Observational behavioural research
When we started our company in 1974 we believed that observational behavioural research was key to understanding the secrets of a successful sales or negotiation professional.
40 years later, it’s no longer a belief, it’s a proven fact. Verbal behavioural research (VBA) is the foundation for our world renowned methodologies including our SPIN® model and the reason why some of the biggest global brands come to us and stay with us.
Find out more about the full extent of our observational behavioural research and how it’s continuing to make a difference for organisations around the world.