What Is Vibe Coding for Market Insights? And Why It Matters for Modern Marketers

By Adam Mertz, Chief Growth Officer at Discuss

Let’s be honest. Most marketers don’t wake up thinking, “I need to run a qualitative research study today.”

In fact, many don’t even use the word “qualitative.”

But they do obsess over things like:

• Is this message going to resonate with our target audience?
• Will anyone actually care about this new feature?
• Why are people dropping off after the first click in this campaign?

These are emotionally-driven questions. And emotions? They don’t live in a spreadsheet. 

Answering these questions needs more than just another dashboard, pie chart, or heat map. It needs conversations with real people. In real-time. With real emotional depth.

And that’s exactly where vibe coding comes in.

What is vibe coding for market insights?

Originally a dev term, vibe coding is about leveraging GenAI to write and test software code exponentially faster than ever done before. 

However, the concept applies way beyond apps or software. It’s how the best marketers and product teams will soon all be testing and exploring marketing messages, positioning, product concepts, ideas and more. Vibe coding for market insights is about getting into the psychology of their audience, not in months or weeks from now, but in hours.

We saw this in action with HP. By using the latest tech and tools to enable product teams to rethink the way high fidelity insights were gleaned from their target audiences, they’re innovating faster and building solutions that their customers love. They’ve been using this approach to test product ideas with niche audiences. Not just “tech buyers,” but ultra-specific segments. 

Before, those insight cycles may have taken months. Now, they’re getting rich customer feedback in days. And product teams are iterating faster because they’re learning in real time what’s working, what’s not, and why.

That’s vibe coding. And it’s not just possible now. It’s practical. Scalable. Game-changing for in-depth customer understanding.

You don’t need to be a researcher to vibe code

Here’s the best part: you don’t need a background in research to get in-depth feedback from your customers.

You just need to know what you’re trying to figure out. Like:

• “Which ad concept connects best with new moms?”
• “What’s driving preference for our competitor’s packaging?”
• “How does Gen Z interpret our sustainability claim?”

Normally, that would mean a lengthy scoping process, weeks of recruiting, manual interviews, then a race to analyze everything—which is why either it doesn’t ever get done or an agency is used that can translate to tens of thousands of budget needed.

But with the way Discuss is enabling vibe coding, you just tell the AI agents who you want to talk to and what questions you want to answer. And they handle the rest:

Preparing your project:

• Consults on who you should talk to (and how you should screen for them).
• Sources your target audience from across the globe. And evaluates only the best people for you to talk to.
• Crafts questions you should ask them based on your business goals.

Interviewing your target audience:

• Engages your audience in self-paced conversations. So they can engage whenever it’s convenient for them — day or night, weekday or weekend.
• In dozens of languages. 
• On video. So you can see the nuance of body language, tone, facial expressions, etc.
• Pulls in context you give it (your project brief, an industry report, etc.) to tailor how it asks questions, guides the conversation, and delivers insights.

It’s like having an assistant who is an expert interviewer who never sleeps, speaks every language, and who makes sure every conversation is helping answer your business questions. 

Turning conversations into actionable insights:

• Surfaces the answers you need (in minutes)
• Hands you clips that the agent thinks are highlight reel worthy
• Delivers the agent’s POV on top themes and important quotes from the conversations
• Lets you filter insights by segment, region, or anything else that gets you to action

This isn’t just AI for productivity. It’s AI for human understanding.

A new way for brands to connect with their audiences around the globe

Rich, meaningful customer insights have traditionally taken time. And time is something most teams just don’t have.

Vibe coding is reinventing how brands validate ideas, refine experiences, explore concepts and stay in sync with what customers need. 

From siloed insights to an ongoing pulse of understanding.

From “We think this might work” to “Here’s what our audience told us today.”

From assuming and inferring based on gut feel, to shattering misconceptions and assumptions that lead to stalled success or growth.

And all of this is possible now with Discuss.

Where insights become a daily advantage, not a quarterly deliverable. So you never again wait to know what’s on your customer’s mind.

Talk to an expert at Discuss today to see how you can use AI agents to vibe code for market insights.

About Adam Mertz

In his role as Chief Growth Officer, Adam leads the innovation, go-to-market, and growth strategies for Discuss. His past 4 years with Discuss have been focused on driving a culture of innovation that enables customers to rethink what’s possible in scaling market insights. Adam’s 20+ years of experience includes several years in the martech space—including lead Marketing at a prominent marketing automation platform to a community and social media platform that experienced a billion-dollar IPO. He’s also currently leading his company’s initiative for leveraging GenAI across the business to scale it more efficiently and effectively.