QualsTalks is a podcast where Bilge Terzioğlu, Ph.D. explores how AI is transforming qualitative research. In each episode, we dive into real consumer understanding projects powered by Quals.AI - a multilingual, AI-driven platform that helps researchers design, run, and analyze qualitative studies faster and smarter.
From translating questions to smart research designs to real-time insights across markets, we uncover how AI enhances depth, speed, and accuracy in qualitative research.
QualsTalks
Podcasts
Future of Research With AI
What happens when AI starts doing qual?
We talk intuition, automation, emotional nuance — and why AI won’t replace moderators, but can amplify them.
“AI doesn’t replace empathy — it scales it.”
A quick, thoughtful listen for anyone in research, UX, or strategy.
“AI doesn’t replace empathy — it scales it.”
A quick, thoughtful listen for anyone in research, UX, or strategy.
Purpose vs Performative - Can Brands Do Good Without Being Cringe?
A casual, over-a-coffee chat between the host and Quals.AI on a study about brands taking positions on social issues. Consumers expect action (sustainability, equality, mental health) — but skepticism is high when it feels performative.
Key thread: trust comes from transparency + measurable impact + consistency.
Market Aura: Why Open Markets Feel Better
Open markets are not just places to buy fresh tomatoes – they’re mini festivals of smell, sound, memory and community
In the new QualsTalks episode, I chat with Quals.AI about what people really seek in open markets, and what supermarkets like Tesco, Morrisons, Waitrose and Sainsbury’s can learn from that “market aura” of freshness, human warmth and discovery.
All Discounts Are Equal; Some Are More Equal
We all love a good discount. But when the math is exactly the same, which format wins consumers’ hearts — and why?
In this episode, I chat with Quals.AI about a fascinating qualitative experiment where we pitted four promotional offers for a £20 product against each other using a random elimination method:
50% Discount, £10 Discount, Buy 1 Get 1 Free, Buy 2 Pay 1
The results weren’t as clear-cut as you might expect. There wasn’t one single “winner,” but rather different formats spoke to different consumer logics: 50% off appealed to clarity and perceived magnitude, £10 off attracted the pragmatic, budget-conscious shoppers, Multi-buy offers like BOGO tapped into emotional triggers — abundance, excitement, “free.”
We discussed how the framing of value activates different parts of the brain — rational vs emotional — and why smart brands should mix promotion types to match different shopper mindsets, product categories, and contexts.
Tune in to hear why “50% off” feels modern and decisive, why “£10 off” is a quiet trust-builder, and why “Buy 1 Get 1 Free” remains the emotional hero of the high street.
50% Discount, £10 Discount, Buy 1 Get 1 Free, Buy 2 Pay 1
The results weren’t as clear-cut as you might expect. There wasn’t one single “winner,” but rather different formats spoke to different consumer logics: 50% off appealed to clarity and perceived magnitude, £10 off attracted the pragmatic, budget-conscious shoppers, Multi-buy offers like BOGO tapped into emotional triggers — abundance, excitement, “free.”
We discussed how the framing of value activates different parts of the brain — rational vs emotional — and why smart brands should mix promotion types to match different shopper mindsets, product categories, and contexts.
Tune in to hear why “50% off” feels modern and decisive, why “£10 off” is a quiet trust-builder, and why “Buy 1 Get 1 Free” remains the emotional hero of the high street.
The Modern Muse of Gifting
Gift cards have come a long way from being the “easy way out.”
Today, they sit at the intersection of thoughtfulness, flexibility, and emotional connection.
In this episode, I chat with Quals.AI, our AI-powered qualitative research tool, about our latest study on how people perceive, use, and feel about gift cards.
From Amazon’s universal appeal to the emotional power of experience gift cards, we explore why gift cards have become a strategic choice in modern gifting — and where brands can innovate next.
Why people see gift cards as both smart and personal
The hidden barriers (like the “lazy gift” stigma and expiration anxieties)
How experience cards turn gifts into stories
In this episode, I chat with Quals.AI, our AI-powered qualitative research tool, about our latest study on how people perceive, use, and feel about gift cards.
From Amazon’s universal appeal to the emotional power of experience gift cards, we explore why gift cards have become a strategic choice in modern gifting — and where brands can innovate next.
Why people see gift cards as both smart and personal
The hidden barriers (like the “lazy gift” stigma and expiration anxieties)
How experience cards turn gifts into stories
Unwrapping the Essence of Luxury in Everyday Products
When did a supermarket chocolate bar start feeling like a little luxury moment?
Somewhere between matte wrappers, sea-salt caramel, and Friday night “dine-in” deals, premium quietly moved into our everyday lives.
In our latest podcast episode, I sat down with to unwrap the shifting meaning of premium — not in luxury boutiques, but in supermarket aisles.
We talked about:
Why “premium” is less about price and more about emotion — joy, pride, even guilt
How ingredient integrity and exclusivity shape people’s perceptions
The rise of premium private labels, blending aspiration with accessibility
And the small rituals — a Friday night meal, a mid-day chocolate — where people let themselves indulge.
This isn’t just about marketing strategy; it’s about understanding how consumers create moments of meaning through the products they choose.
In our latest podcast episode, I sat down with to unwrap the shifting meaning of premium — not in luxury boutiques, but in supermarket aisles.
We talked about:
Why “premium” is less about price and more about emotion — joy, pride, even guilt
How ingredient integrity and exclusivity shape people’s perceptions
The rise of premium private labels, blending aspiration with accessibility
And the small rituals — a Friday night meal, a mid-day chocolate — where people let themselves indulge.
This isn’t just about marketing strategy; it’s about understanding how consumers create moments of meaning through the products they choose.
Loyalty in Little Sizes - Children's Clothes Shopping
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 , 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.
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.
Glitter, Gloss and Growing Up
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.
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.
Scooped For Joy
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.
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.
Exploring Gen Z's Declining Alcohol Consumption
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, .
🔹 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?
🔹 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?
Quenching Thirst - The Bottled Water in Everyday Life
In this QualsTalks podcast, we 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.
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.
The Art of Discount Hunting
In this episode of QualsTalks, we explore “The Art of Discount-Hunting in the UK” through the voices of 30 shoppers.
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.
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.
The Meal Deal Mindset - Cravings, Convenience & Culture
Meal deals aren’t just a quick lunch option - they’re a cultural moment.
We 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.
The Fabulous Faces of Retail - Beauty Store Chains Personified
What if your favorite beauty store chains were people? How would they behave?
In this playful and insightful episode, host Bilge 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.
Bridging the Generational Divide
What happens when Gen Z compares their lives, dreams, and struggles to those of their parents?
Join us as we explore a 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.
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.
