1 00:00:03,000 --> 00:00:09,000 We have just discussed why making an actor or stakeholder analysis may be important. 2 00:00:08,090 --> 00:00:14,090   3 00:00:08,091 --> 00:00:14,091 Now we are going to do an actor analysis. 4 00:00:11,034 --> 00:00:17,034   5 00:00:11,035 --> 00:00:17,035 There are six basic steps. 6 00:00:13,135 --> 00:00:19,135   7 00:00:13,136 --> 00:00:19,136 And we will go through these steps one by one 8 00:00:15,036 --> 00:00:21,036   9 00:00:15,037 --> 00:00:21,037 and we will illustrate each step 10 00:00:16,837 --> 00:00:22,837   11 00:00:16,838 --> 00:00:22,838 with an example from practice which we call: 'Wind at Sea', 12 00:00:20,138 --> 00:00:26,138   13 00:00:20,139 --> 00:00:26,139 with the Netherlands national government as the problem owner 14 00:00:23,439 --> 00:00:29,439   15 00:00:23,440 --> 00:00:29,440 and wanting to stimulate the generation of "green" wind energy at sea. 16 00:00:27,440 --> 00:00:33,440   17 00:00:28,441 --> 00:00:34,441 We will first take the first three steps 18 00:00:30,641 --> 00:00:36,641   19 00:00:30,642 --> 00:00:36,642 and then, I will treat the next three. 20 00:00:32,942 --> 00:00:38,942   21 00:00:33,743 --> 00:00:39,743 So. 22 00:00:34,343 --> 00:00:40,343   23 00:00:35,044 --> 00:00:41,044 We take the problem formulation of the client as point of departure. 24 00:00:38,344 --> 00:00:44,344   25 00:00:38,645 --> 00:00:44,645 We then make an inventory of the actors involved, 26 00:00:41,545 --> 00:00:47,545   27 00:00:41,546 --> 00:00:47,546 map their formal relations 28 00:00:43,246 --> 00:00:49,246   29 00:00:43,247 --> 00:00:49,247 and then make an inventory of their interests, objectives and perceptions 30 00:00:46,547 --> 00:00:52,547   31 00:00:46,748 --> 00:00:52,748 We try to find out about their interdependencies: 32 00:00:50,148 --> 00:00:56,148   33 00:00:50,149 --> 00:00:56,149 what are their resources and salience? 34 00:00:52,649 --> 00:00:58,649   35 00:00:52,650 --> 00:00:58,650 And finally, we think about 36 00:00:54,597 --> 00:01:00,597   37 00:00:54,598 --> 00:01:00,598 and list the implications for problem formulation and for the client 38 00:00:58,398 --> 00:01:04,398   39 00:00:58,399 --> 00:01:04,399 We will first take 40 00:00:59,999 --> 00:01:05,999   41 00:01:00,500 --> 00:01:06,500 Step 1: Problem formulation of the client as point of departure 42 00:01:06,000 --> 00:01:12,000   43 00:01:06,001 --> 00:01:12,001 In our first step 44 00:01:07,001 --> 00:01:13,001   45 00:01:09,002 --> 00:01:15,002 What do we have here? Well, 46 00:01:10,702 --> 00:01:16,702   47 00:01:10,703 --> 00:01:16,703 The problem owner is the Ministry of Economic Affairs 48 00:01:14,203 --> 00:01:20,203   49 00:01:14,204 --> 00:01:20,204 as they are responsible for the national energy policy in the Netherlands 50 00:01:17,304 --> 00:01:23,304   51 00:01:18,005 --> 00:01:24,005 What is the problem or the cleft? 52 00:01:19,805 --> 00:01:25,805   53 00:01:19,806 --> 00:01:25,806 Well, there is insufficient capacity installed at sea 54 00:01:23,106 --> 00:01:29,106   55 00:01:23,107 --> 00:01:29,107 and we won't make the target. 56 00:01:24,807 --> 00:01:30,807   57 00:01:24,808 --> 00:01:30,808 What causes the problem? 58 00:01:26,108 --> 00:01:32,108   59 00:01:26,009 --> 00:01:32,009 Well, generating wind energy is relatively expensive 60 00:01:29,609 --> 00:01:35,609   61 00:01:29,610 --> 00:01:35,610 and the production is intermittent: dependent on weather conditions. 62 00:01:33,710 --> 00:01:39,710   63 00:01:33,711 --> 00:01:39,711 So, the dilemma or problem is: 64 00:01:35,911 --> 00:01:41,911   65 00:01:35,912 --> 00:01:41,912 Economic Affairs want to have more off-shore power 66 00:01:39,312 --> 00:01:45,312   67 00:01:39,313 --> 00:01:45,313 but, without impeding security of the Dutch energy supply and affordability 68 00:01:44,813 --> 00:01:50,813   69 00:01:46,014 --> 00:01:52,014 So. 70 00:01:47,114 --> 00:01:53,114   71 00:01:48,115 --> 00:01:54,115 Well, this first step was quite straightforward. 72 00:01:50,115 --> 00:01:56,115   73 00:01:50,116 --> 00:01:56,116 We now come to the second step: 74 00:01:51,816 --> 00:01:57,816   75 00:01:51,817 --> 00:01:57,817 Making an inventory of the actors. 76 00:01:54,317 --> 00:02:00,317   77 00:01:54,318 --> 00:02:00,318 Here, we use the basic modeling techniques 78 00:01:57,018 --> 00:02:03,018   79 00:01:57,019 --> 00:02:03,019 taught in the Principles of Policy Analysis course. 80 00:01:59,819 --> 00:02:05,819   81 00:01:59,820 --> 00:02:05,820 Don't worry, I will lead you through the steps quickly and, 82 00:02:03,520 --> 00:02:09,520   83 00:02:03,521 --> 00:02:09,521 if you really don't know, 84 00:02:04,621 --> 00:02:10,621   85 00:02:04,522 --> 00:02:10,522 you will find these basic analytical modeling techniques explained 86 00:02:06,822 --> 00:02:12,822   87 00:02:06,823 --> 00:02:12,823 in Chapter 3 of the course book 88 00:02:09,223 --> 00:02:15,223   89 00:02:09,224 --> 00:02:15,224 and on our open course ware pages. 90 00:02:11,524 --> 00:02:17,524   91 00:02:14,125 --> 00:02:20,125 The basic method for making an inventory of actors 92 00:02:17,025 --> 00:02:23,025   93 00:02:17,026 --> 00:02:23,026 is by using your preliminary causal diagram or systems diagram 94 00:02:20,726 --> 00:02:26,726   95 00:02:20,727 --> 00:02:26,727 and by asking two questions: 96 00:02:22,327 --> 00:02:28,327   97 00:02:22,328 --> 00:02:28,328 (1) Which actors can actually influence important factors in my system? 98 00:02:26,828 --> 00:02:32,828   99 00:02:26,629 --> 00:02:32,629 And (2) Who has an interest in the problem and/or is affected by the possible solutions? 100 00:02:33,229 --> 00:02:39,229   101 00:02:33,230 --> 00:02:39,230 So, there are two I's: 102 00:02:35,630 --> 00:02:41,630   103 00:02:35,431 --> 00:02:41,431 Influence and Interest! 104 00:02:36,731 --> 00:02:42,731   105 00:02:39,032 --> 00:02:45,032 So, we start from the Ministry of Economic Affairs: 106 00:02:42,032 --> 00:02:48,032   107 00:02:42,033 --> 00:02:48,033 What are its objectives? 108 00:02:43,633 --> 00:02:49,633   109 00:02:43,634 --> 00:02:49,634 As we just learned, 110 00:02:44,634 --> 00:02:50,634   111 00:02:44,635 --> 00:02:50,635 they want more off-shore power generation 112 00:02:46,435 --> 00:02:52,435   113 00:02:46,436 --> 00:02:52,436 without impeding the security of the Dutch energy supply 114 00:02:49,336 --> 00:02:55,336   115 00:02:49,337 --> 00:02:55,337 and affordability. 116 00:02:50,437 --> 00:02:56,437   117 00:02:50,438 --> 00:02:56,438 So, here at the right, 118 00:02:52,238 --> 00:02:58,238   119 00:02:52,239 --> 00:02:58,239 we put 'percentage off-shore power generation' 120 00:02:54,439 --> 00:03:00,439   121 00:02:54,440 --> 00:03:00,440 and affordability which we translate into 'costs of energy provision', 122 00:02:59,140 --> 00:03:05,140   123 00:02:59,141 --> 00:03:05,141 and thirdly 'security of supply'. 124 00:03:00,641 --> 00:03:06,641   125 00:03:00,642 --> 00:03:06,642 And at the left we put their means: 126 00:03:03,142 --> 00:03:09,142   127 00:03:03,143 --> 00:03:09,143 'subsidies' and 'granting licenses'. 128 00:03:05,143 --> 00:03:11,143   129 00:03:05,744 --> 00:03:11,744 Both means positively influence 130 00:03:08,144 --> 00:03:14,144   131 00:03:08,145 --> 00:03:14,145 the 'number of new wind farms' and the licences 132 00:03:10,945 --> 00:03:16,945   133 00:03:10,946 --> 00:03:16,946 will also influence the size of the windparks; 134 00:03:14,546 --> 00:03:20,546   135 00:03:14,547 --> 00:03:20,547 'number' and 'size', on their turn, influence 136 00:03:17,047 --> 00:03:23,047   137 00:03:17,048 --> 00:03:23,048 the 'installed capacity at sea' and the 'investment cost'. 138 00:03:21,048 --> 00:03:27,048   139 00:03:21,049 --> 00:03:27,049 The 'installed capacity' on its turn influences the objectives 140 00:03:24,449 --> 00:03:30,449   141 00:03:24,449 --> 00:03:30,449 'percentage off-shore generation' 142 00:03:26,449 --> 00:03:32,449   143 00:03:26,450 --> 00:03:32,450 and the 'investment cost' influence the 'cost of energy provision'. 144 00:03:29,850 --> 00:03:35,850   145 00:03:29,851 --> 00:03:35,851 This is a nice basis which we will detail a little bit further. 146 00:03:33,851 --> 00:03:39,851   147 00:03:33,852 --> 00:03:39,852 The investment costs are an important factor, 148 00:03:36,452 --> 00:03:42,452   149 00:03:35,453 --> 00:03:41,453 so let's take a look there. 150 00:03:37,453 --> 00:03:43,453   151 00:03:37,454 --> 00:03:43,454 At sea, the waterdepth is a very important cost factor. 152 00:03:42,054 --> 00:03:48,054   153 00:03:42,055 --> 00:03:48,055 What else at the cost side? 154 00:03:44,155 --> 00:03:50,155   155 00:03:44,156 --> 00:03:50,156 Well, transport costs of the generated energy are important 156 00:03:47,056 --> 00:03:53,056   157 00:03:47,057 --> 00:03:53,057 and these are influenced by the distance between windfarms 158 00:03:51,257 --> 00:03:57,257   159 00:03:51,258 --> 00:03:57,258 and the connection point at land. 160 00:03:53,058 --> 00:03:59,058   161 00:03:53,159 --> 00:03:59,159 Costs are also influenced by scale: 162 00:03:55,759 --> 00:04:01,759   163 00:03:55,660 --> 00:04:01,660 the bigger the project, the more scale advantages. 164 00:03:59,360 --> 00:04:05,360   165 00:03:59,361 --> 00:04:05,361 And well, what about the capacity? 166 00:04:02,461 --> 00:04:08,461   167 00:04:02,462 --> 00:04:08,462 Capacity is not only determined by the number and size of the windfarms 168 00:04:06,862 --> 00:04:12,862   169 00:04:06,863 --> 00:04:12,863 but also by the wind itself: the 'average windspeed at location'. 170 00:04:09,963 --> 00:04:15,963   171 00:04:12,164 --> 00:04:18,164 There is one criterion left now, 172 00:04:12,464 --> 00:04:18,464   173 00:04:12,465 --> 00:04:18,465 which is: security of energy supply. 174 00:04:17,565 --> 00:04:23,565   175 00:04:17,566 --> 00:04:23,566 Wind does not always blow, so there needs to be a dynamic balance 176 00:04:20,866 --> 00:04:26,866   177 00:04:20,867 --> 00:04:26,867 between the supply and the demand of energy. 178 00:04:23,967 --> 00:04:29,967   179 00:04:23,968 --> 00:04:29,968 What factors determine this balance? 180 00:04:26,268 --> 00:04:32,268   181 00:04:26,269 --> 00:04:32,269 Well, storage capacity and the number of international connections 182 00:04:30,369 --> 00:04:36,369   183 00:04:30,370 --> 00:04:36,370 might be the factors here. 184 00:04:31,370 --> 00:04:37,370   185 00:04:33,271 --> 00:04:39,271 Well. 186 00:04:34,271 --> 00:04:40,271   187 00:04:34,772 --> 00:04:40,772 Now we can ask our two questions: 188 00:04:37,172 --> 00:04:43,172   189 00:04:37,273 --> 00:04:43,273 We just ended with the balance on the net; 190 00:04:40,673 --> 00:04:46,673   191 00:04:40,674 --> 00:04:46,674 clearly the network administrator 'Tennet' is responsible here, 192 00:04:44,974 --> 00:04:50,974   193 00:04:44,975 --> 00:04:50,975 and the EU determines the number of international connections 194 00:04:49,475 --> 00:04:55,475   195 00:04:49,476 --> 00:04:55,476 while the energy companies, the power generators and R&D agencies 196 00:04:52,676 --> 00:04:58,676   197 00:04:52,677 --> 00:04:58,677 do research after energy storage. 198 00:04:55,377 --> 00:05:01,377   199 00:04:56,578 --> 00:05:02,578 The energy companies are the main investors in windpower generation 200 00:05:00,178 --> 00:05:06,178   201 00:05:00,179 --> 00:05:06,179 and finally, the Ministry of Infrastructure and Environment 202 00:05:03,579 --> 00:05:09,579   203 00:05:03,580 --> 00:05:09,580 is responsible for planning at sea 204 00:05:06,380 --> 00:05:12,380   205 00:05:06,381 --> 00:05:12,381 and thus determines the location: 206 00:05:08,381 --> 00:05:14,381   207 00:05:08,782 --> 00:05:14,782 waterdepth and distance to shore. 208 00:05:11,482 --> 00:05:17,482   209 00:05:11,483 --> 00:05:17,483 So, we covered the INFLUENCE part and now we turn to the INTEREST part. 210 00:05:15,983 --> 00:05:21,983   211 00:05:15,984 --> 00:05:21,984 We ask the question: 212 00:05:17,484 --> 00:05:23,484   213 00:05:17,485 --> 00:05:23,485 "Who holds an interest in the project and/or who will be affected by the project?" 214 00:05:20,585 --> 00:05:26,585   215 00:05:20,586 --> 00:05:26,586 or to be more precise: 216 00:05:22,086 --> 00:05:28,086   217 00:05:22,087 --> 00:05:28,087 "Who holds an interest in any of the factors in our system?" 218 00:05:25,187 --> 00:05:31,187   219 00:05:25,188 --> 00:05:31,188 When looking at the means, it is the investors: 220 00:05:28,588 --> 00:05:34,588   221 00:05:28,589 --> 00:05:34,589 the energy companies and the project developers 222 00:05:31,689 --> 00:05:37,689   223 00:05:31,690 --> 00:05:37,690 who hold an interest in speeding up the permits and getting subsidies for the project. 224 00:05:35,890 --> 00:05:41,890   225 00:05:35,891 --> 00:05:41,891 We also discover new parties. 226 00:05:37,991 --> 00:05:43,991   227 00:05:37,992 --> 00:05:43,992 There are other users of the Northsea: 228 00:05:39,692 --> 00:05:45,692   229 00:05:39,693 --> 00:05:45,693 fisherman with their boats and their organizations, 230 00:05:43,093 --> 00:05:49,093   231 00:05:43,094 --> 00:05:49,094 the off shore oil industry, the shipping companies and harbor authorities 232 00:05:47,194 --> 00:05:53,194   233 00:05:46,695 --> 00:05:52,695 who all worry about shipping lanes and freedom of access. 234 00:05:50,295 --> 00:05:56,295   235 00:05:50,296 --> 00:05:56,296 So, they have a stake in the number of windparks, farms, their location and size. 236 00:05:55,796 --> 00:06:01,796   237 00:05:56,597 --> 00:06:02,597 And we see a number of familiar faces too: 238 00:05:59,297 --> 00:06:05,297   239 00:05:59,298 --> 00:06:05,298 The EU and its international connections, 240 00:06:01,898 --> 00:06:07,898   241 00:06:01,899 --> 00:06:07,899 Tennet, the network administrator with stakes in security of delivery and transport cost; 242 00:06:07,299 --> 00:06:13,299   243 00:06:07,300 --> 00:06:13,300 the energy companies worrying about costs 244 00:06:10,400 --> 00:06:16,400   245 00:06:10,401 --> 00:06:16,401 and the Ministry of Infrastructure and Environment 246 00:06:12,501 --> 00:06:18,501   247 00:06:12,502 --> 00:06:18,502 worrying about the percentage of wind in our energy mix. 248 00:06:16,902 --> 00:06:22,902   249 00:06:16,903 --> 00:06:22,903 We have now seen how you can use INFLUENCE and INTEREST 250 00:06:20,103 --> 00:06:26,103   251 00:06:20,104 --> 00:06:26,104 as tools to identify actors involved in an issue. 252 00:06:23,004 --> 00:06:29,004   253 00:06:23,005 --> 00:06:29,005 But of course, there are other ways too. 254 00:06:25,105 --> 00:06:31,105   255 00:06:25,106 --> 00:06:31,106 And sometimes, these are easier or faster 256 00:06:28,506 --> 00:06:34,506   257 00:06:28,507 --> 00:06:34,507 or they may lead you to actors or groups you otherwise might have missed 258 00:06:32,207 --> 00:06:38,207   259 00:06:32,208 --> 00:06:38,208 Some important other methods are: 260 00:06:34,107 --> 00:06:40,107   261 00:06:34,108 --> 00:06:40,108 Look at the formal positions in a decision making process 262 00:06:37,608 --> 00:06:43,608   263 00:06:37,609 --> 00:06:43,609 who has a role in formal decision making? 264 00:06:40,209 --> 00:06:46,209   265 00:06:40,210 --> 00:06:46,210 We will come back to this in step 3. 266 00:06:42,010 --> 00:06:48,010   267 00:06:42,711 --> 00:06:48,711 Reputation is another one: 268 00:06:44,311 --> 00:06:50,311   269 00:06:44,312 --> 00:06:50,312 you ask people 'who else is important', 'who are the focal organizations'? 270 00:06:48,838 --> 00:06:54,838   271 00:06:48,839 --> 00:06:54,839 This is often called 'snowballing': 272 00:06:50,739 --> 00:06:56,739   273 00:06:50,740 --> 00:06:56,740 by asking around more and more people stick to your snowball. 274 00:06:55,540 --> 00:07:01,540   275 00:06:55,941 --> 00:07:01,941 Another one is social participation: who are active in this field or society? 276 00:07:00,541 --> 00:07:06,541   277 00:07:00,542 --> 00:07:06,542 And who are the vocal people, the opinion leaders? 278 00:07:03,342 --> 00:07:09,342   279 00:07:03,343 --> 00:07:09,343 Demographic characteristics may also be a good criterium: 280 00:07:07,743 --> 00:07:13,743   281 00:07:07,744 --> 00:07:13,744 are all social groups represented, 282 00:07:10,244 --> 00:07:16,244   283 00:07:10,245 --> 00:07:16,245 do we have the elderly, the youngsters, the first nation people and the immigrants? 284 00:07:14,845 --> 00:07:20,845   285 00:07:15,546 --> 00:07:21,546 Well. 286 00:07:15,846 --> 00:07:21,846   287 00:07:16,447 --> 00:07:22,447 Just to give you an impression of what a good use 288 00:07:19,447 --> 00:07:25,447   289 00:07:19,448 --> 00:07:25,448 of the presented actor identification techniques may lead to, 290 00:07:22,548 --> 00:07:28,548   291 00:07:22,549 --> 00:07:28,549 we now show you the longlist of actors we created for our wind energy case. 292 00:07:26,649 --> 00:07:32,649   293 00:07:26,650 --> 00:07:32,650 We listed only 44 of them, but believe me, there are many moreů. 294 00:07:30,650 --> 00:07:36,650   295 00:07:34,051 --> 00:07:40,051 Now that we have been able to identify everyone involved in a problem or policy issue, 296 00:07:39,251 --> 00:07:45,251   297 00:07:39,252 --> 00:07:45,252 what shall we do? 298 00:07:40,252 --> 00:07:46,252   299 00:07:40,253 --> 00:07:46,253 Do we need to take along everyone in our inquiries 300 00:07:44,053 --> 00:07:50,053   301 00:07:44,054 --> 00:07:50,054 or can we make a smart selection to reduce our workload without impeding the quality of our analysis? 302 00:07:49,454 --> 00:07:55,454   303 00:07:49,455 --> 00:07:55,455 Well, think back to the dispersed pollution example. 304 00:07:52,655 --> 00:07:58,655   305 00:07:52,656 --> 00:07:58,656 I showed you there were over 80 parties involved. 306 00:07:55,756 --> 00:08:01,756   307 00:07:55,757 --> 00:08:01,757 You cannot take along all 80. 308 00:07:57,357 --> 00:08:03,357   309 00:07:57,358 --> 00:08:03,358 You have to come up with a trick to make it manageable. 310 00:08:01,058 --> 00:08:07,058   311 00:08:01,059 --> 00:08:07,059 Well, there are a couple of rules of thumb. 312 00:08:03,359 --> 00:08:09,359   313 00:08:03,360 --> 00:08:09,360 The first is that you should realize that the problem owner is an actor too 314 00:08:07,860 --> 00:08:13,860   315 00:08:07,861 --> 00:08:13,861 and there may be more powerful parties involved than your problem owner alone. 316 00:08:11,561 --> 00:08:17,561   317 00:08:14,062 --> 00:08:20,062 So, how to make a short list? 318 00:08:16,162 --> 00:08:22,162   319 00:08:16,163 --> 00:08:22,163 Well, you can reduce the number of actors in your analysis 320 00:08:19,863 --> 00:08:25,863   321 00:08:19,864 --> 00:08:25,864 if only you keep the balance with the level you have chosen in your problem. 322 00:08:24,464 --> 00:08:30,464   323 00:08:24,465 --> 00:08:30,465 And there should be a balance between the different interests and positions 324 00:08:28,265 --> 00:08:34,265   325 00:08:28,266 --> 00:08:34,266 for instance you have five environmental NGO's all wanting more or less the same, 326 00:08:32,466 --> 00:08:38,466   327 00:08:32,467 --> 00:08:38,467 or three Ministries trying to reach the same objective 328 00:08:36,067 --> 00:08:42,067   329 00:08:36,568 --> 00:08:42,568 although for different reasons, 330 00:08:39,068 --> 00:08:45,068   331 00:08:39,069 --> 00:08:45,069 you may combine them and you call them 'joint NGO's' or 'joint Ministries'. 332 00:08:43,569 --> 00:08:49,569   333 00:08:43,570 --> 00:08:49,570 Be pragmatic. 334 00:08:45,570 --> 00:08:51,570   335 00:08:45,971 --> 00:08:51,971 10 t0 15, maybe 20 is enough 336 00:08:48,471 --> 00:08:54,471   337 00:08:48,472 --> 00:08:54,472 if only you cover the whole spectrum of concerns and issues. 338 00:08:51,972 --> 00:08:57,972   339 00:08:51,973 --> 00:08:57,973 And then remember: any analysis is an iterative process. 340 00:08:55,573 --> 00:09:01,573   341 00:08:55,574 --> 00:09:01,574 You learn along the way, so you can always add or remove actors to/from your list. 342 00:09:00,374 --> 00:09:06,374   343 00:09:02,475 --> 00:09:08,475 So. 344 00:09:02,875 --> 00:09:08,875   345 00:09:04,476 --> 00:09:10,476 There are practical methods to help you reduce your longlist. 346 00:09:08,376 --> 00:09:14,376   347 00:09:08,577 --> 00:09:14,577 the trick is called stakeholder analysis 348 00:09:11,277 --> 00:09:17,277   349 00:09:09,378 --> 00:09:15,378 and at this stage we use it in a very rough and unscientific way: 350 00:09:15,950 --> 00:09:21,950   351 00:09:15,951 --> 00:09:21,951 namely, mostly based on your own common sense. 352 00:09:18,751 --> 00:09:24,751   353 00:09:18,752 --> 00:09:24,752 What we suggest you to do at this stage is to use a so-called power/interest grid. 354 00:09:24,552 --> 00:09:30,552   355 00:09:24,553 --> 00:09:30,553 a matrix with two axes which allows you to order your actors. 356 00:09:29,253 --> 00:09:35,253   357 00:09:29,254 --> 00:09:35,254 And you recognize our two I's here: Influence and Interest! 358 00:09:33,554 --> 00:09:39,554   359 00:09:33,555 --> 00:09:39,555 The axes of the grid are power at the bottom with the high end to the right, 360 00:09:38,000 --> 00:09:44,000   361 00:09:38,001 --> 00:09:44,001 and interest to the left with high interest on top. 362 00:09:41,301 --> 00:09:47,301   363 00:09:41,302 --> 00:09:47,302 These two axes we use to form four quadrants 364 00:09:44,902 --> 00:09:50,902   365 00:09:44,903 --> 00:09:50,903 and now we start positioning the actors on our longlist 366 00:09:48,303 --> 00:09:54,303   367 00:09:48,504 --> 00:09:54,504 according to our estimation of their relative power and their relative interest. 368 00:09:51,704 --> 00:09:57,704   369 00:09:51,705 --> 00:09:57,705 Do you remember the colorful map on diffuse pollution? 370 00:09:54,705 --> 00:10:00,705   371 00:09:54,706 --> 00:10:00,706 It held four of these grids! 372 00:09:56,506 --> 00:10:02,506   373 00:09:58,107 --> 00:10:04,107 So. 374 00:09:59,107 --> 00:10:05,107   375 00:09:59,108 --> 00:10:05,108 When we have 376 00:10:02,208 --> 00:10:08,208   377 00:10:02,909 --> 00:10:08,909 positioned our actors in the grid, 378 00:10:04,309 --> 00:10:10,309   379 00:10:04,310 --> 00:10:10,310 we consider the parties on the top right as 'Players': 380 00:10:07,910 --> 00:10:13,910   381 00:10:08,211 --> 00:10:14,211 they are the ones we think are holding important means 382 00:10:11,611 --> 00:10:17,611   383 00:10:11,612 --> 00:10:17,612 and are having interest in the subject. 384 00:10:13,912 --> 00:10:19,912   385 00:10:13,913 --> 00:10:19,913 Those are the parties that should be taken along! 386 00:10:16,813 --> 00:10:22,813   387 00:10:17,414 --> 00:10:23,414 The ones on the bottom left are considered 'Crowd': 388 00:10:20,514 --> 00:10:26,514   389 00:10:20,715 --> 00:10:26,715 they have neither interest in the subject, nor means. So, we can ignore them. 390 00:10:25,715 --> 00:10:31,715   391 00:10:25,716 --> 00:10:31,716 The top left are labelled 'Subjects' : 392 00:10:28,916 --> 00:10:34,916   393 00:10:28,917 --> 00:10:34,917 they may be interested or affected but have low power. 394 00:10:32,917 --> 00:10:38,917   395 00:10:32,918 --> 00:10:38,918 So we leave them out for now, if needed we can take them on board later. 396 00:10:36,718 --> 00:10:42,718   397 00:10:36,719 --> 00:10:42,719 And finally, at the bottom right we have the 'Context setters': 398 00:10:40,919 --> 00:10:46,919   399 00:10:40,920 --> 00:10:46,920 these actors might be important. 400 00:10:42,920 --> 00:10:48,920   401 00:10:42,921 --> 00:10:48,921 They have important means that you might need to solve the issue 402 00:10:45,921 --> 00:10:51,921   403 00:10:45,922 --> 00:10:51,922 but they are not very interested yet. 404 00:10:47,722 --> 00:10:53,722   405 00:10:47,823 --> 00:10:53,823 If the latter changes or you expect that it might change in the near future, 406 00:10:52,323 --> 00:10:58,323   407 00:10:52,324 --> 00:10:58,324 you should definitely take them along, have them on board and put them into your analysis. 408 00:10:58,024 --> 00:11:04,024   409 00:11:01,025 --> 00:11:07,025 Now we know whom to take along in our analysis by making our shortlist 410 00:11:05,025 --> 00:11:11,025   411 00:11:05,026 --> 00:11:11,026 and we have to note down our first results. 412 00:11:08,426 --> 00:11:14,426   413 00:11:08,427 --> 00:11:14,427 A practical way to do this is by filling out a simple table 414 00:11:11,427 --> 00:11:17,427   415 00:11:11,428 --> 00:11:17,428 and by jotting down in the columns 416 00:11:13,528 --> 00:11:19,528   417 00:11:13,529 --> 00:11:19,529 the values, perceptions, resources, the actors we selected for 418 00:11:19,129 --> 00:11:25,129   419 00:11:19,130 --> 00:11:25,130 further inquiry and we tried to see the networks they are operating in. 420 00:11:25,430 --> 00:11:31,430   421 00:11:25,731 --> 00:11:31,731 This is no longer a quick and dirty thing, though. 422 00:11:29,031 --> 00:11:35,031   423 00:11:29,232 --> 00:11:35,232 For information on the shortlisted actors you have to do research. 424 00:11:33,732 --> 00:11:39,732   425 00:11:33,733 --> 00:11:39,733 Desk research to start with, but maybe also by interviewing people. 426 00:11:37,933 --> 00:11:43,933   427 00:11:37,934 --> 00:11:43,934 Nowadays you will probably start by exploring the website of 428 00:11:40,934 --> 00:11:46,934   429 00:11:40,935 --> 00:11:46,935 the agency, the company or NGO you want to know more about. 430 00:11:44,435 --> 00:11:50,435   431 00:11:44,436 --> 00:11:50,436 You track their mission statements to find out their values, 432 00:11:47,736 --> 00:11:53,736   433 00:11:47,737 --> 00:11:53,737 perceptions and maybe their means and objectives in this specific issue. 434 00:11:52,237 --> 00:11:58,237   435 00:11:52,238 --> 00:11:58,238 You check with whom they cooperate in all kinds of projects, 436 00:11:55,338 --> 00:12:01,338   437 00:11:55,339 --> 00:12:01,339 you download relevant documents and reports, their annual reports, 438 00:11:59,039 --> 00:12:05,039   439 00:11:59,040 --> 00:12:05,040 and then analyse them. 440 00:12:01,140 --> 00:12:07,140   441 00:12:01,141 --> 00:12:07,141 You learn about the players in your game! 442 00:12:02,841 --> 00:12:08,841   443 00:12:03,742 --> 00:12:09,742 So, this is the example of starting to fill out this matrix. 444 00:12:10,042 --> 00:12:16,042   445 00:12:11,043 --> 00:12:17,043 There is one last issue about making an inventory of actors that we need to discuss: 446 00:12:15,143 --> 00:12:21,143   447 00:12:15,144 --> 00:12:21,144 how to go about with composed actors. 448 00:12:17,744 --> 00:12:23,744   449 00:12:17,745 --> 00:12:23,745 Take the Ministry of Infrastructure and Environment in our ' Wind at sea' example. 450 00:12:22,545 --> 00:12:28,545   451 00:12:22,546 --> 00:12:28,546 It is a big organization with many different departments. If only the cleft between 452 00:12:27,246 --> 00:12:33,246   453 00:12:27,247 --> 00:12:33,247 the infrastructure guys, the ones who love concrete and tarmac, 454 00:12:30,947 --> 00:12:36,947   455 00:12:30,948 --> 00:12:36,948 and the environment guys, who like trees and fresh air. 456 00:12:34,848 --> 00:12:40,848   457 00:12:34,849 --> 00:12:40,849 In such cases, you have to check if the Ministry is speaking with one voice 458 00:12:38,749 --> 00:12:44,749   459 00:12:38,750 --> 00:12:44,750 or if different departments have their own voice. 460 00:12:43,550 --> 00:12:49,550   461 00:12:43,551 --> 00:12:49,551 Beware, this seems typical for government organizations 462 00:12:46,051 --> 00:12:52,051   463 00:12:46,052 --> 00:12:52,052 but the same does happen in the private sector. 464 00:12:47,852 --> 00:12:53,852   465 00:12:47,853 --> 00:12:53,853 Think back of our Brent Spar example 466 00:12:50,253 --> 00:12:56,253   467 00:12:50,254 --> 00:12:56,254 where Shell Germany and Shell The Netherlands, confronted with this consumer boycot 468 00:12:55,654 --> 00:13:01,654   469 00:12:55,655 --> 00:13:01,655 started opposing the decision by Shell UK to dump the Brent Spar. 470 00:12:59,755 --> 00:13:05,755   471 00:13:00,356 --> 00:13:06,356 But it might also work the other way around. 472 00:13:02,556 --> 00:13:08,556   473 00:13:02,557 --> 00:13:08,557 The energy producers for instance, 474 00:13:04,557 --> 00:13:10,557   475 00:13:04,558 --> 00:13:10,558 rather than being individual companies like Vattenfall or Essent or Eneco, 476 00:13:08,658 --> 00:13:14,658   477 00:13:08,659 --> 00:13:14,659 have much more in common and they can be seen as one actor: EnergieNed. 478 00:13:14,159 --> 00:13:20,159   479 00:13:14,360 --> 00:13:20,360 So, your rule is: 480 00:13:15,960 --> 00:13:21,960   481 00:13:16,061 --> 00:13:22,061 select the highest possible organizational level, 482 00:13:19,361 --> 00:13:25,361   483 00:13:19,362 --> 00:13:25,362 without losing relevant information or including irrelevant goals. 484 00:13:24,862 --> 00:13:30,862   485 00:13:24,863 --> 00:13:30,863 And the other rule is: 486 00:13:26,763 --> 00:13:32,763   487 00:13:26,764 --> 00:13:32,764 don't use categories like consumers or private sector, 488 00:13:30,264 --> 00:13:36,264   489 00:13:30,265 --> 00:13:36,265 in that case you need a spokesperson or an organization representing such a category 490 00:13:36,465 --> 00:13:42,465