Eng 13 Product Innovation: Audience Analysis

Audience Analysis
Use the following questions to analyze who your end-user might be.
1.

Who is the target end-user? Be as specific as you can with identifying your target
market. There is no such thing as a general audience. Why THIS end-user?

2.

What are some of the characteristics (beliefs, attitudes, contexts, backgrounds) about
your groups audience? How might these characteristics affect the product innovation idea
(what will they think about the idea)? Be careful not to rely on stereotypes.

3.

What does your end-user already know about the proposed innovation idea?

4.

What does my audience need to know about the innovation in order for the group to
make a point (background of the issues with the existing product / service, definitions,
changes with the existing product / service)? Why are these things important to know?

5.

What do I want my audience to know? Why should he/she/they know this? What does
the group hope for the audience to do with this innovation (how will it benefit them / what
are the advantages)? Remember your goal is to get users to act in some way (either through
a changed mind, purchase the product / use the service)

6.

What kind(s) of appeals might work best to persuade my audience to

act/change/think? How does my evidence (support) work to build those appeals? An appeal
is a style of support that relies on either logic (facts and reasoning), emotions, or on the
strength of the product innovation idea. Does my audience need facts, illustrations,
definitions and/or measurable support in order to be persuaded? Or will my audience be
moved to act more from examples that cause him/her to feel emotion? Describe how your
knowledge of this audience impacts what you will include in the final project. How concise do
you need to be? What evidence do you need to include that will convince this audience to
approve your project?