private company limited by shares industry research founded oxford united kingdom 1999 founder john lloyd headquarters 2nd floor lynton house 7 12 tavistock square london wc1h 9bq . area served europe united states key people john lloyd john mitchinson products dvds books owner john lloyd website qi.com quite interesting limited is a british research company most notable for providing the research for the british television panel game qi itself an abbreviation of quite interesting and the swedish version intresseklubben as well as other qi related programmes and products . the company founder and chairman is john lloyd the creator and producer of qi and host of the radio panel game the museum of curiosity which also uses quite interesting limited for its research . john mitchinson is the company s director and also works as head of research for qi . 1 contents 1 about 2 products 2.1 dvds 2.2 books 3 references about edit lloyd founded quite interesting limited in 1999 . 2 it is claimed that the idea of founding the company came on christmas eve 1993 . according to his profile on qi.com he came to the sudden and alarming realisation that he didn t really know anything . changing gear again he started reading books for the first time since he was 17 . to his horror he discovered that he hadn t been paying attention and with painful slowness unearthed the closely guarded secret that the universe is astoundingly quite interesting . 1 the philosophy of the company is that it claims that there are four primal drives food sex shelter and curiosity . out of these curiosity is supposedly the most important because unlike the other three drives it is what makes us uniquely human . 3 the company claims that whatever is interesting we are interested in . whatever is not interesting we are even more interested in . everything is interesting if looked at in the right way . 3 those who carry out research are known as the qi elves . notable elves include justin pollard and vitali vitaliev . they are also responsible for helping to write the questions used on qi . people wishing to become elves are recommended to start by commenting on the forums of the qi website . 1 products edit dvds edit name region 2 release qi a quite interesting game 2004 11 04 qi the complete first series 2006 11 06 qi presents strictly come duncing 2007 11 26 qi the b series 2008 03 17 qi the c series 2008 09 01 books edit name released isbn the book of general ignorance 2006 10 05 isbn 0 571 23368 6 the second book of general ignorance 2010 isbn 978 0 307 95174 8 the book of animal ignorance 2007 10 04 isbn 0 571 23370 8 the qi annual 2008 2007 11 01 isbn 0 571 23779 7 references edit a b c the people behind qi . qi.com . archived from the original on 25 march 2008 . retrieved 21 march 2008 . carter meg 26 november 2007 . my life in media john lloyd . the independent . retrieved 21 march 2008 . a b the qi philosophy . qi.com . retrieved 21 march 2008 . v t e qi episodes books the book of general ignorance the book of animal ignorance advanced banter the qi book of the dead the second book of general ignorance 1 227 qi facts to blow your socks off international versions qi dutch version intresseklubben swedish version qi czech version related projects the museum of curiosity no such thing as a fish no such thing as the news qi news quite interesting limited unbound retrieved from https en.wikipedia.org w index.php title quite interesting limited & oldid 738755186 categories qicompanies of the united kingdomcompanies established in 1999privately held companies of the united kingdomhidden categories use dmy dates from december 2012 navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages add links this page was last modified on 10 september 2016 at 21 44 . text is available under the creative commons attribution sharealike license ; additional terms may apply . by using this site you agree to the terms of use and privacy policy . wikipedia is a registered trademark of the wikimedia foundation inc. a non profit organization . privacy policy about wikipedia disclaimers contact wikipedia developers cookie statement mobile view