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About IBA®

Designed for the challenges of 21st century life, Intelligent Behaviour Analytics® or IBA® is a streamlined and innovative approach that can change how you view yourself and everyone else around you. 


How effective an individual is stems from a combination of knowledge, skills, attitude and behaviour.  As a unique offering from Birmingham City University, IBA® examines each of these aspects, enabling individuals to develop these vital skills.

IBA® is centred on an Indian Proverb that says:

"everyone is a house with four rooms, a physical, a mental, an emotional and a spiritual . Most of us tend to live in one room most of the time but unless we go into every room every day, even if only to keep it aired, we are not a complete person."

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IBA® has been used successfully with individuals and teams within a range of diverse environments, including education, healthcare and business. It has been reported to be helpful in improving individual confidence and resilience.

Intelligent Behaviour Analytics (IBA®)

IBA® utilises key components from the itse® framework (see below) as well as drawing upon the latest scholarly articles for understanding and managing behaviours of self, teams and organisations, encapsulating this so that the student acquires the necessary knowledge, skills, attitude and behaviour to become a world class leader, fit for the 21st Century.

IBA® is designed to enhance participants’ self-knowledge or concept of self, described within the itse® framework as ‘Self-Understanding’.    Improvements in Self-Understanding can lead to better understanding of others and uplifts in effectiveness and professionalism.  A fundamental tenet of IBA® is that it starts with the individual, since the success of the individual inevitably affects the success of the team.

IBA® focuses on individual strengths, and provides knowledge and skills for each individual to realise their goals. It is designed to achieve sustainable outcomes for both individuals and teams in a manner that is compassionate and at the same time determined, real, practical and sustainable.


Developed to understand human reactions and responses, itse® has been built from Eastern and Western, ancient and modern theories and is designed to apply to every aspect of an individual’s daily life. 


itse® is the result of over three decades of discovery and rigorous refinement. It is a sophisticated framework which enables individuals to explore their Concept of Self in a meaningful way and one which is unique to them. It is based on the idea that developing an enhanced level of self-understanding provides significant value for individuals in both their personal and professional lives.  Enshrined within the itse® framework are tools and techniques enabling the individual to take positive and practical steps in implementing and applying their new found knowledge.


Critically, itse® recognises the uniqueness of human beings and acknowledges their strengths and limitations. This is essential in order to improve both confidence and resilience and work towards decreasing the high levels of stress and anxiety currently so pervasive in 21st century society.

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