New stakeholder analysis tool for change management projects

We have launched a web-based app for stakeholder analysis that integrates with both our Influence (change management) and Cohesion (high-performing teams) simulations.

A standalone online version of the stakeholder analysis app is also freely available for use with change management projects in your own organisation.

Stakeholder analysis 101

Stakeholder analysis or stakeholder mapping is a simple technique that should be used at the beginning of major programmes involving any kind of significant change. Stakeholder mapping allows you to analyse the key "stakeholders" (i.e. actors) who might either be impacted by or have an interest in the programme. The purpose of such an exercise is to help you identify who you need to influence, in what way, and when (i.e. relative priority).

Stakeholder mapping allows you to construct a simple 3x3 matrix showing influence (organisational or social) on one axis and the stakeholder's attitude (supporter, neutral or opponent) on the other. Organisational influence refers to power due to a person’s formal authority, such as their position in an organisation.

Social influence is power due to a person’s informal authority and is usually a combination of their reputation and the extent of their social network. You are typically looking for stakeholders with both a strong reputation and good social reach, rather than those with just one or the other (e.g. a very knowledgeable person or “guru”, or someone with a wide social circle but little authority).

When assessing attitude, you are evaluating the stakeholder’s attitude towards the upcoming programme — not towards you personally. This additional dimension — the stakeholder’s relationship with you or your team — can be represented as an optional third dimension on the stakeholder map by classifying each relationship as strong, neutral/unknown or weak.

See our change management page for further information on stakeholder analysis and influencing.