Know Your Real Audience

Designing Digitally


KnowYour Real Audience

“Oh look! I have got you a bright blue jumpsuit with polka dots. Take it and wear it somewhere.”

“But, mom, I have no use for a jumpsuit and I don’t like the color.”

“Oh, you can put it to some use. I really liked it.”

“Fine! No point arguing. Maybe I will wear it just once and then never look at it.”

Many learners will identify with this situation. Many times we have seen instances where employees are force fed with training that they find no use for, just because someone with decision-making privileges thought it would be nice for them to take the course. At the end, the course adds no value to the learner. And, of course, there is no change in behavior as a result of the course. The learner takes it just for the sake of it and forgets about it the moment they reach the completion screen.

Ideally, designers need to determine the target audience and then build content based on their needs and not the other way around. In fact, the designer should look beyond the description that is handed out to them by the SME or even the client, and play the role of a consultant. Developing meaningful training requires a thorough needs assessment.


Ask these questions

Before creating a course, designers need to ask some basic questions in order to gauge audience profile. Only when they get the audience right, will they be able to custom make the course for their benefit.

What is the size of the audience? It helps in deciding the platform and the mode of delivery.

What is their educational background? It helps in choosing the tone for the course in terms of technicality.

What is their current role? This helps in deciding how the content is relayed. For example, if the course is for employees who are juggling multiple roles, then they will prefer short micro-learning modules. If they are sales folks who are always on the go, then they will prefer modules that can be accessed via mobile devices.

What kind of infrastructure is available to them? This will help in deciding the format of the final output.

What is their grasp on technology? It is essential to decide if the audience is tech savvy. Are they active on social media?

What is the existing level of skill? This aspect is very important. Once the existing level is identified, we need to compare it with the desired level. The course should target bridging that gap. Once the skill gap is identified, it will be easier for the designers to answer the perennial audience query of ‘What’s in it for me?’. It is also important to analyze what is it that the learners are expecting to do at their workplace after taking the course.

What are the challenges? Once the existing constraints are identified, the course can leverage them. For example, if the audience has a challenge with time, then designers may consider short 3-4 minute modules that are light and can be consumed on the go.

If these basic questions are addressed before creating any e-learning, then the course is bound to stick with the audience. After all, it has been tailored to their needs while at the same time helping the company to improve its bottom line. 

At, Designing Digitally, Inc., we identify the needs of your audience and craft solutions that resolve the issue at hand and enhance productivity at the workplace. And, we do this  within your budget and deadline.

Call us to know more.