I'm not a heating engineer either, but I am an engineer (with a first class honours degree).
Just to get things straight, a heat pump doesn't really generate heat. At least it's not supposed to - any heat it does generate is usually considered waste.
A heat pump pumps heat like a water pump pumps water.
A water pump takes water from where it is (say, a well) to where you want it to be (say, your storage tank).
As a result of the process of pumping water you have less water where you pump it from and more water where you pump it to.
So the well gets drier and the storage tank gets wetter.
Note that there can be a lower level of water in the well than there is in the tank, that's why we have water pumps.
A heat pump takes heat from where it is (say, a nearby stream) to where you want it to be (say, your living room).
As a result of the process of pumping heat you have less heat where you pump it from and more heat where you pump it to.
So the stream gets cooler and the living room gets warmer.
Note that the stream can be cooler than the living room, that's why we have heat pumps.
Unfotunately we haven't been making heat pumps for as long as we've been making water pumps so we're not very good at it yet.
If the installation isn't well designed it can cost as much to run a heat pump as it would to buy from an energy supplier the amount of heat that it can pump.
http://en.wikipedia.org/wiki/Heat_pump#Efficiency
The best you can probably hope for from a small air source heat pump installation if everything is with you is to pump two units of heat using one unit of electricity.
More likely it will be one for one, which still sounds like a good deal until you figure out how much a heat pump installation costs compared with a more traditional heating system.
There have been some real horror stories in the UK. There are whole Websites dedicated to this stuff some of which are actually responsible and not pitching sales.
I think you'd be better off looking in those places rather than BCUK.