Week 8: Stakeholder Interviews

LEARNING OBJECTIVES

• Understand the purpose of a stakeholder interview
• Identify 2-3 goals for your stakeholder interviews
• Discuss your goals with your mentor
• Conduct research to identify three stakeholders to interview

INTRODUCTION

The purpose of the stakeholder interview is to learn about the problems or pain points someone who *might* eventually use your technology has. It is also helpful to learn about how they get information about new products or ideas, how they choose/buy the products (who makes decisions?) and other things that might impact the ability to develop something for their problems.

The stakeholder interview may also provide you with career-relevant information, similar to an informational interview. For example, in speaking with a stakeholder about your research project, you may learn about their academic and professional background, their current job responsibilities, and the organization they work for. They may even suggest possible internship or job opportunities in the future.  

READINGS / ACTIVITIES

• Reflect on your goals for the stakeholder interviews (these are not your specific interview questions, but general goals with respect to your research project.) For example, what information, advice, guidance, perspective, feedback, or contacts do you hope they can provide?
• Write these 2-3 goals in the Stakeholder Interview Template.
• Set up a meeting with your mentor to discuss these goals.
• During your meeting, brainstorm potential stakeholders to interview and write their names in the Stakeholder Interview Template.

LEARNING OBJECTIVES

• Write an e-mail introducing yourself and requesting a 30-minute informational interview

INTRODUCTION

Whether you're asking someone you know and trust or e-mailing a complete stranger, asking someone for a stakeholder interview can be a little uncomfortable. But keep in mind that this is a request most people would feel flattered to accommodate.

So don't look at it as a "cold call," rather, picture yourself as a reporter calling an expert to research an article. Send the person a friendly, concise e-mail that gets right to the point. 

You can approach a stakeholder via e-mail, phone, or in-person. Often it helps to first send an e-mail and then follow-up by phone. 

When sending an e-mail, be sure to do the following:

• Be specific in your subject line (e.g., request for a brief meeting or Professor xxx suggested I contact you)
• Use their formal name and title (e.g., Dear Dr. xxx,)
• Introduce yourself (e.g., My name is xxx and I am a third-year doctoral student in electrical engineering at the University of Utah.)
• Then suggest why you are contacting the person (e.g., For a class assignment, I am researching a real-world practical problem and inventing a technological solution that has the potential to be commercialized.)
• Then provide your "ask" (e.g., Given your role at xxx company or Given your expertise with xx, I wonder if you would have 30 minutes to chat with me about xxx).
• Close with "Sincerely," your full name, phone, and e-mail 

PRE-CLASS READINGS / ACTIVITIES

• In the Stakeholder Interview Template, construct an e-mail introducing yourself to one stakeholder and requesting a meeting. 

LEARNING OBJECTIVES

• Outline the format of your interview
• Generate a list of questions that will help you reach your goals for the interview

INTRODUCTION

Interview Format

It's important to think about the format of your interview and the timing. You have 30 minutes. Your stakeholder is no doubt busy, so you do not want to exceed the time frame that you establish. That would be considered impolite.

Here is what a sample format would look like if you were conducting a typical informational interview seeking career information.

Interview Questions

Reflect on your goals for the stakeholder interviews and generate questions that will help you reach those goals. You don't necessarily have to stick to your script, but if you're unfocused and you haven't planned, you may run out of time and have to end the interview without the information you were hoping to acquire. 

Make sure to do some research about the stakeholder and their organization. This will enable you to ask questions about topics that are not already "public knowledge" and to inquire about current projects the stakeholder is working on (and you are interested in). It can be helpful to have read some of their publications and refer to them when or if appropriate. 

Open Ended versus Close Ended Questions

Open ended and close ended questions serve very different purposes and generate different kinds of responses. 

Open ended questions are questions that cannot be answered with a simple "yes" or "no." They typically demand longer answers and require the respondent to go into detailed descriptions. Open ended questions are used to get an understanding of the responder's subjective perspective. Open ended questions typically begin with the sentence stems: What? How? Why? These words encourage respondents to go into details and provide descriptive information. 

Close ended questions provide respondents with pre-defined answers like "yes" or "no" or simple one-word responses. Close ended questions provide specific information which may be necessary, but provide limited insight.  Close ended questions typically begin with sentence stems: Would/will you? Did/Do you? Were/Are you? Have you? These words require respondents to reply concisely, usually from a set of pre-determined options. 

Each type of question has a unique purpose and benefit. So asking a close ended question is not bad, but if you're looking for more detailed information, turn it into an open ended question by rewording it. For example, the close ended question, "Do you think this is a good idea?" can be turned into the open ended question, "What do you see as the benefits and challenges of commercializing this technological innovation?"   

PRE-CLASS READINGS / ACTIVITIES

• Outline the format of your interview in the Stakeholder Interview Template
• Generate a list of 5-8 questions for your stakeholders in the Stakeholder Interview Template

LEARNING OBJECTIVES

• Implement tips for succeeding during a zoom interview

INTRODUCTION

Video conferencing software was used extensively during the COVID pandemic and given its benefits and convenience, will most likely remain in use.  Thus, it will be important to think through how to best prepare for interviews and professional meetings.  

Read the article "18 Tips for Succeeding During Your Zoom Interview" (included below) to help you think through the logistics of conducting your stakeholder interview via Zoom. For example, where will you conduct your interview such that you will have a good internet connection in a quiet location. How will you ensure a distraction free environment? What will you wear? 

PRE-CLASS READINGS / ACTIVITIES

• Read the article, "18 Tips for Succeeding During Your Zoom Interview Links to an external site."
• Go to the Stakeholder Interview Template and describe how you will prepare your interview environment. What tips from the article will you implement?
• Recall the previous week's focus on Cultural Dimensions. Consider whether any of the cultural dimensions will be important to consider when speaking with your stakeholders (e.g., language, non-verbal, values). 

SUPPORTING MATERIALS

• Article, "Zoom Job Interview Mistakes to Avoid Links to an external site."

LEARNING OBJECTIVES

• Learn how to set the agenda for your meeting
• Practice introducing yourself in 2-3 minutes
• Make a good first impression
• Improve listening skills

INTRODUCTION

Stakeholder interviews are a safe environment to ask questions, but that doesn't mean you should go in cold. Your goal is to come across in a way that inspires others to help you. Good preparation will be key.  Showing that you've done your background research plants the idea of credibility in the stakeholder's mind. 

Set the Tone

When the stakeholder enters your zoom meeting room, say hello and your name. Smile. Then establish your relationship by revisiting the purpose of the meeting. Remind them how you were connected - if someone introduced you or you found them while conducting research. 

Introduce Yourself

Practice your elevator pitch so that you can introduce yourself, your research problem, and the general information you hope to gather in 2-3 minutes. You will want to keep this introduction brief, but provide enough information so that your subsequent questions have context.

Make a Good First Impression

Watch the video, "Video Interviews - Body Language & Communication Tips"

Use Good Listening Skills

Read the article, "How to Improve Your Listening Skills Links to an external site." 

READINGS / ACTIVITIES

• Go to the Stakeholder Interview Template and write out the elevator pitch you plan to use in your stakeholder interviews. 

LEARNING OBJECTIVES

• Learn how to close a stakeholder interview

INTRODUCTION

Even if you're getting a ton of great information and don't want the meeting to end, it's important to be respectful of the stakeholder's time. So wear a watch or make sure you glance at the clock on your computer to keep pace.

Try not to use your phone as your clock. Glancing at your phone may be misinterpreted as you checking your text messages.

When you're nearing the end of the interview (5 minutes left), casually mention that you want to be respectful of their time and note the time you have left.  If you still have questions left, select the next most important question from your rank ordered list of questions. 

Then conclude the interview by thanking the stakeholder for their time and insight. They will likely want to know that their time with you was valuable. 

READINGS / ACTIVITIES

• Go to the Stakeholder Interview Template and write 3-5 sentences about how you plan to manage your time during the interview.

LEARNING OBJECTIVES

• Prepare a template for a thank you note

INTRODUCTION

Remember to write and send a thank-you note in 24-48 hours. (You are building your professional network.)

This note is a brief (6 lines at most) statement once again thanking them for their time, additional reflections about what you appreciated, and how you plan to follow up the meeting. For example, did they suggest someone else to speak with? Did they ask to see your final product? Do you plan to follow them on Twitter or LinkedIn?

A sample letter might look like the following:

Subject line (if e-mail): Thank you for the Interview

Dear xxx (use Dr., Mr., Ms. and their last name),

I want to thank you again for the opportunity to speak with you about my class assignment that includes identifying a real-world practical problem and inventing a technological solution that has the potential to be commercialized. I really appreciate your insight and guidance and will use this feedback as I complete the next phase of my project. (Then insert one sentence suggesting how you will follow-up).

Sincerely,

Your Name

SUPPORTING MATERIALS

• Sample Thank You E-mails Download Sample Thank You E-mails (#3 is for an informational interview)