EXSITE! Presenting the findings
If you have done your stakeholder needs research properly, you will now have a reasonably clear picture of your stakeholders' wants, expectations and priorities. The information you have may not satisfy all your questions about your stakeholders, but it can serve as good baseline information against which you can track future performance. In any case, having obtained good general knowledge about your stakeholders, you then have a great foundation for asking more specific questions next time around.
The information you obtain should give you a view of your stakeholders' preferences – i.e. what they most want you to do–or avoid doing, and their priorities, ie. the relative value of these preferences. You are likely also to obtain feedback on your performance on these attributes. If you wish to obtain reasonably precise data on the relative importance your stakeholders ascribe to different service attributes, use a rating scale as well as inviting comment.
However, unless you have conducted a large-scale survey, be cautious about reading too much into any quantitative data, particularly if there are no startling findings or clear trends in the information you obtain. Remember that the purpose of face-to-face interviewing and focus groups is to obtain qualitative information, and to get a sense of where you need to direct your resources. Also, if distinct individual differences are evident, this may mean that you need to segment this stakeholder group further, or to adopt a highly client-centered approach in your strategy.
Adapted from 2004 Monash University ABN 12 377 614 012 Last updated: 23 May 2005 – Maintained by firstname.lastname@example.org