Synthesis · Anticipate
Synthesis · AnticipateAudience Factors
An audience factor profile (“a person in a situation, not a demographic”) with jobs, behavioural stage, and how they evolve.
Why it matters
Gives your scenarios someone real to happen to, with temporal depth.
When to use it
When you need the human at the centre of the futures you'll design.
How to run it
Describe the person in context, not by demographics.
Bring in their core jobs from JTBD.
Mark their current behavioural stage (Transtheoretical Model).
Note their key tension and how they evolve across stages.
Watch out for
A static archetype that never changes. Anticipatory audience factors must evolve over time.
In the workspace
What you fill in
- Who the person is, and their situation
- Their core jobs
- Which stage of change they are in
- The key tension
- How they evolve over time