Step 3: Audience analysis
The third step in creating a health communication campaign requires you to develop a better understanding of your audience - based on their preferences, needs, demographics, health behaviours, media interests and other characteristics. This information allows you to
- Segment an audience into smaller chunks
- Develop priority segments
- Select the objectives most appropriate for an audience
- Select the best channels, vehicles to reach an audience
- Develop messages that are relevant to an audience
- Plan and evaluate more easily
In our workshops, we often have
participants look through magazines and create a collage that
reflects the characteristics of an audience.
Audience
analysis and segmentation are explored in detail in our audience
analysis workshop.
THCU resources
Don't forget to visit the main
page for our 12-step process
and review the step 3 information in our Overview of health
communication campaigns workbook and slideshow. Tips
for Running Focus Groups with Youth
This three-page handout covers the three most common barriers
to youth focus groups and suggestions for overcoming them
and
lists the top ten
focus
group
elements
for youth.
Audience
analysis data and profiles
THCU has created profiles for tweens,
teens,
boomers,
and seniors and
provides resources for rural
audiences. Updated! June
23, 2005
Audience
Analysis and Segmentation Lecturette
This excerpt from
our Overview of Health Communication Campaign workshop slides
explains audience analysis and segmentation; outlines the
types of demographic, psychographic and behavioural audience
characteristics that should be explored before embarking
on a health communication campaign; and describes a simple
audience segmentation process. (PDF,
187kb) Added October 9, 2003
Internet
Access and Use by Canadians
(PPT, 622kb) Added September 25, 2003
Effective campaign design checklists
No time to read the manual? Use
these checklists to make sure that you've covered the basic principles
of an effective health communication campaign before using your
precious resources: Effective
campaign design checklist for steps 1–4 (Word 64kb,
September 2003), Effective
campaign design checklist for steps 5–7 (Word 74kb,
October 9, 2003), and checklist
of criteria for developing effective, persuasive health communication
materials in step 8..
Other resources
Prevention Communication
Research Database (PCRD)
Launched by the U.S. Department of Health and Human Services'
(HHS) Office of Disease Prevention and Health Promotion (ODPHP),
this is the first searchable collection of audience research
conducted or sponsored by HHS
agencies. Added May 20,
2004
U.S. Project Lean
There are some great examples of audience analysis at this
website. Have a look at the consumer research reports
if you want to see some in-depth analysis and segmentation. Added
June 16, 2003.
Disability Research
Information Page
If you are looking for audience analysis information about
people with disabilities then check out this page from the
Canadian Council on Social Development. A wealth
of information! Added
June 16, 2003
Pew
Internet & American Life Project
This project
creates and funds
original, academic-quality research that explores the impact
of the Internet on children, families, communities, the work
place, schools, health care and civic/political life. They
have a wealth of reports available free online, including
many that cover health uses for, and implications of the
internet. It is a great source of audience analysis
information.
Child
Trends Data Bank!
Check out this U.S project that also has many topics of importance
to Canadians. It
provides a wealth of information on the latest national trends
and
research on child and youth well-being. In the health
database you can find information on a variety of health
topics such as the latest statistics about youth condom use. You
can also sign-up to receive notices about new reports.
Statistics
Canada
This is our very own source for Canadian data.
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