Welcome to the 3rd module on your journey to building digital communities for social change: define your target audience.
Purpose
In Module 2 the concept of a Theory of Change (ToC) was introduced. A ToC serves as a framework for understanding how a certain desired (social) change is supposed to happen. Working with a ToC can help you in structuring your programmes and even your organisation. It enables you to think about the reasons you are doing certain activities and whether they lead to the desired outcome.
In this module, you will refer back to your ToC. This can be the ToC you have developed in the previous module, or an existing ToC of your organisation or programme. In your TOC, you described the change you want to achieve and mapped how in the different “pathways”, input, and activities will lead to the intended results.
So to whom will your activities be targeted at, to be able to achieve the intended results most effectively? Who can help you achieve the desired change or who do you need to influence to achieve your desired change?
This module will help you clearly identify who you should target in order to most effectively achieve the intended outcomes as described in your ToC. Target audience mapping, creation of personas, and user journey mapping are the tools covered in this module, that can help you to and understand your target audience and their needs.
Learning Goals
After completing this module, you will be able to:
- Understand the importance of clearly defining your target audience;
- Compare the different methods for defining target audiences and their uses;
- Apply different tools and methodologies to determine and map your target audiences needs, experiences, behaviours and goals.
Learning Journal Reflection
In your opinion, why is it essential to understand who the target audience is? How will understanding who the audience is impact your work?
TIP! Write down the relevance of defining your target audience in your learning journal.