Understanding Your Audience:
Published on Nov 18, 2015
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Understanding Your Audience:
The Key To Effective Communication
"If you do not know how to ask the right question, you discover nothing"
As a consultant, you are hired to provide expert advice to help organizations reach their business goals
Knowing your audience isn't an option, it's an obligation
- Ask the right questions: both of the audience, and of the data in your analysis approach
- Communication of progress and conclusions needs to be relevant and resonate with your audience
- Do your due diligence and dig deeper
3 ways to familiarize yourself with your client through:
1) Role
2) Expertise
3) Need
ROLE
• What is their position in their organization and why are they interested in your data?
• Should you target your analysis to a C-suite or middle managemement?
• What is the role they are playing with your analysis?
•Do they want to learn more about a particular topic, do they need to make a decision, or are they going to take immediate action with this information?
• These discoveries will dictate how you tailor your analysis and delivery as a consultant
Expertise
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How familiar are they with the topic you’ll be presenting?
What’s their level of expertise with the data? What is the best way to communicate this data with them?
The depth and detail you add to your analysis or presentation will depend on how familiar your audience is with the subject and how comfortable (or not) they are with this data
Determine how data savvy your client is.
Their level of knowledge should be the foreground for your communication!
Need
What are the major issues they are facing? What questions are they trying to answer? How are they going to use the data? What actions do they want to take with this data?
•This is key – talk to their interests, not yours
• Knowing their needs will help you create a strategy that is transferable to them
• This is where you can make a difference in their business
Without knowing your audience it is very difficult to reach them - you won't be able to do your job
Data can be complicated, and depending on the granularity or complexity of your analysis it’s imperative that you speak the same language as your audience
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Your Audience is where it starts
Do a notable job and your outcome will be outstanding!
