Author: Rozela Franco – Principal Investigator (PI) InnovationGUIDE project and Researcher at MCAST
Stakeholder mapping is a powerful tool for navigating complex systems, fostering collaboration, and driving sustainable change. Developed by De Vicente Lopez and Matti, the Visual Toolbox for System Innovation equips practitioners with accessible strategies to identify, understand, and engage stakeholders effectively. In the InnovationGUIDE project for Deliverable 2.2 Stakeholder and Context Mapping with Thematic Networks Visual Map Annex, we applied the Stakeholder Mapping Tool 5 – Stakeholder Mapping from the Visual Toolbox for System Innovation to identify and engage key players across the innovation ecosystem. Here’s how to perform a stakeholder mapping exercise step-by-step.
Why Stakeholder Mapping?
Stakeholder mapping helps to:
- Identify key actors within a system.
- Understand their influence, interests, and relationships.
- Align priorities and foster meaningful partnerships.
Whether you’re designing sustainability transitions or implementing innovation projects, stakeholder mapping is an essential first step to understanding the landscape you operate in.
Step-by-Step Guide: Stakeholder Mapping
1. Define the Context
Start by clarifying the scope of your project or initiative. Consider:
- What is the purpose of the mapping exercise?
- What outcomes are you aiming for?
- What specific system or issue are you addressing?
- Who are the key actors supporting innovation in Europe?
- What roles do they play in building capacity for new collaborations?
This clarity ensures the map remains focused and actionable.
2. Identify Stakeholders
List all individuals, organisations, or groups involved in or affected by your project. In the InnovationGUIDE project, we identified stakeholders such as:
- Policymakers – various ministries
- Policy implementers – authorities, agencies
- Civil society groups – related to agriculture, fisheries, tourism and bioeconomy
- Education & research providers
- National and EU funding providers
- Private finance providers
- Incubators, accelerators
- Individuals – the general public
- Commercial community, industry, companies
- Companies in the green/circularity sectors
Use brainstorming or collaborative workshops to ensure no significant stakeholders are overlooked.
3. Categorise Stakeholders
Using the Visual Toolbox, organise stakeholders into categories based on their:
- Power: Their ability to influence outcomes.
- Interest: Their level of engagement or concern.
Relationships: Connections to other stakeholders or the system.
For the InnovationGUIDE project, the detailed analysis includes categorising stakeholders according to their power, interest and relationship within the project framework. This structured approach ensures that all significant stakeholders are identified and engaged appropriately.
Tool in Focus: The Stakeholder Relevance-Interest-Expertise Matrix
This tool helps to visualise stakeholders on a grid with two axes: relevance and interest, in which the vertical axis accounts for the interest and the horizontal for the relevance.The expertise is included in the matrix in differing plot size. The more expertise an actor has, the bigger the size of its plot. Thereby you get to compare stakeholders one to another using the three criteria.
For instance:
- High relevance, high interest: These stakeholders are critical allies; engage them closely. (Category 2)
- High relevance, low interest: Keep these stakeholders informed; their support might be needed later. (Category 4)
- Low relevance, high interest: Engage them to build grassroots support. (Category 1)
- Low relevance, low interest: Monitor them minimally. (Category 3)
Relevance – Interest – Expertise Matrix
4. Data Collection and Organisation
A easy to use template was created to collect and systematically organize detailed information about each stakeholder. This enables targeted engagement, fosters collaboration, and ensures that the most relevant stakeholders are involved in the project.
Stakeholders are catalogued with the following information:
- Stakeholder Group: The category or type of stakeholder (e.g., policy makers, policy implementers, civil society groups, education and research, providers of funds, general public, commercial community).
- Stakeholder Organisation: The name of the organization to which the stakeholder belongs.
- Organisation Website: The official website of the stakeholder’s organization.
- Organisation Address: The full postal address of the organization as listed on their website.
- Headquarters (HQ): The city and country where the organization’s headquarters are located.
- Institution Affiliated With: Any parent or affiliated institution, if applicable.
- Contact Person: The full name and email address of the primary contact person within the organization. *To ensure compliance with privacy regulations and protect sensitive information, certain details such as contact names and email addresses are omitted from the publicly shared Excel sheet.
- Interest/Relevance Quadrant: Classification based on the Interest- Relevance-Expertise Map of the Visual Toolbox. This field helps identify the stakeholder’s level of interest and relevance to the project.
- Expertise: A rating of the stakeholder’s expertise (high, medium, low) in relation to the project’s objectives.
- Sector: For the InnovationGUIDE project, each stakeholder were further segmented into four primary sectors relevant to the project: Agriculture, fisheries, tourism and bioeconomy.
An Excel template can be downloaded here. Make sure to download a copy of the template to modify, add, and use according to your project’s relevance.
5. Prioritise Engagement Strategies
Based on your map, tailor engagement strategies:
- Collaborate: Partner with stakeholders in the “high power, high interest” quadrant.
- Consult: Seek input from stakeholders with specialised knowledge or local insights.
- Inform: Keep broader groups updated to maintain transparency.
6. Review and Iterate
Stakeholder mapping is not a one-off activity. Systems evolve, and so do stakeholder relationships. Regularly revisit your map to:
- Update information.
- Adjust engagement strategies.
- Reflect on lessons learned.
Tips for a Successful Stakeholder Mapping Exercise
- Use Visual Tools: The Visual Toolbox offers practical templates and grids to structure your mapping exercise effectively.
- Involve Your Team: Collaborative mapping builds shared understanding and uncovers diverse perspectives.
- Stay Neutral: Avoid assumptions about stakeholders; base your analysis on evidence and open dialogue.
Mapping Stakeholders in Four Countries
For the InnovationGUIDE project, each participating country’s stakeholders were mapped —Turkey, Malta, the Netherlands, and Spain—had its own unique ecosystem and challenges. Here’s an overview of the key stakeholders mapped in each region:
Malta
In Malta, stakeholders span across several ministries including those responsible for finance, tourism, and agriculture. Academic institutions like MCAST and the University of Malta provide research expertise, while civil society groups focus on environmental sustainability and rural tourism. Together, these stakeholders create a supportive framework for rural entrepreneurs, promoting green innovation in local communities.
Turkey
Turkey’s rural innovation scene features policymakers focused on agricultural development and economic growth. Key research partners include major universities and tech hubs, fostering a rich ecosystem for entrepreneurship. Civil society plays a significant role here as well, with organizations advocating for sustainable practices in sectors like bioeconomy and fisheries.
Netherlands
Known for its innovation in agriculture, the Netherlands brings strong institutional support for rural development through both government initiatives and research centers. Dutch stakeholders include national ministries, leading universities, and active civil society groups, all of which play an essential role in driving innovation in the bioeconomy and sustainable tourism.
Spain
Spain’s stakeholders emphasize sustainable tourism and bioeconomy, with government ministries and rural development organizations heavily involved. Universities and research centers provide essential innovation support, while community organizations advocate for eco-friendly practices. This combination of public and private stakeholders creates a dynamic environment for advancing rural development.
Conclusion
Stakeholder mapping is more than just a planning exercise—it’s a foundation for meaningful system innovation. The InnovationGUIDE project demonstrated how stakeholder mapping can drive impactful innovation initiatives by building an inclusive and well-aligned ecosystem. By leveraging tools like the Stakeholder Relevance-Interest-Expertise Matrix and adhering to structured processes, you can navigate complexity, build trust, and create pathways for sustainable change.
Are you ready to transform your stakeholder landscape? Start mapping today and unlock the power of collaboration. Learn more about InnovationGUIDE stakeholder mapping here: https://innoguide.eu/stakeholder-engagement