An empathetic approach: Using appreciative inquiry to gain balanced insights

Conference item


Veasey, C., Lawson, A. and Hancock, C. 2021. An empathetic approach: Using appreciative inquiry to gain balanced insights. Academy of Marketing.
AuthorsVeasey, C., Lawson, A. and Hancock, C.
Abstract

Appreciative 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).

KeywordsAppreciative Inquiry (AI); Empathetic; Collaborative; Problem-solving approach; Co-creation of value
Year2021
PublisherAcademy of Marketing
Web address (URL)https://www.academyofmarketing.org/conference/conference-2021/
hdl:10545/625967
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File Access Level
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Output statusPublished
Publication dates07 Jul 2021
Publication process dates
Deposited03 Sep 2021, 08:23
Accepted07 Jun 2021
ContributorsUniversity of Derby
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