Characterizing Audience for Informational Web Site Design
http://www.ingentaconnect.com/content/stc/tc/2004/00000051/00000001/art00007
  access restricted (by the publisher) to members/subscribers/customers only
  peer-reviewed

Turns, Jennifer and Tracey S. Wagner
Technical Communication Online
2004

Abstract:

Presents a sample of audience analysis results and discusses how they were used to make design decisions. Reflects on the strategy, the insights gained from the data, and the impact of the results on the subject Web site.