The Pitfalls of Failing to Understand Your Audience

Two case studies from my conference organising days that show why it is vital to research your audience’s needs:

A speaker at the conference was a well-known celebrity. He is a very good speaker with valuable information to share. His signature style is very direct and to the point. Most audiences tolerate this style as part of his character and authority. Indeed some people find his style intoxicating.

He was addressing an audience of Consumer Relations Managers; people who spend their working days dealing with volatile customers and their complaints.  In his session he did not temper his manner of delivery, but was just as forthright and bombastic as normal. The audience found his style inflexible and arrogant. A large majority of the audience hated his presentation and documented this freely in their comments afterwards.

An eminent university professor presented a paper to an audience of industry managers in exactly the same manner that he would present to his students. The audience, professionals in their field, were looking for a different level of information and were distinctly uncomfortable with the speaker’s patronising manner. Instead of the presentation being a rewarding experi­ence for them it had the opposite effect. On the exit survey they documented another thumbs down result.But if the outspoken celebrity and professor had bothered to consider their audience then they could have enriched their connection with the audience.
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