To drive real change with your impact startup, you and your team need a deep understanding of your target group’s needs and expectations – as well as those of your key stakeholders. You also need to validate your assumptions about the social or environmental issue you’re tackling. This section shows you how to collect the right data to build a strong foundation for analysis and maximize your impact.
This section is for you if …
- you’re planning to launch an impact startup – or already deep in the process with your team.
- you’ve done an initial problem analysis.
- you have a rough idea of who your target group and stakeholders are.
- you’re interested in learning about the Lean Impact approach.
Not quite there yet?
Then choose the chapter that matches your current stage.
In this section, you’ll learn how to …
- test your assumptions through real conversations with your target group.
- better understand their needs, interests, and the factors that shape their behavior.
- make sure your solution is actually relevant and useful.
- .apply the Build — Measure — Learn cycle from Lean Impact effectively.
There are different ways to gather data on your target groups and stakeholders – but nothing beats talking directly to the people affected. It’s the fastest and most effective way to get real insights.
We focus here on qualitative interviews with your target group. These give you rich, detailed answers (open questions) that help uncover opinions, needs, experiences, and challenges. To complement your analysis, you can also run quantitative interviews using standardized questionnaires (closed questions) for broader, data-driven insights.
What to find out in these interviews…
- Is the problem you’ve identified actually relevant for the person you’re speaking with?
- How are they and their environment affected, and what are the consequences for them?
- Who else might be impacted?
Also hold one-on-one interviews with stakeholders – people who are directly or indirectly affected by your solution or have the power to influence it. This helps you better understand their interests and how your solution might impact them. Examples of stakeholders include advocacy groups, activists, NGOs, self-help groups, influencers, researchers, or public sector representatives.
Collecting data through interviews and surveys
1. Choose the right people to interview
Who you talk to matters. To get meaningful results, aim for a diverse mix of perspectives, backgrounds, and experiences. In addition to members of your target group, you can also speak with experts or people working in similar contexts.
2. Develop interview questions for your target group
The questions you ask will depend on where you are in your startup journey: Have you already identified a problem and want to find out whether your assumed target group sees it as relevant? (path 1)? Or have you already defined your target group and want to find out what problem you can help them solve (path 2)?
Typical background questions to get you started:
- What’s your name and job title?
- What industry do you work in, and how long have you been in this role?
- What are your main responsibilities in your current position?
Typical questions for path 1:
- Have you ever encountered the following problem in your work: [beschreiben Sie Ihr Problem]?
- How do you usually deal with [relevanter Herausforderung oder Aufgabe]?
- What do you think are the main causes of this problem? Why (5x)?
- How much does this problem affect your productivity or efficiency?
- What impact does this problem have on your work or your organization?
- What steps have you taken so far to address this issue?
- What impact does this issue have on your work or organization?
- If this problem isn’t relevant to you, why do you think that is?
- Do you know anyone in your industry or in similar roles who might be facing this issue?
- Who do you think is most likely to encounter this problem?
- Do you think this issue could become relevant for you or others in the future? If so, why?
Typical questions for path 2:
- Can you describe a specific problem that really frustrates you? How often does it come up?
- What do you think are the main causes and consequences of this problem? Why (5x)?
- What goes through your mind when you’re trying to deal with [Herausforderung]?
- What concerns or worries do you have when you think about [dieses Problem]?
- How do you usually feel when you’re facing this [Herausforderung]?
- How much does this problem affect your productivity or efficiency?
- What impact does this problem have on your work or your organization?
- What role do external factors like market shifts, new tech, or changing values play in this issue?
- What problem would need to be solved first to make your work more effective and enjoyable?
The 5‑Whys technique
Use the 5 Whys technique to explore both the questions causes and effects of the problem (see “Problem, target group, and stakeholder analysis: Your first step towards launching an impact startup”. For each identified cause, ask “Why is this happening?” and repeat this question up to five times. For each identified consequence, ask “What does this lead to?” and repeat two to three times.
3. Write a clear and friendly interview invitation
Be clear about what participants can expect. Many people will want to know in advance what’s involved and whether they need to prepare. Let them know how long the interview will take, what the purpose is, and reassure them that no preparation is needed. Thank them in advance for their time and highlight how important their input is for your project.
4. Create a comfortable interview setting
A good conversationstarts with trust. Begin by briefly introducing yourself, your project, and the purpose of the interview. Make sure the atmosphere is relaxed and respectful. Be friendly, open, and give participants the space to ask questions or raise concerns at any time.
5. Use an additional method if needed
If your target group has trouble expressing themselves – or if the answers you’re getting aren’t deep enough – there are other ways to gain insights. For example, you could observe your target group in their everyday environment to see firsthand how they deal with challenges and what problems actually exist. You could also run a stakeholder workshop to gather input and ideas from those connected to the issue.
Next chapter: Reality check
You’ve completed your data collection – these results will later serve as a key reference for measuring impact.
But first, in the next chapter, you’ll learn how to test your findings against reality to validate your problem and target group analysis.