics:

 Registered voter in the U.S.

 Lack of knowledge concerning stem cell research
 Knowledge of the web and ability to access

Conclusion

Able to read and understand basic literature

Looking to learn more about a subject

Willing to access the internet to obtain further information

Open minded to the subject being discussed