UBTrends is a qualitative research and foresight company specialized in innovation, social change and new ways of living, working and organizing, from macro societal shifts to the reality of everyday practices in homes, workplaces and territories.

We conduct in-depth studies aimed at understanding emerging needs, tensions and expectations through a close observation of real-life situations and lived experiences. Our methodology combines qualitative research tools (video interviews, focus groups, immersive workshops) with ethnographic observation of uses, behaviors and informal practices, in order to capture what is often invisible in traditional studies.

UBTrends is also involved in using co-design and prospective approaches to support the transformation of workplaces, headquarters, campuses, neighborhoods and hybrid environments, with a strong focus on social innovation, inclusion and quality of life at work.

Through its research and foresight work, UBTrends helps international groups, SMEs and public stakeholders turn societal insights into tangible transformations, fostering more inclusive, resilient and human-centered organizations.

   Crédit : Mary Erhardy

Adeline Attia

I am a foresight and qualitative research expert specializing in societal transformations, evolving lifestyles, and the future of work. In 2011, I founded UBTrends, a research and innovation consultancy that helps organizations understand emerging social dynamics and translate them into concrete strategies for work cultures, practices, and environments.

My work combines semiotics, qualitative research, ethnographic observation, and foresight to decode weak signals and anticipate how major societal shifts are reshaping work-hybridization, new expectations around meaning and engagement, inclusion, health, vulnerabilities, and life trajectories.

For over 20 years, I have worked in close partnership with an international network of researchers, marketers, and experts based in France, across Europe, the United States, and Asia. This long-standing collaboration still enables me to conduct international trend monitoring and field research in a flexible and agile way, while remaining deeply attentive to local cultural, social, and economic contexts.

Alongside UBTrends, I founded Bonnie&Smile, a non-profit initiative dedicated to raising awareness and developing solutions around vulnerabilities,including health issues, caregiving, invisible conditions, and life events, working closely with institutions, and a collective of expert contributors.

My commitment is also rooted in lived experience. Having publicly shared my personal journey with breast cancer and work, I advocate for a more human, realistic, and inclusive approach to work, where vulnerabilities are not seen as weaknesses, but as key signals of organizational transformation and social innovation.