There are two parts to audience analysis.
- First, you interview or survey the audience and a qualified Subject Matter Expert (SME).
- Next, you use their responses to finalize your analysis, which should deliver output in the form of a draft course outline, training modality, planned curriculum, course or curriculum duration, etc.
Let’s examine the questions as part of the audience analysis in both parts in sequence.
You can also download these questions/blog as a job aid by clicking the button at the end of this post.
Questions for Audience Analysis
As a part of your Training Needs Analysis, you are recommended to interview either the audience or a qualified Subject Matter Expert (SME).
You can get responses to these questions either through surveys or in-person interviews. Or, you can blend both approaches for your audience analysis. Some questions are better answered in person while you can save time by getting responses to a few questions over emails or surveys.
Note that your learners or SMEs have a different day job, hence review the sample questions below, edit them as per your needs, and then ask them over an appropriate platform. You are recommended to add or remove questions in this list as per your requirements.
Here are some sample questions you could ask your audience to determine their needs and learning preferences:
- What is your experience level in the topic area of this training program?
- Type: Objective Question
- Recommended Medium: Survey
- Options: Beginner, Intermediate, Advanced
- What are your main goals for this training program?
- Type: Subjective Question
- Recommended Medium: In-person or virtual meetings
- What are the job tasks or responsibilities that you think this training program should cover?
- Type: Subjective Question
- Recommended Medium: In-person or virtual meetings
- What are the challenges or obstacles that you face in your job that you would like to see addressed in this training program?
- Type: Subjective Question
- Recommended Medium: In-person or virtual meetings
- What is your preferred learning style?
- Type: Objective Question
- Recommended Medium: Survey
- Options: Visual, Auditory, Kinesthetic
- What tools or technologies would you like to see incorporated into this training program?
- Type: Subjective Question
- Recommended Medium: In-person or virtual meetings
- What are your expectations for the format and delivery method of this training program?
- Type: Subjective Question
- Recommended Medium: In-person or virtual meetings
- Would you prefer a self-paced training program or an instructor-led program?
- Type: Objective Question
- Recommended Medium: Survey
- Options: Self-paced, Instructor-led
- What are the barriers or challenges that might prevent you from participating fully in this training program?
- Type: Subjective Question
- Recommended Medium: In-person or virtual meetings
- How do you like to receive feedback and guidance on your progress in the training program?
- Type: Can be Subjective or Objective
- Recommended Medium: This is medium agnostic
- Options: When asked over a survey – Knowledge Checks/Quizzes, Personal Feedback by the Trainer, 1-1 with the Manager
- What specific topics or skills do you think are most important for you to learn?
- Type: Subjective Question
- Recommended Medium: In-person or virtual meetings
- Are there any particular resources or support services that you think would be helpful to you during this training program?
- Type: Subjective Question
- Recommended Medium: In-person or virtual meetings
- Have you ever participated in online or web-based training programs before? If so, what did you like or dislike about them?
- Type: Subjective Question
- Recommended Medium: In-person or virtual meetings
- Have you ever participated in in-person or classroom-based training programs before? If so, what did you like or dislike about them?
- Type: Subjective Question
- Recommended Medium: In-person or virtual meetings
- Are there any particular accommodations or resources that you need in order to participate in this training program (e.g., assistive technology, language support)?
- Type: Subjective Question
- Recommended Medium: In-person or virtual meetings
- How much time are you willing to commit to this training program, both in terms of attending sessions and completing assignments?
- Type: Objective Question
- Recommended Medium: Survey
- Options: <1 hour per week, 1-2 hours per week, 3-4 hours per week, >4 hours per week
- What types of assessments or evaluations do you prefer to demonstrate your understanding of the material?
- Type: Subjective Question
- Recommended Medium: In-person or virtual meetings
- What are your expectations for the duration of the training program?)
- Type: Objective Question
- Recommended Medium: Survey
- Options: Short-term (1-3 months), Medium-term (4-6 months), Long-term (6+ months)
- What are your expectations for the level of interaction with other participants and instructors?
- Type: Subjective Question
- Recommended Medium: In-person or virtual meetings
- What are your expectations for the level of difficulty of the training program or the following test/exam/evaluation?
- Type: Objective Question
- Recommended Medium: Survey
- Options: Easy, Moderate, Challenging
Below is some additional information that will help you conduct your audience analysis when using ADDIE.
Click the tabs below to learn more.
Technical Familiarity: Key Questions
When gauging your audience’s comfort with hardware and software, consider weaving in these questions:
- What types of devices (e.g., laptops, tablets, smartphones) do you regularly use for work or learning?
- Which operating systems and common applications (such as
Microsoft Office ,Google Workspace ,Zoom , or Slack) are you comfortable navigating? - Do you have reliable internet access and the necessary hardware (e.g., webcams, headsets) to participate in online training sessions?
- How would you describe your ability to troubleshoot minor technical issues on your own?
- What support or resources would you need to fully engage in this training program’s technical requirements?
Taking the time to clarify these details ensures your training is accessible, practical, and tailored to your audience’s existing skill set.
General Questions to Identify Your Audiences
To ensure your training is on target, start with a few foundational questions to clarify who you’re really designing for. These will help you pinpoint the primary groups (those your training must serve directly) as well as any secondary groups (folks who might also benefit or have a stake in the program).
Consider asking:
- Who are the main participants this training should address?
- Are there additional groups—like managers, related departments, or partner teams—who should also be considered?
- Which stakeholders or decision-makers will influence, review, or use the materials?
- Are there specific roles, job titles, or functions that should be prioritized?
These questions help you map out the immediate audience as well as anyone else who might interact with or benefit from your training, ensuring your program is as relevant and comprehensive as possible.
Recognizing Different Audiences Within One Organization
When analyzing your audience, it’s important to realize that even within a single
In contrast, others—such as those working on the factory floor or in roles that rarely require computer use—may have had little exposure to digital tools as part of their daily routine. For these learners, a hands-on introduction or a classroom-style, facilitator-led session may be far more effective.
The key is to identify these differences early during your audience analysis through targeted questions and observation. Doing so allows you to tailor your training methods—possibly developing separate tracks, resources, or support levels—so each group receives instruction that’s relevant and accessible to them.
Here are some sample questions you could ask your audience to determine their needs and learning preferences:
Examples of Audience Variability Within an Organization
When conducting your Training Needs Analysis, it’s essential to recognize how audiences can differ significantly—even within the same
-
Technical Staff (e.g., IT specialists, engineers): These employees are typically comfortable with technology, spend much of their day at a computer, and may have prior experience with similar tools. Their training needs might focus on advanced features or integration capabilities, and they often prefer digital manuals, hands-on exercises, or technical workshops.
-
Production Floor Workers: In contrast, team members who spend most of their time operating machinery or engaged in hands-on assembly work may have limited computer experience. This might even be their first significant exposure to the software. They’re likely to benefit more from step-by-step visual guides, instructor-led demonstrations, or on-the-job job aids.
These variations mean that a “one size fits all” approach won’t suffice. Tailoring your content and delivery methods to match each group’s background and day-to-day job realities will help ensure the training is both relevant and effective.
When to Conduct Audience Analysis
Instructional designers and training developers should make audience analysis one of their very first steps when planning a new training project. Think of this as laying the foundation before you start building the house—without it, everything else could be off balance. By starting your audience analysis early, you’ll have the essential insights needed to guide decisions on course structure, content delivery methods, and even the duration of your training program.
Concluding Questions for Finalizing your Analysis
Use the responses to the questions above to finalize your audience analysis.
| Question | Your Notes |
| Who is the target audience for the training program? What are their characteristics (e.g., age, education level, job function, experience)? | |
| What is the level of knowledge or experience of the target audience in the subject matter? | |
| What are the learning preferences of the target audience (e.g., visual, auditory, kinesthetic)? Do they prefer classroom training or web-based training? | |
| What motivates the target audience to learn? What are their goals and expectations for the training program? | |
| What are the potential barriers to learning for the target audience (e.g., time constraints, access to technology, language barriers)? | |
| How will the training program be integrated into the target audience’s work schedule? | |
| What resources are available to support the target audience’s learning (e.g., coaching, mentoring, job aids)? | |
| How will the effectiveness of the training program be evaluated? What metrics will be used to measure success? | |
| How will feedback be collected from the target audience to improve the training program? | |
| How will the training program be modified to meet the unique needs and preferences of the target audience? | |
| What is the proposed duration of the training or the curriculum? | |
| What’s the preferred training delivery method? |
Questionnaire Handout
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