‍Understanding Stakeholder Resistance

Imagine this scenario: You and your team are about to kickoff a new project with a prospective client. While you have a basic understanding of the problem, you want to be certain your team understands everything holistically to create the best solution for the need. You propose a round of research interviews and further validation through testing during the scope of work. However, you immediately encounter a roadblock—certain key stakeholders are not as enthusiastic as you are about conducting research. They exhibit hesitancy, skepticism, or even outright resistance to the idea of incorporating research into this project. Why does this happen? What causes some to question the value and relevance of research? Several factors contribute to stakeholder resistance, and understanding these factors is the first step towards effectively addressing them. Let's take a look at a few common reasons:

1. ROI Uncertainty: Stakeholders might doubt the return on investment (ROI) for research, fearing it won't yield tangible results in time for project deadlines.
2. Experience Gaps: Some stakeholders might lack a deep understanding of research processes and methodologies, leading to skepticism about its value and business relevance.
3. Need for Speed: Business factors, such as tight timelines and budget constraints, can create a bias against research, as it's perceived as time-consuming and potentially expensive.
4. Internal Politics: Yes, it's a factor. Sometimes a project might not be internally sanctioned or could lose momentum if word gets out to the wrong individuals.
5. Prior Experiences: Stakeholders may have encountered research initiatives in the past that failed to meet their expectations or deliver actionable insights. These unfavorable prior experiences can leave a lasting impression, fostering resistance to new research endeavors and raising doubts about its effectiveness in driving project success.

So, how can you overcome these barriers and win over resistant stakeholders?

Changing Perceptions: Empathy Is Key

The first step in addressing resistance is to treat your stakeholders like the end-users you're designing solutions for. Yeah, that's right. It's time to employ some research methodologies. Just as a skilled researcher empathizes with users, it's crucial to empathize with stakeholders. Here's a four-fold approach to change perceptions:

1. Create a Safe Environment: Establish a secure space where stakeholders can voice their concerns and ask questions. A non-judgmental atmosphere encourages candid conversations and minimizes any perception of antagonism. Aggressive or antagonistic questioning can further alienate stakeholders, making them less receptive to research, so make sure to read the room.
2. Align on Definitions/Reframe: Ensure everyone is on the same page by defining research objectives, methodologies, expected outcomes, and how these align with ROI and business value. Be specific and come with a detailed plan and timeline. Sometimes you can reframe your research needs under a different name or initiative and get what you need without causing a scene. Research might mean 2 months in their head but you only need a week of discovery. You won't know what the hold up is unless you define your need.
3. Understand Their Position: Leverage research techniques to explore your stakeholders' stance. This could involve a light survey in advance of a kickoff or informal discussions aimed at discovering their expectations regarding ROI and the business benefits research can provide. Once you have their objectives and ROI goals, demonstrate in your research plan how you will get the stakeholder to where they want to be. For example, a compromise that might fit the ticket could be: interviewing 3 subject matter experts on their team about how their system works so that you'll be able ramp up and get to initial prototypes faster.
4. Provide Alternatives: If you can't have your ideal research process, what is a good alternative? For example, if internal politics is a factor, maybe you could request to talk with off-site or anonymous subject matter experts so word doesn't get around until the project is deployed.
5. Become an Advocate: Not just of research and the user, but of the stakeholder. Demonstrate to them that you're on their side and your objective is achieving their objectives to the best of your ability. The best way to do that is how you've been doing it all along, through research.

In some cases, you may be able to just directly communicate that the specific research methodology should not be their primary concern, as long as you achieve their project objectives within the designated timeframe. That may be enough for some, but you have to make sure you stick to achieving what they wanted or it can backfire. This approach might not work for all stakeholders, as some may have a stronger attachment to particular methodologies or expectations, and in such cases, it's crucial to engage in a collaborative dialogue to find common ground.

Leveling the Field: Asking the Right Questions

One powerful tool in your arsenal for addressing resistance is asking the right questions, there's that research again. By gaining insights into your stakeholders' perspectives and tying these insights to ROI and business value, you can align your research with their expectations. Here are some key questions to consider:

1. Ideal Timeline and Approach: What's your vision for the project, and how does research fit into it to ensure timely and cost-effective ROI?
2. Past Experiences: What's your history with research? What worked, and what didn't in terms of achieving ROI and business objectives?
3. Reservations: What concerns you about conducting research in this context, and how can those concerns be addressed to maximize ROI?
4. Barriers: What obstacles might hinder successful research implementation, and how can these be overcome to enhance ROI?

Addressing Inhibiting Pressures

In many cases, stakeholders have already explored their problem areas in various ways. Before diving into speculative discussions about research's value, understand what research means to your stakeholders, what they've done so far, and how it can directly impact ROI and business value. Here are questions that can help you align your research with their perspectives:

1. Investigated Questions: What queries have you already explored, and what potential ROI and business insights can be gleaned from your previous research?
2. Approach: How did you tackle these questions, and with whom did you collaborate, and how can the approach be refined for better ROI and business results?
3. Findings: What did you discover, and where does uncertainty still linger, and how can research enhance those areas for more robust business results?
4. Ongoing Questions: What issues are you still trying to resolve, and how can these inquiries lead to improved ROI and business outcomes?

Conclusion

Sometimes, you still may face a firm "no." In such cases, focus on addressing barriers that affect the business relationship, fostering trust, and improving communication. Align your goals with the client's perspective and focus on seizing future opportunities. Your aim could be incremental progress, and that's alright. Don't dwell on frustration; stay persistent and maintain a curious attitude, showcasing the research's value through your natural curiosity and questions.