UBTrends is a qualitative research and foresight company specializing in innovation, social change and new ways of living and working. It conducts in-depth studies to understand emerging needs and tensions through close observation of real-life situations and lived experiences, combining qualitative research tools with ethnographic analysis of uses and behaviors.

UBTrends also supports the transformation of workplaces, territories and hybrid environments through co-design and prospective approaches, with a strong focus on social innovation, inclusion and quality of life at work. Its work helps private and public stakeholders turn societal insights into concrete, human-centered transformations.

The founder

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.