Audience Analysis: Looking Beyond the Superficial
http://www.stc.org/confproceed/2001/PDFs/STC48-000061.PDF

Hart, Geoffrey J.S.
STC Proceedings
2001

Abstract:

In performing an audience analysis, it’s easy to focus on simple, obvious issues such as the differences between men and women. In fact, men and women have more similarities than differences when it comes to most of the things that technical communicators document. A discussion of some seemingly obvious differences between men and women illustrates how to look beyond superficial issues to find the truly important differences.