John E. Reid & Associates

What John E. Reid & Associates does

John E. Reid & Associates is a privately held professional training company headquartered in Chicago, founded in 1947 to develop and disseminate interview and interrogation methodologies for investigative work. Its core product is the Reid Technique of Interviewing and Interrogation, a proprietary, copyright-registered methodology comprising behavioral symptom analysis, the Behavior Analysis Interview, and the Nine Steps of Interrogation, designed to elicit truthful information from suspects while protecting the innocent. The company is the sole authorized instructor of the current version of the Reid Technique, with a bench of roughly 15 instructors averaging 37 years of investigative experience and tens of thousands of actual interviews each.

The firm delivers the methodology through a multi-channel stack: live in-person programs of 1 to 4 days held at hotels, police departments, criminal justice academies, and co-sponsored locations in over 40 countries; virtual instructor-led programs on Zoom, Webex, and Microsoft Teams; and a portfolio of on-demand video courses covering pre-employment interviewing, telephone interviews, patrol officers, school administrators, and specialized verticals such as child abuse, human trafficking, and military HUMINT collection. Distribution also runs through the Reid Preferred Group of Associations (RPGA) partner network and the Reid Institute, a wholly-owned membership organization that issues Certified in the Reid Technique (CRT) credentialing and operates as a recurring-revenue subscription tier for alumni.

Revenue is generated through per-attendee training fees ($365–$875 depending on program length and federal/association discount status), Reid Institute membership subscriptions, on-demand video sales (e.g., $75 per child-abuse module part in a three-part bundle), and printed/audio/video training-material sales. Customer segments are primarily law enforcement (federal, state, local), military and intelligence personnel, child-protection investigators, private security and corporate investigators, and school administrators. The customer base is anchored in U.S. government buyers via a GSA Federal Supply Schedule contract (GS-02F-0164P) and has been validated by two U.S. Supreme Court references to the company's textbook. The firm operates without external private equity or venture capital and reports no disclosed revenue.

Name

John E. Reid & Associates

Legal name

John E. Reid and Associates, Inc.

Website

https://reid.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

11–50 employees

Short description

John E. Reid & Associates is a Chicago-based private training firm founded in 1947 that teaches the proprietary Reid Technique of Interviewing and Interrogation to law enforcement, military, corporate security, and child-protection investigators across more than 40 countries.

Ownership category

akta.pro rank

Product category

Investigative Interview and Interrogation Training

NAICS

Business Schools and Computer and Management Training (6114), Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Investigations, Interviewing & Surveillance Training (BPAKAOAI)

akta.pro secondary industries

Whistleblowing, Speak-Up Culture & Investigations Training (EDABADAL), Compliance, Ethics & Regulatory Training (EDAGANAD)

Keywords

• Investigative interviewing training
• Interrogation techniques
• Law enforcement training
• Deception detection
• Behavior analysis interview

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Live Training Program Fees: In-person training programs ranging from 1-4 days. 4-day programs cost $655 per person (general) or $480 for federal employees. 3-day programs cost $525 per person or $365 for federal employees. Group discounts are available for 2+ attendees.
2. Reid Institute Membership: Annual membership offering discounts on textbooks, training materials, audio/video programs, and training aids. Members receive $50 off the Child Abuse Seminar and can re-attend any seminar at half the regular tuition fee.
3. Training Materials and Publications: Sale of textbooks, training videos, audio programs, and training aids for investigators.
4. On-Demand Video Programs: Online video training programs including Developing Investigative Interviewing Skills, Reid Technique for Child Abuse Investigations, Human Trafficking Investigations, Pre-Employment Interviewing, and more.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

John E. Reid & Associates develops and licenses the proprietary Reid Technique of Interviewing and Interrogation and delivers it through paid training programs for investigators. Offerings include multi-day live in-person seminars (1-, 3-, and 4-day formats), virtual instructor-led programs, on-demand video courses, and specialized curricula for military HUMINT, child abuse, human trafficking, pre-employment screening, and school administration. The company also sells supporting textbooks, training videos, audio programs, and training aids, and operates the Reid Institute membership program for certified graduates.

Product overview

John E. Reid & Associates offers a comprehensive portfolio of interview and interrogation training programs centered on The Reid Technique. The core offerings include 1-day, 3-day, and 4-day in-person live training programs, plus virtual instructor-led and on-demand video programs. Specialized programs target child abuse investigations, military/intelligence (HUMINT), human trafficking, field intelligence elicitation, and school administration. The Reid Institute provides membership and certification programs. All offerings include workbooks, certificates of completion, and Continuing Professional Education (CPE) credits, with discount programs for government employees (GSA), association members (RPGA), and Reid Institute members.

Differentiator

Problem solved

Functional benefit

Brands

• The Reid Institute: A membership organization offering certification in the Reid Technique and professional development for investigators.
• Reid Preferred Group of Associations (RPGA)
• Reid P.E.A.C.E. Method of Investigative Interviewing
• Reid on the Record Podcast

Products and services

• The Reid Technique of Investigative Interviewing and Advanced Interrogation Techniques (4-Day Program) Most comprehensive 4-day in-person live training program integrating the 3-day foundational program and the 1-day advanced program, covering the complete Reid Technique including the Nine Steps of Interrogation, Behavior Symptom Analysis, and Behavior Analysis Interview. Priced at $655 per attendee general or $480 per federal employee.
• The Reid Technique of Interviewing and Interrogation (3-Day Program) The foundational three-day in-person program first offered in 1974 and attended by over 500,000 professionals. Covers Behavior Analysis Interview, behavior-provoking questions, and the Reid Nine Steps of Interrogation. Priced at $525 per person or $365 for federal employees (18 hours of instruction).
• The Reid Technique of Advanced Interrogation (1-Day Program) One-day advanced course building on the basic 3-day program, with emphasis on eliciting information from suspects during the interview stage to develop individualized interrogational approaches based on suspect profiles and characteristics.
• The Reid Technique of Investigative Interviewing and Positive Persuasion for Child Abuse Investigations Specialized three-day program for investigating child abuse and interviewing alleged offenders. Covers the Seven Steps of Positive Persuasion, behavior symptom analysis specific to abuse cases, and investigative interview techniques.
• The Reid P.E.A.C.E. Method of Investigative Interviewing A 2-day program merging Reid tenets with UK College of Policing protocols on Authorized Professional Practices, focusing on evidence-based questioning without the Nine Steps of Interrogation or Behavior Analysis Interview. Five phases: Planning and Preparation, Engage and Explain, Account, Closure, and Evaluation.
• Reid Military Instructional Program in Non-Coercive HUMINT Collection Military-specific program conforming to non-coercive protocols in Army Field Manual 2-22.3, covering detection of deception, tactical questioning, screening, debriefing, source contact operations, liaison, and interrogation for intelligence and counterintelligence operations.
• Elicitation for Field Intelligence Collection Two-day training program for military personnel, Special Forces operators, and intelligence officers covering elicitation tradecraft organized into Five Steps: Strategy, Initiation, Approach, Execution, and Closure.
• Human Trafficking Interview and Interrogation Strategies using the Reid Technique One-day intensive program overlaying Reid methodologies on human trafficking investigations, covering interview strategies for victims, witnesses, suspects, and traffickers, and evidence-based interrogation approaches.
• The Reid Technique for Pre-Employment Interviewing Strategies (On-Demand) 82-minute self-paced online video training program with 20-page Study Guide discussing strategies to enhance skills conducting pre-employment interviews, intended for HR and corporate security professionals.
• The Reid Technique for Patrol Officers (On-Demand) Self-paced online video training program presenting tactics from the Reid Technique of Interviewing and Interrogation for Patrol Officers to use on the street.
• The Reid Technique for Telephone Investigative Interviews (On-Demand) Self-paced one-hour online video training program detailing how core elements of the Reid Technique can be applied to telephone investigative interviews.
• Developing Investigative Interviewing Skills for School Administrators (On-Demand) Self-paced five-hour, 7-part video training program for school administrators covering verbal and nonverbal behaviors distinguishing truth from deception, structuring interviews, and persuasion techniques.
• The Reid Technique of Investigative Interviewing and Positive Persuasion (On-Demand) Self-paced five-hour, 7-part video training program for investigators detailing verbal and nonverbal behaviors distinguishing truthful from deceptive subjects, interview structuring, and persuasion techniques, with real-life subject videos.
• The Reid Technique for Child Abuse Investigations On-Demand Training (Parts 1-3) Three-part self-paced on-demand training bundle covering common characteristics, attitudes and behavioral patterns of child abuse offenders; the investigative interview question development; and the Reid Seven Steps of Positive Persuasion.
• The Reid Technique for Human Trafficking Investigations (On-Demand) Self-paced 75-minute online video training program with printable study guide applying key elements of the Reid Technique to human trafficking investigations.
• The Reid Technique of Interviewing and Interrogation for Investigators (On-Demand) Self-paced seven-part online PowerPoint training program designed for law enforcement, government (both investigative and regulatory agencies), and private sector investigators.
• The Reid Technique of Interviewing and Interrogation for School Administrators (On-Demand) Self-paced seven-part PowerPoint training program for school administrators covering interviewing and interrogation skills for investigating student and staff misconduct or wrongdoing.
• Reid Institute Membership Annual membership association for Reid-trained investigators offering Certified in the Reid Technique (CRT) credentials, substantial discounts on textbooks, training materials, audio/video programs and training aids, $50 off Child Abuse Seminar, half-price re-attendance at any seminar, and free training materials valued over $100.

Quantifiable outcome

• 99.4% of confessions (3,153 of 3,162) from Reid-trained investigators were admitted by courts in Minnesota and Alaska survey
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and flagship.

• General Services Administration (GSA)coreChannel Partner/ Reseller/ Distributor · 23 April 2004GSA awarded a Federal Supply Schedule contract to John E. Reid and Associates, Inc. effective April 23, 2004. Contract number GS-02F-0164P. Provides U.S. Federal Government employees access to reduced rates on training programs.
• National Security Agency (NSA)coreStrategic or Co-development PartnerNSA recognized the company's expertise on behavior symptom analysis, interviewing and interrogation techniques, and awarded John E. Reid and Associates (in conjunction with Michigan State University) a sole source bid for a scientific study on the use of behavior symptoms in the detection of deception. Results were published in the Journal of Forensic Sciences.
• Michigan State UniversitycoreStrategic or Co-development PartnerJoint partner with John E. Reid and Associates in NSA-funded scientific study on behavior symptoms in detection of deception. Research results published in the Journal of Forensic Sciences.
• NATOflagshipStrategic or Co-development PartnerNATO has awarded contracts for training from John E. Reid and Associates. The company has conducted training programs for NATO-affiliated military and intelligence personnel.
• Various Law Enforcement Agencies (International)coreChannel Partner/ Reseller/ DistributorBavarian and Berlin Law Enforcement communities in Germany awarded training contracts. Training conducted in over 40 countries including Bosnia-Herzegovina, Czech Republic, UAE, Singapore, Japan, Mexico, Canada, Belgium, Israel, India, Norway, China, Luxembourg, Africa (Tanzania, Kenya, Djibouti, Liberia), Malaysia, Philippines, Saudi Arabia, Netherlands, Brazil, Peru, Jamaica, Ecuador, Iraq, Slovakia, Italy, Great Britain, Oman, Colombia, Barbados, and South Korea.
• Reid Preferred Group of Associations (RPGA)coreChannel Partner/ Reseller/ DistributorNetwork of associations whose members receive special discounts on course registration fees and training materials. Associations notify members of upcoming training dates and locations via email, webpage, newsletter, and social media.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Calibre Press: A publisher and trainer for law enforcement and corrections professionals, offering seminars, books, and online content. Overlaps with Reid on in-person training delivery for police audiences and is part of the same seminar-circuit ecosystem.
• Force Science Institute: Specializes in behavioral science training for law enforcement, covering use-of-force decision-making and human factors during encounters. While focused on a different aspect of police work, it competes for the same training budget and shares Reid's behavioral-science underpinnings.
• Lexipol: A scaled provider of policies, training, and consulting for public safety and government agencies. While not specialized in interview/interrogation, Lexipol competes for law enforcement training budgets and increasingly offers adjacent investigative content.
• PoliceOne Academy: An online law enforcement training marketplace offering thousands of video courses across patrol, investigations, and interview techniques. Competes with Reid's on-demand catalog and serves the same core buyer (training coordinators and individual officers).
• National White Collar Crime Center (NW3C): A federally funded training organization providing investigative interview and financial crime training to state and local law enforcement. Competes with Reid for the same federal grant-funded training dollars in the financial and cybercrime investigation space.

Direct peers

• Public Agency Training Council (PATC): A long-standing provider of continuing education and specialized training for public safety professionals, including interview and interrogation courses. Overlaps with Reid on training law enforcement investigators and shares the same continuing-education credit (POST) ecosystem.
• Wicklander-Zulawski & Associates: The most direct competitor in interview and interrogation training for law enforcement, loss prevention, and corporate investigators. WZ offers its own proprietary non-confrontational methodology and is widely recognized as Reid's primary alternative in the same niche.

Others

• International Association of Interviewers (IAI): An industry professional association that certifies interviewers and promotes standards for investigative interviewing. While not a direct commercial competitor, IAI influences buyer expectations and credentials that Reid-trained professionals seek, indirectly shaping the market.

Emerging players

• The Soufan Group: Provides intelligence, security, and training services including interrogation and interview training for federal agencies. Overlaps with Reid's military/intelligence segment (HUMINT, tactical questioning) and is more focused on the post-9/11 intelligence community.

Regional players

• Behavioural Sciences Training (BST) Ltd: A UK-based firm offering investigative interviewing training aligned with P.E.A.C.E. and other evidence-based frameworks, competing with Reid's P.E.A.C.E. program in international markets and representing the alternative methodology gaining traction globally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights2 records

Customer concentration

• Xtwitter.com/johnereid
• YouTubeyoutube.com/channel/UC1uY1FzAzxmzDwRCWhDYu0w/videos
• Facebookfacebook.com/johnereidandassociates
• LinkedInfacebook.com/johnereidandassociates

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about John E. Reid & Associates