Many of our choices and decisions are driven from our inner world, a place peopled by thoughts, feelings and many voices. The psychology taught in this day helps us gain access to the interplay between that inner and the outer world to gain a more complete understanding of what drives behaviour.

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 help you 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

For all researchers who want greater access to the inner world of their participants and how to elicit and use it to inform their understanding. For everyone who wants to explain and convince clients to try some deeper work in qual sessions.


  • Understand what psychology is and why it matters
  • Learn about the four key psychological schools and their important principles as they relate to consumers:
    • Social Psychology
    • Cognitive Psychology
    • Psychodynamic Psychology
    • New Psychology (Behavioural Economics)

Learning outcomes

The day will help you:

  • learn about psychological principles that matter in research
  • understand the influence of the group on individuals and how to work with it
  • experience the nature and effects of the masks we wear in everyday life
  • explore laddering and unearthing the deeper schema that shape us and our behaviour
  • explore ideas like Id, Ego, Super-ego and Parent-Adult-Child and how to use them practically in research
  • explore the latest ideas in psychology from the Behavioural Economists



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

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