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Stakeholder Map

60 Min

Stakeholder Maps are used to visualise ecosystems - people, institutions, organisations, and other entities that have an influence on or stake in a problem/opportunity area. While target users/audiences form the center of the map, entities mapped on two concentric circles around the user depict direct (1st circle) and indirect (2nd circle) stakeholders. A robust mapping of ecosystems helps approach research and design in a more holistic manner.

USE CASES

Map the ecosystem of users and stakeholders relevant to a problem.
Identify gaps and priorities with regard to understanding an ecosystem.

LIMITATIONS

The Stakeholder Map does not exactly describe the nature of the relationship between target user and the stakeholders. It also has limited ability to describe relationships between stakeholders. The ERAF Diagram may be used to map more complex ecosystems.

People and Connections Map | DIY Toolkit

UNDERSTANDING THE TOOL

The ‘Target User’ section is to be kept focused on individuals or groups that the startup or organisation is trying to solve for.
‘Direct Influencers’ are those that most influence the attitudes and behaviours of the target audience. One can also look at these influencers as those with only one degree of separation from the user — students may be influenced by their peers, college authorities, and parents while choosing a banking solution.
‘Indirect Influencers’ are those that influence the target audience but their influence may seem less obvious. There may be two or more degrees of separation between the target and these influencers — students may be influenced by celebrities, media reports, and sports advertising while choosing a banking solution.
‘Societal Norms’ are overarching forces that may not have a direct representative but are still important to take into account. For example, political climate, market trends, cultural norms.

STEP BY STEP

List stakeholders: The easiest way to get started is to list all the stakeholders that come to mind right away. This can be done on the sheet directly or on sticky notes.
Organise stakeholders: Once the stakeholders are listed, review their placement on the map with the team.
Prioritise stakeholders: Identify key stakeholders to focus on in the next few phases.

HOW TO FOR FACILITATORS

At the start: Using examples, explain the activity to participants. Make sure they first start from the center and move outwards.
During the exercise: Help them think of stakeholders if they get stuck. Create connections, and help them consider the influence of the stakeholders listed.
At the close: Have participants walk you through the process of mapping. Get them to describe the most critical influencers, and call out important interdependencies and connections they may have uncovered.

FACILITATORS QUESTION BANK

Who have you chosen as the target user? Can you add some description so that everyone is on the same page?
Can you add some description of the stakeholders and the kind of influence they have on the user?
Which stakeholders do you think have the most influence on the target user?
Are there any indirect stakeholders that influence the stakeholders on your map?
Are there any personal connections, commercial services, government entities, that are missing from this picture?
What connections can we identify between the stakeholders?

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