Element 1: Audience Information

"Many would consider information about your audience to be your most precious resource." (December, 1995, pp820)

As this methodology is user-centred, knowing who the user is, is crucial. Audience information helps planners shape the whole information content of the web, as well as its "look and feel".

The purpose of this element, therefore, is to allow planners to systematically determine exactly who the target audience is, and also explore any relevant characteristics of the audience.

Defining the target audience

December introduces a useful technique for determining the target audience. This involves generating a cluster diagram, in which overlapping circles represent different audiences planners may target. Similar to Venn diagrams, this diagram may become very detailed, with the ability to nest groups. Planners are able to show many related audiences, even if they do not wish to reach them - as a way of defining who they do not with to target. Planners will find that this method will enable them to zero in on the exact audience they are attempting to target, with the focus being on the intersection of many of the groups.

December shows an example of this, where he attempts to target an audience for his 'web development' web.

Defining audience information

After the target audience has been determined, the next stage is to consider any relevant information. December suggests writing lists with the following headings;

• Characteristics. What are the relevant characteristics we are interested in? Is the target audience computer-literate? Are they well-educated? What are their relevant interests?
• Concerns. What are their professional concerns? What would they really want out the web? What sort of assistance are they really looking for?
• Activities. What sort of activities are the target audience involved in? Which shows, publications, societies do they use? What sort of jobs do they do? Where can we find out more information about them?

This information helps planners centre the design on the user, and is crucial for the purpose statement, which is designed to satisfy these needs.