The endeavour to understand motivation in qualitative research.


At the heart of qualitative research is the endeavour to understand motivation – why do people do things? People do things for a reason, yet that reason may not always be obvious to others – or even to themselves. The steps to uncovering these reasons or motives are taken inside the safe territory of an empathetic inquiry, where participants join together to discover ‘what lies beneath’. To do this we must be ready to explore the interplay of the outer and inner worlds in reaching decisions and making choices. The aim of the course is to expand your capacity to design and lead qualitative enquiries in a way that will increase your access to insight, creativity and powerful results.


In this course, you will:

  • Explore, alongside fellow practitioners and insight workers, the key distinctions of advanced practice in qualitative research
  • Get personal coaching – and coach others in what you have learned from your own experience
  • Work with the industry’s leading qualitative practitioners who are known for their innovative contributions to qualitative methodology
  • Experience the benefit of a programme tested with practitioners, for practitioners
  • Gain a certified qualification as an advanced practitioner of qualitative research


There are five one-day modules as follows:

Module 1:      02 October 2020       venue tbc

Module 2:      09 October 2020       venue tbc

Module 3:      23 October 2020       venue tbc

Module 4:      06 November 2020   venue tbc

Module 5:      13 November 2020   venue tbc

Each module of the course is accompanied by a detailed handout describing the theories, techniques and procedures covered and attendance is required on all modules.

Learning Outcomes

Bythe end of the course, delegates will be able to:

  • Use and explain key psychological techniques and theories in their practice of insight work
  • Understand their strengths and move beyond their learning edges in facilitation
  • Increase their access to insight by learning and applying new Paths to Insight
  • Use Breakthrough techniques in areas where clients have got stuck in their search for insight
  • Use and invent Action Techniques which both deepen and enliven qualitative processes
  • Articulate their own model, so that their practical work is grounded in a well-integrated theory
  • Design, deliver, analyse and complete qualitative assignments which attain a new level of insight
  • Explain sophisticated insight methods to clients or senior managers

Who will benefit?

Practitioners of qualitative research with at least two years’ experience and commissioners, buyers and users of qualitative research who have two years’ experience of using qualitative techniques.

The course is designed to work best with a small diverse group with different interests and experience and because there are no more than six participants per programme, you will both expand your own capabilities and take on board the expertise of your fellow practitioners.

Please ensure you can attend all 5 dates out of respect for all other attendees.

Please note: we have a strict minimum for this course of 6 delegates.  The cut-off date for meeting the required number of delegates is 01 September, so if we have not met the number at that date the training will be postponed and an alternative will be confirmed.



“I have absolutely loved every minute of the course. Thank you for making me feel so welcome. You have helped me both professionally and personally.”

Sarah Bater, DVLA


“I can't describe how much I've enjoyed the course. I'm glad to have met you both and hope we can keep in touch! Thank you so much for your wise words, my brain is buzzing with ideas!”

Tom Anderson, Populus


“Roy and Nicky take you on a qualitative journey you will have never been on before. Delving into the depths of psychological theory and applying it to real world situations, brings to life very vividly the amazing remits qualitative practices can bring.”

Louise Rowlands,


“I, like many others in my group, left having re-evaluated not only my working practice as a qualitative researcher but also developed a much deeper understanding of myself.”

Fatima Qureshi, Goldsmith's College


“The course is held over 5 separate days and really looks at what motivates us as individuals. After the first day I couldn't wait for the next. Roy & Nicky have such a vast knowledge and wide range of experience that add an extra dimension to the quality of this training.”

Bethan Jones, DVLA


“This is not a standard course where you stare at a whiteboard or PowerPoint presentation all day; it is thought provoking and dare i say mind-blowing. The cost of this course pales in comparison to the amount you get out of it. Do not hesitate to book onto this course, believe me when I say its worth it!”

Melanie Rankin, B2B International 


Roy Langmaid, FMRS is one of the leading practitioners, teachers and innovators in qualitative research. Having practiced both in agencies and as an independent, he knows first hand the issues that face practitioners and how to deal with them. He also has long experience in supporting clients and colleagues in adopting new ideas.

Additional Information

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