Delegates will learn to:

  • Research, select and collect data effectively
  • Minimise wasted effort through a rigorous hypothesis-driven approach
  • Use best practice synthesis and storyboarding tools to organise and display data
  • Prepare for interviews, using an interview guide that focuses on key questions and outputs and allows for free-form comments and record the data efficiently
  • Use client interviewing as a powerful way to gather opinions and observations, test assumptions and commitments and pave the way for change
  • Refine their personal interviewing style through developing their emotional intelligence and ability to build trust through a series of role-plays
  • Use a variety of data sources and methods to balance cost and completeness and pragmatism and creativity whilst checking and avoiding bias


Participants develop competence in data collection planning, conducting interviews and synthesis, using best practice investigative frameworks and analytical processes. This highly participative programme combines case studies with practice, coaching and feedback. Participants conducting any forms of structured research and interviewing will become more effective and efficient individually and with their teams. Specifically they will cover:

How best to identify, plan and cost data collection requirements
  • Deciding and planning data requirements and outputs
  • Identifying skills and resources efficiently and costing accordingly
How to select sources and decide on methods for data collection
  • Identifying the range and credibility of available data sources
  • Determining the number and quality of sources required
How to conduct effective interviews
  • Determining the interview plan and structure
  • Setting up and managing the interview
  • Strengthening your emotional intelligence: building rapport, asking effective questions, listening effectively, summarising, exploring and challenging ideas
  • ­Recording note taking and data efficiently
  • ­Handling difficult interviews
  • ­Determining and adapting to an interviewee’s style and tolerance for change
How to organise and synthesise interviews
  • Managing the influx of data that has been collected
  • Writing up notes clearly and summarising quantitative and qualitative data
  • Identifying findings from data and developing lines of logic
  • Framing compelling conclusions and practical recommendations

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