Understanding Your Audience: Business Intelligence Workshop 1
Understanding Your Audience
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Understanding Understanding Your Audience Your Audience Susan Susan Donaldson Donaldson
description
Understanding Your Audience. Susan Donaldson. What’s your purpose in attending this training?. How do you prefer to learn? (What’s your learning style?). What outcomes do you seek from this training?. What are we building?. Developed land: A combination of land cover/use categories - PowerPoint PPT Presentation
Transcript of Understanding Your Audience
Understanding Understanding Your AudienceYour Audience
Susan DonaldsonSusan Donaldson
What’s your purpose in attending this training?
How do you prefer to learn?(What’s your learning
style?)
What outcomes do you seek from this training?
What are we building?
Developed land: A combination of land cover/use categories Large urban and built-up areas Small built-up areas (developed land Small built-up areas (developed land
units of 0.25 to 10 acres)units of 0.25 to 10 acres) Rural transportation land (roads,
rights of way, etc.)
Small Built Up Small Built Up Areas Areas
(millions of acres)(millions of acres)19821982 4.74.7
19871987 5.15.1
19921992 5.45.4
19971997 6.16.1
20012001 6.76.7
Data from ERS
Number of farms by size
19971997 200220021 to 9 acres1 to 9 acres
ArizonaArizona 2,4842,484 2,3312,331ColoradoColorado 3,0463,046 2,813 2,813 WyomingWyoming 421421 477 477
10 to 49 acres10 to 49 acresArizonaArizona 1,8851,885 1,9001,900ColoradoColorado 6,2536,253 7,474 7,474 WyomingWyoming 1,2071,207 1,536 1,536
AZ/CO/WY Small Farms Survey
Characteristics of low-density regions
Lower population Fast growth Few foreign-born residents More Hispanic residents Fewer houses on sewers Adjacent to at least one rural county Flat land Little or no wetland Most land owned by private owners
July 2001, Brookings Institute, “Who Sprawls Most? How Growth Patters Differ Across the U.S.”
Who lives on these properties?
Professionals Urbanites fleeing the city Retirees Aging rural residents Suburbanites Investors Etc…
Why do they want to live on small acreage properties?
Pastoral lifestyles Green properties Increased property values Fewer restrictions on
property uses Animal ownership (horses,
llamas, etc.) Privacy Investment potential Make some money Etc…
Did you have any livestock in 2002?
81.4%
18.6%
0%10%20%30%40%50%60%70%80%90%
100%
Yes NoSource: AZ, CO, & WY Survey
Percentage of household income from farm
Source: AZ, CO, & WY Survey
0
10
20
30
40
50
60
70
80
90
100
0 to 20 21 to 40 41 to 60 61 to 80 81 to 100
Perc
ent
Why engaged in small farm agriculture?Working close to nature 19.1%Supplement income 17.9%Make profit 17.3%Close to family 9.6%Hobby extended into business 9.0%Unique and challenging 8.8%Other 8.3%Inherited 5.3%Change in career 2.6%Limited alternatives 2.1%
Source: AZ, CO, & WY Survey
How do we reachHow do we reachdifferent audiences?different audiences?
Group 1: Retirees
Group 2: Baby boomers
Born between 1946 and 1964
Group 3: Gen Xers
Group 4:Lifestylers 1: Return to the ‘60s
Group 5:Lifestylers 2: Save the earth!
Group 6:Highly educated people
High hopes
Group 7:People with problems
A different reality!
Group 8: Entrepreneurs
Things you need to know about your audience
Who will be there? What will they expect from you? What do they already know? Will they all understand me? How technical can I (or should I)
be?
Use tools to gather information
Needs assessments Pre-program surveys Focus groups Key informants Community forums Interviews
Start by asking questions:
What’s your purpose in attending this training?
How do you prefer to learn? What outcomes do you seek from
this training?
Things to avoid
Talking down to an audience - people hate to be patronized
Showing that you know little or nothing about them (at least know something about who they are)
Being totally unprepared for questions Knowing nothing about their current
concerns
Remember:
Every audience is unique Understanding your audience helps
you focus your information Don’t try to be all things to all
people!
