Discuss in Forbes – Vibe Coding And The “Platformification” Of Market Insights

Discuss’ in Quirk’s Media

Vibe coding is a software development approach that uses AI, particularly (LLMs), to generate and refine code based on high-level NL instructions, saving a massive amount of manpower and time vs. manual coding. It enables non-coders to easily and accessibly achieve desired outcomes by letting AI handle the technical aspects of the development process. “Platformification”, my favorite new term this year which I’m seeing across many contexts, involves consolidating platforms, data, analysis and suppliers to achieve end to end insights and solutions, making information access and analysis across databases, departments and geographies far easier, faster and more cost-effective.

In the past 5 months since the term vibe coding was coined, the concept has transformed software development lifecycles and it has jumped to an entirely different space: market insights. To understand more, I spoke with Discuss, a market insights platform I’d been hearing about from friends at CPG companies because it is at the forefront of the transformation to AI solutions spanning a broad spectrum of marketing research activities. Discuss takes a vibe coding approach to make it easier for non-researchers to gain in-depth human understanding of their consumers. The company accomplishes this by enabling users to tell AI agents who you want to talk to and what you want to ask them. AI handles the rest. To quote Adam Mertz, Chief Growth Officer at Discuss, “marketing research has progressed more in the past 2 years, than in the previous 20 years”.

Vibe coding marketing research has many advantages for gaining better insights for clients across sectors. One of the most important is that it enables anyone without a research background to look beyond what people do and buy in order to understanding why they engage in certain actions and make certain purchases. It also enables anyone to tap into the psychology of their audience in just hours instead of weeks or even months.

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