Step 1: Analyze Information Gaps
II: Target Audience
Another part of refining your target audience during phase 2 is to begin
exploring possible secondary audiences. This is another area where you may have
information gaps. Formative research should provide you with the information you
need to purposefully select secondary audiences.
Remember, a secondary audience is a group of individuals who influence your
target audience in some way. They are not individuals who may be secondarily
exposed to part of your program's activities.
Anytime you are dealing with children, especially young children, you'll need to
collect information from parents (or other influential adults, depending on your
situation) as it is likely they will end up being an influential group.
Especially with young children, your program activities will likely be directed
at adults to encourage their influence on the children.