What really keeps UK parents returning to the same children’s clothing brands—and what makes them switch?

In our latest podcast, I sat down with Quals.AI, our AI-powered qualitative research tool, to unpack the findings of a new study.

We explored the full wardrobe of loyalty drivers:

✅ Quality that survives pudding stains and playground tests

✅ Variety that lets kids express themselves (and saves parents extra trips)

✅ Value that eases the guilt of fast-growing wardrobes

✅ Customer service moments that create lasting emotional ties

✅ Convenience and speed—because parents don’t have time to waste

✅ Brand values like sustainability, trust, and social responsibility

But we also asked: what makes loyalty wobble? Poor quality, price hikes, missing sizes, clunky returns, or simply a better deal elsewhere.

👉 The big takeaway? Loyalty in children’s clothing is practical, emotional, and fragile. It must be re-earned with every wash, every checkout, every return.

For some, it’s just a bit of sparkle. For others, it’s a glimpse of childhood slipping away.

In this episode, I chat with my AI research partner, Quals.AI, about what happens when children’s cosmetics enter the lives of young girls — and the hearts and minds of their mothers.

Through in-depth interviews, we heard stories filled with joy, nostalgia, caution, and the constant balancing act between letting kids explore and keeping them safe.

💬 We share stories about:

• The first time a mother sees her child reach for makeup — and the emotions it stirs
• How makeup can be creative play or social pressure, depending on the context
• What “child-friendly” means to real parents, beyond the label on a box
• The quiet ways mothers model confidence and self-worth

These aren’t just conversations about products — they’re conversations about childhood, values, and the kind of world we want our kids to grow up in.

What makes scooped ice cream feel like more than just a dessert?

In this 10-minute episode, I sit down with my AI research partner, Quals.AI, to explore the emotional and sensory universe surrounding scooped ice cream in the UK. Based on 30 in-depth interviews conducted in June 2025, we uncover why Brits don’t just eat ice cream—they feel it.

💬 We talk about:

• Why scooped feels “fresh,” “social,” and “special”
• How packaged ice cream plays a very different—but equally valid—role
• What happens when you ask someone to describe ice cream to someone who’s never heard of it
• And yes… the surprisingly serious role of hygiene in choosing a scoop

It’s a conversation about joy, nostalgia, indulgence, and consumer behavior—with a dash of whipped cream on top.