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How can you incorporate stakeholder feedback when evaluating creative projects?

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Creativity and innovation are essential skills for any professional who wants to solve problems, generate new ideas, and improve their performance. However, creativity and innovation are not just about coming up with original and novel solutions. They also involve evaluating the feasibility, desirability, and viability of those solutions, and incorporating feedback from relevant stakeholders. Stakeholders are the people who have an interest or influence in the outcome of your creative project, such as customers, users, clients, managers, colleagues, partners, or funders. In this article, you will learn how to incorporate stakeholder feedback when evaluating creative projects, and why it is important to do so.

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Dr. Avinash Jhangiani

Chief Coach/Facilitator ?? ex-MD Omnicom, CIO Reliance, Deloitte US? ISB Exec Ed Faculty, Author, Leadership Trainer…
Dafne Salvatori

Head of Event Design & Branding @SBC
Sebastian Rojas Lopez

Head of Global Operations (LatAm) | Process Improvement | Digital Transformation | Scrum Master PSM | Customer…

1 Why feedback matters

Feedback is a valuable source of information that can help you improve your creative project, identify potential risks and opportunities, and align your solution with the needs and expectations of your stakeholders. Feedback can also help you validate your assumptions, test your hypotheses, and measure your impact. By incorporating feedback, you can avoid wasting time and resources on ideas that are not feasible, desirable, or viable, and focus on the ones that are. Feedback can also help you build trust and rapport with your stakeholders, and increase their engagement and satisfaction with your project.

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Dafne Salvatori

Head of Event Design & Branding @SBC
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I agree that feedback is invaluable in creative projects, but it's also important to trust and empower designers. Designers bring expertise and creativity to the table, and giving them more trust can lead to innovative solutions and better outcomes. Collaborative and open communication between stakeholders and designers can strike the right balance, ensuring that feedback enhances the creative process rather than stifles it. Trust in the creative process and the professionals involved can lead to more successful and satisfying results for everyone involved.

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Sebastian Rojas Lopez

Head of Global Operations (LatAm) | Process Improvement | Digital Transformation | Scrum Master PSM | Customer Experience Leader | RevOps Growth
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Feedback is a fundamental component in both personal and professional growth, and it plays a critical role in various aspects of business, education, and interpersonal relationships 1. Promotes Learning and Improvement 2. Facilitates Communication 3. Boosts Motivation and Engagement

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Dr. Chetan Walia

Helping Businesses Unlock Massive Financial Gains by Revealing Hidden Opportunities Through Strategy Innovation ????
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One must realise that eventually a creative project is dependent on a stakeholder's decision making, on whether or not it gets the green signal. Therefore it becomes imperative to listen (whether or not you agree) to dissent. Either through the project or through the creation or through a dialog one will constantly have to change these perceptions. Of course creators have to be given the freedom to create, but great creators get products and project out there and that needs collaboration with the stake holders.

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Berg Holmgren

Elevating brands and entrepreneurs through strategic creativity, pitch presentations, and content development
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One thing I've found helpful is specifying what feedback you're looking for. It helps keep feedback relevant and within scope. General feedback can be great too, but remember to get feedback from multiple people. I would suggest finding people that come with a "Yes, and" mindset.

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2 How to collect feedback

There are different methods and tools that you can use to collect feedback from your stakeholders, depending on the stage and nature of your creative project. Some of the most common methods are surveys, interviews, focus groups, observations, user testing, prototyping, and experiments. The method you choose should match your goals, questions, and resources. For example, if you want to gather quantitative data on how many people would use your solution, you might use a survey. If you want to explore the emotions, motivations, and pain points of your users, you might use an interview or a focus group. If you want to test the usability and functionality of your solution, you might use user testing or prototyping.

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Jas Deogan

UX and Content Design Leader | Coach
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At the beginning of a project, I produce a stakeholder map. It helped me understand who I needed to work closely with and who I needed to keep in the loop. I would then meet with each stakeholder to understand the problems they were trying to solve so that we were aligned with the outcome. In addition, I would ask them what insights they already have so that we can focus our efforts. Communication is key, and keeping your stakeholders updated is part of the journey and the best way to get their support and buy in

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3 How to analyze feedback

Once you have collected feedback from your stakeholders, you need to analyze it and draw insights that can inform your decision making and action planning. There are different ways to analyze feedback, depending on the type and amount of data you have. Some of the most common ways are coding, categorizing, summarizing, visualizing, and comparing. The way you analyze feedback should help you answer your questions, identify patterns and themes, and highlight strengths and weaknesses of your solution. For example, if you have qualitative data from interviews or focus groups, you might code and categorize the responses based on key words, phrases, or concepts. If you have quantitative data from surveys or experiments, you might summarize and visualize the results using charts, graphs, or tables.

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4 How to act on feedback

After you have analyzed feedback from your stakeholders, you need to act on it and make changes or improvements to your creative project. There are different ways to act on feedback, depending on the scope and impact of the changes or improvements you want to make. Some of the most common ways are iterating, pivoting, and scaling. The way you act on feedback should help you achieve your goals, address the needs and expectations of your stakeholders, and optimize the feasibility, desirability, and viability of your solution. For example, if you have feedback that suggests minor adjustments or enhancements to your solution, you might iterate and make small changes to your existing idea. If you have feedback that indicates a major flaw or gap in your solution, you might pivot and change your direction or approach. If you have feedback that confirms the success and potential of your solution, you might scale and expand your reach or impact.

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5 How to communicate feedback

Finally, you need to communicate feedback to your stakeholders and share your findings, insights, and actions. Communicating feedback is important to show your appreciation, transparency, and accountability, and to maintain or increase the engagement and satisfaction of your stakeholders. There are different ways to communicate feedback, depending on the audience, channel, and format you choose. Some of the most common ways are reports, presentations, newsletters, blogs, or social media posts. The way you communicate feedback should be clear, concise, and compelling, and should highlight the value and impact of your creative project. For example, if you want to communicate feedback to your manager or client, you might use a report or a presentation that summarizes the feedback, the analysis, and the actions you took or plan to take. If you want to communicate feedback to your users or customers, you might use a newsletter, a blog, or a social media post that showcases the feedback, the insights, and the changes or improvements you made or will make.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Dr. Avinash Jhangiani

Chief Coach/Facilitator ?? ex-MD Omnicom, CIO Reliance, Deloitte US? ISB Exec Ed Faculty, Author, Leadership Trainer, Impact Investor? Design Thinking, Emotional Intelligence, Lead humAIn Culture??Cannes Creativity Lions
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Use CANDOR: To incorporate stakeholder feedback in evaluating creative projects, consider Pixar's Braintrust approach to providing feedback. This group, comprising experienced storytellers and filmmakers, reviews projects at key stages, offering candid, constructive feedback, holding people accountable for their work, a.k.a. "candor feedback". They focus on problem-solving rather than giving directives, respecting the director's vision while addressing issues. This method creates a collaborative environment where diverse perspectives are valued, leading to refined and innovative outcomes. It's a balance of creative autonomy and collaborative input, essential for successful, stakeholder-aligned creative projects.

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How can you incorporate stakeholder feedback when evaluating creative projects?

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1 Why feedback matters

2 How to collect feedback

3 How to analyze feedback

4 How to act on feedback

5 How to communicate feedback

6 Here’s what else to consider

Creativity Skills

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How can you incorporate stakeholder feedback when evaluating creative projects?

1

2

3

4

5

6

1 Why feedback matters

2 How to collect feedback

3 How to analyze feedback

4 How to act on feedback

5 How to communicate feedback

6 Here’s what else to consider

Creativity Skills

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