In the past, we’ve talked about different tips for designing eLearning courses. However, when it comes to design, these tips will usually focus on visual elements such as image and color selection and consistency throughout the course.
But, even before you begin building out your course from a design standpoint, it’s crucial to examine your target audience under a microscope.
Let’s get started.
What Is Target Audience Analysis?
In eLearning, you can better understand your learners through target audience analysis. This helpful tool identifies and assesses a number of unique features of a particular group, including:
Demographics
Needs
Behaviors
Preferences
Attitudes
Interests
And other data
Benefits of Target Audience Analysis
If you’re successful in conducting proper target audience analysis prior to developing an eLearning course, you’ll find various benefits that help you:
Refine your course: deliver an optimal eLearner experience throughout your course
Create relevant content: by knowing your target audience and what it cares about
Boost retention rates: create content that means something to your target audience
Improve engagement: a better understanding of your audience improves engagement rates
How to Conduct Target Audience Analysis
Now that you have a better understanding of what target audience analysis is and how it can benefit your eLearning courses, it’s time to dive into how to conduct this type of research.
1. Identify Your Target Audience
Your target audience should fall between the two extreme ends of feelings surrounding the topic.
2. Perform Research
Beyond interactions with your audience, you can usually learn more about them by conducting some behind-the-scenes research.
3. Organize Surveys
From a large number of people, you can quickly gain insight into specific information about the knowledge, beliefs, and values of your audience.
4. Conduct Interviews
Interviews are the most time consuming but effective way to learn about your audience.
Target Audience Analysis Using Empathy Mapping
There are endless questions you can ask to put yourself in your target audience’s shoes. This process is known as empathy mapping.
Perform your own research for your target audience analysis by relying on a highly powerful framework and intuitive set of questions. Here are a few of these sample questions, broken down into categories, to help guide you along your target audience analysis journey.
Demographic Details
To better engage and motivate your learners, you need to understand the values and outcomes that inspire them. Understanding demographics means understanding their values, which means you must be able to identify their general demographic by asking these questions:
How big is your target audience?
What is the cultural background of your target audience?
What is the educational experience of your target audience?
What is the current role of your target audience?
What is the current level of mobility of your target audience?
Problems They Are Currently Facing
Once you’ve got a better image of your demographic, you need to identify their pain points. In order to provide a product that will be meaningful, you have to solve a problem. Use these questions to address the issues they face:
What does their typical day look like?
What challenges or constraints do they regularly face?
What are their life goals?
What are their professional goals?
Knowledge and Skill Levels
The purpose of an eLearning course is to develop a deeper understanding of a subject matter. In order to provide meaningful content, you must first understand the current level of knowledge and skill your target audience is performing at. Use these questions to assist:
What does your target audience already know?
What do they not know?
What knowledge is your target audience currently missing?
Do they think they are missing this information?
Are there any preconceptions about this information?
What skills are they looking to build? What skills do you want to help them build?
What areas do they need training in?
What interest will they have in learning this information?
In what circumstances will they use the information they learn?
How much time do they have to learn?
Familiarity with Technology
Everyone has their own level of comfort when it comes to using technology. In order to create a successful eLearning course, you need to identify your target audience’s comfort level with technology by using these questions to guide you:
What is your target audience’s level of dependence on technology?
What programs or software do they currently use in daily life?
What programs or software do they currently use at work?
How active are they on social media?
What equipment will they use to access eLearning courses?
Market Focus
You can also use empathy mapping questions to help you focus your marketing efforts. Consider these thoughts:
Why would your target audience take this course if they weren’t required to?
What materials need to come after the course?
What happens if they don’t take the course?
How will taking the course help to improve their lives/work?
What will stop them from being interested in the course?
What blockades will they face in carrying out your CTA?
Important Reminders About Target Audience Analysis
While target audience analysis can be incredibly valuable in developing eLearning content, there are a few reminders to keep in mind when going through the process.
Analysis Should be Continuous
Target audience analysis goes beyond the initial research. You should transform your studies as your courses are released.
Avoid Telling People What They Want to Hear
Be clear about what goal you are trying to accomplish with each interaction rather than changing your wording based on your audience.
Steer Clear of Stereotypes
Avoid stereotyping as it may cause you to make decisions on inappropriate reasoning rather than recognizing individual differences.
Final Thoughts
Before thoughtful strategies in the instructional design of a course can take place, you have to do your homework by conducting a target audience analysis.
By using this highly effective method and our team’s combined experience of teaching, ryco.io prioritizes making our courses the most effective form of education for students and educators.
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