qed the walk

About us

Walking with Purpose

QED was founded in 1998 by psychologist Nikos Athanasiadis and sociologist Christina Karampela. Since then, we’ve operated as a creative hub for consumer and social research in Greece.

We approach each project as a conversational space between society, institutions and enterprises — methodologically flexible, theoretically grounded, and deeply human-focused.

We draw on tools from psychology, sociology, statistics, math, semiotics, ethnography, business, marketing, economics, mass media.

Our name comes from the Latin “Quod Erat Demonstrandum” – or simply, qed and reflects our mission: to prove, with precision and creativity, the value of research in an ever-changing world.

We create customized paths for each project to meet our clients’ needs and discover with them new opportunities.

We believe research must adapt, evolve, and respect the complexity of human experience, delivering clear and actionable insights.

At qed, we don’t follow the path.

We pave the way!