【正文】 ve your ability to structure and perform client interviews – When to use an interview – Contents of an interview guide – Structure of an interview – Interview tips 30 Section Agenda Data Gathering Approach Interview Process 31 Define Data Gathering Requirements Develop Data Gathering Plan Gather Data A structured approach to gathering data can support projects throughout multiple phases Strategic Change Framework Data Gathering Approach Mobilization Situation Assessment Strategy Development Implementation Planning Learning 32 Key Purpose Determine data requirements ? Identify specific data needs tied to proposed analyses DEFINE DATA REQUIREMENTS Determine other project related requirements ?Provide context for project ?Manage stakeholders ?Build relationships ?Identify and qualify data sources ?Establish credibility for the project and project team within the anization + Define Data Gathering Requirements Develop Data Gathering Plan Gather Data When defining data requirements, consider that data gathering activities can serve a variety of purposes 33 Key Activities DEVELOP DATA GATHERING PLAN Identify data sources ? Primary data sources ? Secondary data sources Determine appropriate data gathering activities ? Interviews ? Facilitated workshops ? Survey ? Literature search ? Online research ? Archival research ? Best practices ? Observation Sequence data gathering activities ? Determine dependencies ? Consider logistical requirements ? Evaluate project deliverable timeline ? Determine order between/within activities Assign data gathering responsibilities ? PwC team members ? Client personnel ? Data service/ contract assistance Define Data Gathering Requirements Develop Data Gathering Plan Gather Data A prehensive data gathering plan considers where to obtain the data and how to anize activities and tasks to maximize the efficiency and effectiveness of our efforts 34 Presurvey activities ?Identify participants and location ?Enlist appropriate sponsorship ?Line up survey processing support ?Determine survey time table ?Select survey vehicle (., electronic, paper based, telephone) ?Design and pilot the survey Key Activities (Survey Example) GATHER DATA Execute survey ?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