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13 - PROJECT STAKEHOLDER MANAGEMENT

13.1.2.1 Stakeholder Analysis

See Section 13.1.2.1 of the PMBOK Guide.
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13.1.2.2 Expert Judgment

See Section 13.1.2.2 of the PMBOK Guide.
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13.1.2.3 Meetings

See Section 13.1.2.3 of the PMBOK Guide.
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13.1.2.4 Persona Modeling

Software project teams sometimes use persona modeling to identify and analyze project stakeholders. Personas
are summaries of key stakeholders and their interests. They have the following characteristics: an archetypal
description, grounded in reality; goal-orientation; specific and relevant; and tangible and actionable. Personas are
not replacements for requirements but instead augment and support prioritization of the requirements. Personas
provide insight by providing focus, understanding, and empathy for the users of a system. Personas may be
composites based on real people or research data; care should be taken to protect sensitive personal information.
An example of persona modeling is illustrated in Figure 13-3.

Persona attributes may include goals, influencers, questions, and frustrations and pain points in addition to
knowledge, activities, and interest. These attributes can be tailored to software projects to provide a basis for
stakeholder analysis.

Maria: The Music Maven
Values
• Maria wants to be able for find new music by genre, artist and
“similar to...” functionality.
• Maria wants access to unlimited downloads for a fixed monthly
fee and try-before-you-buy offers on new albums.
• Maria wants music in formats she can play on her phone, MP3
player, and home media center.

Description

• Maria loves music. She listens to music 10-14 hours per day
while going about her everyday work. She likes a mix of familiar
songs and in addition to discovering new artists. Her tastes are
varied and match her mood, ranging from slow and melodic music
for early mornings to fast-paced and rhythmic music for workouts
and dance.

Figure 13-3. Persona Modeling

232 ©2013 Project Management Institute. Software Extension to the PMBOK Guide Fifth Edition
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