Workshop Audience Analysis

One of the most important things we can do as CME writers (especially now!) is to write with our learners, not just for them. We have a responsibility to continually ask: Who is this for, and how will they actually use it? Because without that lens, even the most evidence-based content can completely miss the mark. Here are five ways I return to an audience-first mindset, especially at those times when I feel a bit too removed from the real people behind the data. -- 1. Go beyond the job title. What do they do in a typical day? What time pressures are they facing? How do they chart? What’s the reality of their clinical context? -- 2. Remember that learning doesn’t happen in a vacuum. Our learners are dealing with system pressures, electronic medical records (EMRs), team dynamics, and, yes, burnout. Great CME acknowledges that context, even in small ways. -- 3. Talk to your learners. A handful of focused interviews or email conversations can completely reframe how you think about the activity you’re developing. Ask what they’re struggling with. What helps and what doesn’t. You’ll walk away with insights that no amount of literature can offer. -- 4. Listen in unexpected places. Check Twitter (or yes, Threads). Browse specialty Reddit subs. Follow your audience on LinkedIn. Social listening provides us with access to language, tone, and certain perspectives that are rarely seen in published papers. -- 5. Be willing to shift your assumptions. Our learners may not want a slide deck. They might prefer a podcast they can listen to on the drive home. Or a series of clinical vignettes. Holding our preferred formats loosely allows us to meet people exactly where they are. -- Want to take your audience analysis one step further? Write with Self-Determination Theory in mind – the idea that your audience of adult learners will be most motivated when three needs are met: Autonomy – the ability to choose and self-direct Competence – the belief that they can succeed Relatedness – a sense of connection to others When we write CME grounded in empathy, real-world context, and a diversity of formats, we’re helping to create more valuable experiences that support each of those needs. And that’s when the learning sticks. If you’d like my audience analysis cheat sheet (the one I use at the start of every project), just drop “Audience” in the comments and I’ll send it your way!

My audience fell asleep during my first workshop. Let me tell you what happened, and share the 3 lessons that have helped me become a better teacher. When I started helping clients with Google Ads, I quickly hit the limit of how many clients I could help 1-on-1. It didn’t take me long to see the opportunity to teach Google Ads. So almost 10 years to the day,  I hosted my first live workshop (see the attached picture). 11 people showed up (I was already pumped with this). So I was going to give it my all. The topic: how to set up the perfect Google Search campaign. I immediately fired up Google Ads (Adwords back then) and started walking them through every possible detail. 20 minutes in, I noticed the energy draining from the room. Some people were yawning and fighting to stay awake. This workshop took place after hours, so I assumed everyone had had a long day and simply powered through. 2 hours later, I managed to get through my presentation and thanked them for their time. There was some applause. But I mainly remember the blank stares. Information overload had hit them hard. Most of them were complete beginners to Google Ads, so since all the concepts were new, it was hard for them to process. I went home that night thinking things went well. But even after following up, none of the 10 attendees had any interest in working with me. It took me a while to realize why that had happened, and why my info-packed presentation wasn’t as good as I thought it would be. This led to 3 big lessons that helped me become a much better, and impactful teacher. Lesson 1: Understand your audience The people who attended my first workshop were not looking for a walkthrough of how to start a new campaign. They were business owners who wanted to understand the potential of Google Ads, along with some practical pointers on how to get started. Instead, I was looking at it from my “expert” perspective, thinking that all they needed was more information. Lesson 2: Have a clear objective Closely related to lesson 1, if you understand what your audience is trying to accomplish, it makes sense to tailor the objective to that. Right now in our Google Ads Bootcamp, the objective is to help new advertisers make their first $1,000 in profit. Not millions, not double their revenue, but $1,000. That gives people a practical (and realistic) goal to work towards. Lesson 3: Just in time learning Today I realize it’s okay to hide complexity and skip over parts that aren’t relevant. Trying to teach every nuance when all they need is the basics is often a waste of time. Because when they finally could use that information, they would have already forgotten about it. Just-in-time learning means that you learn the concepts right as you need them. You’re not studying a whole textbook before you get started. Learn. Apply. Iterate. Affective and simple!

With a small dataset, you can still build an interactive dashboard and deliver good results. Here is an example. In my last project, where I analyzed the data recorded from the Online Power BI Workshop that ES Analysis hosted, I was able to uncover the insights and recommendations below: 𝐓𝐨𝐩 𝟑 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬: 1. High interest from Data Analysts and Nigerian registrants 🔹 37 out of 98 registrants identified as Data Analysts. 🔹 Nigeria alone accounts for nearly half of all registrants (42). --> This highlights strong demand from both a specific job title and geographic region. 2. #LinkedIn is the most effective promotion channel 🔹 62% of registrants found the workshop via #LinkedIn, making it the top outreach platform. --> This suggests that LinkedIn marketing is successfully reaching the target audience. 3. SQL and DAX Are the Most Requested Topics 🔹 SQL (12) and DAX (8) were the top choices for future workshops. --> Participants are eager to deepen their data querying and modeling skills. 𝐓𝐨𝐩 𝟑 𝐑𝐞𝐜𝐨𝐦𝐦𝐞𝐧𝐝𝐚𝐭𝐢𝐨𝐧𝐬 1. Focus future sessions on SQL and DAX 🔹 Design hands-on workshops or mini-series around SQL basics to intermediate queries and practical DAX for Power BI users. 2. Leverage #LinkedIn further 🔹 Use targeted posts, ads, polls, and success stories to increase visibility and convert more followers to registrants. 🔹 Encourage attendees to share testimonials. 3. Expand Nigerian outreach and optimize for their time zone 🔹 Collaborate with Nigerian tech communities or influencers. 🔹 Host sessions in Nigeria-friendly time slots to attract more participants. If you want me to walk you through the analysis step-by-step or need a guide on your project, comment below "interested" and I will reach out to you. 𝐏𝐒: Our next cohorts of 𝐄𝐱𝐜𝐞𝐥 and 𝐏𝐨𝐰𝐞𝐫 𝐁𝐈 training launch tomorrow. If you want to join, DM me to get started.

We understand user’s needs, but we sometimes forget to understand our stakeholder’s needs We spend hours creating artefacts; Journey maps, research reports, polished designs But, it's easy to forget that: → People's brains work differently → Different roles need different information → Stakeholders have goals and pain points too I remember the first time I saw an ecosystem map I was in a workshop and asked for my thoughts There was no start or end point It was a web of arrows I just didn't get it I felt clueless. Plus, it came with a side of imposter syndrome. Great. We ask for feedback But, if stakeholders don't understand it: → It can be overwhelming → The value can be limited → The artefact purpose loses impact We need to make information digestible, and relevant to stakeholders Here's 3 things you can start doing👇 1️⃣ Understand your audience What do they need to know? Each role will focus on different information: KPIs vs tech constraints vs user sentiment etc. Here's what I do ↴ Tailor information and language to who it's aimed at. For example: → Presenting to execs: I'll show the high-level flow and business goals → Align on feasibility with devs: I'll use a service blueprint 2️⃣ Level the playing field Understand, and reduce people's pain points E.g ideation sessions: they're exciting for some people, but daunting for others Here's what I do ↴ Remove barriers and reduce imposter syndrome. E.g, prepare workshops with lo-fi wireframe components. This gives everyone the same starting point and enables them to focus on their ideas, rather than how it looks). Even better, suggest a variety of formats to suit their needs (write on post-its, draw on paper) 3️⃣ Communication is key Help them to understand. Don't assume people know what the purpose of the artefact is for, or why you've done something. Here's what I do: ↴ → Ditch the jargon → Give a clear starting point → Record a video to walkthrough → Add context and rationale to designs → Explain the purpose. What is and isn't covered? --- Understand stakeholders, like you understand users Uncover their needs, pain points and goals What communication works best? What's important to them? What is and isn't useful? How do they work? The better you can work with the people around you, the more impact you, and your designs will have --- PS Have you used Miro's pre-made wireframe components for ideation sessions? 


How do you tailor your Instructional Design to meet the specific needs of your audience? In week three, our learning journey focused on the Analysis phase of the ADDIE model. This phase is particularly significant because it is where the need for a learning solution or training is assessed and understood. This week, several key insights stood out to me, but my attention was drawn to three crucial components of the Analysis phase: Learning Objectives, Audience Analysis, and Context Analysis. 1. Learning Objectives: Learning objectives define the overall goal of the training, module, or unit. They guide the instructional methodology, determine the duration of the learning process, and influence the mode of delivery. Well-defined objectives ensure that the course aligns with learners' needs and the intended learning outcomes. 2. Audience Analysis: A common mistake in instructional design is assuming knowledge of the learners without proper assessment. As an Instructional Designer, understanding the demographics, learning styles, age groups, language preferences, and prior knowledge of learners is crucial. This ensures the training is tailored to their specific needs and enhances engagement and comprehension. 3. Context Analysis: The learning environment plays a key role in course development. For instance, delivering an online training program in a remote area with limited internet access may not be effective. Similarly, learners with demanding schedules, such as farmers, may struggle to attend synchronous sessions. Assessing technological resources and contextual constraints is essential in designing a course that is both accessible and impactful. "Instructional Designers are problem-solvers." We analyze learning gaps, assess their magnitude, and develop solutions to bridge those gaps effectively. This week has broadened my understanding of the ADDIE model and deepened my appreciation for the importance of thorough analysis before designing any course material. I’m incredibly grateful to Schoolinka, my instructor Taiye Aransiola, and the inspiring ID Innovators I’ve connected with throughout these past few weeks of unlearning, relearning, and developing new skills to advance my career in instructional design.