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.
I’ve always been intrigued by the power of communication and how stories shape and distinguish brands from one another. During the early part of my career, I worked on developing brand strategies and marketing campaigns in the music and fashion industries. My previous roles required me to conduct need assessments and identify development opportunities to help teams excel in communicating brand stories in a dynamic way, while creating a connected customer experience through the use of traditional and digital media. Today, I use my passion for creating memorable customer experiences to help Fortune 500 companies develop and execute brand-aligned marketing plans. At Centerline, I operate at the intersection of digital communication, brand strategy, customer experience and business development.