Quality Research is the management consultancy of ing. Peter Bootsma MBA, based in Groningen, the Netherlands. Focus is on paradigmatic changes, mainly in public organizations. Examples are creating a sense of unity following a merger, team based process and quality management, corporate identity, and transition towards sustainability. Common in these examples is that complex change is not created or managed directly, but can emerge because the conditions (like language and images) are right. Designing and managing conditions, therefore, is in the core of these change projects. This approach to change requires longer preparation but generates more motivation, requires less maintenance and has better long term effects.