TLDR: Discuss has launched innovative features, including ‘Vibe Coding’ and an enhanced hybrid AI + human market insight platform. This new offering aims to revolutionize qualitative research by combining the speed and scalability of AI-moderated interviews with the depth and nuance of human-led conversations, democratizing access to consumer insights for a broader range of teams.
SEATTLE, WA – August 27, 2025 – Discuss, a leading global market insights platform, has announced the introduction of groundbreaking new features, including ‘Vibe Coding’ and a sophisticated hybrid AI + human market insight platform. This development is set to redefine qualitative research by seamlessly integrating AI-moderated interviews with human-led conversations, establishing a new industry standard.
The core of this innovation is ‘Vibe Coding’ for market insights, a concept borrowed from software development. In this context, AI translates natural-language instructions into actionable research parameters. This democratizes access to consumer insights, enabling non-researchers to leverage the platform for tasks ranging from participant recruitment and interview execution to synthesizing complex themes and insights. Discuss’s platform handles the heavy lifting, allowing teams to remain closely connected to their customers.
Simon Glass, CEO of Discuss, emphasized the importance of this hybrid approach: “AI-moderated research is here to stay, and rightly so. It has forever changed how quickly teams can gain a quick pulse on their audiences. But no amount of technological advancement can replace the human bond. Speed without empathy is just noise. This release builds on what we’ve been doing for years: combining AI and human research so teams don’t have to choose. We see it less as an ‘either or’ choice and more as a practical evolution and we’re proud to be leading it.”
The new platform introduces several key feature highlights:
Enhanced Insights Agent: This leverages Generative AI (GenAI) to transform past qualitative projects into a dynamic, searchable knowledge base. It automatically finds answers to key questions across various research projects, breaking down data silos and making qualitative data instantly accessible and reusable. This allows teams to synthesize insights across both AI-moderated and human-led projects, identifying consumer behavior shifts and addressing new questions without redundant work.
Enhanced Interview Agent: Expanding beyond audio, this agent now supports video interviews, capturing not only verbal responses but also real-time reactions, tone, expressions, and body language. It enables teams to present ads, product designs, or concepts directly within interviews, with the AI probing for instant feedback through smart follow-up questions. Participants can also conduct self-directed shop-alongs or in-home tours using mobile cameras. The agent can adapt questions in real-time, run asynchronously across time zones, and engage respondents in dozens of languages, providing richer context than traditional surveys.
Enhanced Project Agent: This acts as a virtual assistant for audience sourcing, building screeners, and recruiting participants. It provides rapid access to over 3 million vetted global participants across 150 countries and 100,000 job titles. Brands can reach niche or global audiences, such as B2B decision-makers in Berlin or Gen Z shoppers in São Paulo, with insights arriving in as little as an hour, facilitating faster and more credible decision-making.
Discuss highlights that while AI accelerates research, leading brands still depend on live human conversations for the irreplaceable nuance, empathy, and cultural context. The company, with over one million qualitative sessions conducted across 100+ countries, aims to provide the best of both worlds: the speed and scale of AI-powered research combined with the depth and trust of human-to-human insights.
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This industry shift towards hybrid AI and human-led research will be further explored in a live conversation hosted by Discuss on August 28, 2025, featuring Rowan Curran, Principal Analyst at Forrester. Additionally, Discuss will present alongside Meta at The Market Research Event (TMRE) from October 28-30, 2025, to discuss human-centric research in UX design and its impact on advertiser and marketer tools. Discuss’s clientele includes global brands like Mastercard, Danone, Dexcom, Suntory, 3M, HelloFresh, Reckitt, The Standard, Mondelez, Ipsos, and Escalent.
