Academy for Educational Development (AED), USA, conducted interviews with a range of influential stakeholders in South Asia to identify and understand their perceptions on issues such as consumer ability and willingness to pay, privatization, energy trade and rural electrification. This research was planned to help develop the appropriate messages for the communication plan and will identify the most effective vehicles to get these messages out to stake holders In Sri Lanka, this activity was coordinated by Sri Lanka Energy Managers Association (SLEMA). Twenty five key officials, politicians and industry leaders were interviewed by a team of senior members of SLEMA.