【正文】 urvey ?Distribute survey ?Query participants to ensure proper tool use ?Follow up prior to survey due date Postsurvey activities ?Compile data ?Review data for consistency and pleteness ?Clarify data anomalies with participants ?Prepare database for analysis Define Data Gathering Requirements Develop Data Gathering Plan Gather Data Successful data gathering requires significant pre and postwork 35 Section Agenda Data Gathering Approach Interview Process 36 Define nature and scope of interviews Develop interview guide Make arrangements Conduct interviews Analyze and summarize INTERVIEW PROCESS GUIDED DIALOGUE Follow a structured process from definition of the interview program to the analysis and summary of the findings 37 Hypothesis Generating Interviews ?Client objectives ?“Real” issues ?How things work ?Underlying problems ?Where “bodies are buried” ?Client culture Data Gathering Interviews ? Market trends ? Competitive situation ? Organizational issues ? Industry economics ? Technology ? Hard data –Sales force –Net price –Market share Validating Interviews ?“Blind spots” ?Feasibility of remendations ?Validity of analysis/ estimates ?Outside perspective (customers/suppliers) ?Politics ?Credibility 1. DEFINE NATURE AND SCOPE OF INTERVIEWS Generally the team uses interviews to gain a perspective or gather data that isn’t available from written materials 38 Category Client PwC SMEs, Gov’t Agencies, Universities Customers Distributors Substitutes Competitors Suppliers Typical Interviewee a) Senior management b) Technical staff c) Sales managers and sales staff Industry “expert” Buyer, specifier Dealer, sales manager Senior management Senior management Supplier sales individual Purpose Understand how client sees the problem Understand products, applications, technology Understand market data, buying process/factors Understand general dynamics of industry, political considerations, regulatory trends Understand customer needs, purchasing criteria, petition, market data Understand market data, view of client and customers Understand economics of substitution, reaction of market Check our view, understand position, response Integrate with client, importance to driving client’s business When First Second Third Last During a typical engagement, talk to a range of people in a sequence that allows the team to build on its knowledge Illustrative 39 ? Remended use Nature of Interview Indepth Interview Complex Issues Sensitive Topics Dataintensive Qualitative Issues Short Interviews (Targeted Information) Large Number of Interviews ? ? ? ? ? ? ? ? ? ? ? ? ? Inperson Phone Focus Group Two Interviewers Type of Interview The decision as to how and where to conduct interviews depends on the nature of the interview ... ? ? ? Illustrative 40 Interviewee Client Interviews Customer/Supplier Interviews Competitor Interviews Thirdparty Interviews ? ? ? ? ? ? Inperson Phone Focus Group Two Interviewers ? ? ? ? Type of Interview ? Remended use … and on the type of interviewees Illustrative 41 Use issue analysis as a starting point: ?Topics ?Data needs Sequence topics: ?To build context ?To build understanding ?To build relationship Use visual aids: ?Tables/graphs ?Other graphics (business system) Separate topics/questions into: (a)absolutely must find out (b)would like to know 2. DEVELOP INTERVIEW GUIDES An Interview Guide flows from the issue analysis and serves as a tool for organizing the interview 42 Introduction General Specific Data Forms Closing This study/project Today’s discussion What responsibilities do you have relative to … ? What fraction of equipment is sold to ...? What are CSFs in these markets? How would you describe your relationship with your distributors? Anything else? Can I have a copy of … ? Thanks! The interview guide should include an introduction, the questions, and templates for recording ments/answers 43 One topic at a time keep the interviewee focused Watch phrasing/meaning be clear and direct (minimize jargon and consultant speak) Give background to but don’t bias answers help interviewee Ask about specifics use followup questions as appropriate Know and cover your let less important points slip if priorities necessary Structure the questions carefully pay close attention to the specific wording and sequence 44 Issue Possible Resolutions Can we reveal client identity? ? Before interview ? After interview ? Generic only ? Not at all Are there sensitive issues, or is this a touchy situation? What is the Quid pro Quo, if any? Who will generate names? Are any interviewees PwC clients? ? Skip it ? Client will handle it ? Just be careful ? Your interest and presence ? Our estimates or data ? A written summary ? Project team ? PwC ? Client ? Contact client partner first 3. MAKE ARRANGEMENTS BEFORE making any arrangements, confirm with the project manager (or partner) to understand how to handle potential issues First, before making any arrangements, understand how to handle the following issues: 45 Call Make arrangements in person ? Call early ? Get a name ? Call back Use a variety of basic approaches to gain time ? They are key ?It’s in their interest ? It may be interesting Anticipate resistance to participation ? Time ? Confidentiality ?“I