Here's an uncomfortable number to sit with: 76% of businesses have made decisions without consulting data, simply because it wasn't easily accessible (Sisense & User Evidence, State of Analytics 2025). Another one, from Sprout Social's 2026 Social Intelligence Report: 86% of organisations missed opportunities because insights arrived too late, or never left the silo they were born in.
Most companies are sitting on a treasure trove of insight research teams spend months building. Yet most of that treasure stays buried, locked in decks, dashboards and servers that nobody outside the insights team ever opens again.
It's not a data problem. It's an activation problem.
Why the next activation skill is vibe coding
The traditional research workflow has an awkward ending: after gathering, analysing and distilling, we package the insight into a presentation and hand it over. We tell people what we found. We don't let them feel it. What if researchers could show them instead?
Insight activation isn't new. The industry has been talking about it for years and there's no shortage of proof: consumer museums, insight maps, board games built around research findings, immersive video experiences. Building any of these takes time and budget, so as delivery timelines shrink, activation is often the first thing cut.
AI is rewriting the research process end to end. On the front end, it's helping us spot patterns we'd otherwise miss. But the sharper shift is happening on the back end, where insight teams can now bring findings to life by building insight activation tools, without writing a line of code.
This is where vibe coding earns its place in the activation toolkit. It's a no-code approach that lets non-developers, like insight teams, create working interfaces and applications. Turning insight into something people can actually use, not just read.
Vibe coding pushes research beyond static PowerPoints towards experiential, emotionally engaging formats. It turns data into experience and insight into something people can see, feel and use.
Build one yourself, in less than 45 minutes
Too often, insights end up in decks and dashboards that fail to drive empathy, let alone action. This workshop changes that.
Through a structured sprint covering problem framing, ideation and vibe coding, participants build fully functioning digital application designed to activate human and cultural insight inside their organisations in a single session.
Participants leave with a functioning insight activation tool of their own, one built to drive consumer empathy in decision-making, keep the human perspective front and centre and increase the tangible impact of insight across teams.
From insight to app: building digital insight tools with vibe coding
When: 2 September 2026, 16:30–17:15
Where: Emergence stage at Esomar Congress 2026
