Public Speaking – Research first – Audience as well as content

Everything that you say or do in your presentation has to be geared to your audience… what you want them to do or think at the end, what they will be receptive to, what their triggers are, the language that they will respond to.
So in researching that presentation to write it, or prepare it, you will also need to research the audience.
Find out as much as you can – their age range, gender, income levels, dreams, needs, wants, culture.
You can gain much from a registration form.
You can ask the event manager.
In your preparation routine, you can mingle with them before your speech.
Then you can use that information in constructing your speech. If you need to persuade, for example, you can use your knowledge of their interests and dreams.
You will choose language that they understand, and that is not irritating or offensive to them, and subject matter to suit that audience – themes, supports, anecdotes all will be tailored to them.
I’m not sure whether researching the audience is more important than researching content. What do you think?
I do know that for the content to be effective, the research you do on your audience will be vital.