MODULE 1: PSYCHOLOGY IN QUALITATIVE RESEARCH

The focus of this day is on the use of ideas from four key schools of psychology in your work. 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 peoples 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.

MODULE 1

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 & contemporary.

Psychology in qualitative research

WHAT IS IT ABOUT?
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 to gain access to the interplay between that inner and the outer world to gain a more complete understanding of what drives behaviour. 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

HOW YOU WILL BENEFIT

WHO IS IT FOR?

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

What is psychology and why does it matter? Four key psychological schools and their important principles as they relate to consumers: 1. Social Psychology 2. Cognitive Psychology 3. Psychodynamic Psychology 4. Behavioural Economics and sub-personalities

WHAT DOES IT COVER?

THE COURSE LEADERS

The course was developed and is delivered by Roy Langmaid FMRS and Nicky Forsythe, psychologists and practitioners with more than 60 years combined experience in qualitative research.

HOW MUCH DOES IT COST?

The cost of this Module is 312 for the day (+VAT). This price includes a discount for the whole of 2013, if you sign up through our website or that of the Market Research Society.

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MODULE 1: PSYCHOLOGY IN QUALITATIVE RESEARCH

Timing 9.30 Process Introduction: What is qual anyway? The study of subjective experience. (Or as it was originally Putting on the natives clothes) To do this we need to bracket our own assumptions (assumptive world) understand others experience and assumptive world, and create a theory based on this experience. Value of Psychology within that endeavour: A language for talking about these things Study of the psyche what do we know? Gaining access to experience vs social pretence (Johari Window) Expanding the size of the known quadrant in the room 10.00 Were going to look at four psychologies 1. Social Psychology influences group process 2. Cognitive Psychology helps us understand others assumptive worlds 3. Psychodynamic Psychology helps us understand the unknown quadrant 4. Behavioural Economics (Humanistic Psychology is covered in our facilitation module and is also key to using other psychological techniques) Explore groups prior knowledge and experience of these 10.45 Social Psychology This is about how the group affects the individual: Foulkes said the group precedes the individual. What does taking the group seriously mean? Go-round: tell us something important about yourself. Go-round: how did you select your information. Take-out: we are always trying to manage the tension between our need to be ourselves and our need to belong. Theory: conformity & group norms Asch, Yalom (slide summaries). What to do about the influences we have on each other: Create a Permissive Micro-culture - take the lead in self-disclosure Ease individuals into the group. Forming, storming, norming, performing, mourning model Scott Pecks model of stages in community formation Let people do individual/private as well as group work An introduction to social psychology and the influence of others on the group. Absolutely essential core learning for researchers. Introduction to the key psychologies. Outcomes To set the stage for the day.

MODULE 1: PSYCHOLOGY IN QUALITATIVE RESEARCH

Timing 11.45 Process Cognitive Psychology Use and demonstrate the idea of masks. Intro cognitive psy looks at what comes between stimulus and response. Go-round re responses to masks how we all construe the stimulus differently and that informs our reactions. Our groups often construe in similar way. Input on personal construct psychology. Core constructs are our filters: safe/unsafe; high/low status; cool/uncool; fair/unfair etc. Input and practice on laddering: Do in the room first And then on paper Share in pairs and feed back to room Health warning: there is no point in doing psychological techniques on people until you have enabled and assured their presence in the group! 13.00 13.45 Lunch Psychodynamic Psychology expands the unknown quadrant Input on the unconscious, defences structural models of the inner world, list of defences Practice of a technique to elicit the unconscious Use of metaphor Timelines: showing how early experience shapes perception Behavourial Economics: What is it and how does it add to psychological theory. Why is there so much fuss? Four killer ideas from BE that will change your psychological understanding. Using BE in real life research. Learn and consider the structure of the psyche and how our thoughts, feelings and sensations work together. Outcomes To learn about the development of schema, associations and Governing Variables. To experience the pressures and constraints on the presentation of the Self in everyday life. You must set the scene right!

4.00

How does Behavioural Economics explain how we get the most benefit for the least cost in everyday life? What are the benefits and drawbacks of this?

17.00 17.30

Summary: what will you do differently. Close

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