Factors influencing use of advisory methodologies: the case of motivational interviewing among dairy cattle veterinarians and animal welfare inspectors

PurposeTo understand the factors influencing the use of motivational interviewing (MI) skills and perceived usefulness of practiced MI skills by cattle veterinarians and animal welfare inspectors (AWI) engaged in advising livestock producers.MethodologyThe study is based on semi-structured telephone interviews with cattle veterinarians and AWIs who had received MI training and were assessed post-training to have sufficient skills to perform MI according to its intentions. Transcripts were analysed by reflexive thematic analysis.FindingsWe identified five themes among factors influencing the use of and perceived usefulness of MI among the two groups of professionals: the case and the client, acquisition and retention of skills, time, personal factors, and level of support and resources.Practical ImplicationsBased on the results, we claim that use of MI will support the development of the advisory role in agricultural extension and significantly contribute to capacity building and transformation of the sector. However, for MI to be successfully implemented within a new profession, particular focus needs to be given to support and resources for skills acquisition and retention.Theoretical ImplicationsThe study promotes the understanding of methodologies for advisor training and the importance of inter-subjective communication in advisor-client interactions.OriginalityTo our knowledge, this is the first paper investigating factors influencing the use of MI in agricultural extension, presenting a concrete example of client-centred communication directing the advisortowards a more coaching approach.