The Value of Stakeholder Interviews

Sep 26, 2013

Kate Williamson (Creative Strategist/UX Designer) and Erin Craft (Executive Account Manager) of Centerline Digital discuss the importance of stakeholder interviews.

Stakeholder interviews are a powerful way to build consensus around business goals as well as identify solutions to communication challenges. And they were an essential part of our work with National Instruments.

We partnered with National Instruments to re-imagine their product taxonomy and develop market positioning of their flagship product, which will help them optimize their current product offering and set them up for future line expansion and business growth.

Stakeholder interviews provided insight that couldn’t be attained from independent research — like how engineers and marketers within the company understand positioning. They added nuance to our understanding of marketplace obstacles and opportunities, and ultimately informed our end strategy.