Understanding+the+opportunity+III+-+stakeholder+analysis

Stakeholder Analysis, Preparing an Ethnography Study and Assembling Your Findings
Monday, February 20, 2012 <>

Topic overview:
Stakeholder analysis is the process of understanding who will be affected - positively, negatively, or otherwise - by your new product or service. This type of analysis forces you to look beyond just the end user (or purchaser) of your product to better understand the ecosystem in which it fits. Sometimes this type of analysis is straightforward and obvious, sometimes it will uncover rich interactions between your customers, your product, and other people or groups that you have not carefully considered previously. In today's class we will introduce some basic techniques for doing a stakeholder analysis and practice using them on a variety of different scenarios.

We will spend the second half of the class working on your group ethnography exercises (challenge problem 3).

By the end of today's class, you should:
 * Be able to identify important stakeholders that you need to consider as you develop your POG into a product concept
 * Understand how your ethnographic observations and other research can be used to identify the most important Value Opportunities and Product Attributes
 * Have a better understanding of how combining the artifacts from your observations and research can be used to provide a deeper understanding of the needs, wants, and desires of your target customers

Preparation for class:
In preparation for class today you need to do the following:
 * Read chapter 8 on Stakeholder Analysis from [SSD09] - The Innovators Toolkit by Silverstein, Samuel, and DeCarlo
 * Read the article on pinterest.com from last Friday's New York Times at
 * @http://www.nytimes.com/2012/02/16/technology/personaltech/reviewing-pinterest-the-newest-social-media-site.html
 * Explore the pinterest.com website and think about how you might use it for challenge problem 3 and your online ethnography efforts.
 * Make non-trivial progress on challenge problem 3

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