Quals AI Is Redefining Employee Insight at The Celtic Collection with AI‑Driven Research

Twentify — Consumer data and research platform for consumer behavior • twentify.com

Within the Wesley Clover ecosystem, collaborations show what happens when real business challenges meet the right technology.

The Celtic Collection, one of the UK’s leading hospitality groups, set out to improve how it understands employee experience across its hotels and resorts. Traditional surveys gave them scores, but not the full picture. They showed what was happening, but not why.

Working with global HR experts Cornerstone and portfolio company Quals AI (by Twentify), the team introduced a new hybrid research approach that is actionable and repeatable. Delivered through Cornerstone’s global platform, the study combined structured quantitative questions with AI-led conversations that followed immediately after completion.

This changed everything, fast.

Employees could answer in their preferred language and explain their views in their own words. The data moved from surface-level scoring to real human insight. It became clear where teams were thriving, and where gaps existed as well as growth opportunities.

The speed of delivery was just as important. Within hours of the study closing, a full report was available. This included sentiment analysis, keyword trends, and clear, practical actions. Using Quals AI’s SmartAsk feature, the team could dig deeper into responses without running another study, turning insight into immediate improvements.

The results were strong enough to scale. What started across two properties is now being rolled out to more than 1,500 employees across the full Celtic Collection.

This work also opens a much bigger opportunity.

Cornerstone’s global reach gives this approach real scale. With thousands of enterprise customers and a strong presence across international HR teams, the ability to bring Quals AI into the Cornerstone Marketplace creates a clear path for wider adoption. Discussions are already underway around deeper API-connected services, allowing organizations to embed this level of insight directly into their existing workflows.

Cornerstone has actively supported and promoted this approach within its own community, recognizing its value as a new standard for employee understanding.

Together, this is more than a single study. It is a shift in how organizations listen, learn, and act. Faster, deeper, and with far greater impact.

Using Quals AI’s SmartAsk feature, the team could dig deeper into responses without running another study, turning insight into immediate improvements. The results were strong enough to scale. What started across two properties is now being rolled out to more than 1,500 employees…