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Design+ Speculative and participatory stakeholder mapping

Then, the transcription of the interviews was processed 5.2. Phase 2: Prioritizing values through
to assess the comments and topics discussed during the participatory design
interviews and map them in thematic clusters, as reported The second phase of the project relied extensively on
in Table 2. participatory methods. A workshop was organized with all
For each interview, the 20 most frequently used staff members interviewed in the first phase of the project,
words and expressions were identified, excluding with two objectives:
common ones. Then, the information was aggregated to (i) Introduce the most frequently used words in interviews
determine the frequency ratio of these words across all as a trigger to collective thinking and discussion.
interviews. The objective of this analysis (Figure 2) was (ii) Identify, map, and prioritize the values that direct the
to provide input for the participatory workshop in phase stakeholder identification.
2, where participants would be invited to reflect on these The core of the workshop was about identifying, mapping,
words, why they are frequently used in connection with and prioritizing values. To promote active participation
stakeholder identification, and the values these words from all attendees, each participant was individually asked to
underpin. quickly and instinctively propose a value. Participants have
identified diverse values, such as collaboration, efficiency,
Table 1. List of interview questions consultation, professionalism, income, understanding,
empathy, and consistency. The exercise was repeated several
No. Question times. The research team wrote all suggestions in digital
1 Do you work with stakeholders in your position within the notes using the Miro platform. In the next step, participants
organization? Can you elaborate? grouped the values per theme: entrepreneurs, customer,
2 Based on your experience, what is a stakeholder? system, organization, business, contact, project, approach,
3 The organization team defined a stakeholder as: “By interest, relationship, work, collaboration, partner,
stakeholders, we mean people, groups of people, organizations, information, awareness, and operations.
or companies that have a direct or indirect interest in the
organization and vice versa. They are affected in a positive or Next, participants moved to the identification of the
negative way by the organization and our activities.” most important project values. The discussion led to the
Would you change it or add something to it? reflection that the overarching project values should
4 In your opinion, how can stakeholders add value to the relate to customers because the organization wants to be
organization? customer-centric. Indeed, “customer” ranked among the
5 Based on your experience, what is the value in the context of most frequently used words in interviews. Participants
stakeholders? also decided that the project values should be consistent
6 Do you want to add any comments? with the organization’s statutory and legal missions. As
evidenced in Figure 3, two values emerged from the final
Table 2. Theme clusters emerged from the interviews discussion: awareness (the organization should stimulate
awareness about IP in its ecosystem) and conversion of
Theme No. Description the awareness into actual IP registrations. In practice,
1 Gaps and challenges participants agreed that the stakeholders will be identified
2 Opportunities and strengths for their (potential) role in co-creating these values.
3 Visibility and awareness
4 The organization in the IP ecosystem
5 IP organizations as key stakeholders
6 The political dimension of stakeholdership
7 Stakeholders, customers, and accounts
8 Understanding and interacting with stakeholders
9 The value of reciprocity
10 The value of tier 1 stakeholders (and its limits)
11 Business rationale
12 The need to measure the stakeholder impact
Abbreviation: IP: Intellectual property. Figure 2. The most frequently used words in individual interviews

Volume 2 Issue 3 (2025) 6 doi: 10.36922/DP025060011