An empathetic approach: Using appreciative inquiry to gain balanced insights
AffiliationUniversity of Derby
MetadataShow full item record
AbstractAppreciative Inquiry (AI) is described as a collaborative approach to the exploration and development of investigations with informed consideration of what is working well, as opposed to a problem-solving approach (Reed, 2010). The traditional problem-solving approach starts from the point of view that ‘xyz is not working in the abc department’ and has a potential disadvantage in that it focuses on the participants, so participants may feel as if they are under scrutiny and that the researcher is seeking someone to blame for the issue or problem (Goldberg and Commins, 2001). Moreover, this approach focuses on problems that may lead to negatively perceived outcomes, whereas concentrating on positivity, strengths, successes, achievements, positive choices, positive resources, energy and assets can lead to enhanced outcomes and the sustainability of existing strengths (Carter, 2006).
CitationVeasey, C. M., Lawson, A. R., and Hancock, C. (2021). ‘An Empathetic Approach: Using Appreciative Inquiry to gain balanced insights’. Academy of Marketing: Reframing Marketing Priorities Conference, Online, 5-7 July. Academy of Marketing: Scotland.
PublisherAcademy of Marketing
TypeMeetings and Proceedings
The following license files are associated with this item:
- Creative Commons