Ashridge feedback questionnaires

The Ashridge Inventory of Management Skills (AIMS) 360°

The Ashridge Inventory of Management Skills (AIMS) 360° is an online instrument used extensively on Ashridge’s open and custom executive education programs. The questionnaire is customized to the specific subject areas covered during the program.

AIMS 360° is also used with a wide range of organizations through the Ashridge Bureau Service, allowing you to either choose from the AIMS 360° Elements Series or map the questionnaire to your organization’s existing competency framework.

The AIMS 360° Elements Series

The AIMS 360° Elements Series is a collection of generic 360° questionnaires based around a wide range of management competencies and behaviors. They are rated on a selection of skills descriptors, using a five point Likeart scale, and developed into a 360° questionnaire.

Customizing an AIMS 360° questionnaire for your organization

Ashridge’s substantial database of validated competencies and behaviors also allows us to customize 360° questionnaires based around your organization’s competency framework. We can also work with you to create a competency framework, for which additional development charges will apply.

The AIMS 360° process enables each individual to identify perceived strengths and weaknesses, it is also an opportunity to gain feedback from up to two line managers and up to 20 peers and direct reports. Once the data is collated, an Ashridge accredited feedback coach will explain the findings, and provide you with your individual report, together with a Self-Managed Workbook to help you plan your future development.

The 360° report, with quantitative and qualitative data, costs £150 per individual.
Group or one-to-one feedback is charged at £2,800 per day or £350 per hour plus travel and accommodation expenses.

If you would like to discuss the use of AIMS Elements or the customization of an AIMS 360° for your organization, please contact Jayne Burch. Tel: +44 1442 841109 or email:

AIMS 360° Feedback

Ashridge believes that everyone who completes a 360° questionnaire should be given the opportunity to receive feedback from a trained professional. Indeed, we would not supply 360° questionnaires or the resulting reports if feedback were not part of the process.

Feedback can be provided by Ashridge, or Ashridge can train individuals in your organization to carry out the feedback sessions.

For further information, please see Feedback and Coaching.

“Ashridge has a unique tool in AIMS in that it not only allows for a full 360°, its detail provides an opportunity for a great discussion. I would recommend this product.”

Laurell Anne Hector, Managing Director, Laureola Ltd