Dubbed the ‘Now’ Age, alternative lifestyles, through greater awareness, new platforms, apps, stores, and brands have gained momentum leading to a rise in agnostic spirituality in the mainstream. Mindfulness is an example of an alternative philosophy being increasingly practiced in the West, having been adapted from Ancient Eastern Traditions. As with many lifestyle paths, there is an individual element and a collective element. Individuals practice Mindfulness as a part of their daily lives, but some companies are also practicing Mindfulness by encouraging it on an individual level. Research suggests that practicing Mindfulness is beneficial to the practitioner, so are the companies feeling the same benefits as the individual?

What is Mindfulness?

Mindfulness, the ancient Buddhist meditation practice, has become a hot topic in Psychology recently. This 2,500 year old practice can be briefly defined as a focus on the present; individuals have a tendency to ruminate about the past and/or rush towards the ‘ungraspable’ future which never materialises. Not being fully present can lessen ability to consciously participate in the present moment and distort perceptions of reality.

Practitioners notice the physical sensations in their body during meditation and the swirling thoughts in their brain. Using non-judgmental awareness of the present, the aim is to observe these sensations without reacting to them. Meditators gradually recognise the fleeting nature of sensations, including pain, anger and frustration. Over time, practitioners learn to quiet the mind and can result in individuals who are less agitated, more focused and easier to work with.

Who Practices Mindfulness?

Aside from the discussions in Psychology circles, Mindfulness has become a buzzword and it is expanding out into the Business world of Industrial Psychology. Large companies, such as General Mills in the USA, have adopted mindfulness practices, and openly encourages employees to practice it by equipping their buildings with meditation rooms, as well as yoga facilities, all designed to reduce stress, and train the mind to be more focussed, clear, creative, and connected. Google offers a course to its employees called “search inside yourself” which was so popular the company created entry-level versions such as “neural self-hacking” and “managing your energy”.

Mindfulness is a growing movement, even being practiced in some schools through the ‘Mindfulness in Schools Project’, which is managed in collaboration between psychologists at Oxford, Cambridge, Exeter and Bangor universities.The benefits of practicing mindfulness seem to be clear, and many large and successful businesses are adopting the practice.

Does all this mindfulness do any good?

There is evidence that suggests that some of its techniques can provide psychological and physiological benefits. Practicing mindfulness can improve self-regulatory efficacy via “neuro-plastic changes in the anterior cingulate cortex, insula, temporo-parietal junction, fronto-limbic network, and default mode network structures” (Shonin et al. 2015). To put it simply, mindfulness can cause neuro-plastic changes in neural pathways, which is generally (but tentatively as much of the research is dependent on self-report measures rather than clinical diagnostic interviews) agreed by psychologists to be a good thing as it can cause:

Greater self-awareness and emotional self-regulatory capacity

Modification of immune pathways

Greater levels of relaxation

Greater control over stress

Increased compassion

Better moods

Growth in spiritual awareness

Cynics might argue that a walk in the countryside has similar benefits. But it’s not unreasonable to suppose that, in a world of constant stress and distraction, sitting still and relaxing might do some good.

As Schumpeter of the Economist observes, “the biggest problem with mindfulness is that it is becoming part of the self-help movement—and hence part of the disease that it is supposed to cure. Gurus talk about “the competitive advantage of meditation”. Pupils come to see it as a way to get ahead in life. Western capitalism seems to be doing rather more to change eastern religion than eastern religion is doing to change Western capitalism.”

But if it does help relax and focus the mind, and therefore improve the performance of individuals and corporations, then is that such a bad thing?

The QRi Team x


Shonin, E. et al. (2015) Mindfulness in psychology – a breath of fresh air? The Psychologist 28 (1): 28-31

The Mind Business, The Financial Times Magazine

JWT: The Future 100

The mindfulness business: Western capitalism is looking for inspiration in eastern mysticism, The Economist


The Vienna School – The Origins of Qualitative Research

Please read our paper on the Origins of Qualitative Research given at the 8th Biannual Worldwide Conference on Qualitative Research, 13-15 April 2016, Vienna, Austria.
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FutureBrand Index 2016

For the third year QRi Consulting are pleased to announce the FutureBrand Index 2016 launched at the London Stock Exchange on Thursday 21st July 2016

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The Favelas of Rio

With the upcoming Olympics in the beautiful city of Rio, many will be travelling there to explore its beaches, mountains, famous landmarks (as well as the sporting events!). However there is a different, somewhat darker, side to the city, one which the locals do not really have an interest in to explore.

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Here’s our new Ad!

Here’s our latest ad campaign

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The influence of Bill Schlackman on qualitative research

The paper ‘The influence of Bill Schlackman on qualitative research’, in the International Journal of Market Research, Volume 57, Issue 5, 2015, by Simon Patterson and Francesca Malpass is about Bill Schlackman’s fundamental influence on qualitative research in the UK. This follows the paper ‘In Search of Excellence: The influence of Peter Cooper on Qualitative Research’, in the IJMR, Volume 54, Issue 5, 2012 (Peter Cooper was the founder of CRAM International)

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How does the world view Latin American countries?

QRi are proud to be FutureBrand Latin America’s independent global research partner for the Latin America Country Brand Report 2015/16. This exciting report on 21 Latin American countries ranks:

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Launch of the FutureBrand Index 2015

For the second year running, we at QRi have conducted the research for the FutureBrand Index. The FutureBrand Index 2015 was launched on Friday 24th July at the New York Stock Exchange (click here to watch the FBI 2015 being launched).

The FutureBrand Index set out to prove the hypothesis that financial value and past performance are not enough to guarantee future brand strength.

Using our QualiQuant® methodology, we provided in-depth analysis of the qualitative and quantitative data, and helped FutureBrand demonstrate that those organisations with an emotional connection with their consumers have a measurable competitive advantage to make them more ‘future proof’.

Find out more about the FBI 2015 here

Never Waste a Good Crisis

Former Deputy Supreme Commander of Europe, General Sir Richard Shirreff, recently spoke at the MRS Impact Conference discussing how strategic thinkers should respond to unpredictable events. Whilst his speech was focused on war and gender based violence, his message that “you can’t design strategy unless you understand the minds of the people, the environment and the landscape” relates especially well to us as market researchers.

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Business Sustainability

What is Business Sustainability?

Sustainability in business is the management of a company’s financial, social, and environmental risks, obligations and opportunities (‘profits, people, and planet’, also referred to as the triple bottom line).

Business sustainability represents resilience over time, as businesses that effectively manage their ‘triple bottom line’ can survive shocks because they are connected to healthy economic, social, and environmental systems. In this way, a synergistic relationship is nurtured, as these businesses ultimately create economic value and contribute to these healthy ecosystems and communities of which they are a part.

What is Sustainable Development?

According to the World Council for Economic Development, sustainable development is ‘development that meets the needs of the present without compromising the ability of future generations to meet their own needs’. For example, for industrial development to be sustainable, it must address important issues at the macro level such as economic efficiency, social equity, and environmental accountability.

Best Practices for Sustainability

  • Learning from customers, employees and surrounding communities, by engaging with stakeholders. Not just pushing out messages but understanding opposition and joint decision-making.
  • Providing the structures and processes that help embed environmental efficiency into a firm’s culture and to mitigate risks by putting into place environmental management systems.
  • Collecting and collating information for measurement and control, allowing the business to be entirely transparent.
  • Systematically analysing the environmental and social impacts of the products they produce and use through life-cycle analysis. (Source: http://lexicon.ft.com/Term?term=business-sustainability)

What are the Benefits of Business Sustainability?

Investments in socially ethical practices may initially cost a business money, but beware of pressures from investors for short-term profits. The long term benefits out-weigh these costs, as sustainable businesses typically lead to enhanced recruitment, branding, and PR, leading to increased profitability.

Sustainable businesses attract and retain employees more easily and have less risks to their finances and reputation. These businesses are very adaptive to their environment and thus more innovative.

For example, O2 have launched their ‘Think Big’ Programme, which is a three year sustainability plan that promises to deliver up to four million tonnes of carbon savings and encourage and equip young people’s entrepreneurial skills by awarding young people grants to help them carry out their ideas within their local communities.

Proof of the growing importance of sustainability in business is 2degrees, the world’s leading collaboration platform and service for sustainable business, which has over 45,000 members from 178 countries.

The QRi Team x