Title: Building Ideas, Not Diluting them: How Appreciative Inquiry Theory Can Make Research a Creative Practice
Qualitative research has a mixed reputation among creative professionals. Whilst appreciating the insights that can inspire ideas, they are markedly less keen when research is used as an evaluation and development tool. Their fear – and, admittedly, sometimes their experience – is that research may destroy their idea, or dilute it into lowest-common-denominator blandness.
It doesn’t have to be this way! In this webinar, we explore a new way of doing qualitative research – one that uses the principles of Appreciative Inquiry to genuinely build and develop ideas. Moreover, the approach is intrinsically collaborative, encouraging direct involvement of the creatives themselves. It can also be seen as an opportunity for qualitative research to rehabilitate its reputation in creative circles.
The session explains the origins of the approach, how it works in practice and the benefits it brings to creatively-driven organizations and teams.
Speaker: Peter Totman
Peter has worked in qualitative research and advertising planning for 25 years, both in the UK and the US. He is Head of Qualitative at Jigsaw Research, and although based in London, spends a proportion of his time every year conducting research in the US.
He has worked closely with creative teams throughout his career – and understands the creative process – as well as the creative temperament!
Peter has presented at many industry events and conferences. He has also served on the board of the Association for Qualitative Research for over 8 years. He was delighted to recently be elected a Fellow of the Market Research Society.