Stakeholder profile
A stakeholder profile is a model for the characterization of target groups to align communication and other measures. This happens through an open classification of the target groups with the four areas of the model. In teams, the stakeholder profile's joint development is the basis for effective, focused group work since all participants will presuppose the same or at least a similar understanding concerning the target group. The characterization uses pictures, role models, form-free descriptions, or structured profiles. This model offers an essential structure for a holistic profile.
During the target group's profiling, it should always be considered that the stakeholder profile provides just an impression of the target group. Like a map is not the territory, the stakeholder profile is not the target group or a target group member. For this reason, target groups should be continuously observed to improve the profile again and again due to new impressions.
The stakeholder profile is divided into four areas: typology, life cycle, goals and metaprograms.
- Typology
offers a picture of the target group due to general characteristics, like fundamental business type (e.g., developer, producer, vendor, and administrator), change perspective (e.g., vision, action, logic), and basic life mode (e.g., doing, being, and having).
- Life cycle
describes the current status of the target group by using a life cycle model. Thus, it is determined whether the target group is in growth, a productive or final phase.
- Goals
describes the core goals of the target group. It describes whether the target group is concerned about influence, respect, interaction, interest, and well-being.
- Metaprograms
are characteristics of the target group, which define their perception, communication, and behavior. This includes world view (e.g. chunk size), organization (e.g. focus), process (e.g. planning style), attitude (e.g. representation style) and relationship (e.g. communication style).
From the stakeholder profile arise intuitive strategies for action. An example is a target group with the characteristics of a vendor, with visions, goal mode being, that is growing, wants to influence, focuses on the whole, is interested in humans, decides spontaneously, is mainly visually oriented, and shares information openly. This target group should be approached with a sales-oriented language, future orientation, various visualization, few details, status perspectives, a general direction, short term planning opportunities, and generous information exchange.