Analyzing an audience and tailoring a speech to their interests, level of understanding, attitudes, and beliefs is known as audience analysis. An audience-centered approach is important because a speaker's effectiveness will improve if the presentation is designed and delivered properly. It is often difficult to identify the audience through extensive research, so audience adaptation frequently relies on the healthy use of imagination. Audience analysis, like many useful tools, can be overused. Adapting a speech to an audience is not the same as simply telling them what they want to hear. Audience analysis does not imply "grandstanding" or "kowtowing" to the audience.