LM Module 3: Define Your Target Audience

Welcome to the 3^rd module in the roadmap to building digital communities for social change: define your target audience.

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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. 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. 

Towards whom will you target your activities, 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 define and understand your target audience and their needs. 

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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
• Apply different tools and methodologies to determine and map your target audience’s needs, experiences, behaviours and goals

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Learning Journal Reflection

Before you start, take a moment to reflect:

• In your opinion, why is it essential to understand who the target audience is?
• How will understanding who the audience is impact your work?