How audience analysis can enhance your storytelling skills


As a speaker, your number one goal is to engage your audience and leave a lasting impression. You want your message to be heard and remembered long after you have spoken. However, achieving this goal is not always easy. One of the most important factors that can determine the success of your speech is how well you understand your audience. Audience analysis is a crucial aspect of public speaking, and by mastering it, you can enhance your storytelling skills to a whole new level. In this article, we will delve into the importance of audience analysis and how it can help you become a better speaker.

Why is Audience Analysis Important?

Audience analysis is the process of understanding your audience before speaking to them. It involves gathering information about their interests, preferences, beliefs, knowledge, and demographics. Audience analysis helps you tailor your speech to meet the needs of your audience, capture their attention, and keep them engaged throughout your presentation. Here are some reasons why audience analysis is crucial for every speaker:

1. Helps you establish credibility

When you show that you understand your audience's needs and preferences, you establish credibility and make it more likely that they will trust what you have to say. You can use the information gathered during audience analysis to build a rapport with your audience and create a connection that allows them to feel more comfortable and receptive to your message.

2. Increases the relevance of your message

By analyzing your audience's needs and interests, you can tailor your message to their specific needs and make it more relevant to them. This can help you connect with your audience on a deeper level and make your presentation more engaging and memorable.

3. Enhances audience engagement

A better understanding of your audience can help you create a more engaging and interactive presentation. You can use the information gathered during audience analysis to create activities and interactive elements that will keep your audience engaged and invested in your speech.

4. Helps you avoid misunderstandings

Audience analysis can help you avoid misunderstandings that can arise from cultural or demographic differences. By understanding your audience's beliefs, values, and cultural norms, you can avoid using language or examples that may offend or confuse your audience.

How to Conduct Audience Analysis

Now that you understand the importance of audience analysis, let's look at how you can conduct it effectively. Here are the steps you can follow:

1. Research your audience

Before speaking to your audience, do some research about them. Find out their demographic information such as age, gender, education level, and occupation. You can also gather information about their interests, hobbies, and personal beliefs. This will give you a general idea of who they are and what they are interested in.

2. Identify their needs and expectations

Identify the needs and expectations that your audience has. What are their pain points? What do they want to know? What do they expect to learn or gain from your speech? Once you have identified their needs and expectations, you can tailor your message accordingly.

3. Analyze their behavior

Observe your audience's behavior during your speech. Are they engaged? Are they asking questions? Are they nodding or shaking their heads? Analyzing their behavior can help you determine whether your message is resonating with them or not. You can make adjustments on the fly to keep them engaged.

4. Ask for feedback

After your speech, ask for feedback from your audience. This can provide invaluable information on how well you connected with them and how effective your message was. Use this feedback to improve your future presentations.


Audience analysis is a critical aspect of public speaking that can help you become a better storyteller. By understanding your audience's needs, expectations, and behavior, you can tailor your message to resonate with them, keep them engaged, and leave a lasting impression. Remember, effective storytelling is not only about what you say, but also about how well you connect with your audience. Mastering audience analysis is a great way to take your storytelling skills to the next level.