Using Audience Research in Your speech

One concept that really stood out to me this week was the one about using the audience research in your speech. I understood how to analyze your audience, giving a questionnaire, and get information such as demographics and values, but I really wasn't sure what to do with this information. How would I incorporate this information into my speech? Well first you have to get the right type of audience data for your speech. There is summary statistics, and there are direct quotes. Summary statistics reflect trends and comparisons in your audience, while direct quotes are comments written in response to open ended questions. Referring to this information in your speech seems like the hard part to me, But you can use them as an attention getter at the beginning of your speech, or use it to back up a main point throughout your speech. It can be very important to use this information in some of your speeches in order to have a positive outcome with your speech.