Every Qi Africa engagement is built on a layered system of statistically validated perceptual maps. Each layer captures a different dimension of human experience, and each is mathematically aligned to the others, so you can see exactly how feeling, character, logic and behaviour interlock, rather than studying them in isolation.
EMOTI Maps — The Emotional Layer
A statistically validated "identikit" of 100 emotions (50 positive, 50 negative) — including the invisible emotions that don't even have their own emoji, like trust, resignation, solidarity and disillusionment. Where an unprompted respondent typically names one to three feelings, the full Qi battery surfaces 16 to 38 - a far richer emotional fingerprint. Results are visualised as heatmaps, oriented on a left–right "brain mindset" framework, showing exactly where a brand, leader, policy or institution sits emotionally, and for which audience.
PERSONA Maps — The Character Layer
Over 200 dimensions of personality and character, both positive and negative, mapped onto the same emotional space as EMOTI so you can see precisely how what people feel and how they perceive character reinforce one another.
COGNI Maps — The Rational Layer
The rational benefits, brand attributes and reasons to believe that people consciously cite, mapped against the emotional and personality layers to reveal how logic and feeling actually combine to drive real decisions, rather than treating them as separate stories.
Behaviour Prediction
43 consumer behaviours and 237 generic behaviours, modelled and linked back to the emotional, personality and cognitive drivers that produce them - turning a map of how people feel into a forecast of what they are likely to do next.
Built To Be Sliced Any Way That Matters To You
Every map can be cross-tabulated by age, income, language, region, gender, political affiliation or any demographic and psychographic variable relevant to your question - and, where useful, layered onto real-world events to track how sentiment shifts over time.