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Requirement
Discuss "Will it ever be possible to know what audience thinks?".
Solution
The audience is a group of people who come together to listen, watch, and attend any concert, performance or to meet any important person. Since it is a group of people, hence the views, opinions, wants, desires and perceptions of people in that group tend to be different. Everyone has their views about a program or an event, some like it, some may not. Whenever a speaker gives any lecture, he wants the listeners to pay attention to it and respond favorably to whatever he is saying. The audience may be present face to face with the speaker, or they may be present over computers or other media (Palegato, Bjerke & Ind, 2013). It can be small like a team of 4-5 people or it can be large like a gathering of 4 lakh people. The speaking time between speaker and audience is unequally distributed because a speaker has to speak more as he is the one who is imparting knowledge and audience gets less time to ask questions to him or give their feedback. So the speaker fails to understand whether the audience has read his speech or not and what they feel about his thoughts/products/services/offering.
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The task of knowing that what the audience thinks is tuff, but it is not impossible. Thinking of people differs due to the personalities of people in the audience which vary for every person, the varied attitudes that also differ from person to person. Also, people come from different backgrounds and hence they have different values (???????? & ???????, 2015). Their understanding of what is ethical and what is unethical also differs. People vary in their interests and hobbies, lifestyles and behaviors too. Based on all these things, their perception of the speaker and the speech differs and it becomes difficult to measure what is in their mind and what they think. The person who is delivering should target one particular audience who is interested in his product, service, performance or views. Whatever is intended for delivery should be made public in advance so that people who feel that they will be benefited from the speech, attends it. When products are different, the target audience is also different; one should do research to find their target audience. Identifying target market solves most of the problem and makes for the speaker easy to know what the audience thinks (Hand, 2000). Before delivering, the speaker should be aware that what reaction he wants from the public e.g. does he want the audience to appreciate his thoughts, he wants the audience to donate money to his organization, he want to promote his product, etc. The end should be clear in the mind of the speaker. By doing this, he can take feedback from the audience after his speech and can know how much his purpose is fulfilled or has he failed to deliver what he intended to. The audience is also targeted by the education level of people, the gender, age, and occupation, etc. of people.
The speaker should also understand what are the needs and frustrations of the audience and shift the speech from what he wants to what they want so that their problem gets resolved. Speaker should tell the audience that how can his ideas, product, services, the invention can help them so that they gets motivated and think positive about the delivery (Overbeck, 2011). If he can drive the audience positively towards the product, then he can capture the potential buyers of the product e.g. if a new product, a book, an idea is launched so he can easily create customers for the same. If the audience is already using some similar product, then it becomes a bit difficult to know what the audience is thinking about your product until they make a comparison between the products and shows it in their buying preferences.
The best way to know what the audience is thinking is, to take their feedback either verbally by asking questions that have they liked the product/program/concert etc. or, by making them fill a pre-designed feedback form which contains all questions that the speaker needs to ask to determine what they think about the product/program/concert etc. The audience takes the time to measure things, and if they are already using some product, then it takes time to create a new demand in their minds. For e.g. Maggi samples were found polluted in some parts of India and people started withdrawing from it, but the audience for that product did not shift to any other substitute in the absence of Maggi. This showed that they were positive about Maggi till the time the samples were found polluted and then their views changed but they were not driven to any other product in the absence of Maggi. This is one way to know what the customer is thinking about your product. When Maggi came back, the audience again favored it. Another way to know what the consumer is thinking is to connect with the emotions of people. If the speaker can make that connection, the audience becomes comfortable with the speaker and is more open to him. The audience can share their views and preferences with the speaker. The speaker can ask questions in between the lecture to know whether the audience is paying attention or not, whether they understand the topic or not, whether they are interested in the speech or not. The speaker should motive the listeners in between the lecture by speaking positive words and telling them how good the audience is, and speaking positively about their behaviors.
Based on the above arguments, it can be concluded that it is not very difficult to know what the audience thinks, the speaker just needs to take care of few things and put some extra effort in addition to his speech (de Stadler & van der Land, 2007). The feedback after delivery is as important as the speech because it can help in deciding the future course of action and measure whether the speech will be successful for the sender/company or not.
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Palegato, R., Bjerke, R., & Ind, N. (2013). The Before and After: Audience Perceptions of Brand Dimensions of Cultural Products. JEM, 22(1), 24-35. http://dx.doi.org/10.9768/0022.01.024
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????????, ?., & ???????, ?. (2015). Marketing research of expectations of target audience of consumers of products with functional orientation. Eastern-European Journal Of Enterprise Technologies, 5(11(77), 26. http://dx.doi.org/10.15587/1729-4061.2015.51073
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Hand, B. (2000). Audience to Ourselves. Circa, (92), 34. http://dx.doi.org/10.2307/25563582
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Overbeck, L. (2011). Audience of Self / Audience of Reader. Modernism/Modernity, 18(4), 721-737. http://dx.doi.org/10.1353/mod.2011.0102
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de Stadler, L., & van der Land, S. (2007). Knowing your audience. Audience analysis and audience participation in the field?. Information Design Journal, 15(1), 64-68. http://dx.doi.org/10.1075/idj.15.1.09sta
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