4 August, 2022

What Goes into a Full Stakeholder Analysis? | Video

By Mike Clayton

Stakeholder Analysis, video

The process of managing stakeholder engagement starts with identifying your stakeholders. Next, you need to analyze those stakeholders to properly understand them and how best to engage with them. So, what goes into a full stakeholder analysis?

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What goes into a Stakeholder Analysis?

The obvious answer to this is:

  • Their power
  • Their interest in the project
  • And their level of support

Between them, these three characteristics account for the vast majority of simple Stakeholder Analyses we carry out, as Project Managers.

So, What Else is There in a Full Stakeholder Analysis?

In my book, ‘The Influence Agenda’, I divide the things we need to consider into four categories:

  1. The nature of their stake in your project
  2. The Intensity or strength of their stake
  3. Their background and attitudes
  4. Additional factors that are relevant to stakeholder groups, rather than individuals

Full Stakeholder Analysis: D1: Understand the Nature of their Stake

Helps us answer: ‘What is their agenda?’

  • Interests
  • Needs
  • Special Needs
  • Wants
  • Rights
  • Ownerships and other control over resources
  • Consequences

Full Stakeholder Analysis: D2: Understand the Intensity of their Stake

Helps us answer: ‘What is their priority/saliency?’

  • Attitude
  • Impact
  • Influence
  • Power
  • Connection Power
  • Interest
  • Commitment
  • Partisanship
  • Legitimacy 
  • Urgency 

Full Stakeholder Analysis: D3: Understand their Background and Attitudes

Helps us answer: ‘What do we know about the way they tick?’

  • What is their past behavior?
  • Prior experience
  • Prior knowledge and information
  • Current opinions
  • Expectations
  • Preferences
  • Prejudices
  • Motivations
  • Values

Full Stakeholder Analysis: D4: Additional Factors for Groups

Helps us answer: ‘How does the group work?’

  • Internal dynamics
    • formal / constitutional
    • structural / operational
    • informal / political
  • Internal dependencies and connections 
  • Factions
  • Key players and positions
  • Demographic make-up
  • History and background
  • Mission, vision, and goals
  • Values, culture, and style
  • Strengths and weaknesses

Full Stakeholder Analysis: Questions to Ask, that will Help with Planning

Helps us answer: ‘How can we maximise the value of engaging with this stakeholder?’


  • … are they?  Where do they fit in their organization?
  • … are they connected with?


  • … resources do they command?
  • … do we want from them?
  • … information will they want from us?
  • … do they want?


  • … do they like to receive information?
  • … do they like to communicate?

What if…

  • What risks do they pose to us?
  • What opportunities do they offer us?

I have over a dozen videos about different aspects of Stakeholder Engagement on my YouTube channel. You can find them all in the Stakeholder Engagement playlist.

So, I have carefully curated my top video recommendations for you:

What Kit does a Project Manager Need?

I asked Project Managers in a couple of forums what material things you need to have, to do your job as a Project Manager. They responded magnificently. I compiled their answers into a Kit list. I added my own. 

Check out the Kit a Project Manager needs

Note that the links are affiliated.

Learn Still More

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If you want basic Management Courses – free training hosted on YouTube, with 2 new management lessons a week, check out our sister channel, Management Courses.

For more of our Project Management videos in themed collections, join our Free Academy of Project Management.

For more of our videos in themed collections, join our Free Academy of Project Management

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Mike Clayton

About the Author...

Dr Mike Clayton is one of the most successful and in-demand project management trainers in the UK. He is author of 14 best-selling books, including four about project management. He is also a prolific blogger and contributor to ProjectManager.com and Project, the journal of the Association for Project Management. Between 1990 and 2002, Mike was a successful project manager, leading large project teams and delivering complex projects. In 2016, Mike launched OnlinePMCourses.
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