In order to really make a difference with your impact startup, you and your team need sound insights into the needs and expectations of your target group and stakeholders. You should also validate the assumptions you have made about the social or environmental problem. Here we show you how to collect the relevant data to conduct in-depth analysis and maximize your impact.
You’ve come to the right place if …
- you want to found an impact startup or are already in the middle of it with your team.
- you have carried out an initial problem analysis.
- you have an idea of your target group and stakeholders.
- you want to get to know the Lean Impact approach.
Not quite ready yet?
Then select the appropriate chapter here
This chapter helps to …
- check your assumptions through a direct exchange with the target group.
- better understand the needs, interests and influencing factors of the target group.
- ensure that your solution is targeted.
- successfully apply the Build-Measure-Learn approach of Lean Impact.
There are various methods you can use to collect data on your target group and stakeholders. However, hardly any approach is as effective as talking directly to those affected. This is the best way with the quickest and clearest results.
The focus here is on qualitative surveys of the target group. With qualitative surveys, you collect descriptive data (open questions) for deeper insights into opinions, experiences, needs and expectations as well as associated challenges. For a supplementary analysis, you can also conduct quantitative surveys and collect data with standardized questionnaires (closed questions) for statistical analyses.
The aim is to find out …
- whether the identified problem is relevant for the interviewee,
- how exactly the person and their environment are affected by the problem and what consequences it has for them,
- who else might be affected.
Also hold one-on-one discussions with stakeholders who are directly or indirectly affected by your solution or can influence it. In this way, you will also get to know their needs and interests better and determine how they will be influenced by your solution. Stakeholders can be, for example, interest groups, activists, NGOs, self-help groups, influencers, researchers or public representatives.
Data collection with interviews and surveys
1. select suitable interview partners
This is crucial for meaningful results. Make sure that as many different perspectives, backgrounds and experiences as possible are covered. In addition to people from the target group, you can also interview experts and people who work in a similar environment, for example.
2. develop interview questions for the target group discussions
Which questions to ask the target group or stakeholders are suitable depends on the path you have taken with your startup so far. Have you already identified a problem and want to find out whether the target group you have assumed perceives this problem as relevant (path 1)? Or have you already decided on a target group and want to find out which problem you can solve for them (path 2)?
Typical general questions about the person:
- What is your name and job title?
- What industry do you work in and how long have you been in this role?
- What are the main tasks and responsibilities in your position?
Typical questions for route 1:
- Have you ever encountered the following problem in your work: [beschreiben Sie Ihr Problem]?
- How do you typically 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 measures have you taken so far to deal with this problem?
- How would your work change if this problem were solved?
- If this problem is not relevant to you, why do you think this is the case?
- Do you know people in your industry or in similar positions who might have this problem?
- Who do you think is most likely to encounter this problem?
- Do you think this problem could become relevant for you or others in the future? If so, why?
Typical questions about route 2:
- Can you describe a specific problem that particularly frustrates you? How often does this problem occur?
- What do you think are the main causes and consequences of this problem? Why (5x)?
- What thoughts go through your mind when you are trying to cope with [Herausforderung]?
- What worries or concerns do you have when you think about [dieses Problem]?
- How do you usually feel when you try to cope with [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 (e.g. market changes, technological developments, changing values) play in this problem?
- What problem would you have to solve first to make your work more efficient and enjoyable?
5‑Whys technique
Use the 5 Whys technique for the questions on causes and effects (see chapter “How do I carry out a problem, target group and stakeholder analysis?”). For each identified cause, ask “Why is this happening?” and repeat this step five times. For each identified consequence, ask “What does this lead to?” and repeat this step two to three times.
3. write an appealing cover letter for the interview
Clearly formulate the expectations of the participants. Assumes that many people will ask themselves in advance what exactly to expect and whether they need to prepare. Explain how long the interview will take, what its purpose is and emphasize that no special preparation is necessary. Thank the participants in advance for their time and emphasize how important their contribution is to the project.
4. creates a pleasant atmosphere for the conversation
An atmosphere of trust is the basis for an open and honest conversation. Start the exchange with a short introduction and explain what your project is about and why you are conducting the interview. Make sure that the participants feel comfortable by creating a friendly, relaxed environment and giving them the opportunity to ask questions or express concerns at any time.
5. select an additional method for data collection if necessary
If your target group is not informative or you have difficulties obtaining meaningful answers, there are other ways to find out more about the needs and challenges of the target group: For example, you can accompany the target group in their everyday lives to see directly how they deal with challenges and what problems actually exist or hold a workshop with the stakeholders.
Next chapter: Reality check
You have completed your data collection — the results are also an important reference point for later impact measurement.
In the next chapter is about how you can subject the data to a reality check in order to validate your problem and target group analysis.