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James J. Newberry

President IAI

Truth Wizard / Founder

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J.J. Newberry was a Senior Special Agent with the Bureau of Alcohol, Tobacco and Firearms for 27 years, retiring with 30 years federal service. During that time he spent 2 years deep cover with the Organize Crime Strike Force and a number of other shorter undercover assignments. He made a reputation as a bomb and arson investigator, he worked a number of international firearms trafficking cases with success as well. His last 4 years with ATF he served as the San Francisco Field Divisions Intelligence Officer. He was the ATF Case Agent on a number of high profile cases such as the Black Panthers, SLA, The Mormon Bombings, and the Chinese International Firearms Smuggling Investigation.

J.J. had a dual career as a Military Intelligence Officer with the US Army Reserve having served 22 years and retiring as a Major.

J.J. is part of an elite group of individuals known as the Wizards. Through the research of Dr. Maureen O'Sullivan and Dr. Paul Ekman, Wizards have been identified as individuals with an exceptional skill at detecting deception. Rigorous scientific testing of over thirty thousand people discovered only 50 such Wizards of which only 10 have a consistent hit rate over 90% accuracy rating. J.J. is number 1.

In the mid 1980's J.J. developed the Analytic Interviewing course and in 1989 through affiliation with Dr. Paul Ekman developed the Analytic Interviewing concept that teaches the skill of reading people and deception detection. Since developing the Analytic Interviewing course J.J. has trained police officers, attorneys and business executives around the world, including Hong Kong, Australia, Singapore, Belgium, the Netherlands, the United Kingdom, and Canada. He has also trained both police and intelligence agencies in the US. The Analytic Interviewing course has been adopted by the Los Angeles Sheriff's Department, the Oakland PD and is currently being taught at a number of agencies across the US by the Institute of Analytic Interviewing.


  • "Your analytical interview techniques and instruction are an important part of our training and truly demonstrate the value of your curriculum. Some of the students remarked that it was the best interview training they have attended." - A.J. Carrol, Asst. Chief Golden Gate Division, California Highway Patrol
  • "Enhanced the field agent's ability to recognize areas we should pursue when assessing the validity of individuals and information." - NCIX
  • "I want to take opportunity to thank you and your staff for the training you recently provided to this Agency's Security Protective Officers and the attendees from law enforcement agencies in the Washington Metropolitan Area. The Institute's interview/ interrogation methodologies, combines with academic research presented by Dr. Mark Frank, and incorporated practical exercises were universally well received by the class participants."- James Kirkman, Chief Protective Programs Group, CIA

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Courses Available

  • Analytic Interviewing
  • Rapport & Control
  • The Cognitive Interview
  • Forensic Questioning
  • PEACE Model
  • Language and Listening
  • Personality Disorders & Interviewing

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