Qi Africa is the African affiliate of Q.i. Value Systems, a Toronto-based research and analytics house that has spent over a decade building the world's most sophisticated maps of human emotion, personality and values. Q.i. stands for "Quantifying Intangibles" the difficult-to-measure, easy-to-dismiss forces (trust, goodwill, loyalty, confidence, fear) that actually decide whether a brand, a policy or a leader succeeds or fails.
Qi Africa was founded to bring that same validated global framework to South Africa, not as an off-the-shelf import, but adapted, tested and evidenced in South African languages and South African contexts from day one.
Global Network, Local Grounding
We draw on the same statistical backbone as our Toronto partners: over 40,000 pilot interviews, hundreds of validated emotional and personality dimensions, and a methodology built and refined by Q.i.'s Chief Statistician, Dr Adao Hentges. Locally, Qi Africa is led by researchers grounded in South African social science, with direct experience translating and testing the model across isiZulu, isiXhosa, Sesotho and Afrikaans.
Our Mission
“To bring globally validated, statistically rigorous emotional and values research to South African brands, institutions and governments — equipping them to understand not just what people say, but what they truly feel.”
Our Promise
Evidence over assumption. Every map is built on tested, statistically validated data — not opinion or intuition.
Low-risk, low-cost integration. Our tools are designed to slot into existing research programmes, not replace them.
Built for South Africa's complexity. Multilingual, multicultural and tested across some of the most diverse populations on earth.