On April 2nd and 3rd, the BoltChatAI team landed in the Windy City for Quirk’s Chicago 2025, one of the key global gatherings for innovation in market research.
It was a fantastic opportunity to connect with forward-thinking researchers and brand leaders, all driven by one question: how can we better understand today’s ever-changing consumers.
This year, we joined forces with ZS to explore a trend that’s been stirring up conversation across the beverage industry.
Consumers are drinking less alcohol, but what’s really behind this shift?
How ZS and BoltChatAI Uncovered the Real Reasons Behind Drinking Less
In collaboration with a global macro brewer, ZS needed to quickly uncover the real reasons behind the drop in alcohol consumption.
That’s where BoltChatAI came in! Utilising our AI-moderated one-on-one qualitative interviews, we were able to generate rich, authentic insights in just two days.
From Thursday launch to Monday delivery, ZS had a clear picture of what was driving this behavioural shift at speed and scale.
Better Conversations Start with Better Questions
ZS brought sharp analytical expertise to the table and BoltChatAI complemented it by strengthening the qualitative side of the project.
Thanks to our built-in moderation tools, we helped shape a discussion guide that really spoke to the nuances of the alcohol category, even though it wasn’t a familiar space for the ZS team.
Together, we ensured that every question had the power to reveal something meaningful.
Utilising AI-driven smart probing, the conversations went beyond the surface. Life stage changes were only part of the story. Respondents spoke candidly about budget constraints, mental health challenges and shifting lifestyle priorities.
For those who missed it, you can watch the full talk below or on our YouTube channel.
One of the most powerful takeaways was what ZS called the ‘confessional effect.’
Chatting to our AI Moderator on their phones, in their own time, respondents were given a space that felt intuitive and pressure-free, which made all the difference in getting deeper insights.
The outcome wasn’t just a data dump. It was narrative-rich content, complete with synthesis, storytelling frameworks and AI-generated personas.
These assets helped ZS clearly communicate findings back to their client, illustrating not only what was changing, but who was changing, why and what it means for the future.
A Big Thanks to the Quirk’s Community
Beyond our session, we loved catching up with familiar faces, meeting new ones and being part of the discussions shaping the future of research at Quirk’s Chicago!
If our session got you thinking and you’re excited to see how BoltChatAI can revolutionise your consumer research, get in touch with us!
Click ‘Book a Demo’ in the top right to schedule a session with our team. We’d love to explore new possibilities with you!
