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As with any type of public presentation, audience analysis is essential for developing a successful informative speech. Yet analyzing your audience for an informative presentation raises unique challenges. Specifically, you’ll want to focus on where and how your audience is situated for the presentation, your audience’s specific demographics, and especially any common ground between you and your audience.

To analyze your audience, start by considering the characteristics of your speaking situation. If you are presenting an informative speech in class, note any requirements for the topic, format, and content of the presentation. If you’re planning to deliver your speech outside of class, consider the occasion for your speech. Also note the forum (the setting where you will be speaking), the time of day intended for your presentation, the size of your audience, and the expected length of your speech.

Next, remember to examine audience demographics—particularly those most likely to influence your listeners’ interest and disposition toward your topic. These include political affiliation, group membership, occupation or academic major, race, ethnicity, gender, sexual orientation, socioeconomic background, age, religious affiliation, and family status.

Also look for common ground you might have with your audience—such as shared values, interests, and experiences. By noting common ground while developing an informative speech, you can incorporate strategies to strengthen your credibility, or ethos. (For more on audience analysis, see Chapter 5.)