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.