Discuss Adds New Features Including MR 'Vibe Coding'

In Seattle, MR platform Discuss has announced new features which it says underline the strength of its hybrid model of AI-led and human-led research. They include a feature the firm calls 'vibe coding for market insights.'

Discuss offers the People Experience Platform, an enterprise-level consumer conversation platform combining video with qual research workflow and including auto-created screening questionnaires, video highlight reels and discussion guide suggestions. In 2023 it launched a first AI-based solution, Genie, carrying out qualitative MR admin tasks such as creating summary reports from hours of interviews, and it has upgraded the tool on a regular basis. Six months ago it unveiled three new AI agents promising 'always-on', in-depth market insights focused on understanding emotional connections with consumers; and three months ago these were joined by a solution called Discuss Now, which uses AI agents to find respondents, conduct interviews and deliver insights in a matter of hours.

'Vibe coding' is a phrase used in software development to describe the creation of code by AIs based on natural language instructions from humans. The MR equivalent of this means those who are not specialist researchers can get AI to do their 'heavy lifting', from finding participants, to running interviews, to surfacing themes and insights.

Users can now turn their past qual projects into a constantly-updated knowledge base, instantly searchable. They can also carry out qual at scale using an enhanced Interview Agent to test concepts, get UX feedback and run shop-alongs - Discuss claims this agent now captures tone, expressions and body language across dozens of languages. A further enhancement to the Project Agent allows it to function as a virtual assistant that builds screeners and recruit from more than three million vetted global participants representing B2B, B2C, and healthcare, with responses in under an hour.

Simon Glass (pictured), CEO of Discuss, comments, '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.'

Home page: www.discuss.io .