Insight is the buzz word in our profession – but there is no clear agreement what it is or what it means. In this day you will distinguish insight and its properties, bring your own insight process to the surface and learn other paths to insight from the tutors and colleagues.

The workshop is about building your skill at uncovering insight. It also covers two essential analysis and interpretation techniques: IPA and Grounded Theory and a practitioner-based model of the insight process.

Real insights change the way we see the world. At the heart of this course are ideas and techniques to help you get better insights. They are all methods we have used with success over the years and which are adaptable, robust and contemporary.

The course also takes into account that “What people say, what people do, and what they say they do are entirely different things.” – and that there is truth in the maxim that people are more what they hide than what they show. With these factors in mind we work with you to develop techniques to get past obstacles and uncover more of what lies at the centre of people’s motivations, choices and behaviour.

Qualitative and person-centred in essence, the course reflects the wisdom that everything that can be counted does not necessarily count and everything that counts cannot be counted.

Who will find it useful

All researchers who wish to gain a better and bigger picture of insight and an expanded set of procedures for acquiring it. All of these have been tried and tested by practitioners and should arguably be part of every professional’s tool kit.


  • Understand what insight is: its qualities, properties and effects and how do we know when we have it?
  • Understand what is the difference between insight and new information
  • Discover your insight process and how it relates to other people’s
  • Understand what is Interpretive Phenomenological Analysis and Grounded Theory and how you use them for insight
  • Discover a practitioner’s model of insight: we will share a highly useful practical model of the Path to Insight developed by other practitioners in the programme

Learning outcomes

The day will help you:

  • gain clarity around the idea of insight and how to access it
  • acquire a reality/validity check for your insight work to ensure quality and validity
  • explore your own insight processes and compare them with colleagues
  • learn about the best-established insight processes IPA and Grounded Theory
  • practice insight work with a group of practitioners
  • access a useful model to use as an aid when you’re stuck in the hunt for insight!



Roy Langmaid


The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

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

Get the latest MRS news

Our newsletters cover the latest MRS events, policy updates and research news.