Morgan Parfitt-David: Using scientific talent ID tool to predict potential to succeed at professional level
Okay, Morgan. Well, I'm glad to have you on today. So I've got Morgan from, Predictive Football on today. I've been following Morgan's work for a couple of years. I'm very interested in the area of kinda, psychological, profile players and also cognitive development.
Ian:So we've kind of fallen, Morgan's work for a couple of years. I'm delighted to have him on today's podcast. So perhaps, Morgan, start off a little bit about your maybe academic background. We'll start off with that and then how you got involved in football.
Morgan:Uh-huh. Yeah. Thanks for the invitation, Yeah. That's great pleasure to talk to you. We've been in touch for for a long time.
Morgan:So, but we're kind of following one another. So it's great to see, one another's progress. Well, I'm, I'm a behavioral sciences expert. I've been working in academia for for years, been a researcher, in, field of behavioral sciences. I was in the year 20 2010.
Morgan:I was I was in Canada 12 years ago, by the way. Oh, great. In in Montreal. So, yeah, been working as a, an academic researcher, for years in that field, then left my, my position in academia, and I created my own consultancy company. So again, in, behavioral sciences, to make it very brief, try to link, consumer psychology, personality to, communication, how to communicate better with with customers and and things like that.
Morgan:So that that's part of what I've been doing. And, and I've created, Predictor Football, in 2019, which is, a talent identification tool based on psychology personality. So the idea is to, identify and measure players personality and psychology in order to predict the likelihood to become professional, successful professional in the future. Right. Yeah.
Ian:Yeah. Definitely. I think yeah. Great. I thought I appreciate that.
Ian:I actually took a test myself last week. I think it's 7 isn't there 7 factors, I believe? So I think, correct me if I'm wrong, but anxiety management, competitiveness, taste for challenge, autonomy, reaction to problems, commitment, and also the planning and, creativity aspect as well. Is that correct?
Morgan:Exactly. Totally. The reason why we we've picked both skills in particular is that it's very predictive of, success as a professional. Alright? So you've got dozens of, mental skills, psychological skills could use to, identify players, strengths, and weaknesses.
Morgan:The reason why we pick this ones in particular is a very predictive of, their success in the future. We know that because there have been scientific studies, that, measured players' mental skills when they were 12, 13, 14 years old, and then they went back to see those players, 2, 3 years later, up to 10 years later to see how they fared, how they were doing. And they found that some of these skills were predictive of their success. So they had, horse players who were more creative than others, who were more, who had more autonomy than others. They were found in, in, first division, professional club in Europe, leading a successful career, so which is that's why we focus on both skills in particular and we assess them in young players.
Ian:Yeah. Because all kinds of players obviously through academy system who are very talented, made from a technical point of view. And we always ask the questions, coaches, how come some of those more talented players technically didn't actually make it to the top top levels? And I think Mhmm. We're finding out through the research that a lot of these aspects you're talking about and looking into are more predictive and more important necessary than and probably most players are parents.
Ian:Think so.
Morgan:Would that be correct? Yeah. That's true. I would say that, scouts and clubs, currently focus a lot on, morphology, technical abilities, and so on, which is very important for sure. Of course, if you're if you're, number 9, your forward can't can't shoot the ball, of course, it it it can be, very tough from mental point of view.
Morgan:It won't make it to the top because it can't shoot the ball. But, this is not the the the the, this is not the old story. And, it turns out that Paul's mental skills are more stable over time than, morphological skills, of course, because players, get bigger and go for maturity. But also, these players who are more creative, who have a high taste for challenge at 12, 13, 14 years old, they're more likely to be the same 10 years later. Okay?
Morgan:So they're more likely to be create more creative than others, for instance
Ian:Right.
Morgan:Which is which isn't true for, of a more phonetic abilities. You know? And, another finding by, scientific studies is that players reach maturity after offers are more likely to be successful as professionals. And this is crucial because at the moment, scouts and clubs focus on the Bulls kids, that are, that reach maturity before others. Alright?
Morgan:That that go through early, early maturity because they are, taller than others. They jump higher than others. They run faster than others for their age category. But scientific studies show that these players who reach maturity before others and who are paradoxically, scouted and and attracts attention by scouts. Most players are less likely to be successful in future.
Morgan:So we're in a in a crazy situation with clubs focused on, bulls players who, are less likely to make it to the top.
Ian:Right. Yeah. Because it's it's very interesting right now because they're sort of saying it's less than 1% of academy players will make all the way through the club from, for example, signing as a u nine and playing for that first team. And obviously, a lot of players go through. There's a lot of churn going through the system.
Ian:From my experience, a lot of clubs have made a decision like you you mentioned, u9, u10, u11, obviously, initial intake. But more importantly, they're making their a key decision about u 16 because they're deciding to give them a scholarship or not, aren't they? Right? So and what you're saying is basically that's still maybe very early in the process. Is that correct?
Morgan:Mhmm. Mhmm. Yeah. Yeah. Sure.
Morgan:Of course, I wouldn't, I wouldn't set that, it is all about behavior and psychology. I think that, print football is a tool that can be used in combination to, more traditional, scouting scout assessments, you know, and and and, and, yeah, it's not it's not all about morphology. It's not all about technique. It's not all about behavior. You you need a mix of all these skills, but, of course, some clubs try to get players to the top, you know, for their academy without them having the the mental skills to do that.
Morgan:And I think I think that clubs are losing a lot of money investing on players for whom they're not certain, but they have the right mental skills to make it to top. And by, doing mental assessments and, measuring psychological skills at a younger age, they could refine their selection process and avoid losing a lot of money by having kids in their academies. Yeah. Yeah.
Ian:Well, what kind of response are you getting, Morgan, when you approach clubs about this information? Are you getting a a welcome response? Is it kind of very little bit regarding are they embracing what you're saying? Are they, you know, the when you look at at least or how you find that response?
Morgan:Oh, well, I would say that depends a lot of the country. They, I think as a whole, clubs are quite interested in that issue. But the thing is, they also know they don't have a lot of control about that that that type of technique and that type of knowledge. I think that's what they that's what they are scared about, somehow. So they're all very interested in it, but they also look at me, as, as if, I had knowledge.
Morgan:I knew things they don't know, and they're quite scared about that. They they they feel they lose control. But, anyway, they're interested in that, especially in the UK and in North America. They said it's crucial, scouts and clubs like it, but it's still not straightforward to use that kind of tool, at least they don't communicate a lot about it. So, yeah, little bit harder in France, because it the, the implication of mental skills on, players' performance on players' performance is still under underestimated in France, so it's quite hard to, make people understand that this is this is crucial in addition to any of those skills you can assess and and need to focus on.
Morgan:But, otherwise, other will be like it. Yeah. Yeah. Yeah. Great.
Ian:Mhmm. And, obviously, obviously, since we've talked, you've actually launched a free assessment online now. So maybe speak a little bit about that. How how players can can go ahead and complete that?
Morgan:Yes. Exactly. We we we've got many different offers. We we can work for clubs, assessing players from their academies or age category at the same time. We can also, assess individual players.
Morgan:We'd like to showcase their their their talents, and, and go see clubs and academies, try to find professional club, by, by telling them, look, I've got credit to football assessment. I got good good assessment, good scores from credit to football, and I'm talented. I can make it to top. And we decided to launch, as you said, this, 3 3, tool for, mental skills assessment. So any player from, any sports discipline actually, it's not restricted to football, but any athletes in the world can, connect to a website and get, 5 mental skills assessed, for free.
Morgan:Yeah. So very easy. We're gonna assess mental toughness. We're gonna assess planning skills. We're gonna assess, willpower and a couple of other more, skills, and they're gonna get their, score, score sheet and and a small report after maximum 2 days.
Morgan:We still keep keep our hands on on the results. I mean, it's not automatic, but psychology, that's quite subtle. So we can't, have it all automatic. So it's gonna take a a day or 2 for us to send the results, but that's free. So that's I think that's great tool to identify one's, weaknesses and, and strengths, from a mental point of view and and and work out from that.
Ian:Okay. So perfect. So once they've complete that assessment, get the assessment back from yourselves, what would kind of be the next step you'd recommend players take after that?
Morgan:Well, that really depends on the the player situation. I think, if the player is working is playing in a club, where, they have, scientists, psychologists, they can, go take their their their resource, see see the, mental coach for instance, and and say, Luke, I don't have I don't have a good score on, planning planning skills or willpower. What can I do to, to improve my scores and and my my my willpower willpower, my motivation, or how can I get more organized? I can gonna get my life more organized to, fit the requirements of being a professional in the future. So I think that's the kind of thing you you can do.
Morgan:If you don't, better, we'll come back to us. We could I can give some advice, but,
Ian:yeah, I
Morgan:think you got you can get a lot of, a good image of your of your mental skills through fat assessments. And if I tell you your willpower is quite low, then it's quite easy to understand that motivation is the key. If planning skill your planning skills are low, then the idea is to, get more organized. And and and when I say organized, organized, I mean, in in different aspects of your of your life. I think I think it sounds a bit like a like a caricature, but sometimes I say, are you a type of player, the evening before an important match?
Morgan:Are you gonna play video games and, go to bed at 2:2 AM, or are you gonna eat pasta and go to bed, as soon as you're you're tired enough? That that is the kind of thing we assess, and that's the kind of, advice we we can give too. So organize your life as if you're a professional already and you wanna maximize your performance because you're you're, you're you're like, you know, for formula 1 car. You you you need, very small but very important adjustment to, increase your performance. And, and you gotta think about voice mental skills to improve your performance.
Morgan:So yeah. That's the idea. And I I just finished with that. If it was that easy to change people's behaviour and people's personality, then it would be easy to, make, an underdog, a future star. And Right.
Morgan:That is another case. So I'm not saying it's impossible, of course. I'm not saying that anyone can make it to the top either, but, you can find I think the the truth is in the middle. And, and that's not that it's not as easy, but I think it's a day to day day to day work to get the right pencils seen, right mental skills to make it to the top. Right.
Morgan:It's probably a
Ian:very good start in terms of asking some questions. Right? I mean, if you obviously get the feedback, it's good a good chance to kinda sorta ask some questions. Say, am I am I maximizing the potential? Am I organized enough of my school work and everything else I gotta worry about, plus my training as well.
Ian:Because that's a little challenge for parents and players at academies where I'm trying to juggle both typically Mhmm. Plus family life as well. So it is a very challenging time for young people, and and we're I think we're kind of challenging them a lot with a lot of stuff to to plan at a very young age in some cases. Right? So I they do require some help from this.
Ian:And I think it's always important. My my perspective is that to have the parents involved that actively so to help the child with that. So they get some support that way, and, obviously, through school. Their school teachers as well can help them. Plus, like you mentioned, if they have a cabin resource as well, I can use that.
Ian:So I guess the message is lots lots of help out there once you identify where you need some help in.
Morgan:Yeah. Definitely. I I I think that parental support is very important too, and I happen to talk to parents parents a lot indeed, because when you when you're working with 12, 13, 14 year old players, of course, you're dealing with parents, and, they're always interested in, in knowing about their their kids' scores and, how they could help their, their kid make it to the top. So yeah. Yeah.
Morgan:That that's kind of thing, that I say to to parents, try to give some advice about how to support their player, their their their kids, and, and what what can be done in the environment, how to improve environment, so as to so so so that players feel more comfortable, more supported, show more motivation. So yeah. Yeah. It it isn't easy, but you usually parents get involved in ZEDIA.
Ian:Yeah. Which is good. Yeah. One thing I've noticed, Morgan, just myself the last 2 years when I've had some lockdowns, I've spent a lot of time with 1 on 1 with some players trying to, put together individual learning plans for them. And one of the things that come up quite a bit across my research and just speaking to the the players directly is a lot of them have anxiety.
Ian:A lot of them are very worried about making mistakes. Is that something you come across quite frequently in your research as well?
Morgan:Yes. I'm sure that anxiety management, pressure anxiety is quite, it's quite important in pressure management, how players cope with anxiety. I think that's very important. I think that's mental coaches tend to focus a little bit more on anxiety because that's not what it's all about. You can ask many players, you know, they they they they get stressed before game.
Morgan:And a couple of minutes after after the game has started, they're in the game and they're not they're not stressed anymore. So I I think the anxiety anxiety is a thing, but I don't think that we should focus too much on anxiety and anxiety. But of course, I think, I think that's also one of the skills that's, the that needs to be easiest to, improve, you know, anxiety anxiety management. I think we've got we've got psychological techniques to overcome that that that stress. So, but, yeah, that's one of the things.
Morgan:Yeah. Yeah.
Ian:And obviously, being nervous is not necessarily a negative thing either. Being nervous is maybe just getting, your body primed to perform. Correct? I mean, it's a matter of managing that and finding what works for you. And I think what I find myself is every player's a little bit different on what they could respond to and what's helpful for them.
Ian:So I think from the coaching point, it might be it's obviously ideal to get another player individually as I cannot one size fits all in terms of helping with, that's about my experience anyways.
Morgan:Well, yeah. I I I think we we reach an important point here because, as much as I can tell that, some mental skills are very important and crucial to make it to the top. There there's not a single solution to improve those skills, and you're not gonna talk to a player that's extrovert, motivated, and always joyful. Same way you're gonna talk to someone who is introvert that you've never you never hear during training. So I think that's, we we we we've got to improve we've got to work on the same mental skills, but at the same time, yeah, of course, you're gonna adjust and tailor the way you teach them how to improve all skills differently depending on player.
Morgan:And this is where our assessment comes into because we we we can assess how to talk to players. We can assess their the the best way they they they'd like to communicate, their personal AT, the the way they make decisions. So these are skills we can skills or I would say, psychological, you know, attitudes that we can assess. And by their, both, parents and coaches to know how to talk to a player in particular. And I think that's very important because they they are they are all different ways of coping with competition, as you said, anxiety, training, and so on.
Morgan:Some are very, self conscious, for instance, and they one day are trying new things during training in front of their coach because they feel they're gonna look ridiculous or something like that. And, so we can work with these players so that they feel less subconscious, for instance, and that's gonna help them thrive, I would say.
Ian:Yeah. That's good.
Morgan:Mhmm. I I
Ian:I think it's been more appreciated last couple of years about the mental aspect of the sport and how important that is to be performing a high level of consistent basis. I think it's also more, recognition the fact that's a skill set, which you work on every day. No no different than trying to pass a ball a better or dribble a little better either. Right? I think the important aspect is to devote some serious time to it on a consistent basis.
Ian:In that way, you're developing that skill set alongside your technical knowledge, your technical ability, your physicality obviously as well.
Morgan:Mhmm. Mhmm. Sure. I I I think it's all about the mindset and getting yourself in the mindsets of a professional is key. And and if you think about the the different mental skills that we use as with with Predicta, they're all related to our mindsets.
Morgan:Are are players in the right mindsets to be professional in the future to meet the requirements of being professional in the future and and, ensure good and regular performance, during during March during games. I think this is all what it is about, and we need to find those players who who are capable, of being in the right mindsets. Not saying that you can't change that. You you you surely can, you surely can teach players how to fit and be in the right mindset. But if you find those players are already in there, then then then that that that's easier because you know you got potential you got potential future talent here.
Ian:Right. And you find this you find the same, same results consistent across all sports. So you mentioned you you value all sports. You find those traits are same traits are important for football, be important for ice hockey and basketball, etcetera?
Morgan:Not genuinely. We don't have much feedback about that actually because, predict to football exists because we've got data. We've got scientific data, regarding link between mental skills and performance, and those data are virtually nonexistent in other sports. So it would be very hard to, do a similar tool for other sport and football at the moment in 2022. That said, there there there are some scarce data here and there, and, I think that as long as we're talking about collective sports and what we call, open skill sports, like football, handball, basketball, ice hockey, I I I think we can, we can presume, without making mistakes that the same skills that are involved because it's about, it's it's about communicating with other partners.
Morgan:It's about collaborating. It's about being creative on the pitch. That's open skill sports where you have to be creative. You're you're you're not doing the same task. You're not realizing the same movement during the whole game.
Morgan:But if we talk about, what we call closed skills sports like, you know, track and field sports, for instance. So running 10 kilometers, running 10:10 kilometers or, even a 100 meters, you know, track and field sports like that, discipline. We're talking about closed skill sport because they involve the same type of effort during the all competition.
Ian:Right.
Morgan:I think that for these sports, the, right skills to make it to the top are quite different. They require a lot more of willpower, and maybe less of, cooperative skills, little bit less of creativity, but also more autonomy, to be able to manage your efforts during 10 kilometres for instance or 42 kilometres for a marathon. You you need a a good, effort management skills. So they're different. So I wouldn't say that the same skills are important for, different types of sports.
Morgan:Yeah. Gotta look at them separately.
Ian:Right. So in terms of the all the players you have you have analyzed, I'll look at, Morgan. Is it fair to say most of the players will be younger? On the younger side of things, maybe you tend to you 14 or you tend to get more more data on the older players, you 14 plus?
Morgan:A bit of everything, I think. Well, when it comes about predicting future performance, of course, we assess a lot of, I would say, teenagers. Yeah. Because when players reach 18, 19, or 20 years of age, we already know whether they're they're they're gonna make it to the top or not. I mean, they're they've, some of them have played professional games already.
Morgan:They're they're they're in big clubs, so we we don't need to predict their future performance. We already know that that they're worth investing in. So that's why when it comes straight to football, we assess players from 12 years, 12 years old. Before then, it it you can't you can't really assess their personal material, their attitude. But, I mean, you you can, but it's not very reliable.
Morgan:You you can't ask a a 8 year old player how how he's doing, how how he feels. It's a lot more difficult to to give questionnaire to a 8 year old than to a a 13, 14 year old. They have less experience in in life. So they're we find it hard to they think about them, you know, and identify them. So so, yeah, it's mostly teenagers from 12 year olds, to 19, 12 year olds.
Morgan:So for the predictive predictive side of it. And for the, mental assessments, we can assess, players of any age, really. Even a a 25 year old year old can come to us and, can give give him questionnaires, mental assessments so as to understand how how he works, how he copes with training, how he thinks back that his training, his performance, how how it affects the way, he he is gonna work on the pitch. It affects the way he's gonna, all cope cope with the his career. So, yeah, the the the there's a lot to take into account.
Ian:Perfect. I also noticed you've also set up scouting center, so I guess the players you're assessing right now can be promoted via your website in your scouting center. Correct?
Morgan:Exactly. Yeah. We've created, what's, I call the scouts corner, which is a a network of of scouts and clubs and agents who are interested in knowing about the players we assess. So, basically, players whose potential is assessed through our tool. So we give them the possibility, for their results and reports to be shared with our network network of scouts and, and clubs.
Morgan:So we got big big names from the UK. You know, Man United, that's 1C. We've got Western United. We also have clubs in in other countries like Netherlands, in in France. That big clubs in Germany too.
Morgan:We can't we can't disclose, every club's names because some some don't want their, their names to be disclosed. But, yeah, that's it. So I think it's also an opportunity for players to, showcase their their profile and say, look. I've been assessed for credit to football. They they can predict whether I have a high likelihood to make it to the top.
Morgan:They found that I had a a good potential, that the right mentality, the right mindset to make it to the top. So try me. Right. Exactly. But, it's in total.
Morgan:Yeah. Perfect.
Ian:I also know you're working with ISports. They're doing some analysis. I guess, players can also use their technology in terms of doing some ISports analysis with their their games. Is that correct?
Morgan:Yeah. Yeah. IS Sports Analysis is, is a can you hear me? Because there's a moment here.
Ian:I'm good. I'm good. Okay. And, actually, I can
Morgan:I can hardly hear myself? That's that's why I'm asking. But, anyway, yeah, I Sports Analysis. That that that's a a a rich company. That's a a nice guy from London, who's created that.
Morgan:And, basically, it enables, the players to upload videos of their games. And, and there's a I don't know how it works, exactly because I'm not an IT savvy person, but, as far as I as I understood it, players can upload their video, and and the the software is, managing the video and creating categories depending on different actions. So if you wanna if scouts wanna see when the players have, the has done a shot shoots the goal, I've scored the goal, I've tackled, did a high speed, high speed run, The bat can beat on, using a sports analogy.
Ian:Wow. It's quite quite quite a storm. Are you okay?
Morgan:Yeah. I'm I'm not new. Give me a second. Yeah. That's that's that's
Ian:no problem.
Morgan:You know?
Ian:Anything That's right. Yeah. Yeah. I know I know it well. UK weather.
Ian:I'm very I'm very familiar with it.
Morgan:Yeah. So yeah. So we we we've got a partnership with, ISports Analysis. And, and, basically, players who got a profile with iSportsAnalysis can also provide their, favorite football scores, to to tell scouts that they've been assessed and they've got this potential this or that potential. And the same is true, when we, assess players, we give them a report, and there are the opportunity to provide a link to their I Sports Analysis profile.
Morgan:So that's Okay. Good. Scouts and clubs can, go and and have a look. So, it's quite a, it's quite a great tool. It's quite a great partnership because we cover both the both the the importance of technical skills and mental skills.
Morgan:And, and we have players showcase their talents by, showing all of that. So I think it was quite great. Yeah.
Ian:Great. Excellent. So what's your vision next couple years, Morgan, for your for your company and what you're trying to do? What kind of work do you think you'll be involved in the next 3 or 4 years?
Morgan:Well, we've got many projects actually. To to start with, I would say that our ambition is to become a reference in, mental assessments. You know, I'd like I'd like the future to for agents and clubs to ask players to have, their, predictor assessment ready or done before being recruited. If you don't have your, your predictive football assessment, then we're, we're not sure you got the right mental skills. You got the right mindset.
Morgan:So I'd like, I'd like it to become, a tool that's used on a very regular basis by by, agents and clubs. We also have the ambition to create something similar for other sports discipline. I'm talking about, you know, rugby, but that that's quite, rugby rugby club are using data and are, more inclined to use mentor coaches too. So I think that's this kind of tool that could be interested in. So the idea would be to, develop that kind of, or collect that that type of data with rugby players, for instance.
Morgan:While I'm talking about rugby, it can be can be any sports, really. Yeah. But that's the idea. I think we we we're we're doing a good job trying to make clubs, players, and athletes understand that mental skills are crucial. I think, some some know that already.
Morgan:We're not the only one saying that. And, and I hope we're gonna provide the right tools for for for clubs and athletes to, in the end, identify their strengths and weaknesses. Because before working on your mindsets and your skills, you need to know where you are. Do you have good planning skills already? Aren't you creative enough?
Morgan:So that's the kind of information and data you need to know about yourself, and we provide the sub the objective and the scientific tool to be, able to assess that that type of mental skills. I think that's that's a crucial first step for any work on on mental skills.
Ian:Perfect. So any club or or or Skype, our coach, our player who wants to get in contact with you, what's the best way to get get in touch with you regarding the, the free assessment?
Morgan:Well, I we've got a website. My, my email address is on the website. I'm also using LinkedIn a lot. We've got a we've got a LinkedIn page for, Predictive Football. So we're providing a lot of information on that page.
Morgan:So they can get in touch by sending an email, contacting me on LinkedIn, and, and and that's all. And the free, the free assessment, is, well, freely available online. So they they don't even need me. You just have to connect. Get the take the questionnaire.
Morgan:That's 41 question. That's quickly done, and they get their results quite quickly too. So, yeah, pretty efficient. Perfect. Okay.
Morgan:Yeah.
Ian:What what I'll do, Morgan, I'll attach your information to the podcast. That way people can obviously reach out to you that way. And, any closing thoughts you you have and on, your work and any advice you give to young players?
Morgan:I I I couldn't I missed your last sentence. Couldn't hear you. It's crazy.
Ian:No worries. No problem. Hope you're okay. Yeah. I'll obviously attach your credentials to, my podcast.
Ian:We will get in touch with you quite easily. Any of our closing remarks, any of our advice you'd give to young players or parents out there who are obviously trying to improve their performance? Any lasting lasting thoughts on
Morgan:that? What I would say that a performance and and and your chance to make it to the top doesn't depend on only one factor. Okay? It's not because you're smaller than the rest, but you're not gonna make it. And not it's not because you're shyer than the rest that you're not gonna make it.
Morgan:Performance is a result of different influences. So technical abilities, morphology, mental skills. So I think that, players should take that into account and not think that they have no chance to make it to the top if they lack a given ability. I don't know of any player who who who don't show any any room for improvement, who has maximized all his skills from a purely technical mental point of view. So I would say that gives hope to, any player.