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In this learning resource I would like to talk you about VALS and PRIZM -
two different ways of analyzing your audience.
Both of these are ways you can really get to know your audience a little bit better.
A little bit of background on both of these... these are both
tools that used in marketing to try to understand the audience audience or audience segmentation.
This is particularly pertinent to public speaking because
we as public speakers have a lot in common with marketers. We're trying to sell
an idea, sell a concepts or sell a product to our audience. How we sell that product or
how we sell that idea is a little different depending on which audience your
delivering your speech to.
Say I want to give a speech on exercise.
If I'm talking to a group of older people, say 40 and up.
If I'm talking to people forty and over
they're more concerned about their health. They''re probably are concerned about
exercise to stay healthy, live longer and to live the best possible life they can.
If I'm talking to a group of twenty-somethings...not that health
isn't it important, and not that the forty-somethings don't want to look good, but
the twenty-somethings are probably more concerned about swimsuit season.
"How am I going to look in my bikini this year?"
So the different angle that you're going to take, talking about the same thing --
you're still trying to persuade your audience to exercise.
But you talk about a little differently depending on your audience which is
We'll do a discussion question that focuses on that.
Let me start off with VALS. VALS is an acronym for Values and Life Styles.
Here is what it looks like. This is the framework for it.
This framework, if you look on Angel page,
I have a link that takes you to the website which explains
what I'm going to explain now, in a more comprehensive way. This is just an overview of it.
First of all, a couple things about this.
You have eight different categories of people, from the innovators all the way down to the survivors.
A couple of things I want to point out here...
the top four: the innovators, the thinkers,
the achievers and the exerpiencers
all have high resources and high innovation.
In other words, they have money to spend, and because they have extra money to spend
they're more likely to use it to try new things,
and adopt new ideas.
The bottom group down here: the believers, the strivers, the makers and the survivors
have lower resources
and lower innovation.
In other words they don't have as much money to spend
and they're not as likely to be trying new things.
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