Hamilton House, Mabledon Place, London WC1H 9BD
Thursday 02 April 2020, 9:00 AM - 5:00 PM
Coffee and Registration at 9.00am for a 9.30am start
The techniques to be explored in this workshop will include NLP (Neuro Linguistic Programming) and LAB (Language and Behaviour) Profiling:
NLP is the practice of understanding how people
organise their thinking, feeling, language and behaviour. A key element of
NLP is that we form our unique internal mental maps of the world as a product
of the way we filter and perceive information, absorbed through our five
senses, from the world around us. This means that everyone's 'mental
map' represents a personal reality, which may not match ours. NLP techniques can be used to understand
why customers think and behave in the way that they do, communicate in a way that
builds rapport and gets the message across in a way that resonates with
Language and Behaviour Profiling
LAB can be 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. LAB is also a powerful tool that can be used to ‘speak the same language’ as peers and colleagues, thus improving rapport and understanding. In addition, it can be used to frame written documents in a way that will improve their clarity.
Understanding will be enhanced by hands-on workshop sessions to
give delegates a chance to put the concepts into practice within a range of
contexts; conducting in-depth interviews or group discussions
and communicating more effectively with peers and colleagues.
Emphasis will be placed on exploring how the general outcomes and
research outputs can be improved by using these techniques and the
difference it can make in terms communicating research results more
We will also look at how these techniques and tools can reveal the
psychology of the customer.
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, understanding the insights that
can be identified, to communicating with colleagues more effectively.
The objectives for the workshop are:
- To provide delegates with a comprehensive understanding of specific techniques that, within the context of effective communication and the qualitative research process, will facilitate a clearer and deeper understanding of beliefs, attitudes, drivers and motivators;
- To encourage an appreciation of the importance of ‘listening’ more effectively to what is said (or not said) 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, as well as delivering information and messages more effectively;
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.
All delegates will have the opportunity to explore how to
communicate more effectively with peers and colleagues in order to improve and
enhance working relationships.
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.
The workshop will be run for us by Jane Fligelstone and Ian Crouchley, both of Consortium.
Jane has worked in pharmaceutical marketing research for over 30 years. A graduate in Developmental Psychology at Sussex University, she then spent seven years in the NHS as a counsellor and group therapist working with the mentally ill and the elderly.
Jane joined Consortium in 2001 and brings to us her skills in NLP (of which she is a Master Practitioner) and expertise in Language and Behaviour Profiling (She is a certified LAB Profiler and Trainer).
Jane’s previous involvement in the BHBIA includes serving on the committee and running qualitative training days and webinars. She counts among her accolades winning the first BOBI award for Communication Excellence, and the Ian Burgess award in 2012 and 2013 for her training courses in Specialised Qualitative Techniques.
In 2014, she designed and ran ‘Uncovering the Unconscious’, a training course designed to look at alternative ways of inquiring into the mind of the customer. Once again, Jane won the Ian Burgess award for this course.
Jane is a qualified counsellor and holds an MA in Creative Writing and Personal Development. She also worked as a Samaritan for nearly three years and was a member of their training team for new volunteers. She also held the role of Deputy Director of On Going Training & Volunteer Development. Jane brings her skills and experiences in these alternative areas to her work in market research.
Ian has been in pharmaceutical market research for more than 25 years,
joining MSD as a market researcher from previous roles in consumer marketing.
After commissioning many different types of research projects, Ian recognised
an opportunity to do things better. Leaving MSD, he joined Quatar, a small UK
healthcare market research agency, attaining the position of Managing Director
in 1995. At Quatar Ian honed his skills
in delivering responsive, intuitive qualitative market research to demanding
In 1996, Ian was instrumental in creating Consortium, with its novel
structure, in order to more fully to meet the needs and demands of
customers. Nimble, expert and
innovative, Consortium have led the way in bringing cutting-edge techniques
into the arena of healthcare research over many years.
Ian has been extensively involved in the BHBIA, serving on the managing
committee and teaching on its courses for both new and experienced market
researchers. For many years Ian imparted
his passion for high-quality qualitative research, committed to research that
goes beyond reportage to true understanding by teaching qualitative research
techniques through various training courses, including those of the BHBIA.
More recently Ian has collaborated with his colleague Jane in bring
specialist training to the healthcare arena through their Specialist
Qualitative Techniques course and a series of webinars introducing the use of
NLP, LAB profiling, the ‘narrative technique’ and ‘clean language’ to the
Ian has a specialist interest in understanding customer and brand
psychology, and in behavioural analysis techniques enabling researchers to
delve more deeply. He is a certified LAB
(Language and Behaviour) Profiler and Trainer.
Ian is a fluent Spanish-speaker and an amateur social anthropologist in his spare time. With his partner he also runs a monthly Supper Club in his home, showcasing Asian fusion and Spanish dishes and providing a creative outlet for his ‘bon vivant’ tendencies!
We are very grateful to Jane and Ian for sharing their time and expertise.
'Early bird' delegate fees for bookings made on or before 20th February 2020:
- Members: £404 + VAT
- Non-Members: £494 + VAT
(These prices include a 10% early booking discount).
Cancellation Policy for early bird bookings: full fee payable / no refunds given; however a substitute delegate can be accepted. (Our standard cancellation policy does not apply).
Delegate Fees for bookings made after 20th February 2020:
- Members: £449 + VAT
- Non-Members: £549 + VAT
Cancellation Policy: standard cancellation policy applies, as stated on booking form