Datasheet

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Chapter 25 ✦ Cataloging Audiences
Finally, fill in the following table. I’ve provided a sample entry.
Task Name Who What When How Much How
1. Audience Marketing Use Web feedback Once at Can be simple Collect
focus groups Analyst to find participants. start-up and one-hour Web
once per year phone-based feedback.
thereafter focus meetings
2. Recruit
participants.
3. Plan and
conduct meetings.
4. Debrief CMS
team on results.
The required information includes the following:
✦ Task name: Give the task a short but memorable name that describes it.
✦ Who: Indicate what person or role is responsible for accomplishing this task. (Naming
an automated process here instead of a person is acceptable.)
✦ What: Describe how the person or process accomplishes the task.
✦ When: Specify at what frequency this task needs to be accomplished or how you know
when it must occur.
✦ How much: Describe how much or how many of this sort of task you expect to do. A
numerical quantity is preferable here, but if you can’t come up with one, words such as
a lot, not much, and so on suffice.
✦ How: Detail the skills, tools, or processes the person or process must have to accom-
plish this task.
Don’t worry if the tasks that you come up with at this point are somewhat ill-defined or
sketchy. In your workflow analysis (in Chapter 33, “Designing Workflow and Staffing Models”),
you have ample opportunity to refine them.
Integrate
After you make your way through your audience analysis or make at least one or two passes
through it, consider the following questions to help you tie the results of your analysis
together and to the rest of the logical design:
✦ The right set: Look back over each audience. Do all the answers hang together? Did
you need to answer questions with a lot of qualifiers and exceptions? Did you find a
lot of diverse job descriptions, for example, in the same audience category? Could you
identify a person who was typical of this audience? If you have the feeling that a partic-
ular audience has no center, that’s a good indication that you may need to break it into
smaller parts.
✦ The right number: Ask yourself again: Can you really serve the number of audiences
that you’ve analyzed? If not, can you combine some together for the present until you
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