What We Do

We have a reputation amongst our clients for conducting highly innovative research, which we achieve by excellent and creative moderating, sharp analysis skills coupled with extraordinary insight and trend spotting, followed by brilliant debriefs clients can take into action, and subsequent profit.
We reinvigorate traditional research methods alongside pioneering new ways to deliver fresh insights, hence we always strive to use a mixed methodological approach

We apply insights from the behavioral sciences to marketing and research challenges using Behavioural Economics to help better understand and influence consumer behaviour.

The principles of Behavioral Economics have inspired us to develop powerful frameworks to build new understanding of consumer behaviour and influence.

Behavioral economics has been a buzz word in the industry for a number of years. The core tenet of behavioral economics rests in the absolute knowledge that consumers are not rational econs, but rather irrational, often counter-intuitive, emotional beings.
A sound understanding of behavioral economics helps to gain deeper insight into the real influencers of behaviour, and in so doing assist strategy development -effectively “nudging” choice. This is what we do; bring insight, which impacts strategies and influences decisions.

“Behavioral Economics will definitely be an important area for at least the next 15-20 years” – Daniel Kahneman, Nobel Laureate

Our Philosophy

QI has made a conscious decision to keep our company small, working with a very carefully selected group of people, thus enabling our clients to get to know us really well. We feel that this makes it ‘personal’ – experience taught us that if something matters, you work harder and want to do more and so we walk an extra 10 miles and add value to value as much as we can. We would like to think this is why our clients keep coming back.

What we offer

With a depth of experience across the qualitative research spectrum, we offer a full and flexible qualitative research solution.

Our research includes:

  • Product and service development and testing
  • Consumer profiling
  • Brand research
  • Advertising testing and development
  • Corporate communication evaluation
  • Design and packaging research

Qi is based in Corner House, which is also our own research venue in Johannesburg, which is available for hire.

Methodologies & Techniques

QI committed to applying the best methodologies and qualitative research practices.
We believe the best quality research comes with triangulation of methodologies, where we combine 2 or more methodologies in each study to ensure that all aspects of the lived reality under study are discovered.
Our strongly interpretive approach follows hermeneutic phenomenology, where analysis is layered from one researcher to another to provide deeper interpretations while identifying and prioritising themes.
Tools and methodologies we commonly use are:

  • Traditional and on-line focus groups
  • Ethnography
  • Traditional and on-line depth interviews
  • Dyads and Tri-Ads
  • Semiotic analysis
  • Co-creation

Places we have been with our team













Back to Top