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.

What happens when Gen Z compares their lives, dreams, and struggles to those of their parents? Host Bilge Terzioğlu, Ph.D. and Quals.AI, Twentify’s AI-powered qualitative research companion, explore a global study featuring 90 young voices from the UK, France, and Mexico.

The conversation dives into shifting values, changing definitions of success, and the economic challenges shaping a new generation. From the fading dream of homeownership to the rise of empathy and inclusivity, this episode offers a powerful look at how today’s youth are redefining what it means to live well.