Influence Mapping

Example of an Influence Map

GlobeScan's Influence Maps are used to understand the relationship between a client's various stakeholders, in terms of the similarity/dissimilarity of their views (e.g. expectations, perceptions, attitudes, etc.) and their level of influence on one another.

Explaining the Map

• Map background: The map represents the semantic/perceptual space created by respondents' views on all of the issues covered in the questionnaire.
• Positioning of the "bubbles": Groups or segments are positioned based on the perceptual pattern/paradigm that they demonstrate. Proximities between groups on the map reflect the similarity/dissimilarity of their views.
• Bubble size: The size of the bubbles reflects the perceived influence of a particular group on the area under study (e.g., on corporate reputation, on a specific issue of interest to the client).
• Bubble shade: The color/shading of the bubble represents "endemic influence" - in other words, how strongly a stakeholder group is influenced by itself (e.g., how much are non-governmental agencies influenced by other non-governmental agencies).
• Arrow direction: The direction of the arrows indicates who influences whom.
• Arrow width: The width of the arrow represents the volume of communication between groups - in other words, how much interaction is there between the groups.
• Shading of the arrow: The color/shading of the arrows represents the strength of influence. It complements the direction of the arrow, by showing how strongly one group influences another.

Influence mapping is a powerful tool for identifying key target groups for communications and programs development. By focusing on those groups that are the primary influencers, campaigns can be designed and executed both efficiently and effectively.