Specialised Qualitative Research Techniques
11th October 2012
Trafalgar Events Conference Centre, 8-9 Northumberland Street, London WC2N 5DA

The techniques to be explored in this workshop will include NLP (Neuro Linguistic Progamming), LAB (Language and Behaviour) Profiling and Context Painting.

Understanding will be enhanced by hands-on workshop sessions to give delegates a chance to put the concepts into practice within the context of an in-depth interview or group discussion. Emphasis will be placed on exploring the research outputs that can be achieved by using these techniques and the difference it can make in terms of revealing the psychology and behaviour of the customer. Time will also be given to identifying when it is appropriate to deploy the different techniques, an important consideration from both client and agency perspectives when it comes to understanding the value-add, and contribution to addressing the objectives of the research.

At the end of the day, participants will have a solid grounding in employing each technique; from framing a question in the right way, uncovering unconscious drivers and motivators, to understanding the insights that can be identified.

The objectives for the workshop are:

• To provide delegates with a comprehensive understanding of specific techniques that, within the context of the qualitative research process, will facilitate a clearer and deeper understanding of respondent beliefs, attitudes, drivers and motivators
• To encourage an appreciation of the importance of ‘listening’ more effectively to what the respondent says (or does not say) in order to better understand the psychology of the individual and his behaviour
• To review ways to frame questions / discussion points in such a way that unconscious, as well as conscious beliefs, attitudes, drivers and motivators can be uncovered
• To consider how this level of exploration and understanding can better inform qualitative recommendations and, therefore, marketing approaches at a tactical and strategic level

Agency delegates will benefit from exploring the use of different techniques that will enhance their own research practice and the recommendations delivered to the client.

Pharma Company delegates will have an opportunity to assess the techniques used from the perspective of commissioning qualitative research, as well as ‘selling’ it on to internal customers via a thorough understanding of each approach and associated benefits and an ability to communicate these to, for example, marketing and / or sales.

During the workshop ‘real life’ case studies (disguised to protect client confidentiality) will be discussed – to look at how each technique has been utilised, how the outcomes have been achieved in terms of understanding behaviour and motivation at deep levels and how the insights generated have informed the research recommendations.

Outline of the areas to be covered:

NLP
Carefully selected NLP techniques will be incorporated into the training, such as ‘Second Position’ and ‘Future Pacing’. Both provide invaluable insights into belief systems, current and future behaviours and the best way, for example, to encourage broader prescribing of a brand.

Language and Behaviour Profiling
LAB can used to explore the language patterns of individuals within a specific context, given that it is through language we communicate our beliefs and experiences.
The use of specific, pre-defined questions within the structure of a marketing research focus group or in-depth interview will elicit the necessary language for the LAB analysis to be conducted. In terms of outputs, it will be possible to understand customer attitudes / beliefs and motivations in relation to any given therapy area / drug treatment or wider issues – for example NHS management, as well as identifying the most influential language to use when framing a commercial / promotional or educational proposition.

Context Painting - The Questioning Process
Asking a direct question instructs the brain to search for the correct answer. The answer we receive becomes a carefully filtered piece of information based on a respondent’s interpretation of the meaning of the original question and as a result valuable information / data is often lost.
An alternative is to use an indirect method of eliciting information that involves avoiding the direct question; this is called Context Painting.

The BHBIA would like to thank Jane Fligelstone of The Consortium for putting this workshop together. More details, including full programme information will be available soon.

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Booking Details
Delegate Fees (Excluding VAT)
Members: £449
Non-members: £549

To book online - click here