PIONEERS INTO

PRACTICE 2014
Regional Placement
Regional Innovation
Implementation
Community (RIC)
Valencia,
May June 2014
COACH TEM
Cristian Matti
Javier de Vicente
Antonio Garca
Bernardo Martn
REAL INTERVIEW
GROUP ASSIGNMENT
2 |
Assignment
During the Introductory Workshop you made an actor analysis, identifying
the key actors according their relevance, interest, power etc. on the project.
Also you practiced a semi-structured actor interview. Following this you, AS
A GROUP ASSIGNMENT, are going to interview 2 actors that are
relevant for the Challenge group assignment and you probably identified
them during the Introductory Workshop. After the interview, you have to
draw up an empathy map for each one of them. These maps will allow
you to better and thoroughly understand them and hopefully the whole
challenge.
Then, start a narrowing down process on your challenge definition.
The goal is to improve your vision of the challenge and get a new and more
accurate description of it. Finally redesign your challenge poster where
you draw your niches, regime and landscape.


3 |
Assignment
1
The assignment is meant to learn more about your challenge in your regional
context. Hopefully youll get out of the interviews a deeper idea about general
developments in your region (relevant for a low-carbon society), actors vision,
including chances and hurdles, and his/her role and network, and so on.
. As a result of the interviews, gathered information will allow you to go over
the challenge description and narrow it down in a more precise,
straightforward and accurate way in future assignments
.
2
3
Step Step
Step
Two real Interviews

The Empathy Map

Presenting and Feedbak

STEP 1
Interviews
5 |
THE ENVIROINTMENT
Try to meet them in a
friendly environment where
they can relax and feel
comfortable to share their
opinions with you
THE LENGTH
An ideal interview will last
around 35-45 minutes. Make
sure not to overwhelm the
interviewed.
Introduction: 5/7 min.
Content: 30/40 min.
TWO PEOPLE
Up to three people could
take part in the interview. In
any case one of them has to
take on the role of leader
and run the interview. The
other person will support the
interviewer, taking notes,
picture, helping with some
questions, etc
SELECT TWO
STAKEHOLDERS
among the actors identified
during the Introductory
Workshop. Try to pick out
the most important
stakeholders for your group
challenge, as long as they
are in your region and are
available for the interview
Interviews
How?

6 |
The interviewer
(1) Kicking off
?
Be prepared for the interview

Make sure of gathering as much information as you can about the
interviewed. Google them, visit their websites, etc.
: what is the organization's vision, goal and ambition? In what low
carbon projects are they engaged? Also think over in advance what you
are going to say when approaching your respondent. Take into account
what could be interesting for the respondent about being interviewed?
7 |
Kicking off:
Start the interview with a short
introduction of who you are and
why you are here. If not done
already, express gratefulness for
your interviewees willingness to
participate in the interview. It is
recommended to refer to positive
reasons for asking especially
him/her.
You could say something on the
expected duration of the interview, if
you did not before, to check whether
that is OK.
Then ask questions about the
interviewees organization (goal),
department, your interviewees
position, and major projects ,
responsibilities or tasks.
Content:
It comes to dive into their vision.
Begin with the group challenge, Do
they recognize it? .What is their
opinion about its importance? what
is behind it? Is it part of a broader
problem? And what, according to the
interviewee, does that look like?
Try to go deeper exploring their
opinion: What are (systemic) cause
underlying that problem? Who are
the problem owners? What would be
needed to What does the interviewee
see as (possible) solutions to the
challenge? Why/how does the
solution prevent the problem?
Is the interviewee involved in the
solution? how? What other actors are
involve? Are there any supporting
development in the region?
.
The interview


8 |
.
The interview
?
?
Their opinion and feelings.
Main barriers, current initiatives at
niches and regime levels, needed
breakthroughs, next steps, future
trends.
Their actions.
How do they contribute in this
multilevel challenge? Are they in a
niche or are they a piece of the
regime? Are they active or passive?
Their expectations
What are their fears, their worries,
their hopes, their pains What are
they putting at risk? What do they
expect to gain?
Their relations
How/Where do they engage with
other actors? Forums, radio, journals,
meetings Do they have alliances,
enemies? What role are playing?
Their advice
Some new ideas? Maybe a hidden or
key actor? Some out-of-the-box
innovation? New regulations?
Something financial related?
9 |
The observer(s)
pay attention to
BODY Language
FLUENCY of conversation
CLARITY of Q&A
COMFORTABILITY of the interview
BALANCE between interviewer and interviewed
The role of the observer is key to the success of the assignment. They
mainly have to actively listen to the interview, paying attention to the
others behavior as well as the conversation (content, fluency, etc.)..
They take notes or record the interview as well. Although the observers are
not directly involved in the conversation they could take part .in case of the
interviewer needs help, a clarifications with some question, etc.



ENGAGEMENT of the interviewed
STEP 2
The Empathy Map
11 |
Empathy Map

In the recent years has appeared the tool called Empathy Map, developed by
XPLANE www.xplane.com . It helps sketching the profile of a stakeholder ( or
customer, audience) and understand his environment, behaviors, concerns
and aspirations regarding the project (idea, program, solution, challenge,
product).
The empathy map can be used with the information you gather through the
media and the Internet or even better through a face-to-face interviews, which
are highly recommendable.




Check out the empathy map and the kind of
questions it entails, always from the stakeholder
perspective.

Fill in the empathy map for each stakeholder
you are interviewed
12 |
STEP 5
Presenting and Feedback
14 |
Time to share and
get feedback
Start with explaining the general performance of the
assignment.
Feelings and difficulties found while conducting
interviews: What did you notice? Did you find difficult to
adapt the questions? Were you comfortable?. Did you
manage to deal with time, environment, questions?.
Did you find it difficult to fill in the empathy map?

Then show your outcomes and share your own comments and
conclusions.
In terms of understanding your challenge, did you find
them useful interviews and Empathy map?
Have you got out relevant information for your challenge
definition such as new key actors, power relationships,
new barriers or new visions?
Has your approach to the challenge changed in any
sense?

PIONEERS INTO
PRACTICE 2014
Regional Placement
Regional Innovation
Implementation
Community (RIC)
Valencia,
May June 2014
COACH TEM
Cristian Matti
Javier de Vicente
Antonio Garca
Bernardo Martn
THATS NOT ALL FOLKS!!!

KEEP PLAYING