Qi Africa

Quantifying Intangibles: Understanding South Africa

Qi Africa brings globally validated emotion, values and personality mapping technology to the continent — helping brands, governments and institutions understand what people truly feel, before they rationalise it.

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The signal beneath the story

Every survey asks people what they think. Almost none ask what they feel first. Neuroscience shows emotion drives decisions long before conscious reasoning catches up and that the reasons people give for their choices are often stories told after the fact, to explain a decision the brain already made. Qi Africa measures the signal beneath the story: the emotions, values and instincts that actually predict what people do next.

What We Do

Measure hundreds of emotions — not just the six or eight "basic" ones everyone else tracks, but the invisible ones too: trust, resignation, solidarity, disillusionment, pride.

Map values, personality and brand character using the same rigorous, statistically validated methodology used across North America and now Africa.

Translate intangible, hard-to-articulate human truths into visual maps, heatmaps and predictive models that decision-makers can actually act on.

Why Africa, Why Now

South Africa alone runs some of the most sophisticated national survey infrastructure in the world. Yet like almost every country, it measures what citizens think, do and intend to do not what they feel first. GDP, the Gini coefficient, unemployment and literacy rates capture material conditions, but they miss a nation's collective psychological state. A society can be economically productive and demographically stable while its people carry intense anxiety, anger or marginalisation, conditions with real consequences for public health, social cohesion and democratic stability, and which conventional indicators simply do not see coming.