An audience is the identified receiver of the findings or knowledge products (evidence, conclusions, judgments, or recommendations) from the evaluative investigation. One can think of a hierarchy of audiences—primary, secondary, and so on. The primary audience is an individual or group to which the findings are directed during the evaluation. Early identification of a key individual who has influence in an organization can significantly affect the utilization of evaluation findings in that organization, and there is evidence that influential groups can be similarly influential.