In this chapter, you learn how to conduct an appreciative analysis leading to generative processes and outcomes in this first step of the Imagineering design process. Embracing an appreciative mindset will enable you to look at long-established conventions and traditional assumptions in fresh new ways. You will see how to engage inspire and develop the imaginative capacity of all actors involved in the system. The chapter includes illustrations that will help to better understand this process, supporting with conducting research in the system you are working with. Several creative tools are described for possible use in this step, offering insights that will form the basis for the rest of the Imagineering design process. The ultimate goal of this step is to have a deep understanding of the existing situation of your system and to provide opportunities that will unfold in the upcoming steps of the design process.