ABSTRACT
ABSTRACT European defense organizations have to deal with a changed focus in military missions towards asymmetric and irregular warfare and Stability, Security, Transition and Reconstruction (SSTR) operations. A range of operations (e.g., psychological operations, humanitarian missions) is performed in a large variety of locations and cultures (e.g., Africa, Asia). In this type of mission, influencing target audiences is one of the (many) methods available to achieve the desired effects. One of these methods is to influence the behaviors and attitudes of target audiences with psychological messages, as is done in Psychological Operations (PsyOps). There are many aspects to performing PsyOps such as target audience analyses, which channel to use, what the nature of the message should be and who the identified sender should be. For a PsyOps officer assistance in this activity is highly appreciated. PsyOps officers are particularly interested in being able to approximate what proportion of their target audience they reach and within what timeframe.
