In a world where global tariffs, shifting regulations, and rapidly evolving consumer preferences are forcing brands to rethink everything from packaging to messaging, speed and precision in decision-making are no longer optional—they’re essential. To meet this challenge, Discuss has launched Discuss Now, an AI-powered solution that brings the speed of automation to the depth of qualitative research.
“Our vision at Discuss has always been to help global organisations shatter assumptions by removing the barriers to understanding their customers,” said Simon Glass, CEO of Discuss. “Human-led conversations will always be a central part of that equation, but we also see that AI-led interviews can help time-strapped marketers, UX, and insights teams quickly and easily keep a pulse on customer perceptions and feedback. We’re excited to be the first offering solutions for either scenario.”
Designed for modern insights teams, Discuss Now transforms how companies gather and act on customer feedback. With AI agents that find the right participants, conduct in-depth interviews, and deliver actionable insights in hours, not days or weeks, Discuss Now helps marketers, UX researchers, and strategists stay on the pulse of what matters most – their customers.
Everything You Need to Understand Customers—Now
At the core of Discuss Now are three specialised AI agents, each fine-tuned to handle a different stage of the feedback process:
- Project Agent identifies the perfect audience from a pool of millions, across more than 150 countries and a vast range of industries and skills, delivering participant matches in minutes.
- Interview Agent conducts audio and video interviews 24/7 across time zones, using adaptive questioning that evolves in real-time based on participant responses.
- Insights Agent distils thousands of hours of conversations into clear, actionable findings—uncovering key themes, patterns, and links to core research goals.
This trio of intelligent agents enable teams to go from ideation to answers at lightning speed, while maintaining the emotional depth and nuance that makes qualitative research so powerful.
The Best of Both Worlds
Discuss provides a seamless transition between AI-led and human-led research. Whether a quick pulse-check or a deep-dive exploration is needed, the platform gives teams the flexibility to choose the right approach for the moment, or combine both.
In addition, Discuss’s AI agents are not off-the-shelf models—they are purpose-built for the unique demands of market research, trained on decades of qualitative expertise and millions of prior conversations. Powered by advanced techniques like Retrieval-Augmented Generation (RAG), the platform allows teams to upload project briefs, past data, or even moderator styles to inform and fine-tune every interaction. That means better questions, smarter follow-ups, and more relevant summaries—every time.
When a participant answers a question, the system doesn’t just listen—it learns. Drawing from both their response and the context provided by uploaded documents or prior research, Discuss Now generates highly specific follow-up questions that keep the conversation aligned to business goals. Then, the Insights Agent steps in to surface key findings, trends, and recommendations, tailored to the unique context of each team’s needs.