Gen Z, Quiet Quitting & Culture Wars: Why Qual is Having a Moment

Quant tells you what's happening. Qual tells you why.

And in a world full of cultural tension, emerging behaviour, and contradictory headlines, "why" has never been more valuable.

The new qual toolkit

• Online communities and mobile ethnography
• Cultural analysis and semiotics
• Digital diaries and AI-assisted transcription

What clients want

• Help understanding shifting identities
• Richer stories behind trends and metrics
• Faster qual that still goes deep

From workplace mindsets to brand purpose backlash, clients want qual that decodes the now. It’s not just focus groups anymore – it’s cultural listening at speed.