A simple, semi-structured stakeholder interview is a very rich & valuable source of insights. They are a highly effective way to understand areas of misalignment, understand stakeholder expectations & priorities, as well as strengthen relations and install confidence. However, particularly for newbie's and new organizations, these can be a daunting and nerve-wracking experience.
So, how should you optimally conduct stakeholder interviews?
Allow yourself plenty of time
- set aside at least 45 minutes for each interview
- leave at least 30 minutes between each interview to make additional notes and to clear your head before the next interview
Be prepared for your interviews
- have a pen that works!
- have a copy of the company's most recent annual report
- have any business research handy that the company has undertaken
- have a copy of the company's last major strategy / planning document
- have copies of print advertisements currently in circulation where applicable
- where they exist, have a copy of their mission statement
- have a copy of the company's organizational chart
- let interviewees know prior to the interview the discussion topics
Limit an interview to just 3 or 4 topics
- talk about culture, challenges and goals
- don't talk about features or solutions
Keep interviews informal, semi-structures and simple
Ask the most valuable questions - for example:
- What points of pain do we try to alleviate with this project?
- Who are the primary people / roles feeling this pain?
- Why does this problem exist?
- What need will this project fill?
- What would happen if we don't go through with this project?
- How would you define success for this project? ...
Effectively document outcomes
- combine information gleaned from information with responses to your questions
- use direct quotations to highlight important points
- highlight responses that do not support the documented strategy or brand value
Why are stakeholder interviews important?
To understand areas of misalignment
To understand roles and responsibilities
To understand expectations and priorities
To strengthen relations and achieve support
For more information and a quick-to-absorb roadmap, click the link below:
How to Successfully Conduct Stakeholder Interviews - a Roadmap
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