July 8, 2025
Understanding how Gen Alpha feels about toothpaste sounds simple but it isn’t. Colgate Kids is a child-specific product with dual stakeholders: the child as end user, and parents as decision-makers. The product must be:
Traditional surveys don’t work here. Focus groups are slow, artificial, and rarely resonate with children. Gen Alpha talk to their phones, that’s their native format.
This made Colgate Kids the perfect demo case to show how Glaut enables:
Glaut ran a Usage & Attitude study, tailored to young participants, using just 5 natural-language questions via voice interface.
The kids shared their experiences in their own words: no scripts, no rigid formats.
Glaut handled everything:
The analysis covered the five core pillars of a classic U&A:
Visual and flavor appeal dominated.
91% of children mentioned being drawn to the cartoons, bright colors, and the promise of “fun flavors.”
“The cartoons on the box caught my eye it looked fun and safe.”
Other key purchase drivers:
“My mom said it’s Colgate, so it must be good.”
Insight: Kids buy with their eyes and tongue. Parents buy with their gut. Colgate wins by appealing to both.
Brushing routines are consistent, disciplined and surprisingly creative.
“I pretend I’m a superhero fighting sugar monsters.”
Insight: Brushing is more than hygiene it’s ritual, routine, and sometimes performance. Glaut picked up patterns in context, frequency, and behavioral motivators with no prompts.
Flavor and fun drive satisfaction.
“It’s like having a little buddy helping me keep my teeth nice and clean!”
And when Glaut interpreted across Q3 + Q4?
Top emotions:
Insight: Colgate Kids isn’t just a product it’s a sensory experience. And for Gen Alpha, that experience is everything.
Even popular products have friction. And Glaut helped quantify it.
“Sometimes it gets too foamy and I feel like I didn’t rinse enough.”
Insight: These aren’t blockers they’re UX upgrade opportunities. Packaging and dosing should evolve with user behavior, not the other way around.
When you ask kids how to improve toothpaste, you get gold.
“If it sparkled and sang a song, I’d never forget to brush.”
This wasn't just a research demo. It was proof of what happens when you let kids speak literally and trust AI-native software to listen, analyze, and surface insight at scale.
Glaut helped:
Here’s how you run U&A studies with Glaut AI-native software:
🎙️ Voice-first
⚡ Faster
📈 Scalable
🧠 Still deeply human
→ Want to run your own U&A study with kids, teens, or any next-gen audience? Try the interview experience.