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.

While overall alcohol consumption is still rising, young people are going in the opposite direction. We’ve heard the headlines. But we wanted to understand the why.

That’s why we conducted 100 in-depth interviews with Gen Z participants across California, Florida, Illinois, and New York—analyzed by our AI-powered research tool, Quals.AI.

🔹 Why abstaining feels like the new rebellion

🔹 How control, clarity, and quiet decisions are replacing loud nights

🔹 The surprising role of anxiety, peer dynamics, family trauma, and inflation

🔹 And why not doing something might be Gen Z’s boldest move yet

From mocktails to mindfulness, this is more than just a health trend. It’s a generational reset.

🎧 Give it a listen and let us know—are we finally rewriting what “a good time” looks like?

In our latest QualsTalks podcast, I (Bilge Terzioğlu, Ph.D.) sit down with Quals.AI — our tireless AI research partner — to unpack why people don’t just drink water, they drink stories.

From the crisp allure of Evian to the luxurious vibes of Voss, bottled water brands have carved out emotional spaces in people’s lives. But how did we get here? What makes one bottled water feel premium, another “practical,” and another meh?

We explore insights from 30 UK consumers, gathered and analyzed by Quals.AI, diving into:

✔ How brand identity shapes loyalty (yes, even with something as simple as water!)

✔ The surprising emotional connections people form with bottles, labels, and taste

✔ What this says about human psychology, habits, and the little rituals we create

It’s a conversation full of humor, behavioral insight, and the kind of tiny details that reveal bigger truths about consumer life.

In this episode of QualsTalks, we explore “The Art of Discount-Hunting in the UK” through the voices of 30 shoppers and the analytical banter between Bilge Terzioğlu (VP of Insights at Twentify) and Quals.AI (the AI research companion).

Expect cheese cravings, digital strategies, and philosophical debates about whether buying something on offer is an emotional high or a tactical life win.

From spontaneous shopping habits to trust issues with online pricing, this episode dives into how UK consumers stretch their pounds—and their patience—while navigating grocery aisles and apps.

Meal deals aren’t just a quick lunch option—they’re a cultural moment. Host Bilge Terzioğlu, Ph.D. teams up with Quals.AI to explore how Brits experience the iconic meal deal across different retailers, from the premium indulgence of M&S and Waitrose to the dependable value of Tesco, Asda, and Boots. Through real consumer voices, the conversation uncovers what makes a great combo—from crisp and drink choices to price, freshness, and nutrition—and why even the snack says something about who you are. With plenty of flavor, fun, and insight, this episode reveals what’s working, what’s wearing thin, and what meal deals need to stay relevant in a changing world.

What if your favorite beauty store chains were people? In this playful and insightful episode, host Bilge Terzioğlu, Ph.D. chats with Quals.AI about a unique qualitative study that asked Londoners to imagine Boots, Superdrug, John Lewis, and SpaceNK as family members and job candidates. Through clever projective techniques and real consumer voices, the episode uncovers how each brand carries its own emotional personality—from Boots’ dependable, maternal warmth to SpaceNK’s elusive luxury vibe. It’s a fresh way to understand brand perception and what truly shapes our connection to beauty retailers.