Ted Langschmidt

Chief Executive Officer

An internationally acclaimed marketing researcher, strategist and presenter, Ted is a graduate of Nottingham University in England and the University of the Witwatersrand in South Africa.

To date, he has conducted over 2500 client-specific research projects. In a career spanning four decades, Teddy worked as President and Head of New Product Development at Hotspex; he was Founding Director of the Unilever Institute of Strategic Marketing at the University of Cape Town, and CEO of Integrated Marketing Information Group Ltd.

He has held positions as Head of Research, Strategic Planning Director, Client Service Director, and Director of Media Planning with global advertising agencies McCann Erickson and Grey Advertising; He was VP of Creative and Research Solutions at IPSOS Interactive Development; and a Research Executive with Market Research Africa (owned by A.C. Nielsen);

He has lectured at several universities across the globe, and has presented at over 300 conferences, and is winner of a number of awards for his outstanding presentations. 

He is the author of several books and research publications including the award winning "Consumerscope" and "The Decision-Maker's Encyclopaedia."

His specialties include: Market research, Brand strategy, Advertising, Emotional science, New Product Development, Creative Concept Development, Organizational Health and Values Studies

Jeremy Chrystman

Chief Information Officer

Adao Hentges

Chief Statistician

Robert Laufer

Senior Vice-President – Client Services


Debbie Milne

Director – Organizational Studies

Benjamin Millard

Research Analyst


Academic & Advisory Board

Chris Commins

Chris Commins is one of the best-known and most respected researchers in Canada, known for his profound insight and for providing creative solutions to challenging research problems.

He is an advisory board member and Executive Consultant with Qi Value systems Inc.

After graduating from the University of Toronto he was a member of the research department of two of Canada's leading advertising agencies. Chris subsequently held senior positions with three major research firms before starting his own company, which was the predecessor company to Commins Wingrove, which was founded by Chris and his Partner Tim Wingrove.

Chris is a member of the American Marketing Association and the Society for Consumer Psychology, and a past President of the Professional Marketing Research Society. He taught marketing research in the MBA program at York University for 7 years and was the long-time Course Director for the PMRS "Fundamentals of Marketing Research" program. In 1990 he was named a "Fellow" of the Society (now the MRIA) for his "distinguished contributions to marketing research" in Canada.


He has been an invited speaker at the Attitude Research Conference, at the annual conferences of the ARF, CAMRO, CASRO and the MRA, and at numerous conferences of the Professional Marketing Research Society (now the MRIA).


His specialties include: Market research, Brand strategy, Advertising Research,

Jordan B. Peterson

Jordan Peterson is a tenured professor at U of T, a practicing clinical psychologist, and public lecturer and intellectual.

Currently trending No.1 on You Tube, his latest book “12 Rules for Life: An Antidote to Chaos” has sold over 2 million copies.

He is academic consultant to Q.i. Value systems Inc.

He has a B.A. in Political Science and a B.A. in Psychology from the University of Alberta. He received his PhD in clinical psychology from McGill University. He taught at Harvard University as an Assistant and an Associate Professor before returning to Canada and taking a position at the University of Toronto.  His courses are described by many of his students as “Life Changing.”

Jordan frequently appears on TVO sharing his ideas on various topics. His research interests include self-deception, mythology, religion, narrative, neuroscience, creativity, intelligence and motivation.

He is author of the seminal book “Maps of Meaning”


His specialties: employee assessment, personality, intelligence, creativity, psychology of religion and belief, alcohol and drug abuse, motivation.”

Dr. Tobias Schroeder

Tobias Schroeder is a professor at the Potsdam University of Applied Sciences in Germany, where he helped create a Master’s program called Urban Futures and a research institute dedicated to future challenges of cities such as digital transformation and sustainable development. In his research at the Institute for Urban Futures, Tobias studies the role of emotions and values in innovation and societal transitions.

Previously, Tobias was a Postdoctoral Fellow at the University of Waterloo in Canada in the Cognitive Science Program, where he worked on computational models of emotion and social interaction. Since returning to Germany, he has maintained significant research collaborations with Canadian colleagues, including Ted Langschmidt of QI Value Systems. Tobias obtained his PhD in 2009 in Psychology from Humboldt University in Berlin. He was also a member of the research cluster of excellence “Languages of Emotion” at the Free University of Berlin, a research associate at the Futures Institute at the Free University, and an advisor to a Member of the Bundestag, Germany’s federal parliament. His scholarly work on emotions, social interaction, and innovation has been published in many leading international academic journals.

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Q.i. Value Systems Inc.

585 Dundas Street East, 3rd Floor, Suite 10

Toronto, ON, M5A 2B7

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