Greenbook Podcast: Recent Episodes

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What happens when evidence, communications, and AI converge? Crispin Beale, Worldwide CEO of IDX, joins Karen Lynch to explain why organizations must rethink how they manage their narratives in an era shaped by answer engines, synthetic audiences, and machine-led discovery. He shares how IDX is integrating data and insights across performance marketing, corporate communications, and investor relations to help clients make more rigorous decisions without slowing down creative work. Crispin also explores the promise and risks of synthetic data, arguing that transparency and clear tagging are essential to prevent contaminated “data lakes” and protect longitudinal research. The conversation also covers IDX’s Geneva data and insights hub, the value of global industry networks, and how leaders can build cultures where experimentation, collaboration, and responsible innovation thrive.

Key Discussion Points

• Why communications must be designed for both human audiences and AI-powered answer engines.
• How IDX is embedding data and insights into creative, performance marketing, corporate communications, and investor relations.
• The value of testing creative concepts with real consumers and synthetic audiences before launch.
• Why synthetic data must be clearly tagged to maintain transparency, research integrity, and trustworthy data.
• How leaders can encourage innovation through cross-functional collaboration, open communication, experimentation, and permission to fail.

Resources and Links

• IDX
• The Future Role of Communications is Taking Shape
• Insight Innovation Competition

You can reach out to Crispin Beale on LinkedIn

Many thanks to Crispin Beale for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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Mary Beth Jowers, VP of Americas Consumer and Market Insights at Heineken, joins Karen Lynch to explore how insights professionals can become more effective drivers of organizational change. Drawing on her leadership experience across global, regional, and developing markets, Mary Beth explains why insights teams should operate like internal businesses—prioritizing work that delivers measurable value and supports better decisions. She shares how empathy, stakeholder understanding, and behavioral insight can help teams overcome resistance and influence how organizations operate.

The conversation also examines practical ways to increase research ROI, from repurposing existing studies to creating snackable content, interactive training, and action-oriented deliverables. For insights leaders seeking greater influence, Mary Beth offers a compelling framework built around partnership, persistence, persuasion, and meeting colleagues where they are.

Key Discussion Points

• How Mary Beth’s unconventional career path shaped her approach to insights leadership
• Why insights and analytics teams should operate like internal businesses
• Applying consumer empathy and behavioral understanding to coworkers and stakeholders
• Turning research into action through training, snackable insights, and engaging content
• Increasing ROI by repurposing existing research and embracing “good enough” information

Resources and Links

• ⁠The Heineken Company
• IIEX Conferences

You can reach out to Mary Beth Jowers on LinkedIn.

Many thanks to Mary Beth Jowers for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, Karen Lynch speaks with John Gilfeather, President of John Gilfeather & Associates and 2026 Market Research Council Hall of Fame inductee for Lifetime Achievement. John reflects on a career that spans Yankelovich, Roper, TNS, Logica Research, and his own consultancy, sharing lessons from decades of B2B, public affairs, corporate reputation, and public-release research.

The conversation explores what makes research “good,” why mentorship matters, and how industry disruptions—from telephone to online to AI—have changed the craft. John also offers a thoughtful warning about preserving questionnaire quality, human judgment, and client impact as the insights industry evolves.

Key Discussion Points:

• John’s early career at Yankelovich and the foundations of serious, craft-driven research
• The role of corporate reputation research in shaping stakeholder behavior
• How methodologies have evolved from in-person interviews to phone, online, and AI-enabled research
• Why “good research” must help clients make better decisions
• Mentorship, industry ethics, and the importance of training the next generation of researchers

Resources & Links:

• Market Research Council Hall of Fame

You can reach out to John Gilfeather on LinkedIn.

Many thanks to John Gilfeather for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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What if convenience isn’t just about saving time—but about reducing stress, mental load, and friction? In this episode of The Greenbook Podcast, Karen Lynch sits down with Maxalan Vickers, Senior Insights Manager at Overtime, to explore how empathy, accessibility, and convenience intersect in modern consumer experiences. Drawing from his popular IIEX North America presentation, Maxalan shares why convenience should be viewed as an emotional outcome rather than a functional benefit. He discusses how Gen Z’s expectations are reshaping digital experiences, why insights should focus on relieving uncertainty, and how brands can better design products and services for neurodivergent consumers.

From Apple Wallet and Amazon Prime to sports media and social engagement, this conversation offers a fresh perspective on creating experiences that truly make life easier—while also recognizing when convenience can go too far.

Key Discussion Points:

• Why convenience is the “love child” of empathy and accessibility
• How Overtime built a sports media brand around Gen Z behaviors and preferences
• Defining a great insight as something that “relieves uncertainty”
• The role of cognitive load, neurodiversity, and accessibility in product design
• When convenience becomes harmful: AI, sports betting, infinite scroll, and other cautionary examples
• Why insights teams should ask, “What would make your life easier?” instead of “What do you want?”

Resources & Links:

• Overtime
• IIEX Europe Event

You can reach out to Maxalan Vickers on LinkedIn.

Many thanks to Maxalan Vickers for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, Karen Lynch sits down with Adam Bai, Chief Strategy Officer and Chief Client Officer at Panoplai, winner of Greenbook’s inaugural Industry Impact Award at IIEX North America. Adam shares how his background in anthropology, innovation, and enterprise transformation shapes Panoplai’s approach to modern insights. The conversation explores digital twins, synthetic data, the importance of validated human data, and why AI should enhance—not replace—the role of insights professionals.

Adam also discusses what it means to build for both today’s market needs and the future of research, emphasizing the need for better standards, smarter workflows, and human judgment in increasingly automated systems.

Key Discussion Points:

• Panoplai and Greenbook’s Industry Impact Award
• How digital twins and synthetic data fit into the insights toolkit
• The importance of grounding AI tools in validated human data
• Why insights professionals must become “shepherds of the right questions”
• Lessons from Panoplai’s evolution from Glimpse to a modern insights platform

Resources & Links:

• Panoplai
• IIEX Europe Event

You can reach out to Adam Bai on LinkedIn.

Many thanks to Adam Bai for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, Karen Lynch sits down with Future List Honoree Dan Parker-Smith to explore how documentary filmmaking techniques can transform the way insights are communicated. As the co-founder of EXPLNERS, Dan shares how his background in film, music, and creative collaboration shaped his approach to making research findings more human, memorable, and actionable.

The conversation dives into the power of storytelling, audience-first thinking, and creating “rewatchable” insight deliverables that drive stakeholder engagement and activation. Dan also discusses why the insights industry can learn from creators, journalists, and filmmakers — and how stronger storytelling can help research make a bigger impact inside organizations.

Key Discussion Points:

• Why storytelling is essential for making insights memorable and actionable
• How documentary filmmaking techniques enhance insight communication
• The importance of designing research deliverables with the audience in mind
• Creating “wow moments” and rewatchable insight videos for stakeholders
• How collaboration and creative inspiration can elevate research outcomes

Resources & Links:

• EXPLNERS
• Greenbook Future List
• IIEX Europe Event

You can reach out to Dan Parker-Smith on LinkedIn.

Many thanks to Dan Parker-Smith for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, Leonard Murphy sits down with Samuel Cohen, co-founder and CEO of Fairgen, to explore the rapidly evolving world of synthetic data and AI-powered digital twins. Samuel shares how Fairgen has evolved from synthetic sample augmentation into building category-specific digital twins that help brands test ideas, concepts, ads, and products faster and more efficiently.

The conversation dives into the future of market research, the role of AI-native workflows, and why agility is becoming a critical business advantage. Leonard and Samuel also discuss the changing economics of research, the importance of high-quality individual-level data, and how integrations and AI-driven experiences are reshaping insights teams, product development, and marketing functions. This episode is essential listening for insights professionals, researchers, and innovation leaders navigating the next generation of AI-enabled decision-making.

Key Discussion Points:

• How Fairgen evolved from synthetic sample boosting to AI digital twins
• The difference between synthetic personas and individual-level digital twins
• Why category-specific data improves the accuracy of AI-driven research
• How AI-native workflows are transforming research operations and productivity
• The future of market research integrations, automation, and embedded insights tools

Resources & Links:

• Fairgen
• Fairgen Twins

You can reach out to Samuel Cohen on LinkedIn.

Many thanks to Samuel Cohen for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, Karen Lynch sits down with Haley Kiernan, Insights Manager at Mars Petcare and a 2026 Greenbook Future List honoree, to explore the evolving realities of modern research. Haley shares how behavioral science shapes her approach to understanding “pet parents,” and why the infamous say-do gap continues to challenge even the most sophisticated studies.

The conversation dives deep into one of the industry’s most pressing issues: data quality in the age of AI. From bots infiltrating survey responses to the surprising rise of “too-good” open-ended answers, Haley offers a candid look at what’s changing—and what researchers can do about it. She also reflects on mentorship, feedback, and the growing role of AI as both a powerful tool and a complex unknown in the future of insights.

Key Discussion Points:

• The role of behavioral science in bridging the “say-do gap” in research
• Why traditional data quality checks are breaking down in the age of AI
• Practical strategies for improving data integrity (behavioral data, video responses, triangulation)
• The tradeoff between speed and quality in modern insights workflows
• Mentorship, feedback, and building adaptability in early-career researchers

Resources & Links:

• Mars Petcare
• Greenbook Future List
• IIEX North America Event

You can reach out to Haley Kiernan on LinkedIn.

Many thanks to Haley Kiernan for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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What does it take to turn millions of fan interactions into meaningful insight? In this episode, host Karen Lynch sits down with Craig Swaisgood, VP of Data, Analytics & Business Intelligence for the New York Mets, to explore the intersection of data, fandom, and experience design.

Craig shares how his team blends behavioral data, survey insights, and segmentation to understand what truly drives fan engagement—while navigating the emotional highs and lows that define sports fandom. From lagging indicators like ticket sales to real-time fan feedback at Citi Field, this conversation reveals how data informs decisions across marketing, operations, and strategy.

It’s a compelling look at how insights professionals can balance logic and emotion to create experiences that resonate—whether you're in sports or any customer-centric industry.

Key Discussion Points:

• The Emotional Complexity of Fandom Why sports fans defy traditional logic—and how data teams account for emotional volatility in insights
• From Data to Experience Design How the Mets use behavioral, demographic, and psychographic data to shape fan experiences
• Segmentation That Goes Beyond Demographics Building personas based on motivations, behaviors, and life context—not just who fans are, but why they engage
• Lagging Indicators & the Long Game Why ticket sales and sentiment don’t shift instantly—and what that means for interpreting performance
• The Say-Do Gap in Action Fans may complain—but their behavior tells a different story (and data reveals the truth)

Resources & Links:

• New York Mets Official Website
• Citi Field Information
• MLB Fan Experience Insights

You can reach out to Craig Swaisgood on LinkedIn.

Many thanks to Craig Swaisgood for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, Karen Lynch sits down with Tucker Mitchell, Senior Manager of Innovation Insights & Strategy at Pernod Ricard and 2026 Greenbook Future List Honoree. Tucker shares how innovation actually happens inside a global portfolio brand, where insights, strategy, and speed must constantly balance.

The conversation explores how AI is reshaping workflows without replacing human judgment, why “innovation overload” is a real organizational challenge, and how teams can prioritize for impact. Tucker also dives into the power of storytelling, building a personal “brain trust,” and designing research that accounts for human unpredictability. For insights professionals navigating complexity, this episode offers a grounded, actionable perspective on what it really takes to turn ideas into market-ready innovation.

Key Discussion Points:

• How AI supports synthesis and speed—but still falls short on emotional insight
• Managing “innovation overload” across brands, teams, and priorities
• Why storytelling—not just data—is critical to driving decisions
• The importance of building a personal “brain trust” for growth and perspective
• Designing research that accounts for human contradiction and behavioral bias

Resources & Links:

• Greenbook Future List
• IIEX North America

You can reach out to Tucker Mitchell on LinkedIn.

Many thanks to Tucker Mitchell for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, Karen Lynch sits down with Morgan Williams, Director of Qualitative Insights and Strategy Operations at CMB and a 2026 GreenBook Future List honoree. Morgan shares her career journey from advertising and quantitative research into qualitative insights, and explains how curiosity, empathy, and a “can-do” mindset shaped her path.

The conversation explores the role of strategy operations in research, how qualitative teams can better support stakeholders, and why the future of insights may become more human, not less, as AI takes on more friction-filled tasks. Morgan also reflects on resilience, mentorship, and the joy that keeps researchers connected to the people behind the data. It’s a thoughtful, energizing discussion about leadership, research design, and what it means to truly help clients make better decisions.

Key Discussion Points:

1. Morgan’s path from advertising and quantitative research into qualitative insights
2. What strategy operations means in a research environment and why it matters
3. How qualitative researchers can amplify the voice of the consumer for stakeholders
4. Why “speed anxiety” and trust are universal across industries
5. How AI can reduce bottlenecks and create more space for human judgment and insight

Resources & Links:

1. CMB
2. Greenbook Future List
3. IIEX Events

You can reach out to Morgan Williams on LinkedIn.

Many thanks to Morgan Williams for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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Karen Lynch sits down with Nikki Quast, Senior Market Research Manager at Microsoft and the creator behind “Data Driven Nikki,” to explore how research, content creation, and AI are reshaping the insights profession. Nikki shares career milestones from launching products at Kraft Heinz to simplifying insurance at American Family, and how those experiences fueled her passion for innovation and mentorship.

They unpack why she chose TikTok as a learning platform, what her audience is asking most, and how she distills complex research concepts into 30 seconds. Nikki also outlines practical ways AI is showing up in research workflows, from early prioritization and AI-moderated interviews to building stronger stimuli. The big takeaway: the future of insights is deeply human, with AI amplifying, not replacing, our craft.

Key Discussion Points:

1. Nikki’s career milestones: from product launches to translating complex categories into human needs
2. Why she started “Data Driven Nikki” and what the talent gap means for the industry
3. Content strategy: four pillars (methods, strategy, careers, storytelling) and the 30-second clarity rule
4. Where AI fits in research today: prioritization, AI-moderated qual, and stimulus creation
5. Skills advice for breaking into insights now: focus on applying AI, not mastering one tool, and connect business objectives to methods

Resources & Links:

1. Greenbook GRIT Report
2. Nikki on YouTube: Data Driven Nikki
3. Nikki on TikTok: @DataDrivenNikki

You can reach out to Nikki Quast on LinkedIn.

Many thanks to Nikki Quast for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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2026 Future List Honoree Feranmi Muraina joins Karen Lynch to explore what it really means to lead AI transformation inside a global brand. With a background in engineering and brand management, Feranmi brings a scientific mindset to insights, demanding evidence, challenging assumptions, and teaching teams how to work with AI rather than blindly accepting its outputs.

From building AI protocols and cultivating curiosity across organizations to understanding digital communities and amplifying fringe voices, Feranmi shares practical strategies for embedding AI responsibly and effectively. He also discusses the future of foresight, scenario planning, and how AI can surface early signals that shape tomorrow’s markets.

This episode is essential listening for insights leaders navigating AI adoption while staying people-centered and future-focused.

Key Discussion Points:

1. What it means to be a 2026 Future List Honoree and why client-side representation matters
2. Transitioning from engineering and brand management into insights leadership
3. How to create AI standards and protocols inside organizations
4. Teaching teams to be naturally curious and challenge AI outputs
5. Community-first brand positioning and decoding digital cultural signals
6. AI’s role in foresight, early signal detection, and scenario planning

Resources & Links:

1. Register for IIEX Europe (where Feranmi will be on stage)

You can reach out to Feranmi Muraina on LinkedIn.

Many thanks to Feranmi Muraina for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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Dr. Bridget Dalton, Head of Truth Futures at Truth Consulting and a 2026 Greenbook Futurist honoree, joins host Karen Lynch to unpack what it really means to “understand the future through culture.” With a background spanning academia, poetry, and semiotics, Bridget shares how cultural analysis can act as connective tissue across quant, qual, and AI-powered unstructured data to create sharper strategic direction.

They explore how scenario planning builds confident “what next?” decisions, why multi-method work should surface productive tension (not identical answers), and how Truth Changemakers partners with the Ashoka network to learn from social entrepreneurs already building the future. Bridget also speaks candidly about dyslexia, neurodiversity, and evolving standards of “credible communication” in insights.

Key Discussion Points:

1. Why culture is “future-baked” and how semiotics helps make instinct make sense
2. Moving from curiosity (“why”) to action (“so what”) with scenario planning
3. Blending semiotics, qual/quant, and AI-driven unstructured data for stronger foresight
4. Truth Changemakers + Ashoka: learning from social entrepreneurs with a “pre-detection lens”
5. Neurodiversity in insights: reframing credibility, communication, and talent

Resources & Links:

1. Truth Consulting (learn more about the consultancy and Truth Futures):
2. Ashoka (global network of social entrepreneurs)

You can reach out to Bridget Dalton on LinkedIn.

Many thanks to Bridget Dalton for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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Karen Lynch sits down with Karen McFarlane, Founder of Kaye Media and longtime fractional CMO, to unpack what board service really looks like beyond the shiny LinkedIn headline. From her early career pivot (HBO home video by day, creative “startup” projects by night) to leading through uncertainty, Karen McFarlane shares how board work can sharpen leadership, expand networks, and create impact beyond pure business-as-usual.

The conversation demystifies advisory vs. working vs. governing boards, why trust is the real operating system between a board and CEO, and how volunteering can signal character and capability to hiring managers. If you’re considering board service or building a board for your startup, this episode is a practical roadmap with purpose baked in.

Key Discussion Points:

1. Fractional leadership: why embedded CMOs bring “portable perspective” across companies
2. Board types decoded: advisory vs. working vs. governing (and what each actually does)
3. The board–CEO relationship: trust, clarity of roles, and constructive challenge
4. Board service as career fuel: networking with a job-to-do, resume signal, and leadership reps
5. Building a startup board: skills-first recruiting, avoiding “yes-people,” and planning board evolution

Resources & Links:

1. Kaye Media (Karen McFarlane’s firm)
2. AMA New York (board + community)
3. Hudson Valley Credit Union: Board of Directors overview
4. NACD Blue Ribbon Commission report on board–CEO trust
5. Columbia Business School Exec Ed: Corporate Governance Program
6. Karen’s LinkedIn newsletter: Better On Purpose
7. MVP podcast: Momentum Now

You can reach out to Karen McFarlane on LinkedIn.

Many thanks to Karen McFarlane for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, host Karen Lynch sits down with Emma LaPorte, Group Insights and Strategy Manager at Crown Resorts, to explore what it truly means to be a high-integrity insights leader. Emma shares her unique career journey from academia and agency life to healthcare, FMCG, and now experience-led research in the entertainment and hospitality sector.

Together, they unpack how rigor, curiosity, and creativity intersect in modern insights work, especially when decisions are emotionally driven and high-stakes. Emma discusses building stakeholder trust, navigating data quality challenges, and balancing speed with thoughtful upfront alignment. The conversation also looks ahead to the future of the insights profession, including the evolving role of AI, the enduring importance of human judgment, and why storytelling remains essential for influencing senior leaders. This episode is a must-listen for insights professionals seeking to elevate their impact.

Key Discussion Points:

1. Emma’s career path from academia to enterprise insights leadership
2. Balancing scientific rigor with creativity and storytelling
3. Building trust with stakeholders through transparency and integrity
4. Managing data quality and pressure-testing insights
5. The future of insights: AI, integration, and human interpretation

Resources & Links:

Crown Resorts

You can reach out to Emma LaPorte on LinkedIn.

Many thanks to Emma LaPorte for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, host Karen Lynch sits down with Joanna Byerley, founder of Talent Pools AI, to unpack how AI is reshaping hiring, leadership, and careers in the insights and ResTech space. Joanna explains the shift from traditional executive search to talent intelligence—a more strategic, data-informed way to map markets, pipeline talent, and benchmark salaries before a single role is posted.

She and Karen explore the emerging reality of jobless growth, the erosion of entry-level roles, and what that means for the future leadership pipeline. They also discuss how to build AI-native roles, what separates the 5% of successful AI initiatives from the rest, and why human judgment remains the irreplaceable core skill for insight and strategy teams navigating ambiguity.

Key Discussion Points:

• From search to talent intelligence: How market mapping, talent pipelining, and salary benchmarking create smarter, less transactional hiring strategies for insights and ResTech leaders.
• Jobless growth & entry-level erosion: Why AI-enabled productivity is decoupling revenue growth from headcount and what that means for early-career researchers.
• Careers as lattices, not ladders: How AI and role convergence (product, consulting, insights, tech) are reshaping career paths and the skills that matter most.
• What successful AI leaders do differently: Governance, focus on a few high-impact use cases, realistic 2–4 year horizons, and a culture that tolerates disciplined experimentation.
• The one thing AI can’t replace: Human judgment—the ability to weigh context, nuance, ethics, and risk in turning AI outputs into business decisions.

Resources & Links:

• Talent Pools AI – Executive Search & Talent Intelligence
• Joanna’s article: Platforms, Proof & Power – The New Rules of Insights & Executive Hiring
• Insights Career Network (ICN)

You can reach out to Joanna Byerley on LinkedIn.

Many thanks to Joanna Byerley for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode, Lenny Murphy sits down with Hakan Yurdakul, CEO of Bolt Insight, to unpack how AI-native research is reshaping qual and quant. Hakan shares his Unilever-to-founder origin story and the personal “bring summer forward” purpose that drives Bolt’s human-centric philosophy. They dig into BoltChatAI and why AI-moderated qual only works when it’s trained on real human interviews and supported by rigorous human-in-the-loop checkpoints.

The conversation explores Bolt’s Dynamic Personas—living profiles that refresh with ongoing human input—plus the limits of synthetic data for innovation. Finally, Hakan lays out a “Jarvis-style” vision for an AI assistant insights officer, and the duo reflects on what this shift means for trust, ethics, and the evolving role of researchers as strategists and storytellers.

Key Discussion Points:

• Hakan’s path from Unilever marketing/insights to founding Bolt Insight—and the “bring summer forward” mission guiding the company.
• What it means to be an AI-native research firm across quant + qual, and why “qual at scale” is now feasible.
• Human-in-the-loop AI moderation: training on real interviews, quality scoring, and guardrails to avoid “chatbot research.”
• Dynamic (living) personas and meta-analysis: how Bolt keeps personas current and useful without over-relying on historic synthetic data.
• The next 2–5 years: AI automates grunt work, pushing researchers toward strategy, storytelling, and doing more with the same.

Resources & Links:

• Bolt Insight
• BoltChatAI features: Dynamic Personas and Meta-Analysis.
• 2025 GRIT Business & Innovation Report

You can reach out to Hakan Yurdakul on LinkedIn.

Many thanks to Hakan Yurdakul for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, host Karen Lynch sits down with Jairus Lofton, Senior Manager of Strategic Insights at Panera Bread, to unpack how human-centered insights power menu innovation in QSR and fast casual. Jairus traces his journey from Hershey to Sonic, McDonald’s, and now Panera, sharing a behind-the-scenes case study on rebuilding Sonic’s core burger from the ground up using guest feedback, quant modeling, and rigorous testing.

He explains how culinary inspiration, trend data, and real-world operations come together to decide what actually makes it onto the menu—and stays there. Jairus also talks about serving younger consumers like Gen Z without chasing every shiny trend, why brand authenticity matters more than ever, how AI fits (and doesn’t) into his process, and the philosophy of “flexibility with rigor” that guides his work and advice for other insights professionals.

Key Discussion Points:

• How strategic insights at Panera Bread shape menu innovation, from guest feedback to foresight and trend spotting.
• A deep-dive case study: rebuilding Sonic’s flagship burger based on consumer dissatisfaction, competitive benchmarking, and CLT/taste tests.
• The complex cross-functional ecosystem behind “menu magic”: insights, strategy, culinary, supply chain, and marketing working in lockstep.
• Balancing trend reports, social listening, and culinary creativity to decide which food trends are worth scaling—and which to skip.
• Adapting to Gen Z’s desires for transparency, customization, and unique flavors while staying authentic to the Panera brand.
• Jairus’s advice to insights pros: cross-industry networking, borrowing ideas from other categories, and practicing “flexibility with rigor.”

Resources & Links:

• Panera Bread – Brand & Menu
• The Hershey Company (early career in retail sales & CPG)
• CAVA (example of fast-casual brand resonating with younger consumers)
• 7 Brew Coffee (emerging drive-thru coffee brand mentioned in the episode)

You can reach out to Jairus Lofton on LinkedIn.

Many thanks to Jairus Lofton for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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Survey fraud is having a moment—and not the good kind. Karen Lynch sits down with Steven Snell, PhD, Head of Research at Rep Data, to unpack findings from the forthcoming State of Fraud 2025 initiative, which analyzed 4.1B+ survey attempts.

Steven explains how Research Defender detects evolving tactics (from hyperactivity spikes to location spoofing and batch fraud), why inattentiveness isn’t the same as fraud, and what varies across B2C vs. B2B and by region.

Most importantly, he shares a pragmatic three-part playbook for researchers: better design, always-on fraud prevention, and principled data cleaning. If you care about data quality, respondent trust, and keeping your insights credible, this conversation will help you stay one step ahead—and a lot smarter than the fraudsters.

Key Discussion Points:

• Fraud vs. inattention: distinct problems that often get conflated
• “Hot fraud summer”: hyperactivity surges and what drove them
• Regional patterns: diverse, tech-enabled fraud in large markets vs. volume tactics elsewhere
• B2C vs. B2B: duplicate entries vs. compound/batch, and why incentives matter
• The playbook: user-friendly survey design, proactive fraud defense, and pre-defined cleaning rules

Resources & Links:

• Rep Data
• Research Defender — fraud prevention platform
• Webinar recap: “The State of Fraud” Q&A highlights
• Research on Research hub (methodology deep dives)

You can reach out to Steven Snell on LinkedIn.

Many thanks to Steven Snell for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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Conveo co-founder & CPO Hendrik Van Hove joins Lenny Murphy to unpack how AI is reshaping market research—from the rapid normalization of AI moderation to new agency business models and always-on consumer access. Hendrik traces Conveo’s origin (McKinsey to Y Combinator), the importance of bringing veteran researchers into the loop, and why enterprise teams are shifting from “fewer, bigger” studies to many rapid, compounding projects that speed impact (e.g., Unilever sprint examples).

The conversation ranges into what’s next: privacy-centric data ownership, wearables that enable seamless voice/video qual at the shelf, and building living consumer models (digital twins) that connect research directly to decisions. If you’re navigating AI adoption, panel strategy, or the future of insights workflows, this one’s a blueprint.

Key Discussion Points:

• From idea to YC: Why research was a “perfect AI use case” and how Conveo blended tech + MRX expertise.
• AI moderation is table stakes: Market skepticism flipped to acceptance in under a year—and what “better” really means.
• Agency & enterprise transformation: More projects, faster iteration, and business-model shifts beyond cost/speed.
• Data ownership & privacy: Toward participant-controlled data and monetization as passive/voice inputs expand.
• What’s next: Wearables, always-on access, and “digital twin” consumer models that compound learning over time.

Resources & Links:

• Conveo
• Y Combinator
• ESOMAR
• MRII
• GRIT Insights Practice Report
• Meta Ray-Ban smart glasses

You can reach out to Hendrik Van Hove on LinkedIn.

Many thanks to Hendrik Van Hove for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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Visa’s Paula Guarín, Head of Consumer Insights & Marketing Analytics for Latin America & the Caribbean (LAC), joins Karen Lynch to unpack how a 13-person team blends primary research with transactional data to drive brand and business results. Paula shares her career path from agency intern to regional leader, explains why embedding insights leaders in-country matters, and breaks down six priority areas—from agile testing to say-do correlation and ROI on insights.

She also spotlights region-specific dynamics (Brazil/Argentina vs. Mexico/DR), double-digit e-commerce growth, and how agentic AI may reshape purchase behavior. Plus: building revenue by selling research to clients, Visa University’s role in upskilling, “five trends in five minutes,” and fresh learnings on ultra-affluent travelers and category liquidity. A masterclass in impact, communication, and human-centered research at scale.

Key Discussion Points:

• Team design: In-country insight leads + regional standards for speed and comparability.
• Data fusion: Precise surveys + transactional “do” data to measure real impact.
• Core priorities: Thought leadership, agile testing, tracking/MMM, descriptives, say-do, and client-funded studies.
• Regional nuance: Different disruption levels (Brazil/Argentina vs. Mexico/DR) and why local vendors matter.
• Trends: Double-digit e-commerce growth and early signals of AI agents influencing purchases.

Resources & Links:

• Visa
• IIEX LATAM
• Walmart Luminate

You can reach out to Paula Guarin on LinkedIn.

Many thanks to Paula Guarin for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, host Karen Lynch sits down with Matt O’Mara, President of Cranbrook Search Consultants, to discuss the state of hiring and career development in the insights industry. With more than 30 years of experience spanning client, supplier, and recruiting roles, Matt offers an insider’s view on the opportunities and challenges shaping today’s job market.

From the advantages of working with a search firm, to misconceptions about recruiters, to the growing role of AI in hiring and candidate preparation, this conversation is packed with timely advice. Whether you’re an active job seeker, a hiring manager navigating a slow market, or a researcher thinking about your next career step, Matt’s perspectives on networking, skill-building, and the future of work will leave you with actionable takeaways.

Key Discussion Points:

• Why search firms can be a strategic advantage for both candidates and hiring companies
• Misconceptions about recruiters—and how ethical consultants add real value
• Current hiring market conditions: demand shifts, sector slowdowns, and where growth remains strong
• The role of AI in hiring and how candidates can smartly use AI to prepare resumes and interviews
• Remote, hybrid, and gig work: how work arrangements are evolving in the insights industry

Resources & Links:

• Cranbrook Search Consultants
• Insights Career Network
• Freakonomics Radio (Stephen Dubner’s podcast)
• The Prof G Pod with Scott Galloway
• Marketplace with Kai Ryssdal
• Insights on the Brink by Tim Hoskins

You can reach out to Matt O’Mara on LinkedIn.

Many thanks to Matt O’Mara for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, host Karen Lynch sits down with Bethan Blakeley, Research & CX Manager at SimpliSafe UK, to discuss her journey from agency-side researcher to client-side insights leader. Bethan shares what it’s like to be a research team of one, balancing strategic priorities with stakeholder demands, and how she builds trust with both agencies and internal partners.

She also opens up about work-life balance as a parent of two, the importance of transparent communication, and why trust is at the heart of successful client–agency partnerships. From shaping TV ad campaigns to instilling customer-centricity across her organization, Bethan reveals how insights come to life when researchers are empowered.

Key Discussion Points:

• Transitioning from agency to client side and lessons learned.
• Building insights functions as a team of one at SimpliSafe UK.
• Why trust and transparent communication are essential in client–agency relationships.
• Balancing stakeholder priorities while driving strategic research.
• Navigating parental leave, work-life balance, and modeling healthy boundaries.

Resources & Links:

• SimpliSafe UK
• SimpliSafe US
• Zappi
• AURA UK

You can reach out to Bethan Blakeley on LinkedIn.

Many thanks to Bethan Blakeley for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, host Karen Lynch sits down with longtime friend and industry veteran Michelle Finzel, Senior Manager of Consumer Insights at DAP Global. Michelle shares her unique career journey — from growing up in her mother’s market research business, to running Maryland Marketing Source for nearly a decade, to making the leap into corporate life at a leading home improvement manufacturer.

She reflects on navigating the challenges of COVID, letting go of business ownership, and discovering new fulfillment and balance in an in-house role. Along the way, Michelle offers valuable lessons on transferable skills, building collaborative teams, streamlining vendor relationships, and embracing change with confidence.

Key Discussion Points:

• Michelle’s career evolution from small business owner to corporate insights leader
• Lessons learned transitioning from self-employment to working within a large organization
• How DAP integrates research into product development and innovation
• Balancing in-house capabilities with trusted external research partners
• The importance of community, collaboration, and inclusive workplace initiatives

Resources & Links:

• DAP Global
• Qualitative Research Consultants Association (QRCA)

You can reach out to Michelle Finzel on LinkedIn.

Many thanks to Michelle Finzel for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, host Lenny Murphy sits down with Tamanna Dhamija, Co-founder and CEO of Convosight and ConvoTrack, to explore the power of AI-driven video intelligence in modern brand building. From her investment banking roots to leading one of the most innovative platforms in consumer insights, Tamana shares her journey of curiosity, problem-solving, and purpose.

She explains how brands can extract real-time, unprompted insights from consumer-generated video content—and why this capability is reshaping how teams across marketing, insights, and even sales make decisions. The conversation touches on AI's role in accelerating action, the rise of one-person "AI-augmented" companies, and why democratizing data access might be the key to staying competitive. If you’re in market research, brand strategy, or digital innovation—don’t miss this one.

Key Discussion Points:

• How ConvoTrack uses AI to analyze video content for deep consumer insights
• The shift from static dashboards to real-time, conversational intelligence
• Why brand, insight, and AI teams need shared access to consumer date
• Tamanna’s journey from investment banking to insights entrepreneurship
• How human engagement and AI augmentation together power innovation

Resources & Links:

• ConvoTrack – AI-powered video intelligence platform
• Convosight – Community-led growth platform

You can reach out to Tamanna Dhamija on LinkedIn.

Many thanks to Tamanna Dhamija for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, Lenny Murphy chats with Matt Powell, Managing Director of North America at B2B International. With over 20 years at the company, Matt shares his journey from phone-room interviewer to senior leadership and offers an insider’s perspective on the evolving world of B2B market research.

The conversation dives deep into how emotional drivers have overtaken rational ones in B2B decision-making, the rising demand for trustworthy data, and the role of synthetic data and AI in delivering faster insights. Matt also discusses how B2B International’s integration into Dentsu and the launch of Dentsu B2B is reshaping end-to-end research, strategy, and execution. For anyone navigating the intersection of business insights and innovation, this is a must-listen.

Key Discussion Points:

• Matt Powell’s 20-year career journey at B2B International and lessons from the phone room
• How emotion and trust are now leading drivers in B2B decision-making
• The role of AI, synthetic data, and rapid insights in modern B2B research
• Importance of data quality and human validation in high-stakes B2B studies
• Dentsu B2B’s integrated model: combining media, creative, CX, and insights

Resources & Links:

• B2B International
• Merkle (Dentsu)
• Greenbook GRIT Report

You can reach out to Matt Powell on LinkedIn.

Many thanks to Matt Powell for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, host Karen Lynch speaks with Joel Renkema, Global Head of Insights at Inter IKEA Group. From foundational lessons at Procter & Gamble to shaping strategy at one of the world’s most iconic retail brands, Joel shares how IKEA integrates insights across its entire value chain—from supply and logistics to retail and communication. The conversation covers the power of ethnographic research, IKEA’s unique approach to segmentation and innovation, and how foresight planning informs sustainable, long-term strategies. Joel also discusses how empathy, immersion, and activation are essential for future-proofing insights teams and keeping research human in an AI-driven world.

Key Discussion Points:

• Joel’s career journey from P&G to Inter IKEA and what he learned at each stop
• How IKEA uses ethnographic research and employee-led home visits to fuel innovation
• A reframing of segmentation—designing for life stages and universal needs rather than narrow targets
• The strategic role of foresight in planning for climate, mobility, and urbanization
• Why empathy and business immersion matter more than perfect data in impactful insights work

Resources & Links:

• Inter IKEA Group
• IKEA Life at Home Report

You can reach out to Joel Renkema on LinkedIn.

Many thanks to Joel Renkema for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, host Karen Lynch sits down with mixed methods researcher Megan Ruxton—most recently with the FDA and previously with Vibrant Health—to explore how researchers can turn ambiguity into action. From academia to public health to tech, Megan’s career has been driven by a passion for applied behavioral research. She shares how mixed methods can uncover the “unpredictable magic” of human behavior—insights that AI alone can’t capture.

The conversation touches on building structure from chaos, navigating stakeholder resistance, the future role of AI in research, and why researchers must embrace both the messy and the measurable. Megan’s blend of optimism, experience, and human-centered thinking offers a refreshing perspective on what’s next for the insights industry.

Key Discussion Points:

• Why applied research brings more impact than theoretical work
• How to structure ambiguity using tools like logic models and the Five Whys
• Defining true mixed methods—and how to select the right sequence
• The irreplaceable role of “emotional squishiness” in a world leaning on AI
• What makes insights actionable in high-stakes decision-making

Resources & Links:

• Beneath the Why – Christopher Brace’s workshop referenced in the episode

You can reach out to Megan Ruxton on LinkedIn.

Many thanks to Megan Ruxton for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, host Karen Lynch sits down with Kira Greenberg, Senior Manager of Brand Insights for Jameson at Pernod Ricard USA. With a background in anthropology and deep qualitative research, Kira brings a unique perspective to brand strategy and cultural relevance. She shares how storytelling functions not just as a tool for communication but as a foundation for strategic brand decisions.

The conversation spans her category shift from media to spirits, working within a multinational matrix, and the nuanced role of AI in modern research. If you're in insights, marketing, or strategy, this episode will leave you thinking differently about how research connects people, culture, and brands.

Key Discussion Points:

• The power of storytelling in strategic brand insights
• Shifting categories: from Warner Bros. to Pernod Ricard
• Cultural nuance and the art of connecting with diverse audiences
• AI’s evolving role in qualitative research workflows
• Why the future of insights depends on deep strategic partnership

Resources & Links:

• Pernod Ricard USA
• Jameson Whiskey
• Greenbook's IIEX North America

You can reach out to Kira Greenberg on LinkedIn.

Many thanks to Kira Greenberg for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode, Greenbook’s Karen Lynch sits down with Sarah Snudden, Head of US Consumer Insights at JDE Peet’s, for a lively conversation spanning career journeys, coffee obsession, and cutting-edge AI innovation. Sarah shares how her path led from Clorox and Seventh Generation to premium beverage insights at JDE Peet’s, and how she’s using AI agents to explore white space innovation and generate impactful product names.

They also unpack key takeaways from IIEX North America, including the evolving role of emotion in insights, why AI must serve research—not define it—and how industry connections fuel continuous learning. A must-listen for insight pros navigating fast-changing tech and business needs.

Key Discussion Points:

• Sarah’s career evolution from Clorox to Keurig to JDE Peet’s and her passion for premium coffee brands like L’OR and Tea Forté
• Using AI agents for innovation: how One Strategy Studio’s modular model helps identify white space and accelerate naming
• The changing conversation around AI in research: moving from hype to practical use cases
• Takeaways from IIEX North America, including standout sessions, trends, and why human insight still matters
• Advice for researchers ready to experiment with new tools: start small, focus on outcomes, and skip the tech jargon

Resources & Links:

• JDE Peet’s
• One Strategy Studio
• IIEX North America

You can reach out to Sarah Snudden on LinkedIn.

Many thanks to Sarah Snudden for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode, Karen Lynch sits down with Sofia Gomez-Garcia, Executive Director of Innovation, Special Projects, and Global Community Management at Warner Bros. Discovery. Sofia shares the behind-the-scenes story of managing the A-List—WBD’s long-standing, non-incentivized insights community of over 45,000 fans—and how fandom fuels research agility and engagement.

She unpacks how WBD expands globally while preserving local relevance, and dives into groundbreaking studies like the company’s biometric research on nostalgia-driven content discovery. Plus, hear why Sofia is bullish on experimentation, gamification, and AI’s potential to elevate both speed and quality in insights.

Key Discussion Points:

• The evolution and impact of the Warner Bros. A-List community
• Why a non-incentivized panel works—and how fandom drives participation
• The strategic use of sub-communities (e.g., Harry Potter, DC)
• Expanding globally: launching in Japan, France, and Germany
• Biometric research on nostalgia, content browsing, and emotional response
• Balancing innovative and traditional methodologies
• Sofia’s forward-looking take on AI, synthetic data, and research integrity

Resources & Links:

• Warner Bros. Discovery
• NeuralSense (biometric research partner)

You can reach out to Sofia Gomez Garcia on LinkedIn.

Many thanks to Sofia Gomez Garcia for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, Karen Lynch sits down with Kalindi Mehta, Global VP of Consumer Foresight, Strategy, and Predictive Analytics at Estée Lauder Companies. Kalindi shares how the beauty industry’s emotional, cultural, and highly personalized nature requires real-time consumer insight and constant innovation.

She discusses how AI is transforming the end-to-end insights process—from sensing trends and matching products to co-creating with influencers and optimizing business results. Kalindi also dives into the skills and mindset insights professionals need to thrive in an AI-driven future, and offers practical leadership advice for driving transformation within organizations. A must-listen for anyone navigating the evolving intersection of data, creativity, and consumer foresight.

Key Discussion Points:

• How Estée Lauder uses AI to drive consumer foresight and innovation
• The cultural and emotional complexity of beauty consumers
• Building insights capabilities that scale across global teams
• Why AI enhances—rather than replaces—human expertise
• Skills and leadership strategies for thriving in AI-powered insights work

Resources & Links:

• Estée Lauder Companies

You can reach out to Kalindi Mehta on LinkedIn.

Many thanks to Kalindi Mehta for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode, host Karen Lynch welcomes Ali Henriques, Global Director at Qualtrics Edge, for a deep dive into the transformation of research services at Qualtrics and how AI is shaping the future of insights. Ali shares her journey from cruise industry research to leading a $120M insights division, revealing how Qualtrics Edge is democratizing access to data through Instant Insights and synthetic audiences.

The conversation explores how synthetic data enhances agility, why continuous model hydration is critical, and how companies like Booking.com are already testing these capabilities. With humor, passion, and deep expertise, Ali offers a clear-eyed look at the future of market research and how teams can start exploring AI-driven solutions—today.

Key Discussion Points:

• What Qualtrics Edge is and how it reimagines traditional research services
• Instant Insights: Merging syndicated data with real-time behavioral signals
• Synthetic audiences: Training proprietary LLMs to scale insight generation
• Booking.com’s pilot study and lessons learned from synthetic data comparisons
• The future of research: fast-twitch insights, agentic AI, and democratized decision-making

Resources & Links:

• Qualtrics Edge Overview
• Booking.com
• Qualtrics X4 Experience Summit
• Greenbook IIEX Events

You can reach out to Ali Henriques on LinkedIn.

Many thanks to Ali Henriques for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this inspiring episode of The Greenbook Podcast, host Karen Lynch is joined by Katie O’Connor, incoming SVP of Key Accounts at Behaviorally, to celebrate the 2025 Greenbook Future List honorees. Together, they explore the importance of innovation, mentorship, and visibility in shaping the future of insights.

Katie reflects on her career journey, the qualities that fuel success in the research industry, and why Behaviorally chose to sponsor this year’s Future List. The conversation highlights emerging leaders, powerful quotes from honorees, and how industry-wide collaboration is shaping a more inclusive and dynamic future.

Key Takeaways:

• The Greenbook Future List honors early-career professionals driving innovation, strategy, and community impact.
• Behaviorally’s commitment to nurturing talent and future-facing solutions.
• Qualities like passion, resilience, creativity, and strategic thinking are consistent markers of rising stars.
• Mentorship plays a critical role in personal growth and industry transformation.
• Supporting initiatives like the Future List is an investment in the future of insights.

Resources & Links:

• Learn more about Behaviorally
• Discover the 2025 Greenbook Future List Honorees
• Explore Greenbook Events and get involved

You can reach out to Katie O’Connor on LinkedIn.

Many thanks to Katie O’Connor for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of The Greenbook Podcast, host Lenny Murphy sits down with Deb, Director of Data Science at Sigmoid Analytics and a 2025 Greenbook Future List Honoree. Deb shares insights into solving complex data challenges, the evolving role of Gen AI in analytics, and how companies are integrating AI-driven efficiencies. They discuss the future of data science, the shift towards strategic problem-solving, and the importance of upskilling talent in an AI-powered world. Tune in for a thought-provoking discussion on how organizations are embracing AI while navigating unknowns in the industry.

Key Takeaways:

• AI is revolutionizing data analytics, but strategic thinking and human expertise remain essential.
• Organizations must embrace unknowns and invest in future-proof AI strategies.
• The industry is shifting from traditional statistical models to AI-driven insights with LLMs and automation.
• The future of analytics will prioritize business impact over technical complexity.
• Developing strong problem-solving skills is critical for the next generation of data scientists.

Resources & Links:

• Learn more about Sigmoid Analytics

You can reach out to Debapriya Das on LinkedIn.

Many thanks to Debapriya Das for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode, Greenbook Podcast host Karen Lynch sits down with Val Pastrana, Global Consumer Science Lead for the AMEA region at Sanofi. With a career spanning leading CPG giants like P&G, Unilever, and Mondelēz, Val shares his journey in insights, innovation, and consumer science.

He discusses the importance of embedding consumer-centricity in pharmaceutical product development, the balance between AI-driven research and human-led insights, and the value of a global perspective in shaping innovation. Val also delves into his leadership philosophy, emphasizing authenticity, psychological safety, and fostering individual strengths. Tune in for an engaging discussion on the future of insights and the role of technology in shaping consumer research.

Key Takeaways:

• Consumer insights should be embedded in R&D for true innovation.
• A global perspective helps balance market-specific needs with scalable solutions.
• AI is a valuable tool but cannot replace human observation and context.
• Understanding the deeper motivations behind consumer behavior leads to better innovation.
• Leadership is about authenticity, nurturing strengths, and fostering psychological safety.
• Future-back innovation identifies trends by studying extreme consumers.

Resources & Links:

• Learn more about Sanofi Consumer Healthcare

You can reach out to Val Pastrana on LinkedIn.

Many thanks to Val Pastrana for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of The Greenbook Podcast, host Karen Lynch sits down with Aeton Lim, an Innovation Consulting Manager at Nielsen IQ and a 2025 Future List honoree. Aeton shares his global perspective on market insights, innovation strategy, and how organizations can future-proof their decision-making.

He discusses his expertise in emerging markets, the role of corporate governance, sustainability, and his leadership in DEI initiatives. Tune in to gain valuable insights on how businesses can align strategy with external market forces and leverage thought leadership for competitive advantage.

Topics Covered:

• Aeton Lim’s role at Nielsen IQ and global consulting experience
• Strategic decision-making and innovation’s role in corporate growth
• The importance of aligning business strategy with external market forces
• Key trends in emerging markets and consumer behavior shifts
• The role of corporate governance and sustainability in business success
• The impact of DEI initiatives and the benefits of reverse mentoring
• Luxury market trends and digital transformation in e-commerce
• Future-proofing insights and innovation for sustainable growth

Resources & Links:

• Visit Aeton Lim’s website
• Learn more about Nielsen IQ

You can reach out to Aeton Lim on LinkedIn.

Many thanks to Aeton for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of The Greenbook Podcast, host Karen Lynch sits down with Daniel Wu, Founder and CEO of Nimbly Research and a 2025 Future List honoree. Daniel shares his journey from digital marketing to founding a research firm, driven by a desire to challenge industry norms and push for more inclusive methodologies.

They discuss his approach to entrepreneurship, creative problem-solving, and how Nimbly is pioneering innovative ways to reach underrepresented audiences. Daniel also opens up about leadership, mental health, and the importance of fostering a workplace culture that values curiosity and well-being. Tune in for an inspiring conversation about rethinking traditional research practices and embracing change in the insights industry.

Topics Covered:

• Daniel Wu’s transition from digital marketing to market research
• The inspiration behind founding Nimbly Research
• Rethinking traditional recruitment and data collection methods
• How to foster a culture of innovation and curiosity in research
• The importance of inclusivity and reaching underrepresented voices
• Entrepreneurial lessons and challenges of launching a business
• Leadership, mental health, and work-life balance
• The evolving role of AI in research

Resources & Links:

• Learn more about Nimbly Research

You can reach out to Daniel on LinkedIn.

Many thanks to Daniel Wu for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, host Karen Lynch sits down with Paul Thomas, International Insight Director and Global Head of Shopper Insight at Suntory Global Spirits. Known for his extensive experience and leadership in the insights industry, Paul shares his journey from working on the agency side to leading global insights for top-tier brands like Ferrero, Diageo, and Asahi. They discuss the evolving role of client-side researchers, the challenges faced by the spirits industry, and the importance of driving ROI through actionable insights.

Paul offers a candid look at how researchers must step beyond data to become persuasive storytellers and business drivers. Whether you're on the agency or client side, this episode is packed with wisdom for navigating the changing landscape of market research.

Topics Covered:

Paul’s Career Journey

• Transitioning from agencies like Nielsen and Ipsos to leading insights for global brands.
• Lessons learned from working in diverse markets, including Africa and Asia.

The State of the Spirits Industry

• Challenges faced by alcohol brands in a post-pandemic world.
• How rising health consciousness and changing consumer habits impact brand strategy.

Driving ROI in Insights

• Shifting from data delivery to actionable recommendations.
• The art of persuasion and why storytelling alone isn’t enough.

Client-Agency Dynamics

• What makes a successful partnership.
• Paul’s advice for agencies: be bold, collaborative, and insightful.

The Role of AI and the Future of Insights

• Opportunities and risks of AI in research.
• Why traditional methods still hold value in an increasingly tech-driven industry.

Resources & Links:

• Learn more about Suntory Global Spirits: Suntory.com

You can reach out to Paul on LinkedIn.

Many thanks to Paul Thomas for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, Lenny Murphy sits down with Samuel Cohen, CEO and co-founder of FairGen, to explore the transformative potential of synthetic data in market research. Samuel shares his journey from pursuing a PhD in AI and synthetic data at UCL to founding FairGen and revolutionizing data quality for hard-to-reach audiences.

The conversation delves into the critical distinction between augmentation and replacement in synthetic data, how FairGen’s approach addresses data scarcity and enhances insights, and the opportunities and risks of this emerging technology. Whether you're curious about the future of synthetic sampling or the implications for consumer insights, this episode is packed with forward-thinking ideas.

Key Discussion Points:

• Samuel’s Background: From a PhD at UCL to leading FairGen and addressing data quality challenges in market research.
• FairGen’s Mission: Improving insights by using synthetic data to augment sample size for hard-to-reach populations and niches.
• Synthetic Data Explained: Understanding the two families of synthetic data approaches: LLM-based and high-quality survey-trained models.
• Real-World Applications: How synthetic sampling boosts trackers for CPG brands and its potential use in public policy and political polling.
• Navigating Risks: The importance of guidelines, transparency, and collaboration to ensure proper use of synthetic data technologies.
• Future of Research: Why synthetic sampling is here to stay and how it’s shaping the future of consumer insights and decision-making.

Resources/Links: FairGen Website: fairgen.ai * GRIT Report:* Explore Key Insights

You can reach out to Samuel on LinkedIn.

Many thanks to Samuel Cohen for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode, Lenny Murphy welcomes Dilek Ozler, Global Strategic Insights and Analytics Director at Colgate-Palmolive, to discuss the evolving world of consumer insights. Dilek shares her journey from the supplier side at Ipsos to leading roles at Unilever, Kenview, and now Colgate-Palmolive.

They dive into the importance of balancing advanced technologies like AI and social analytics with the human touch in consumer research. From her experiences with impactful projects in global markets to her thoughts on the future of synthetic respondents and healthcare professional research, Dilek provides a thoughtful perspective on the skills and strategies shaping the insights industry today.

Key Discussion Points: Career Journey: From Ipsos to Colgate-Palmolive, Dilek reflects on her transition from supplier to client-side roles and the lessons learned along the way. * AI and Analytics: How AI is reshaping insights work and why the human element remains critical in interpreting data and connecting the dots. * Impactful Projects: Dilek’s experience in using semiotics to crack the Russian market for Domestos and the rewarding nature of seeing insights-driven changes come to life. * Balancing Human and Machine: The role of social listening, trend forecasting, and the need for authentic consumer connections in a data-driven world. * Emerging Trends: Dilek’s thoughts on synthetic respondents and their potential to address confidentiality and representativeness challenges. * Fundamentals of Insights:* The timeless importance of actionable insights and connecting data points to serve leadership effectively.

Resources/Links: Colgate-Palmolive Careers: Learn More * Mentioned Product:* Domestos

You can reach out to Dilek on LinkedIn.

Many thanks to Dilek Ozler for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode, Karen Lynch sits down with Barry Jennings, Director of Cloud and Commercial Business Planning Insights at Microsoft, to explore the fascinating world of B2B research and its intersection with cutting-edge AI technologies. Barry shares insights from his extensive experience at Microsoft, Dell, and BlackBerry, providing a behind-the-scenes look at how research drives innovation in the cloud and AI sectors.

From tackling sample quality issues to leveraging AI for faster and smarter decision-making, this conversation is packed with actionable insights for researchers and marketers alike. Whether you're curious about the evolving role of insights professionals or looking for strategies to thrive in the age of AI, this episode delivers thought-provoking ideas and practical advice.

In this episode, we’ll explore: B2B Research Dynamics: How Barry’s team at Microsoft supports the commercial business, including cloud and AI solutions like Azure, GitHub, and Fabric. * Insights Professional’s Journey: Barry’s career path from fieldwork to leading insights teams at major tech companies like Dell and BlackBerry. * Leveraging AI in Research: How large language models and AI tools are transforming research workflows, increasing efficiency, and enhancing storytelling. * Challenges in B2B Insights: The unique hurdles of engaging technical audiences, tackling sample fraud, and monetizing innovative cloud-based products. * Future Outlook:* Barry’s advice on adapting to AI advancements and becoming a smarter storyteller to make a bigger impact.

Resources/Links:* Microsoft Azure

You can reach out to Barry on LinkedIn.



Many thanks to Barry Jennings for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode, JD Deitch, veteran market researcher and advisor, joins us to dive deep into the complexities of programmatic sampling, data quality, and the evolving role of AI in research. We discuss how the "enshittification" of sampling has impacted the participant experience and what innovative solutions are emerging to address these challenges.

JD shares his thoughts on the engagement crisis, polling representivity, and the critical importance of collective action in the research industry. Whether you're a seasoned researcher or exploring new methodologies, this conversation provides actionable insights to navigate the future of market research with confidence.

In this episode, we’ll explore:

• The Enshittification of Sampling: JD explains the term coined by Cory Doctorow and its relevance to the state of programmatic sampling.
• Polling Challenges: Why representivity and engagement issues in surveys can lead to significant errors in public polling and beyond.
• The Role of AI in Research: How technology is reshaping qualitative and quantitative methods while exposing new risks.
• Client Expectations and Data Quality: The delicate balance of price, speed, and quality in client demands—and why that needs to change.
• Future Outlook: Why scalable qualitative methods, synthetic data, and innovative panels are reshaping research—and what’s next for the industry.

Resources/Links:

• JD Deitch’s Website: jddeitch.com
• Ebook: The Enshittification of Programmatic Sampling
• Cory Doctorow’s Work: Link to Cory Doctorow’s Articles

You can reach out to JD on LinkedIn.

Many thanks to JD Deitch for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of The Greenbook Podcast, host Karen Lynch is joined by David Deeley, Senior Insights Manager, and Brian Short, Consumer Insights Specialist, from Kerry. Together, they discuss the importance of scenario testing to tackle uncertainty in the food and beverage industry.

Drawing from their presentation at IIEX Europe, David and Brian explain how Kerry uses foresight and scenario planning to anticipate shifts in the market, navigate challenges like climate change, and support innovation. This thought-provoking conversation explores how frameworks and collaboration between insights, R&D, and customers drive impactful solutions for the future.

In this episode, we’ll explore:

• Scenario Planning Basics: How scenario testing differs from trend-based forecasting.
• FutureLens Framework: Kerry’s foresight program for anticipating industry shifts.
• Consumer Insights and Data Sources: Integrating proprietary research with macro trends.
• Use Cases: Examples of scenario planning in action, including innovations in iced beverages and supporting a major European retailer.
• Advice for Businesses: Tips on incorporating scenario planning into strategy and innovation efforts.

Resources/Links:

• Kerry Taste and Nutrition Trends
• Kerry Health and Nutrition Institute
• IIEX Europe Information

You can reach out to David on LinkedIn.

You can reach out to Brian on LinkedIn.

Many thanks to David Deeley and Brian Short for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

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In this inspiring episode of The Greenbook Podcast, host Karen Lynch chats with Michelle Andre, Managing Director, and Jessica Sage, Marketing Director, of WIRe (Women in Research). Michelle and Jessica share the impact of WIRe’s programs on advancing women’s careers within the market research industry, from global networking events to targeted mentorship programs.

They discuss their support for women through initiatives like WIRe Accelerate, WIRexec, and the 50/50 Initiative, which drives gender equality on industry stages. Whether you're an industry veteran or a newcomer, this episode offers valuable insights into creating supportive networks and fostering career growth.

In this episode, we’ll explore:

• WIRe’s Global Impact: How WIRe is expanding to cities worldwide, offering networking and career development resources.
• WIRe Accelerate: A program offering career-enhancing knowledge on everything from financial skills to leadership development.
• Mentorship Program: Matching women in research with mentors to provide guidance and boost career confidence.
• WIRexec and the 50/50 Initiative: Programs supporting senior-level women and promoting gender balance on industry stages.
• Importance of Male Allies: Encouraging gender inclusivity to foster more supportive environments for women in research.

Resources

WIRe Website

WIRe Accelerate Program

WIRexec Information

50/50 Initiative Details

Doing it Scared and the Meaning of Courage: Interview with Belinda Brown

You can reach out to Michelle on LinkedIn.

You can reach out to Jessica on LinkedIn.

Many thanks to Michelle Andre and Jessica Sage for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode, Lenny Murphy welcomes Stephan Gans, SVP Chief Insights Analytics Officer at PepsiCo, and Ryan Barry, President at Zappi, to discuss the launch of their new book and their transformational partnership that’s reshaping the consumer insights industry.

Together, they dive into how PepsiCo and Zappi collaborated to transform the insights process, the evolution of their partnership, and how brands can leverage technology to gain deeper, faster consumer insights. Key takeaways include their lessons learned, the potential of AI in insights, and how to navigate the cultural change that’s essential for success in today’s market.

In this episode, we’ll explore:

• The launch of the Consumer Insights Revolution book and its immediate success.
• How PepsiCo partnered with Zappi to transform insights into a strategic, tech-enabled function.
• Why owning your data is the real competitive advantage in a world of AI and digitalization.
• Insights on navigating the challenges of integrating technology into global companies.
• The future of consumer insights, and how AI will reshape data-driven decision-making.

Resources:

Consumer Insights Revolution Book on Amazon

PepsiCo’s Website

Zappi’s Website

You can reach out to Stephan on LinkedIn.

You can reach out to Ryan on LinkedIn.

Many thanks to Stephan Gans and Ryan Barry for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

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In this episode of the Greenbook Podcast, host Lenny Murphy speaks with Robert Moran, a market research and public opinion expert, about the evolving concept of the American Dream and its impact on businesses. Robert shares insights from his career in political polling and consulting at Brunswick Group, explaining how the American Dream has shifted from a focus on material wealth to one of self-actualization and independence, especially among younger generations. They explore how these changes affect consumer behavior and marketing strategies, highlighting the importance of authenticity in connecting with modern audiences. The conversation also touches on cultural reflections of these shifts in music and the enduring symbolism of the "open road" in American life.

You can reach out to Robert on LinkedIn.

Many thanks to Robert for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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In this episode of the Green Book Podcast, Lenny Murphy and guest Rafa Cespedes recap the IIEX LATAM event, discussing the growth of the insights industry in Latin America and the impact of fostering innovation and cross-pollination between Latin American and U.S. markets. They explore how technology, including AI, has transformed the industry, while emphasizing the importance of human connection and cultural understanding. Rafa highlights the challenges and opportunities in adapting to new trends, and how brands must evolve to meet changing consumer needs. They also touch on the value of building a global community and sharing knowledge through collaborative efforts like IIEX events and other industry initiatives.

You can reach out to Rafa on LinkedIn.

Many thanks to Rafa for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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In this episode of the GreenBook Podcast, host Karen Lynch sits down with Jennifer Lien, UX Research Lead at Away, and Aaron Cannon, CEO and Co-Founder of Outset AI, to explore the collaborative journey behind Away's new soft side luggage line. They dive into how AI and user research came together to inform the product’s design, focusing on key insights from customers around durability and materials. Jennifer and Aaron share their experiences in scaling research with AI, the importance of curiosity in understanding user behavior, and how this partnership demonstrates the future of human-centered design.

You can reach out to Jennifer on LinkedIn.

You can reach out to Aaron on LinkedIn.

Many thanks to Jennifer and Aaron for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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In this episode of the Greenbook Podcast, host Karen Lynch sits down with Tino Klähne, Director of Strategic Innovation and Intelligence at Lufthansa Innovation Hub, to explore how his team is shaping the future of travel. Tino discusses how they use strategic intelligence to spot emerging opportunities and threats, employing cutting-edge tools like AI, an innovative "indicator stack," and even Wikipedia edits to predict industry shifts. They also dive into the exciting potential of the metaverse for aviation and how Lufthansa’s open approach to sharing insights is transforming the travel ecosystem.

You can reach out to Tino on LinkedIn.

Many thanks to Tino for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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In this episode of the Greenbook Podcast, host Lenny Murphy sits down with Alfred Wahlforss, co-founder of Listen Labs and recent winner of Greenbook’s Insight Innovation Competition. Alfred shares how Listen Labs is transforming the world of qualitative research through AI-powered moderators, enabling brands like Google and Nestlé to gain meaningful insights at scale. They discuss Alfred’s unique journey from Sweden to Harvard, where his work in AI led to the creation of Listen Labs. The conversation touches on key industry challenges, including data privacy, the evolving role of researchers, and how Listen Labs stands apart by combining cutting-edge AI with human expertise.

You can reach out to Alfred on LinkedIn.

Many thanks to Alfred for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

🚀 Advance your career and grow your business at IIEX Latin America 2024 🚀

This is the go-to event for professionals looking to excel in the LATAM market. 🌎Tap into the expertise of local and global leaders in one of the world’s most dynamic regions. Network with innovators and marketing gurus, and gain insights from top brands like Amazon, Netflix, PepsiCo, and Visa — getting the inside scoop on how these giants use cutting-edge technology to craft culturally attuned strategies.Stay ahead of the curve by exploring the latest innovations and trends in market research, insights, and analytics. Secure your spot at IIEX LATAM 2024 today — and use code PODCAST for 30% off!

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In this episode, Karen Lynch sits down with Ritanbara Mundrey, Global Head of Innovation and Insights at Nestlé Dairy, focusing on how innovation drives business growth. Ritanbara shares her expertise on navigating the complex world of product innovation, from identifying emerging consumer trends to fostering cross-functional collaboration that turns insights into impactful business strategies. She highlights the importance of blending consumer-centric insights with product experimentation to develop breakthrough innovations. Ritanbara also discusses how big brands can stay ahead of trends, like the rise of AI, and ensure their innovations resonate in an ever-evolving marketplace. This episode offers valuable takeaways for anyone passionate about the intersection of insights and innovation.

Mentioned in this episode:

Join us at IIEX LATAM

Visit greenbook.org/events/iiex-latam to register for the upcoming IIEX Latin America event. Use code PODCAST for 30% off your pass!

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In this episode of the GreenBook Podcast, host Karen Lynch sits down with Martha Llobet, CEO of Q2Q Global and board member of the Association for Qualitative Research (AQR). Martha shares her journey from quantitative to qualitative research, highlighting the deeper insights qualitative offers and the importance of cultural interpretation in global markets. They discuss the role of AQR in promoting high standards, supporting younger researchers, and embracing AI while maintaining the essential human touch in research. Martha also shares her experiences in expanding her business and offers advice to aspiring female founders. Tune in for a thoughtful conversation on the evolving world of qualitative research and its global impact.

You can reach out to Martha on LinkedIn.

Many thanks to Martha for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

🚀 Advance your career and grow your business at IIEX Latin America 2024 🚀

This is the go-to event for professionals looking to excel in the LATAM market. 🌎Tap into the expertise of local and global leaders in one of the world’s most dynamic regions. Network with innovators and marketing gurus, and gain insights from top brands like Amazon, Netflix, PepsiCo, and Visa — getting the inside scoop on how these giants use cutting-edge technology to craft culturally attuned strategies.Stay ahead of the curve by exploring the latest innovations and trends in market research, insights, and analytics. Secure your spot at IIEX LATAM 2024 today — and use code PODCAST for 30% off!

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What should we really make of the political polls that dominate the headlines?

In this episode of the Greenbook Podcast, hosts Lenny Murphy and Karen Lynch sit down with Cliff Young, President of Polling and Societal Trends at Ipsos, to explore the complexities and significance of political polling. The conversation delves into the challenges pollsters face in today’s fragmented media landscape, the methods used to accurately capture public opinion, and the role of polling in modern democracy. Cliff discusses the global trends affecting polling, the ethical responsibilities of pollsters, and how AI is beginning to influence the field.

You can reach out to Clifford on LinkedIn.

Many thanks to Clifford for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

🚀 Advance your career and grow your business at IIEX Latin America 2024 🚀

This is the go-to event for professionals looking to excel in the LATAM market. 🌎Tap into the expertise of local and global leaders in one of the world’s most dynamic regions. Network with innovators and marketing gurus, and gain insights from top brands like Amazon, Netflix, PepsiCo, and Visa — getting the inside scoop on how these giants use cutting-edge technology to craft culturally attuned strategies.Stay ahead of the curve by exploring the latest innovations and trends in market research, insights, and analytics. Secure your spot at IIEX LATAM 2024 today — and use code PODCAST for 30% off!

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In this episode of the Greenbook Podcast, host Lenny Murphy is joined by Seth Minsk, principal of Finish Line Insights, for a deep dive into the evolving role of insights professionals in the age of AI. Seth shares his unique journey from his early days in research to leading global insights for brands like Allegra and Advil at Sanofi, and now helping businesses navigate transformation. The conversation focuses on how AI is shifting insights from traditional research methods to more strategic, business-impacting roles. Seth discusses the growing relevance of AI in automating processes, unlocking faster decision-making, and transforming insights teams into true business partners—illustrating how insights can go beyond answering questions to actually shaping the questions that businesses should be asking.

You can reach out to Seth on LinkedIn.

Many thanks to Seth for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

🚀 Advance your career and grow your business at IIEX Latin America 2024 🚀

This is the go-to event for professionals looking to excel in the LATAM market. 🌎Tap into the expertise of local and global leaders in one of the world’s most dynamic regions. Network with innovators and marketing gurus, and gain insights from top brands like Amazon, Netflix, PepsiCo, and Visa — getting the inside scoop on how these giants use cutting-edge technology to craft culturally attuned strategies.Stay ahead of the curve by exploring the latest innovations and trends in market research, insights, and analytics. Secure your spot at IIEX LATAM 2024 today — and use code PODCAST for 30% off!

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In this episode of the Greenbook Podcast, host Lenny Murphy sits down with Mark Hardy, head of Walmart Data Ventures, to explore how Walmart is harnessing the power of first-party data to transform retail and enhance customer experiences. Mark shares his journey from the CPG industry to Walmart and discusses the innovative Walmart Luminate platform, which optimizes supplier-merchant collaboration through data-driven insights. They dive into the importance of quality data, the rise of AI in market research, and the evolving role of insights in shaping the future of retail.

You can reach out to Mark on LinkedIn.

Many thanks to Mark for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

🚀 Advance your career and grow your business at IIEX Latin America 2024 🚀

This is the go-to event for professionals looking to excel in the LATAM market. 🌎Tap into the expertise of local and global leaders in one of the world’s most dynamic regions. Network with innovators and marketing gurus, and gain insights from top brands like Amazon, Netflix, PepsiCo, and Visa — getting the inside scoop on how these giants use cutting-edge technology to craft culturally attuned strategies.Stay ahead of the curve by exploring the latest innovations and trends in market research, insights, and analytics. Secure your spot at IIEX LATAM 2024 today — and use code PODCAST for 30% off!

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In this episode of the Greenbook Podcast, host Lenny Murphy sits down with market research legend Angus Reid to discuss his extensive career and the evolution of the industry. Angus shares insights on the challenges of modern polling, the impact of AI on research, and the importance of maintaining respondent engagement and data integrity. They also explore the crucial role of polling in understanding societal trends and the ethical responsibilities of researchers. Angus discusses his shift from traditional surveys to modern research approaches, highlighting essential takeaways for the industry's future.

You can reach out to Angus on LinkedIn.

Many thanks to Angus for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

🚀 Advance your career and grow your business at IIEX Latin America 2024 🚀

This is the go-to event for professionals looking to excel in the LATAM market. 🌎Tap into the expertise of local and global leaders in one of the world’s most dynamic regions. Network with innovators and marketing gurus, and gain insights from top brands like Amazon, Netflix, PepsiCo, and Visa — getting the inside scoop on how these giants use cutting-edge technology to craft culturally attuned strategies.Stay ahead of the curve by exploring the latest innovations and trends in market research, insights, and analytics. Secure your spot at IIEX LATAM 2024 today — and use code PODCAST for 30% off!

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In this episode of the Greenbook Podcast, host Lenny Murphy sits down with Pravin Shekar, a multifaceted entrepreneur, author, poet, adventurer. The conversation explores Pravin's approach to "unconventional decision making," emphasizing the importance of standing out by thinking and acting differently in business and life. They delve into Pravin's new book, "Convert Customer Bias into Business," which highlights how understanding human psychology and biases can enhance marketing strategies. Pravin shares insights from his extensive career, stressing the need for continuous personal and professional reinvention. The episode is a rich blend of practical business advice and inspiring personal anecdotes, aiming to motivate listeners to embrace their unique paths and create meaningful differences in their endeavors.

You can reach out to Pravin on LinkedIn.

Many thanks to Pravin for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

🚀 Advance your career and grow your business at IIEX Latin America 2024 🚀

This is the go-to event for professionals looking to excel in the LATAM market. 🌎Tap into the expertise of local and global leaders in one of the world’s most dynamic regions. Network with innovators and marketing gurus, and gain insights from top brands like Amazon, Netflix, PepsiCo, and Visa — getting the inside scoop on how these giants use cutting-edge technology to craft culturally attuned strategies.Stay ahead of the curve by exploring the latest innovations and trends in market research, insights, and analytics. Secure your spot at IIEX LATAM 2024 today — and use code PODCAST for 30% off!

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Join Karen Lynch as she sits down with Doug Keith, co-founder of the Insights Career Network (ICN) and founder of Future Research Consulting, to explore his extensive career in market research and the vital role of ICN in supporting professionals in the industry. Doug shares the origins and mission of ICN, its rapid growth to 1,700 members, and the unique blend of virtual and real-life meetups, career resources, and a supportive community it offers. They discuss the evolving employment landscape, the importance of networking and mentorship, and how ICN is helping job seekers and industry allies navigate their career paths.

You can reach out to Doug on LinkedIn.

Many thanks to Doug for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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In this week's episode of the Greenbook Podcast, host Lenny Murphy sits down with Steven Millman, Global Head of Research and Data Science at Dynata, to delve into the current landscape of data quality in online surveys and the transformative role of AI in market research. Steven shares insights on how Dynata ensures high data integrity, combats survey fraud, and employs advanced AI tools to improve research outcomes. They also explore the implications and potential of synthetic data, large language models, and AI-driven chatbots for qualitative research. Tune in to discover how AI is shaping the future of market research and the crucial importance of maintaining data quality in decision-making processes.

You can reach out to Steven on LinkedIn.

Many thanks to Steven for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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In this episode of the Greenbook Podcast, host Karen Lynch engages in a compelling conversation with Nick Graham, the SVP Global Head of Insights and Analytics at Mondelez International. They dive into Nick’s extensive career journey and his pivotal role in leveraging data to guide strategic decisions at Mondelez. Nick discusses the delicate balance between technology and human expertise in generating actionable consumer insights. He also shares innovative ways generative AI is being used to boost efficiency and creativity within the insights team. For professionals in the field, Nick offers invaluable advice on networking, career growth, and adapting to the ever-evolving landscape of insights and analytics. This episode is packed with practical tips and forward-thinking perspectives that promise to enrich your understanding of the industry’s future.

You can reach out to Nick on LinkedIn.

Many thanks to Nick for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

Join us at an IIEX Event!

Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

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In this episode of the Greenbook Podcast, host Lenny Murphy chats with industry legend Stan Sthanunathan, renowned for his impactful roles at Coca-Cola and Unilever. Stan shares pivotal moments that shaped his career, emphasizing actionable insights and what that truly means in a world of abundant data. He discusses his transition to founding iGenie.AI, which leverages AI to enhance human intelligence in market research. Together, Lenny and Stan explore the future of the insights industry, the balance between technology and human expertise, and the importance of empathy and understanding consumer behavior. Tune in for an enlightening discussion on driving innovation and staying relevant in a rapidly evolving field.

You can reach out to Stan on LinkedIn.

Many thanks to Stan for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

Join us at an IIEX Event!

Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

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In this episode of the Greenbook Podcast, host Lenny Murphy welcomes Joyce Chuinkam, Senior Research Manager at Talk Shoppe and a 2024 Greenbook Future List Honoree, to discuss her diverse background and experiences in market research. Joyce shares her journey from politics to entertainment, legal, and now market research, highlighting her extensive travel and its influence on her professional approach. The conversation delves into the importance of authenticity in brand messaging, especially for minority groups and GenZ, and explores the challenges and nuances of conducting global research. Join us for a deep dive into fostering brand loyalty, navigating the impact of technology in research, and leveraging the subtle power of influencing consumer behavior for a more inclusive future.

You can reach out to Joyce on LinkedIn.

Many thanks to Joyce for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

IIEX Europe Registration 2024

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What makes a team truly effective?

In this episode of the Greenbook Podcast, Karen Lynch hosts Sarah Thurber and Blair Miller from FourSight to explore the science of building effective teams. They discuss the FourSight Thinking Profile, which identifies four thinking styles—clarifying, ideating, developing, and implementing—and how these styles can be harnessed to solve complex problems collaboratively. The conversation also delves into their new book, "Good Team, Bad Team: Lead Your People to Go After Big Challenges, Not Each Other," offering valuable guidance for anyone leading a team. Discover how to leverage cognitive diversity, the importance of hands-in leadership, and strategies for aligning team and individual purposes to enhance team performance. Tune in to gain actionable strategies to elevate your team's effectiveness and drive better results.

You can reach out to Sarah on LinkedIn.

You can reach out to Blair on LinkedIn.

Check out "Good Team, Bad Team" on Amazon, and Porchlight Books for Bulk Sales

Many thanks to Sarah and Blair for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

IIEX Europe Registration 2024

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In this episode of the Greenbook Podcast, host Karen Lynch interviews Stephan Gans, SVP Chief Insights and Analytics Officer at PepsiCo. They explore Stephan's career path from marketing at Unilever to leading global consumer insights at PepsiCo, emphasizing the integration of analytics, capability building, and the importance of empathy in understanding consumer behavior. Stephan shares insights on the proactive role of insights professionals in commercial decision-making and discusses the impact of generative AI on the industry. The episode concludes with Stephan sharing his excitement about an upcoming book on transforming consumer insights for competitive advantage.

You can reach out to Stephan on LinkedIn.

Many thanks to Stephan for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

IIEX Europe Registration 2024

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What are the key skills researchers need to thrive in today's fast-paced market?

In this episode of the Greenbook Podcast, host Lenny Murphy welcomes Bianca Johnston, who shares her journey from a hybrid research and marketing role at Shopify to launching her own research consulting and education company. Bianca discusses the importance of bridging gaps between research and business functions, the impact of AI on research, and her vision for helping non-researchers and junior researchers improve their practices. The conversation delves into the future of the industry, the evolving role of researchers, and Bianca's upcoming ventures. Tune in for an insightful discussion on integrating insights into strategic actions and navigating the changing landscape of market research.

You can reach out to Bianca on LinkedIn.

Many thanks to Bianca for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

IIEX Europe Registration 2024

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How do hidden dynamics fuel successful e-commerce strategies?

In this episode of the Greenbook Podcast, host Karen Lynch engages with Rasika Mathur, Senior Director and Head of Consumer Insights at Snapdeal. Rasika dives deep into her 14-year journey with Snapdeal, revealing how the platform has transformed into India's leading value e-commerce destination. She shares her passion for fostering a customer-obsessed culture and explains how understanding consumer emotions can bridge the gap between intention and action, driving business growth and customer loyalty. Rasika offers practical insights into the nuances of e-commerce, from leveraging emotional intelligence in personalization to maintaining authenticity in digital interactions. Join us for a compelling conversation packed with actionable strategies and heartfelt anecdotes that highlight the power of consumer insights in shaping successful businesses.

Read Rasika's interview here.

You can reach out to Rasika on LinkedIn.

Many thanks to Rasika for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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How do leading companies turn market insights into innovative products that resonate with consumers and drive long-term success?

In this edition of the Greenbook Podcast we join you live from IIEX North America, host Karen Lynch welcomes Tulika Chikersal, the global lead for innovation insights at Post. Tulika shares her journey from agency roles at Kantar to leading innovation pipelines at Post, emphasizing the importance of forward-looking, strategic insights in driving long-term business strategies. She discusses the challenges and successes in identifying market white spaces, integrating insights with product development and marketing teams, and the critical lessons learned from failures. This episode offers a deep dive into the role of innovation insights in shaping consumer-centric product innovations and strategic business decisions.

You can reach out to Tulika on LinkedIn.

Many thanks to Tulika for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

Join us at an IIEX Event!

Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

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Step into the forefront of innovation with key takeaways from IIEX North America 2024

In this episode of The Greenbook Podcast, join hosts Karen Lynch and Lenny Murphy as they dive into the vibrant happenings at IIEX North America 2024. Karen, who attended the event, shares her experiences of the energetic atmosphere, driven by a mix of familiar faces and exciting new entrants. The discussions were heavily influenced by the practical applications of AI in market research, with a focus on real-world integration into platforms and processes. Highlights include insightful contributions from industry giants like the NBA and Bose, emphasizing innovative approaches to audience measurement and customer-centricity. The episode also covers the Insight Innovation Competition, where Listen Labs emerged as a standout, showcasing their AI-assisted tools that enhance survey data analysis. Listen in for an in-depth look at the latest trends and transformative ideas shaping the future of market research.

Many thanks to our hosts, Karen and Lenny. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

Join us at an IIEX Event!

Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

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How does Olly use consumer insights to craft products that stand out in the crowded wellness market?

In this episode of the Greenbook Podcast, host Karen Lynch interviews Liz Raukohl, Director of Insights at Olly—a vibrant vitamin and supplement brand celebrated for its consumer-friendly and innovative packaging. Liz shares her career journey from Pepperidge Farm to Unilever, leading up to her pivotal role at Olly. She delves into the establishment and evolution of the insights function within a dynamic startup environment, detailing her integration of cutting-edge research methodologies with fundamental consumer-centric practices. Emphasizing the critical role of insights in shaping strategic, data-driven decisions, Liz also explores how blending traditional and contemporary approaches in the insights field propels business growth and strategic innovation.

You can reach out to Liz on LinkedIn.

Many thanks to Liz for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

Join us at an IIEX Event!

Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

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How did conjoint analysis revolutionize market research?

In this episode of the Greenbook Podcast, host Lenny Murphy interviews Steve Cohen, founder and CEO of In4mation Insights and a notable figure in market research. Steve recounts his pioneering work in developing methodologies like choice-based conjoint and MaxDiff, detailing his career from early film forecasting models at Polaroid to groundbreaking academic contributions. He discusses innovations in market research tools, such as integrating budget constraints in choice modeling and enhancing analysis with behavioral economics concepts like regret minimization. We also explore the potential of advanced computational technologies and AI to enhance market research processes.

You can reach out to Steve on LinkedIn.

Many thanks to Steve for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

Join us at an IIEX Event!

Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

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Unexpected paths often lead to the most rewarding destinations

In this enlightening episode of the Greenbook Podcast, host Karen Lynch is joined by 2024 Future List Honoree Belinda Brown, Director of Marketing and Business Development at Gazelle Global. Belinda shares her journey from aspiring clinical psychologist to influential market researcher, highlighting her personal experiences with PCOS and the significant gaps in women's health research. She discusses the transformative power of market research on policy and consumer behavior, the role of AI in the industry, and the importance of inclusivity and volunteerism. Belinda also gives a sneak peek into her new book, Global Sales Channel, and her excitement for upcoming industry events. This episode is a deep dive into the intersections of personal experience, professional growth, and the broader impact of market research.

Check out Global Sales Channel on Amazon.

You can reach out to Belinda on LinkedIn.

Many thanks to Belinda for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

Join us at an IIEX Event!

Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

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The human element of research is vividly brought to life in the realm of healthcare and patient data.

In this episode of the Greenbook Podcast, host Lenny Murphy engages in an inspiring conversation with Maria Muccioli, one of the honorees on the 2024 Greenbook Future List. Maria shares her captivating journey from her early days in Russia to her recent endeavors in the field of healthcare research. Delving into her academic background in biochemistry and molecular biology, Maria reflects on her transition from traditional academia to making significant contributions in healthcare through research. The discussion covers the challenges of healthcare market research, the impact of the COVID-19 pandemic on patients, and the exciting potential of AI in analyzing patient data. Emphasizing the importance of diversity in research and her personal dedication to improving patient care, Maria's story showcases resilience, innovation, and a profound commitment to enhancing the healthcare landscape.

You can reach out to Maria on LinkedIn.

Many thanks to Maria for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

Join us at an IIEX Event!

Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

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How can nurturing emerging talents catalyze groundbreaking innovations?

In this enlightening episode of the Greenbook Podcast, Lenny Murphy sits down with Colson Steber, Co-CEO of Qlarity Access, to explore the remarkable evolution from Communications for Research to the rebranded powerhouse Qlarity Access. As proud sponsors of the 2024 Greenbook Future List, Colson delves into how nurturing emerging market research talent aligns with Qlarity's innovative approach to business. He shares the philosophies driving Qlarity's success—emphasizing values-aligned actions, the integration of technology to enhance human insights, and fostering a culture of intentional action and personal growth. This episode not only sheds light on the strategic direction of Qlarity Access but also embodies the spirit of the Future List, showcasing the importance of supporting young professionals, adopting advanced technologies, and encouraging a visionary leadership mindset critical for the future landscape of market research.

You can reach out to Colson on LinkedIn.

Many thanks to Colson for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

Join us at an IIEX Event!

Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

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From the ivy-covered walls of academia to the front lines of societal impact, discover how one visionary is translating research into tangible change.

Join Karen Lynch in an inspiring conversation with Jasmin Goodman, a trailblazer in qualitative research and a 2024 Future List honoree, on this week's episode of the Greenbook Podcast. Jasmin, the visionary behind the J. Michelle Group, dives into her transformative journey from academia to the forefront of qualitative research, spotlighting her endeavors to elevate the voices of Black consumers and ensure their experiences are heard. Discover the impact of her work on cultural intelligence training, her advocacy in the medical research field, and her deep commitment to community uplift. This episode offers a rare glimpse into the power of research as a tool for positive change and the profound personal and professional fulfillment it brings.

You can reach out to Jasmin on LinkedIn.

Many thanks to Jasmin for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:

Join us at an IIEX Event!

Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

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What does that cheesy, orange dusting on Cheetos do for our system 1, system 2 thinking?

In this engaging episode of the Greenbook Podcast, Matt Thell, Senior Strategy Manager of Global Marketing and Organization at General Mills, shares insights into the Nourishing Joy project, which aims to integrate joy into adult food consumption. Delving into the challenges and insights of making everyday food experiences more joyful, Matt highlights the importance of nostalgia, the psychology behind impulse buying, and General Mills' innovative strategies in fostering innovation and diversity. Through storytelling and expert analysis, the conversation unveils the intricate balance between consumer desires and product development, offering a profound look at the efforts to enhance happiness through food.

You can reach out to Matt on LinkedIn.

Many thanks to Matt for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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Join us at an IIEX Event!

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What does it take to ensure every voice, regardless of its accent, is valued and heard?

In this episode of the Greenbook Podcast, we welcome guest Aïcha Ly, Founder of SITB and Head of Consumer Insights at Opensignal, to discuss the impact of accent bias in professional and personal settings. Aïcha, originally from Senegal and now a strategic insights leader in the tech industry, shares her journey from immigrating to the U.S. at the age of nine to becoming a global speaker, business owner, and author. She delves into how accent biases can lead to discrimination and impact career advancement, highlighting the importance of voice coaching and active listening for effective communication. Aïcha also discusses the need for accent diversity training within DEI initiatives to combat these biases. By fostering an inclusive environment and addressing accent bias, researchers can engage with all participants more effectively, enriching research outcomes with diverse perspectives.

You can reach out to Aïcha on LinkedIn.

Many thanks to Aïcha for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

*Please Note: The viewpoints shared in this episode belong to Aïcha and do not necessarily reflect the stance of Opensignal.

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How does one navigate the delicate dance between groundbreaking innovation and the practical realities of bringing those ideas to life?

In this week's episode we sit down with innovation powerhouse Kyle Nel, whose remarkable journey has taken him from leading Innovation at Lowe's Home Improvement, pioneering VR/AR, and launching 3D printers into space, to consulting on future energy projects across Europe and diving into AI and spectrometry. Kyle shares his insights on pushing traditional organizations towards significant, impactful projects based on consumer behavior, the importance of storytelling and strategic narratives in effecting organizational change, and his work with Singularity University. Reflecting on his career, Kyle emphasizes the acceleration of technological advancements and the necessity for rapid innovation adoption. He also highlights the fulfillment found in applying skills for a greater good, such as his volunteer work with BYU's Pathway Program to democratize education globally, encouraging listeners to consider the impact they can make through strategic narratives within their own organizations.

You can reach out to Kyle on LinkedIn.

Many thanks to Kyle for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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What can we learn from this $500M NA Beer company?

In this episode of the Greenbook Podcast, Bill Shufelt, co-founder and CEO of Athletic Brewing, shares the inspiring journey and vision behind his non-alcoholic craft beer company. From a personal lifestyle choice sparking a groundbreaking business idea to the company's swift rise in the non-alcoholic beer market, outpacing industry giants, we delve into how Athletic Brewing is revolutionizing the industry with a focus on health, taste, and innovation. We also explore the strategic use of insights and data in product development, the challenges and rewards of entrepreneurship, and the evolving market trends shaping the future of beverages.

You can reach out to Bill on LinkedIn.

Many thanks to Bill for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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At an average of $0.72 per hour for survey participants, what does this mean for the quality of your data and the insights you depend on?

In this episode of the Greenbook Podcast, we sit down with Karine Pepin, a standout author and market research aficionado, to explore the intricacies and challenges of data quality in the industry. With a rich background in sociology and a profound love for market research from the get-go, Karine shares her critical insights into the systemic issues plaguing online surveys, including participant engagement, incentive effectiveness, and the impact of fraudulent responses. The discussion delves into the necessity for the industry to move beyond short-term, cost-driven strategies towards a future of enhanced data integrity and trust between researchers and participants. Highlighting her journey through the landscape of market research, Karine calls for a reevaluation of research methodologies and the adoption of innovative approaches, all while announcing her exciting new venture aimed at revolutionizing the way high-quality research is conducted.

You can reach out to Karine on LinkedIn.

Many thanks to Karine for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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What do futurists see on the horizon? A world where imagination and innovation converge to create tomorrow's reality.

In this episode of the Greenbook Podcast, we sit down with Ari Popper, the founder and CEO of SciFutures, to explore the intriguing intersection of science fiction and corporate innovation. Popper delves into the unique approach of SciFutures, which collaborates with science fiction writers to craft compelling future scenarios that help the world's largest companies envision and build their preferred futures. Through stories of transformative projects, such as revolutionizing home improvement with Lowe's and pioneering the future of mood and emotion measurement, Popper illustrates the power of storytelling in sparking real-world innovation. The conversation also navigates the ethical landscapes of emerging technologies, the societal implications of AI, and synthetic consumers, highlighting Popper's hopeful vision for a future where technology enhances humanity's best qualities.

You can reach out to Ari on LinkedIn.

Many thanks to Ari for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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Personalized advertising: a boon or a bane in the AI era?

In this episode of the Greenbook Podcast, we are joined by Mark Truss, Chief Research Officer at VML, who shares his journey from vendor research to advertising agency work, highlighting the distinct methodologies of each sector. Mark discusses the evolving landscape of analytics and research, emphasizing the role of AI and automation in enhancing research efficiency and creativity in advertising. He explores the challenges of personalization in advertising, advocating for an integrated approach to brand and performance marketing. Additionally, Mark speaks about the importance of sample quality, his role as a part-time adjunct professor at Columbia, and even his involvement in a musical group "The Outliers".

You can reach out to Mark on LinkedIn.

Many thanks to Mark for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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What do ultramarathons and market research have in common?

In this episode of the Greenbook Podcast, we sit down with ESOMAR president, Ray Poynter, who shares his intriguing journey from a computer programmer in to a forerunner in online and social media research. Ray discusses the significant industry shift towards more in-house client research, facilitated by advancements in technology. He offers insights on how the internet and AI are revolutionizing market research, forecasting AI's impactful but not disruptive nature compared to mobile phones. The conversation also covers the democratization of research through technology, where Ray emphasizes the growing importance of skills like empathy and storytelling, areas where AI may fall short. Additionally, they touch upon challenges in data quality and potential regulatory hurdles with AI's integration. The episode concludes with Ray drawing an inspiring analogy between his enthusiasm for ultramarathons and the relentless commitment required to navigate and excel in the evolving landscape of technology in market research.

You can reach out to Ray on LinkedIn.

Many thanks to Ray for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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As waves of technological hype crash upon the shores of the market research industry, how do we navigate the promises of revolution while maintaining a healthy skepticism?

In this episode of the Greenbook Podcast, we are joined by Edward Appleton, who discusses the impact of technology, and the enduring importance of human skills in interpreting data. He reflects on the waves of technological hype that have promised to revolutionize the industry over the past two decades, expressing a healthy skepticism towards these narratives and emphasizing the importance of empirical evidence over hype. The conversation explores the potential impact of generative AI on market research, which could alter business models and the need for traditional sample providers. Edward underscores that while data is abundant, it does not equate to insights, and the need for human skills in providing strategic, actionable insights remains crucial.

You can reach out to Edward on LinkedIn.

Many thanks to Edward for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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What does it take to turn conversations into compelling user insights?

In this engaging episode of the Greenbook Podcast, esteemed user researcher and author Steve Portigal joins us to discuss his book "Interviewing Users: How to Uncover Compelling Insights." He delves into the evolution of user research, highlighting the critical distinction between business challenges and research questions, and the importance of adapting to societal shifts such as the rise of remote user research. Steve shares invaluable insights and practical tools from his book that aid researchers in effectively capturing and analyzing data, and emphasizes the significance of driving impactful research across organizations.

Use the code Greenbook for 20% off of your copy of his book!

You can reach out to Steve on LinkedIn.

Many thanks to Steve for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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As we head into 2024 we wanted to revisit an audience favorite from this past year!

How will generative AI and synthetic audiences shape the landscape of qualitative research?

In this episode, President of Sago, Isaac Rogers joins us to explore the changing face of qualitative research and the need for more engaging and innovative research designs. We discuss how researchers are adopting multi-phase and iterative research designs, including online discussions, video interviews, and digital diaries, to gather more comprehensive insights from participants. We also explore the emergence of generative AI and synthetic audiences and the challenges around data auditing and security measures to combat fraud in this area. Isaac shares his perspective on the challenges and opportunities in the industry, including the need for incentivization, data auditing against fraud, and the potential of computer-generated open-ended responses.

You can reach out to Isaac on LinkedIn.

Many thanks to Isaac for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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What did we see in 2023, and what can we expect in 2024?

In this week’s episode, we’re excited to welcome Jenn Mancusi for an comprehensive exploration of the past year in the market research industry. We delve deep into the critical shift from internal to customer-led KPIs and discuss the increasing need for customer-centric approaches. Join us as we unpack the challenges in differentiating within a crowded market and the significance of understanding broader customer problems. Our conversation also sheds light on the often-overlooked role of emotional decision-making in business. We’ll further explore the necessity of adapting marketing strategies and internal processes in today’s technology-driven environments, emphasizing the importance of maintaining agility and open-mindedness. Amidst ongoing changes and disruptions, we reaffirm that the core principles of understanding customer needs and delivering value remain constant.

You can reach out to Jenn on LinkedIn.

Many thanks to Jenn for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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Hear from one brand side leader who is strengthening her research with AI.

In this week's episode our guest, Anna Conte, Associate Director of Human Insights at Clorox Canada, joins us for an insightful exploration tailored for market research professionals. We kick off the episode by diving into Anna's extensive background in psychology and her impactful work with notable brands like Glad Waste, Burt's Bees, and Brita. The conversation then takes a deep dive into the role of artificial intelligence in market research, revealing how AI is revolutionizing data analysis and strategic planning, enhancing the toolkit of today's researchers. Anna discusses the future of the industry in an AI-dominated landscape, emphasizing the evolving role of market researchers as essential 'insight navigators' who drive business growth and navigate the complexities of presenting challenging findings to established organizational norms.

You can reach out to Anna on LinkedIn.

Many thanks to Anna for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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How does AI change the game for qualitative research?

Join us in this episode as Lauren Isaacson, president of the QRCA, guides us through the evolving landscape of qualitative research in the age of AI. Lauren discusses the irreplaceable role of qualitative researchers in capturing insights beyond AI's reach, the synergy between UX and qualitative research, and the impact of AI on industry roles. She also talks about embedding researchers in product teams, the dynamics of different research roles, and adapting to economic shifts. Highlighting QRCA's value, Lauren encourages engagement in their annual conference and Special Interest Groups (SIGs) for professional growth.

Check out more from the QRCA here!

You can reach out to Lauren on LinkedIn.

Many thanks to Lauren for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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What does the GRIT report tell us about the next big leaps in MRX?

In this episode of the podcast, Manny Rodriguez and Anthony Samarasekera from Forsta join us for an in-depth conversation about market research trends and challenges, as highlighted in the Greenbook GRIT report. They delve into the impact of artificial intelligence (AI) and technological advancements on the industry, discussing AI's role in enhancing report generation, data interpretation, and integrating visual elements in data analysis. The discussion also touches on the essential cultural and organizational changes required for adopting new technologies, including the importance of continuous learning and embracing emerging tech. They emphasize the need for internal ideation and stakeholder feedback to tailor product development to market demands. Manny and Anthony also share their perspectives on the exciting future of AI in market research, stressing the significance of industry collaboration and staying abreast of tech updates.

You can reach out to Manny on LinkedIn.

You can reach out to Anthony on LinkedIn.

Many thanks to Manny and Anthony for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

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Could embracing contradictions be the missing puzzle piece in your insight-building journey?

This week's episode features an enlightening conversation between Karen and Chris Kocek, the author of "Any Insights Yet?". They explore the unconventional methods of insight-building highlighted in his book, focusing on the need to challenge traditional research approaches, embrace discomfort, and adopt divergent thinking. Chris sheds light on the collaborative aspect of discovering insights, the power of storytelling in making complex ideas accessible, and the importance of questioning entrenched norms and language. This discussion not only emphasizes the subjective nature of insights but also stresses their effective articulation. Join us for an episode that promises to offer a novel perspective on stepping out of your comfort zone to unearth transformative insights.

You can reach out to Chris on LinkedIn.

Many thanks to Chris for being our guest. Thanks also to our producer, Natalie Pusch; our editor, Big Bad Audio.

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Can incentives lead us down unexpected paths?

In this week's episode, we have the privilege of hosting Uri Gneezy, a distinguished economist and the author of "Mixed Signals." Gneezy guides us through the intriguing realm of incentives, elucidating their profound influence on consumer behavior. He underscores the paramount importance of aligning incentives with desired outcomes, highlighting potential pitfalls arising from conflicting signals within organizations. Drawing upon concrete examples, Uri reveals how incentives can produce intricate, sometimes counterintuitive results. Furthermore, he explores the role of A/B testing in optimizing incentive structures and preventing their exploitation. In a thought-provoking exploration, Gneezy also delves into the ethical considerations surrounding generative AI. He urges businesses to adapt while acknowledging the evolving landscape of human capabilities.

You can reach out to Uri on LinkedIn.

Many thanks to Uri for being our guest. Thanks also to our producer, Natalie Pusch; our editor, Big Bad Audio; and this episode's sponsor, Dig Insights.

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Data pulses at the core of healthcare, driving faster, more accurate diagnoses.

In this episode, we're joined by Miranda Mapleton, CEO of White Swan, a charity leveraging technology and data science to transform healthcare. She expounds on how a strong, clear mission is critical for guiding any organization, as it clarifies purpose and directs efforts. The charity's robust volunteer network—over 130 strong worldwide—is a testament to the power of this mission, as these dedicated individuals bring their varied expertise to support those struggling with undiagnosed health conditions. She shares compelling stories of how their work has already made strides in speeding up diagnoses and enhancing patient care, emphasizing the charity's careful balance between leveraging data for good while rigorously maintaining user privacy by using only anonymized, public data.

You can reach out to Miranda on LinkedIn.

Many thanks to Miranda for being our guest. Thanks also to our producer, Natalie Pusch; our editor, Big Bad Audio; and this episode's sponsor, Dig Insights.

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Where does authentic connection fit in a data-driven world?

In this week's episode, we chat with Robyn Rouse from Vital Findings, a distinguished qualitative researcher and a 2023 Greenbook Future List Honoree who emphasizes the centrality of genuine human connection in her work. As she delves into the nuances of tailoring research methods to clients' needs, Robyn also highlights the symbiosis of design in effectively conveying findings. Exploring the future, she touches upon the intriguing possibilities of AI in research and its accompanying challenges. Beyond the mechanics of research, Robyn reflects on her personal journey, the gratification derived from connecting with people, and the necessity of emotional resilience in the industry.

You can reach out to Robyn on LinkedIn.

Many thanks to Robyn for being our guest. Thanks also to our producer, Natalie Pusch; our editor, Big Bad Audio; and this episode's sponsor, Dig Insights.

Mentioned in this episode:

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How do industry leaders master the art of management?

In this episode, Rick Kendall, with his background at HBO, unravels the art of successful management and the nuances of understanding subscriber behavior. He highlights the value of strategic studies, illustrating how HBO leveraged them to optimize decision-making. Rick shares a captivating study on dual HBO and Showtime subscribers, shedding light on the importance of choice and variety in content consumption. But it's not just about studies: Rick delves deep into rethinking subscriber retention, underscoring the need to question and reassess ingrained assumptions. As we dive deeper into the conversation, there's a clear call to arms for managers everywhere: keep learning, stay curious, and always challenge the status quo. Tune in to acquire essential strategies and skills that promise to enhance your approach to management. For an extended journey into management excellence, don’t miss Rick’s podcast, "Management Mastery."

You can reach out to Rick on LinkedIn.

Many thanks to Rick for being our guest. Thanks also to our producer, Natalie Pusch; our editor, Big Bad Audio; and this episode's sponsor, Dig Insights.

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Imagine a healthcare industry where innovation thrives through diversity.

In this episode of the Greenbook podcast, Dan Fitzgerald, CEO of Apollo Intelligence, joins us to delve into the vital role of diversity and inclusion in research. We explore the necessity of supportive environments and diversity action plans in research and clinical trials. Dan underscores his commitment to fostering teamwork and continuous improvement within his organization. The discussion delves into methods for effectively engaging diverse audiences, highlighting technology, community engagement, and collaboration with underrepresented groups. We also discuss the future of the industry, focusing on advancements in machine learning, behavioral insights, and strategic partnerships.

You can reach out to Dan on LinkedIn.

Many thanks to Dan for being our guest. Thanks also to our producer, Natalie Pusch; our editor, Big Bad Audio; and this episode's sponsor, Dig Insights.

Mentioned in this episode:

Join us at an IIEX Event!

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Are we asking the right questions?

In this week's episode, Lorin Drake, Consumer Insights Strategist at Publix Super Markets, joins us to discuss the evolving role of surveys and their fusion with qualitative and unstructured data. We delve into their enduring importance, exploring the challenges and potential of integrating open-ended questions, and examine the impact of prompt engineering on AI models like ChatGPT. Lorin envisions a future where AI generates visual content based on prompts but underscores the indispensable role of human creativity.

You can reach out to Lorin on LinkedIn.

Many thanks to Lorin for being our guest. Thanks also to our producer, Natalie Pusch; our editor, Big Bad Audio; and this episode's sponsor, Dig Insights.

Mentioned in this episode:

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The future of CX is here, and it's powered by AI.

In this week's episode, Jeannie Walters, CEO of Experience Investigators, joins us to discuss the dynamics of customer experience, AI, and leadership. From ChatGPT's revolutionary conversational capabilities to the importance of customer understanding, we explore how organizations can bridge the gap between digital and real-life customer interactions through an omnichannel approach. Discover how AI can empower leaders to make informed decisions and drive meaningful change, all in pursuit of enhancing customer interactions and gaining deeper insights at the C-suite level. Tune in for a journey into the future of CX, where challenges like AI selection and ethical data collection are met head-on, guided by visionary leadership.

You can reach out to Jeannie on LinkedIn.

Many thanks to Jeannie for being our guest. Thanks also to our producer, Natalie Pusch; our editor, Big Bad Audio; and this episode's sponsor, Dig Insights.

Mentioned in this episode:

Join us at an IIEX Event!

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Struggling to maintain your mental equilibrium in the fast-paced world of entrepreneurship?

In this episode, we're joined by Neil Seeman, author of Accelerated Minds, to delve into the crucial connection between mental health and entrepreneurship. Neil emphasizes the significance of establishing a supportive community with like-minded peers. He shares insights into techniques such as journaling and cognitive behavioral therapy to help you maintain your mental well-being. Neil's vision calls for a shift in the prevailing narrative of entrepreneurship, emphasizing long-term goals and societal impact, with leaders who actively promote empathy and provide mental health support within organizations. Join us as we explore this often overlooked aspect of professional and personal balance, offering a roadmap to achieving a resilient and balanced entrepreneurial life.

You can reach out to Neil on LinkedIn.

Many thanks to Neil for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, Dig Insights.

Mentioned in this episode:

Join us at an IIEX Event!

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What do you know about the fascinating world of marketing ecology?

In this episode, we're excited to welcome Erin Sowell, a 2023 Greenbook Future List honoree, as she delves into the captivating world of marketing ecology and its profound implications for the realm of insights. Erin explores the essential qualities of leadership that foster a flourishing environment, emphasizing curiosity, bravery, empathy, inclusivity, and inspiration. Throughout our conversation, Erin offers valuable perspectives on distinguishing between disruption and disturbance within the marketing landscape. We also explore the importance of uncovering your own niche and nurturing symbiotic relationships, strategies that not only set you up for success but also contribute to the success of those around you.

You can reach out to Erin on LinkedIn.

Many thanks to Erin for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, SurveyMonkey.

Mentioned in this episode:

Join us at an IIEX Event!

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What does it mean for brands to uphold their values?

In this week's episode, Jennifer Lu, Customer Research Lead at REI, delves into the crucial intersections of inclusivity and climate action within the outdoor industry. She shines a spotlight on REI's groundbreaking initiatives like the Re/Supply program, underlining the necessity for brands to demonstrate concrete ways individuals can contribute to these overarching commitments. Jennifer's vision for the future of outdoor exploration and inclusivity emerges as a powerful narrative, advocating for individuals to authentically embrace their outdoor experiences while feeling safe and secure. She passionately emphasizes that companies must move beyond mere lip service to inclusion and diversity, and instead showcase tangible avenues for active participation in these vital causes.

You can reach out to Jennifer on LinkedIn.

Many thanks to Jennifer for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, SurveyMonkey.

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What does the future of market research hold in a world of ever-evolving AI technology?

In this episode, our panel of industry experts discuss synthetic respondents, the balance between human analysis and machine learning, and the upskilling of researchers in the face of disruptive change. As AI promises efficiency and scalability, the dialogue balances automation with human insights, ensuring research remains insightful and actionable. Envisioning AI as a potent disruptor, the panel explores their optimism for improved accuracy, scalability, and industry innovation. Join us to explore AI's role in shaping market research's future – are you prepared for the transformation?

You can reach out to Julian on LinkedIn

You can reach out to Gregg on LinkedIn

You can reach out to Lenny on LinkedIn

Many thanks to Julian, Gregg, and Lenny for being our guests. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, SurveyMonkey.

Check out some of the links from this episode:

IIEX.AI

https://success.appen.com/hc/en-us

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Is AI the missing link in creating personalized marketing experiences?

In this episode, Lara Belonogoff, Senior Director of Brand Management at SurveyMonkey, discusses the synergy between AI and marketing through the "ask, listen, act" protocol. This transformative approach emphasizes understanding stakeholders, meticulous idea vetting, and data-driven strategies. Lara exemplifies SurveyMonkey's AI-powered insights, showcasing the balance between AI and human sensibilities for effective decision-making. The conversation underscores the significance of informed choices driven by data and empathetic customer understanding. Lara's insights into the success of the "ask, listen, act" campaign highlight AI's potential to enhance a culture of responsiveness, offering a concise yet panoramic view of AI's pivotal role in research and its integration with human attention.

You can reach out to Lara on LinkedIn.

Many thanks to Lara for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, SurveyMonkey.

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Rewrite the rules of success through branding mastery.

This week, we're joined by Sequoyah Glenn, an experienced branding and marketing expert, who reveals the transformative power of personal branding. Her insights guide small businesses and professionals, helping them excel in today's competitive landscape. She emphasizes personal branding as a valuable tool for professionals themselves, not just clients. Drawing from her experience, she shares a roadmap for success, urging companies to embrace the 'Differentiate or Die' framework, engage in industry conferences, and leverage consulting services even on a budget. Sequoyah's advice transcends industries, encouraging businesses to explore diverse conferences with intentionality at their core, highlighting the importance of championing their own brand.

You can reach out to Sequoyah on LinkedIn.

Check out some of Sequoyah's mentions from this episode:

924 CoOp; Black Marketers Coalition; Culture MRx

Many thanks to Sequoyah for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Are user research and consumer insights two sides of the same coin?

In this week's episode, Nikki Lavoie joins us to explore the nuanced differences between user research and consumer insights. Leveraging Lavoie's extensive experience, the conversation delves into the distinct realm of user research, spotlighting its crucial role in unraveling the complexities of user experiences for various products and services. Lavoie eloquently underscores the indispensable need for technical finesse, adaptability, and persuasive communication skills in thriving within this sphere. Amidst challenges like budget limitations and the emergence of artificial intelligence, Nikki envisions a rekindled industry focus on prioritizing user experience.

You can reach out to Nikki on LinkedIn.

Many thanks to Nikki for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Do you want to know what it takes to succeed in the research industry?

In this episode, Melanie Courtright, CEO of Insights Association, joins us to discuss the importance of data quality and privacy, as well as the need for professionals to develop a multilingual skill set in data and power skills in storytelling, listening, selling, and negotiation. Melanie also shares upcoming events and initiatives, including the association's leadership event and the focus on inclusion in AI at the Idea Forum. Tune in to learn from an industry leader on what it takes to thrive in research today.

You can reach out to Melanie on LinkedIn.

Many thanks to Melanie for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Rev up your curiosity and plug into the future.

In this episode of the GreenBook Podcast, we are joined by Ben Lundin, Director of EVForward at Escalent and a 2023 Future List Honoree. Ben sheds light on the burgeoning interest in electric vehicles (EVs) within the insights industry and discusses the crucial role of data-driven insights in either supporting or refuting perceptions about EVs. We explore the emotional connection people have with cars and how EVs are reshaping this relationship, offering valuable lessons for researchers in understanding consumer behavior. As he unravels the interest of Gen Z in EVs due to environmental consciousness and technological affinity, Ben highlights the importance of this demographic for automakers and other industries alike.

You can reach out to Ben on LinkedIn.

Many thanks to Ben for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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How is generative AI and synthetic audiences shaping the landscape of qualitative research?

In this episode, President of Sago, Isaac Rogers joins us to explore the changing face of qualitative research and the need for more engaging and innovative research designs. We discuss how researchers are adopting multi-phase and iterative research designs, including online discussions, video interviews, and digital diaries, to gather more comprehensive insights from participants. We also explore the emergence of generative AI and synthetic audiences and the challenges around data auditing and security measures to combat fraud in this area. Isaac shares his perspective on the challenges and opportunities in the industry, including the need for incentivization, data auditing against fraud, and the potential of computer-generated open-ended responses.

You can reach out to Isaac on LinkedIn.

Many thanks to Isaac for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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How can a comprehensive CX approach lead to seamless customer centricity brand representation?

In this episode, we sit down with Dave Duganne, Senior Manager of Consumer Insights at Dish Network. We delve into their CX approach, highlighting its role in ensuring a seamless brand representation through customer-centricity. Dave discusses how aligning touchpoints across all interactions cultivates stronger connections, leaving a lasting positive impression. To ensure alignment Dave explores their initiative of creating brand DNA booklets for employees, guiding them in embodying the company's values and personality. He also discusses insights-driven segmentation, tailoring offerings to diverse customer needs, increasing satisfaction and loyalty. Stay tuned for insights into Dish Network's customer-centric approach, driving growth and loyalty in today's dynamic business landscape.

You can reach out to Dave on LinkedIn.

Many thanks to Dave for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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What're the hot topics amongst industry researchers at the moment?

In this episode of the GreenBook podcast, hosts Lenny Murphy and Karen Lynch delve into the key takeaways from IIEX North America, where they explore the transformative themes of AI and the importance of a human-centered approach in research. This episode also features thought-provoking conversations on innovative companies and the significance of empathy in understanding diverse populations. Lenny and Karen underscore the importance of researchers adapting and seamlessly integrating AI into their work, leaving us eagerly anticipating the upcoming IIEX.AI event scheduled for September.

Many thanks to our producer, Natalie Pusch; and our editor, James Carlisle.

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Discover the past, present, and future of market research in our captivating conversation with industry legend Larry Friedman.

With nearly 50 years of experience under his belt, Larry offers invaluable perspective on the evolving landscape of research and how generative AI is transforming the industry. We explore the power and potential of generative AI, emphasizing the importance of a scientific approach and understanding of potential risks. Larry also discuss the changing dynamics as larger companies like strategic consultancies, marketing agencies, and ad agencies become major buyers of market research services. Find out how big brands like Walmart, Amazon, and Target might provide bespoke research solutions and acquire research technology companies, while strategy consultancies offer essential second opinions to prevent bias in research.

You can reach out to Larry on LinkedIn.

Many thanks to Larry for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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What makes a product more than just a purchase?

In this week's episode we are joined live at IIEX North America by Sarah Shain, Senior Manager of Shopper Insights at Red Bull. Sarah's insights focus on delivering tangible results and fostering a broad sense of identification with the brand. She highlights the power of brand loyalty, even in the face of challenges like inflation and the COVID-19 pandemic, emphasizing the enduring importance of the in-store experience. Through engaging anecdotes, Sarah and Karen discuss the emotional reliance and deep meaning that consumers find in their interactions with products, and how that manifests in research.

You can reach out to Sarah on LinkedIn.

Many thanks to Sarah for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Have you ever thought about the future of geospatial analytics in an increasingly AI-driven world?

Join us for an enlightening conversation with Clara Mundia, Ph.D, a talented geospatial analyst and data scientist based in Kenya, as well as a 2022 GreenBook Future List Honoree. Clara shares her inspiring journey into the field and highlights the profound impact of geospatial analytics in understanding complex problems and making data-informed decisions. Discover the significance of incorporating diverse perspectives, including indigenous knowledge, and explore the future implications of artificial intelligence. Clara also delves into her work in healthcare and climate solutions, her unwavering dedication to supporting vulnerable populations, and the importance of finding a balance between professionalism and creative expression.

You can reach out to Clara on LinkedIn.

Many thanks to Clara for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Where do you unleash your creativity?

For Viket it is stand up comedy and ‘painting’ with Doritos.  In this week's episode, we explore the intersection between research, improv, and comedy with our guest Viket Benzesin, a customer journey manager for Mars Pet Care as well as a stand-up comic. We learn about how improv strategies can benefit research by developing communication skills to non-researchers or fostering active listening and engagement. We explore not only how creativity can manifest in research but also our shifting relationship with creativity and access to information as AI permeates our day-to-day lives.

You can reach out to Viket on LinkedIn.

Many thanks to Viket for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Do you want to transform your research experiences into immersive, engaging journeys?

On this week's episode we are joined by Karlien Kriegler, the co-founder and research director of Hello Ara. She merges human understanding with cutting-edge immersive technology to optimize market research outcomes. In this episode, we will have the opportunity to explore the hidden possibilities of immersive technology in research, examine the role of avatars in enhancing cooperation and addressing sensitive issues, appreciate the value of reducing friction for participants in immersive environments, and acknowledge the emerging need for more inventive and experimental techniques in research.

You can reach out to Karlien on LinkedIn.

Many thanks to Karlien for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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The power of brand allyship can uplift and amplify voices to create a path towards greater understanding and inclusion.

Join David Pangilinan and Angel Bellon from Paramount's Audience Impact & Intelligence team as they share insights from their groundbreaking study on the LGBTQ+ community in America. With a sample of 4,500 nationally representative respondents, their research marks a major leap forward in inclusivity and understanding in research. Discover how their study reveals the increasing acceptance and identification rates among younger generations, and why brands must prioritize year-round support for this dynamic community.

Take a look at the findings from their study here

You can also see their session at IIEX North America — Use the code PODCAST25 for 25% off your registration!

You can reach out to Angel on LinkedIn.

You can reach out to David on LinkedIn.

Many thanks to Angel and David for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

*Please Note: The viewpoints shared in this episode belong to Angel and David and do not necessarily reflect the stance of Paramount.

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In honor of the upcoming Insight Innovation Competition at IIEX North America 2023 we are re-running one of our favorite episodes, featuring past Insight Innovation Competition winners Zappi!

In this week's episode GreenBook's host, Lenny Murphy, is joined by Steve Phillips, Founder & CEO of Zappi — a powerhouse of consumer testing for advertising and innovation development.

Take a deep dive into the origin story of Zappi (who just so happened to have won GreenBook's very first Insight Innovation competition way back in 2013) and discover how they became a leader in prioritizing global sustainability by taking the Net Zero Pledge, get the rundown on how they've built a strong company culture in a hybrid environment, and uncover the important lessons about leadership they've learned along the way.

Use the code PODCAST25 for 25% off your registration to IIEX North America

Many thanks to our producer, Natalie Pusch; and our editor, James Carlisle.

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What does it mean to use technology responsibly?

This week's episode features Gary Ellis, Co-Founder and CEO of Remesh, an AI-driven market research company. With a career spanning medicine and politics, Gary brings a unique perspective to the potential of large language models in qualitative research. In the episode, we explore how these models can generate discussion guides and summarize data, and discuss the significance of technology in advancing humanity and eliminating inefficiencies, even in the face of challenges like bad actors and power centralization. Gary emphasizes the future of MRX lies in using insights to create more value and a better world, enabled by technology that facilitates a more direct connection between producers and consumers.

You can reach out to Gary on LinkedIn.

Many thanks to Gary for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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How can we ensure that market research keeps pace with the rapid evolution of technology?

The GreenBook Podcast co-hosts, Lenny Murphy and Karen Lynch join this week’s episode to take an industry pulse check and discuss key learnings gleaned from IIEX Europe. IIEX Europe gathered over 700+ insights professionals, serving as a venue for pioneering innovation and industry discussions. Karen and Lenny dive into some of the hot topics from the event including AI, inclusivity, and the need for innovation processes that prioritize quality. Make sure to join us at IIEX North America to take part in similar conversations!

Use the code PODCAST25 for 25% off your registration to IIEX North America

Many thanks to our producer, Natalie Pusch; and our editor, James Carlisle.

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Do you know how to spot profitable business opportunities and avoid fleeting fads?

Nathania Christy, a 2023 GreenBook Future list honoree, joins this week's podcast to discuss her career and work with trends. As an expert in trend insights and analysis, Nathania shares her perspective on how to differentiate between fleeting fads and profitable business opportunities. She emphasizes the importance of cultural context in understanding trends and unpacks the underlying forces that shape them.

Check out Trend-Driven Innovation: Beat Accelerating Customer Expectations

You can reach out to Nathania on LinkedIn.

Many thanks to Nathania for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Replace fear with fascination to break through creatively.

This week's episode features creativity experts Hanne Kristiansen and Beth Miller, who discuss the intersection of creativity and professionalism. Although creative thinking and critical thinking skills are often viewed in opposition, our guests discuss how to balance them symbiotically and maximize your work culture. We explore how inviting curiosity back into the workplace can stimulate creativity, challenge limiting beliefs, and promote openness. Hanne and Beth also discuss how this openness includes diversity of voice to foster more creative solutions.

Check out IIEX North America

Check out the Creative Problem Solving Institute

You can reach out to Hanne on LinkedIn.

You can reach out to Beth on LinkedIn.

Many thanks to Hanne and Beth for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Level up your insights by harnessing the power of domain expertise.

In this episode, we sit down with Sathyaraj Asaithambi, 2023 GreenBook Future List Honoree and expert in social media intelligence. Sathya discusses his role as Group Leader of Insights and Analytics at Novartis, the challenges and opportunities in the MRX field, and how domain expertise, creativity, and storytelling combine to provide stronger behavioral insights. Sathya also explores emerging technologies such as generative AI and deep learning models, emphasizing the importance of understanding the limitations of AI-powered solutions and data privacy concerns.

You can reach out to Sathya on LinkedIn.

Many thanks to Sathya for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Innovation doesn't come easy – but according to our guest Carol Fitzgerald, CEO of BuzzBack, failure can be the key to success

In this week's episode Carol and Lenny talk about the significance of innovation, team building, and empathy in leadership. Carol shares her experiences of building BuzzBack during the early days of the internet, and encourages taking risks during times of rapid change and technological advancement. She also highlights failure as a crucial component of innovation, and explains how experimentation can benefit both quantitative and qualitative research methods, as well as the broader MRX industry.

You can reach out to Carol on LinkedIn.

Many thanks to Carol for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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The uncharted territories of generative AI, VR, and Web3 offer an abundance of opportunities for the research community.

In this episode, we sit down with Randall Beard, Director of RSB Advisory, to discuss the exciting potential of 'looking for signals' outside of your traditional research lanes. Whether conducting research in the metaverse or leveraging generative AI to streamline the process of working through data sets, keeping an open mind to peripheral technologies and trends can help build stronger research practices. During periods of rapid growth and change, scaling new technology becomes crucial to stay competitive.

You can reach out to Randall on LinkedIn.

Many thanks to Randall for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Are you curious about the next generation of leaders in the market research industry?

In this episode, we are joined by Dr. Natalia Infante Caylor, a GreenBook Future List Honoree and multicultural researcher, who shares her inspiring journey from academia to entrepreneurship. Natalia stresses the significance of networking, volunteering, and researching the Hispanic community in the US for effective market research. Dr. Infante Caylor's personal motto, "We only regret the chances we don't take," inspires listeners to take risks and pursue professional opportunities. Tune in to gain valuable insights from Natalia's experiences and learn how you can make a positive impact in your own career.

You can reach out to Natalia on LinkedIn.

Many thanks to Natalia for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Check out 13 Things Mentally Strong People Don't Do

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Social media is not just a platform for sharing photos and videos, but also a treasure trove of information about the latest trends and consumer behavior.

Andi Govindia, co-founder and CEO of Riviter, recognized this early on and has been using cutting-edge technology to turn social media visuals into predictive insights. In this episode, we delve into Riviter's approach and explore Andi's journey from creating a visual scrapbook during an internship to the fouding of her company that uses computer vision and predictive algorithms to provide brands with social media insights. Join us in learning how brands can effectively communicate with their customers and bridge the gap between media execution and social insights.

You can reach out to Andi on LinkedIn.

Many thanks to Andi for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Are you ready to pivot your business strategy in today's rapidly changing world?

In this episode of the GreenBook Podcast, we welcome Julian Dailly, the founder and CEO of Savio, to discuss the critical role of workforce agility in today's business world. With the impact of the COVID-19 pandemic, companies must be able to adapt quickly to changing market demands and have creative recruitment strategies to attract and retain top talent. Join us as Julian discusses how to minimize overhead costs, respond promptly to customer needs, and stay ahead in today's business world.

You can reach out to Julian on LinkedIn.

Many thanks to Julian for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Creating brand image is deliberate and inventive, like the production of wine, cognac, or whiskey.

Emmanuel Probst, Global Lead: Brand Thought-Leadership at Ipsos, joins the GreenBook podcast to discuss the release of his new book Assemblage. The book, which draws on the metaphor of spirit production, guides readers in creating a unique, distinctive, and dynamic brand image. Probst emphasizes the importance of forming an emotional connection with consumers, and stresses that this is crucial for companies of all sizes, ranging from boutique to Fortune 500. The episode unpacks how the book can help form a roadmap for those who want to to establish notable and pervasive brand recognition.

You can reach out to Emmanuel on LinkedIn.

Many thanks to Emmanuel for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Are macro-trends changing the way you approach research?

Expansion into a tech forward, globalized community is molding the landscape for consumers and creating additional gaps in the world of research. Grant McCracken & Dave McCaughan join this week's episode to explore macro-trends and changes they foresee in the coming year. Ranging from generational shifts, work-from home, or artisanal bread, these trends all influence the perspectives that inform research approaches.

You can reach out to Dave on LinkedIn.

You can reach out to Grant on LinkedIn.

Many thanks to Dave and Grant for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Many researches find themselves flexing between DIY and servicing— how can vendors serve them best?

Frederic-Charles Petit, CEO of Toluna, and Rob Wengel CEO of GutCheck join GreenBook's host, Lenny Murphy, to discuss their recent merger and how they are catering to different facets of the research industry. Many companies' insights strategies are becoming more dynamic, pulling different methods and approaches; making mergers, like GutCheck and Toluna a no brainer. Creating a 'one-stop-shop' is a trend we will likely see continuing in the MRX space with increasing acquisitions and changes.

You can reach out to Frederic on LinkedIn.

You can reach out to Rob on LinkedIn.

Many thanks to Frederic and Rob for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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How does the way we present our findings change the way they're understood?

Sarah DaVanzo, Chief Data Officer at Pierre Fabre, joins GreenBook's host and Head of Content, Karen Lynch to discuss her zine "Insights Alchemy". Sarah embarked on creating a beautiful artifact to adress the apparent ambiguity of the term 'insight' with varying definitions in the industry. The convergence of insights, art, and science result in a beautiful handbook where metaphor shows how we might refine and perfect the craft of insights.

You can reach out to Sarah on LinkedIn.

Check out the mentioned QRCA article here.

Many thanks to Sarah for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and our host, Karen Lynch.

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How do we dig beyond what people tell us on the surface level?

Co-Founder of the Irrational Agency, Leigh Caldwell, poses this question in conversation with GreenBook's host, Lenny Murphy, as they discuss the evolution of behavioral science in the commercial MRX space. Leigh envisions a future of co-creation with the consumer — cultivating a positive experience that benefits both parties during the entire research process. To actualize this vision, Leigh suggests behavioral science must pave the way towards more innovative methodologies and the future of market research.

You can reach out to Leigh on LinkedIn.

Many thanks to Leigh for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Are your judgements obscuring your consumer feedback?

Empathy activist & CEO of Ignite 360, Rob Volpe, joins the GreenBook Podcast to discuss the power of empathy and his recently published book, "Tell Me More About That: Solving the Empathy Crisis One Conversation at a Time". Rob recounts how his own experiences in the insights industry exemplify challenges in the face of discomfort and judgement. Leaning into empathy rather than bias, opens dialogue for unexpected findings and comprehensive insights that reflect broader perspective on human behavior.

You can reach out to Rob on LinkedIn.

Many thanks to Rob for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Behavioral science is carving a seat at the table for market researchers.

Founder of the Mindstate Group, Will Leach, joins GreenBook's host, Lenny Murphy to discuss how behavioral insights are opening doors for researchers across the field. In a world of abundant data, behavioral design is optimizing research methodologies and exposing new facets of consumer understanding.

You can reach out to Will on LinkedIn.

Many thanks to Will for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Imagine a database of pre-verified respondents at the tip of your fingers.

CEO of Echo MR, Kerry Hecht, joins GreenBook's host, Lenny Murphy, to discuss her initiative to create a quality network of survey participants to improve research processes. Similar to Upwork or Taskrabbit, Kerry imagines a gig economy model that benefits both the participant and the researcher. We explore how established profiles, better incentives, and attention to the participant experience all contribute to improved data integrity & research.

You can reach out to Kerry on LinkedIn.

Many thanks to Kerry for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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A year of the GreenBook Podcast calls for a full year in review!

With 2023 just around the corner, Simon Chadwick, Managing Partner of Cambiar Consulting, joins GreenBook's host, Lenny Murphy, to discuss the biggest takeaways from the past year in the insights industry. Lenny and Simon dive into the major trends ranging from technological advancement to new team strategies. The significant changes from the past year suggest more changes to come as we head into the new year.

You can reach out to Simon on LinkedIn.

Many thanks to Simon for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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In the spirit of Thanksgiving we are revisiting one of our audience's favorite episodes from the year!

Linda Lomelino, Senior Director of Product Management, Data Ventures at Walmart joins our Host Lenny to discuss changes in the consumer marketplace over the past several years. They discuss the ways in which Walmart is leveraging the data they collect to serve commercial customers without compromising data privacy.

You can reach out to Linda on LinkedIn.

Many thanks to Linda for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Consumer research in healthcare can inform precise, personal, and intentional branding strategies.

Susan Griffin, Griffin & Skeggs Collaborative, joins GreenBook's guest host and Head of Content, Karen Lynch to explore the takeaways from the recent event IIEX Health 2022. As they dive into sensitive topics ranging from vaccine hesitancy to terror management, Karen and Susan draw wisdom from presentations centered around 'human truths'. In a field that is intrinsically personal, MRX professionals perform research delicately and effectively to increase accessibility, inform medical literacy, and so much more.

You can reach out to Susan on LinkedIn.

Many thanks to Susan for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and our guest host, Karen Lynch.

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Digital artifacts mark a new era of consumer behavior.

Drivers in behavior are rooted in identity and the personal narrative that shapes it. Founder & CEO of Threadline, Kristian Aloma, joins GreenBook's host, Lenny Murphy, to explore narrative psychology and the formation of identity. While virtual gaming had never previously been a part of his life, Fortnite purchases exemplify one facet of Aloma's personal narrative rooted in family.

You can reach out to Kristian on LinkedIn.

Many thanks to Kristian for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Can intuition be taught? The authors of newly published, https://www.amazon.com/Decisions-Over-Decimals-Intuition-Information/dp/111989848X (Decisions Over Decimals), Paul Magnone (Google), Christopher Frank (American Express), and Oded Netzer (Amazon), prove that it can in a conversation with our host Lenny Murphy. The authors delineate the core methodologies that unite theory and practice in research. Quantitative intuition helps unlock 'what you wish you knew' to make more informed decisions. You can reach out to Paul on https://www.linkedin.com/in/paulmagnone/ (LinkedIn). You can reach out to Chris on https://www.linkedin.com/in/christopher-frank-060995/ (LinkedIn). You can reach out to Oded on https://www.linkedin.com/in/oded-netzer-700255/ (LinkedIn). Many thanks to Paul, Chris, and Oded for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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Investments in the MR space are hotter than ever. Join President of eCGlobal , Adriana Rocha, as well as GreenBook's host, Lenny Murphy, as they discuss the experience of leading a company through acquisition. Transitioning from a small startup that was based out of a Brazilian mansion, eCGlobal has stayed true to its roots in co-creation and ideation while finding a new home with Stefanini. Adriana's experiences help forge a path for other companies as investments continue to rise in the market research space. You can reach out to Adriana on https://www.linkedin.com/in/adricrocha/ (LinkedIn). Many thanks to Adriana for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, https://nailbiter.com/ (NAILBITER).

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Sports research isn't what it used to be. Edwin Roman, Senior Director, Brand Strategy and Content Insights at ESPN, joins our host Lenny Murphy, to discuss the ever changing landscape of sports streaming and research. From virtual gaming to basketball, ESPN is finding new and innovative ways to engage sports fans and adapt to a wider audience. Edwin discusses the deconstruction of fandom and personal identity consumers find in sports. You can reach out to Edwin on https://www.linkedin.com/in/edwinroman/ (LinkedIn). Many thanks to Edwin for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, https://nailbiter.com/ (NAILBITER).

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While reading her daughter a bedtime story about Neil Armstrong, Katie Swindler had an epiphany informing her career in insights and design. Join GreenBook's host, Lenny Murphy, and author of Life and Death Design, Katie Swindler as they explore behavioral science and inclusive design practices. At Allstate, Katie's approach to design takes into account the nuances presented by chaotic and stressful moments while factoring in considerations around ease of use, ethics, and diversity of experience. You can reach out to Katie on https://www.linkedin.com/in/katieswindler/ (LinkedIn). Many thanks to Katie for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, https://nailbiter.com/ (NAILBITER).

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From an MTV VJ to a founder of a multinational company, this insights leader has always prioritized people as a key part of her professional journey. Amishi Takalkar, CEO of NAILBITER joins our host Lenny Murphy to discuss how diversity of voice benefits us all personally and professionally. As she balances her life as a mother and a company lead, Amish also notes the complexity of identity and combatting personal misconceptions. She emphasizes self advocacy as well as the promotion of diverse professionals across the insights industry. You can reach out to Amishi on https://www.linkedin.com/in/amishi/ (LinkedIn). Many thanks to Amishi for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, https://nailbiter.com/ (NAILBITER).

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How will AI shape the future of insights? Neuroscience is helping us look forward to novel pathways and approaches. In this week’s episode, Dr. Thomas Ramsoy, Founder & CEO of Nuerons, joins GreenBook’s host Lenny Murphy to discuss the growth of his company and the groundbreaking ways neuroscience is integrating into behavioral science and research technology. Ramsoy highlights that as we transition to an increasingly automated world, we face new ethical boundaries and information polarization. The two also discuss the "platform revolution" and what that means for the insights and analytics industry. You can reach out to Dr. Ramsoy on https://www.linkedin.com/in/tzramsoy/ (LinkedIn) Many thanks to Thomas for being our guest. Thanks also to our producer, Karen Lynch; our editor, James Carlisle; and this episode's sponsor, https://www.tremendous.com/about (Tremendous).

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Matt Bell, Founder & CEO at Honest Labs, joins our host, Lenny Murphy for this week's episode. Matt has been in the digital marketing industry for 15 years and unequivocally believes that NFTs are the future of brand marketing.  Join us while Lenny and Matt discuss what we're seeing in the NFT and Web3 space and the mechanism for engagement, loyalty and brand love. In this episode, we'll explore: How NFTs allow brands to sell ownership in their brand clout and create communities with their customers Ways NFT communities allow you to collect extremely intimate data on your customers Who can introduce NFTs with little friction and the phenomenal opportunity for those brands How startups can fund their businesses with a well-researched, executed NFT project

Episode resources and links: Subscribe to free newsletters: https://blockworks.co/newsletter/ (Blockworks) and https://www.coinbase.com/bytes (Coinbase) Visit https://chummyfinclub.com/ (Chummy Fin Club) and join their free https://discord.com/invite/QdSKnMJvxV (Discord) Reach out to Matt at https://honestlabs.co/ (honestlabs.co/) Find him on Instagram: @matthewbellofficial Check him out on Twitter: @bellweb3

Many thanks to Matt for being our guest. Thanks also to our producer, Karen Lynch; our editor, James Carlisle; and this episode's sponsor, https://www.tremendous.com/about (Tremendous).

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After years of studying consumer behavior, two insights industry leaders are on a mission to empower others to lead a more joyful life. Andrew Cannon and Debby Schlesinger-Hellman join the GreenBook Podcast host, Lenny Murphy, to discuss their project that will leverage the reach of the insights industry and positively engage people with the gift of joy. Andrew and Debby walk us through their holistic, four pillared approach that will help others take control of the joy they can bring to themselves and others. Many thanks to Debby and Andrew for being our guests. Thanks also to our producer, Karen Lynch, and our editor, James Carlisle. And to https://www.tremendous.com/about (Tremendous), for sponsoring this episode.

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When serendipity meets perseverance, one founder pivots and makes his mark organically, without the backing of venture capitalists. Nick Baum, Co-founder & CEO at Tremendous, joins our host, Lenny Murphy for this week's episode, to explore the concept of consumer choice in market research. As a true entrepreneur, Nick talks about platforms that unlock value through creative incentives, delivering to consumers a payout on their own terms. Many thanks to Nick for being our guest. Thanks also to our producer, Karen Lynch, and our editor, James Carlisle. And for https://www.tremendous.com/about (Tremendous), for sponsoring this episode.

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In this week's episode, our host Lenny Murphy, is joined by a team of professionals working with non-conscious measurements, human-behavioral biometrics, a trinity committed to bridging the gap between humans and machines:  Peter Hartzbech, Rana el Kaliouby, and Martin Krantz. Join their exploration of how human, behavioral research will play a central role in every organization's success, and at every level. In this episode, we'll explore: What is meant by human insight ai (spoiler alert: it includes machine learning and non-conscious measurement, such as facial coding, eye-tracking and other biometrics The ethos around teaching machines to anticipate, and potentially mimic, human behavior A research future with behavioral biometrics and how to scale it out to other markets

Many thanks to Peter, Rana and Martin, for being our guests. Thanks also to our producer, Karen Lynch, our editor, James Carlisle.

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J. Walker Smith, Chief Knowledge Officer, Brand & Marketing for Kantar Consulting, joins our host Lenny Murphy for this week's episode. They discuss the involuntary experiment of digital lifestyles brought about by the pandemic and what we learned having gone through that time. They also get into ways brands can plot a new course ahead with consumer needs and interests at the forefront. In this episode, we'll explore: The rise of hybrid work and the changing needs and opportunities around human scale interaction The need to develop digital systems to enhance (not replace) analog engagement The new normal of disruption, increasing volatility, inflation, institutional mistrust, a growing mental health crisis ... and what all that means for brands

You can connect with Walker via email or on https://www.linkedin.com/in/j-walker-smith-7170518/ (LinkedIn); you can read Walker's weekly LinkedIn newsletter: FourTuesday. Many thanks to Walker, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, Stravito.

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Anna Lakomy, founder and CEO of Your Career Guardian Angel, joins our host Lenny Murphy in this week's episode. Former market research executive turned full-time career coach, Anna applies her expertise within neuroscience and behavioral science to help her clients. Lenny and Anna discuss how we can apply the lessons we learn in behavioral science to ourselves, in identifying and avoiding burnout, assessing job performance and career decisions, and workplace behaviors (e.g., perfectionism, procrastination) that are actually self-sabotaging choices. In this episode, we'll explore: Radical accountability and the responsibility we need to take for many of the workplace challenges we face The Great Resignation, The Great Reshuffling, and overall reevaluation during this period of seismic change How we need to hijack our limbic brains and mindfully consider both "System 1" and "System 2" thinking when it comes to job seeking, interviewing and overall career confidence

Many thanks to Anna, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, Stravito

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In this week's episode: Gregg Archibald and Lenny Murphy, Managing Partners at Gen2 Advisors, talk about the upcoming Business & Innovation GRIT report, while GreenBook's Head of Content, Karen Lynch hosts. The GreenBook Research Industry Trends (GRIT) Report is the #1 strategic planning tool in consumer insights. While still a few weeks away from our formal publication, listen in to this episode get exclusive details like: Sample quality & survey design Sample availability & alternative sample sources Measures taken by the most innovative suppliers and brands The changing industry landscape & new competition Supplier revenue trends & the employment outlook

Links From The Show: Gen2 Advisors --> https://www.gen2advisors.com/ GRIT Report --> https://www.greenbook.org/mr/grit/ Many thanks to James Carlisle, our audio editor; to Lenny and Gregg for being our guests; and to you, our listeners: thank you for giving us your time and attention.

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Dave McCaughan, Founder & Storyteller at BIBLIOSEXUAL, joins our host, Lenny Murphy for this week's episode. Dave has spent three decades in Asia Pacific leading strategy planning and in senior management roles with McCann, one of the world’s largest advertising and communication companies. Join us while Lenny and Dave discuss the mindset of people over 65, how that population represents the most significant growth area for brands, and the myths and biases that block brands from incredible marketing opportunities. In this episode, we'll explore: What an aging population in today's society mean for brands, and what brands should and should not be doing in that context How longevity, new lifestyle goals, and unique drivers of success vary for different age groups and what that means for their respective expendable incomes How and why insights professionals should rethink recruitment, age caps and quotas, and hiring practices to be inclusive of the valuable voice and life experience of older individuals

Many thanks to Dave, for being our guest. Thanks also to our host, Lenny Murphy, our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, Stravito. Links From The Show: GreenBook --> https://greenbook.captivate.fm/ep23gb Lenny Murphy --> https://greenbook.captivate.fm/lenny23 Dave McCaughan --> https://greenbook.captivate.fm/dave23

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In this week's episode: Lenny Murphy is joined by Grant McCracken, an Anthropologist and Ethnographer with a Ph.D. from the University of Chicago and the author of 14 books. Grant has studied American culture and commerce for 25 years; he's taught at Harvard, the University of Cambridge, and he was a member of the Convergence Culture Consortium at MIT. Join us while Lenny and Grant discuss the fragmentation points that are occurring in society, how culture is not cohering the same way it has in the past, and our path moving forward recognizing a seismic shift. Top Topics We Explore In This Episode: Why young adults become trapped in a "Failure to Launch" reality, from an anthropological perspective, and their lack of attainable navigational satellites with the breakdown of an effective Avant Garde. The sheer volume of bad behavior in our society, both individual and corporate, and the need for a new honor code and a restore morality and decency -- and the economics of so doing. The opportunity for the research community to make a real difference by making sense of these dynamics, from an anthropological, ethnographic viewpoint

Many thanks to Grant, for being our guest. Thanks also to our host, Lenny Murphy, our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, InnovateMR. Links From The Show: GreenBook --> https://greenbook.captivate.fm/ Lenny Murphy --> https://greenbook.captivate.fm/ Grant McCracken via Substack --> https://greenbook.captivate.fm/gm MIT project --> https://greenbook.captivate.fm/pantheon Grant's blog --> https://cultureby.com/ Grant's email: Grant27@gmail.com

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In this week's episode, our host Lenny Murphy, is joined by industry professionals working on the issue of data quality, now dubbed "the fraud squad": Carrie Campbell, VP Analytics at Ketchum Tia Maurer, Group Scientist at Procter & Gamble Efrain Ribeiro, sampling & panel online access advisor at Zinklar Mary Beth Weber, advocate at Lucy.ai and founder at Case4Quality

Join us while Lenny and "the fraud squad" as they discuss survey fraud and data quality, from the root cause of the issues to some potential solutions, and what the issues mean for brands as they help drive change. In this episode, we'll explore: The inherent tension between data quality and the speed and cost of data acquisition. The multifaceted costs associated with bad data, not just literal due to bad decision-making, but including the cost to a businesses' reputation and/or potential client relationships. The major findings and takeaways of the landmark CASE study, including the fact that survey fraud most certainly exists, and it exists across key industry suppliers. The learning that participants are participating in an average is 21.5 per day (assuming a 20-minute length interview, that's over six hours of surveys -- which is not humanly possible).

Many thanks to this squad, for being our guests. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, InnovateMR. Episode Links: https://case4quality.com/the-team

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In this week's episode, our host Lenny Murphy, is joined by three individuals leading the industry conversation around inclusivity: Tim Cornelius, Director of Operations at QuestionPro and CEO at P3 Technology; Keyona Osborne, Senior Research Manager at Accelerate (a SmithGeiger company); and Lilah Raynor, CEO at Logica Research. Join us while Lenny explores with these three industry professionals the importance of representation and the challenges we have in the industry with ensuring that our samples are inclusive. In this episode, we'll explore: The importance of accessible content and accessible surveys in working towards equitable representation How opening up the door to recruitment criteria allows for a more natural diversity in research participation Ways considerations for race, ethnicity, culture, and socioeconomic status might factor into research outcomes The business case for prioritizing inclusivity and accessibility in research design

Many thanks to Lilah, Keyona, and Tim, for being our guests. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, InnovateMR. Producer's Note: There were two events referenced in this episode that are "out of order" as there is a gap between our recording and launch dates: The IA presentation Keyona mentioned actually took place on June 3, 2022; you can access information about that https://email.insightsassociation.org/e3t/Ctc/GE+113/cTz-D04/VW2JYD1rJt5ZW5WMsDK6j-VKGW2NZxg54L4NyJN3hBC6D3q3n_V1-WJV7Cg-c6W4W-cdR1fcm4FW3SrcgV6xxj66W1ZJ0n87mJ37rW8-yKCV8T9g9DW1kYvwf2bkj8HW2Z6lqq8NcPKhW24B5qj4xtd0gW8DPljM8nTPs6W6MwM2D6p8jD-W72R7Zn273mqhVhF85G6-m6m7W4C3BFk4r9PTCVb8y2H1GFPhBTgxwZ1Qvp8fW64SNJq8p0BDPW94ZjnW4TQzj9W6kkpz87BW-m2W4cJ_mx6KFwYCVp4rgZ1_VFJWW4LdHpk7nsGQ7W3r4SXJ5896MdW88M6Fm75b4JYW5nnzKr7N-cbBW5j8dPs1_HvJzW4y74DT4kJ3VNW12vccG2gxjyw36QC1 (here). The recording for the QuestionPro X day on June 6, 2022, that Tim mentioned can be accessed https://youtu.be/m87n-OwlRb8 (here).

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In this week's episode: Lenny Murphy, is joined by Jason Alleger, Senior Director, Consumer Insights & Strategy at Traeger Grills and an adjunct professor at Brigham Young University. Join us while Lenny and Jason discuss category disruption, how companies that do disrupt see the world and the problems they are solving, and the importance of storytelling to change a business, and the future of insights. In this episode we'll explore: Some disruptive companies (e.g., Uber, Netflix, Halo Top , Tesla, and Traeger Grills, of course) that solved consumer problems, changed lives and/or opened the door for consumer acceptance in declining categories An amazing story about torch juggling and the five components of that, and any, story:  exposition, rising action, climax, falling action, and resolution How you unlock "delightful surprise" in storytelling instead of getting stuck in reporting by being mindful and thinking through it, deliberately, in advance

Many thanks to Jason, for being our guest. Thanks also to our host, Lenny Murphy, our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, My-Take.

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In this week's episode: Lenny Murphy, is joined by Nis Frome, COO at JOON and GM at Coderbyte and Session Rewind. Join us while Lenny and Nis discuss the importance of reducing (or eliminating) friction to inspire new product development and the productization of new services. In this episode we'll explore: How learning about the tensions experienced by an individual and/or a company can open the door to the development of the next great product Human capital management, the individual's journey to self-realization, and how products can help them achieve their ultimate life goals The importance of being nimble in a future that is going to be, inherently, unprecedented

Many thanks to Nis, for being our guest. Thanks also to our host, Lenny Murphy, our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, My-Take. Links from the show Lenny Murphy --> https://greenbook.captivate.fm/ep18lm JOON --> https://greenbook.captivate.fm/joon18

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In this week's episode, our host Lenny Murphy, is joined by the IIEX North America 2022 GreenBook Pitch Winners from Highlight: Dana Kim, Founder & CEO, and Ethan Kellough, Co-founder and Chief Product Technology Officer. Join us while Lenny explores the start-up world with Dana and Ethan, where their start-up (Highlight) is now, what transpired as a result of their win at IIEX North America, and what's to come in the future. In this episode, we'll explore: Pro tips for pitching your product, to investors, potential clients, or in a competition like the GreenBook Pitch The importance of practicing your pitch, with open and honest feedback after each attempt, as you iterate your way to a winning presentation Advice for those starting up new businesses themselves. (Spoiler alert: trust your strategy and be ruthless in your prioritization.)

Many thanks to Dana and Ethan, for being our guests. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, My-Take. Links From The Show: GreenBook Podcast --> https://greenbook.captivate.fm/greenbookpodcast Lenny Murphy --> https://greenbook.captivate.fm/lm17 GreenBook Startup Pitch --> https://greenbook.captivate.fm/startup-pitch Highlight --> https://greenbook.captivate.fm/highlight

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In this week's episode: Lenny Murphy, is joined by Thor Olof Philogene, CEO and co-founder of Stravito. Listen in as Lenny and Thor discuss the individual journeys of Stravito's co-founders, what brought them together, what's attributed to their success to date, and what they're doing with their funding to keep their momentum growing. In this episode, we’ll explore:- The rise of purpose-built insight technology for the enterprise - The importance of user experience to drive adoption and insight engagement - How famous brands like Burberry are building an insights newsroom and narrative Many thanks to Thor, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, Stravito.

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In this week's episode: Lenny Murphy, is joined by Linda Lomelino, Senior Director of Product Management, Data Ventures at Walmart. Join us while Lenny and Linda discuss the unique changes that have occurred over the past few years, both in the consumer marketplace and in how Walmart is leveraging the data they collect to serve their commercial customers. In this episode we'll explore:- How insights extracted from data can improve how companies operate and improve their offerings - How Walmart came to commercialize the data they collect, at the aggregate level, without compromising their customer information - Walmart Luminate and the data products Walmart's Data Ventures are putting out to ultimately serve their customer Many thanks to Linda, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, Perksy.

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In this week's episode: Lenny Murphy, is joined by Timo Pelz, Vice President of Business Marketing at Reddit. Together, they discuss the concept of Communities 2.0, where who you are no longer matters, but what you are passionate about is everything, and the way what happens online (URL) plays out in real life (IRL). In this episode we'll explore:- The importance of Reddit's mission of bringing community and belonging to everyone in the world - The difference between a Reddit community and the research communities typically utilized by the insights community - How the Reddit insights team supports brands and delivers great business value Many thanks to Timo, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, Perksy.

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In this week's episode: Lenny Murphy, is joined by Talia Parnass, former Senior Lead of Trends & Campaign Management at Pinterest to discuss creating higher quality, more relevant content that's truly mapped to consumer demand. 3 Topics We'll Explore: The Pinterest Predicts annual global trends report that reflects the dominant search trends of more than 400 million users worldwide How brands are leaning into the trends and movements that Pinterest Predicts accurately forecasted in order to drive powerful business results The reason Pinterest's revenue is growing despite its falling stock prices, and what brands can learn about creating more valuable and profitable user experiences

Many thanks to Talia, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, Perksy. Producer's Note:Talia has since left her role at Pinterest and joined Reddit - feeling inspired by both teams to live her best life and create the work she loves.

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In this episode: Lenny Murphy, is joined by Todd Hoskins, Co-Founder of My-Take, to talk through the changing needs of research service buyers brought about by the disruption to in-person research. Listen in as Lenny and Todd discuss the dichotomy of research providers offering tech innovation vs. those offering consultative research services. 3 Topics We'll Explore: The digital qualitative research boom and the enormous need for fast and effective tools to engage with consumers How purchasing behaviors have led to an increased need for UX research tools The wide range of SaaS, full-service, and hybrid providers in the marketplace

Many thanks to Todd, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, My-Take.

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In this week's episode: Lenny Murphy, is joined by Nadia Masri, Founder of Perksy, to discuss why allowing for a fun respondent experience yields stronger survey results. Take this deep dive into Nadia's entrepreneurial journey, the theory of gamification in MRX, and the fundamentals of approaching research with a more human-centered lens to create a FUN consumer feedback experience. In this episode we'll explore:How to change the nature of the survey experience through gamification The role of both skill and luck in the adoption of new product models The emotional investment (and pay off) of the founder's journey How to influence respondents to actually 'show up' to participate in surveys How to improve the quality of survey responses 

Shownotes: Lenny Murphy --> https://greenbook.captivate.fm/lenny11 GreenBook --> https://greenbook.captivate.fm/ep11gb Nadia Masri --> https://greenbook.captivate.fm/nadia11 Perksy --> https://greenbook.captivate.fm/persky11

Thank you to our producer, Emily Fullmer, our editor, James Carlisle, and this episode's sponsor, Perksy.

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In this week's episode: Lenny Murphy, is joined by InnovateMR CEO, Lisa Wilding-Brown, to break down the complex layers of do-it-yourself (DIY) research solutions vs. insights outsourcing. Listen in as they provide an in-depth analysis of sample supply challenges, survey design optimizations, and methodological approaches to maintaining data quality.  5 Topics We'll Explore In This Episode: Self-service research trends, and in-house research predictions for mega-brands like Walmart and Amazon The survey ecosystem and the fundamental dynamics of participant engagement Strategic partnerships and the roadmap to product expansion The maturation of online fraud and how to mitigate the risks The evolution of the competitive landscape and data value chain

Links From The Show: GreenBook --> https://greenbook.captivate.fm/lisa10sn Lenny Murphy --> https://greenbook.captivate.fm/lenny10sn InnovateMR --> https://greenbook.captivate.fm/ep10innovatemrsn Lisa Wilding-Brown --> https://greenbook.captivate.fm/lisa10sn

Thank you to our producer, Emily Fullmer, our editor, James Carlisle, and this episode's sponsor, InnovateMR.

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In this week's episode: Lenny Murphy, is joined by Benjamin Humphrey, co-founder & CEO of the incredibly successful software startup, Dovetail for an enlightening discussion around customer centricity in R&D, solutions for solving your unstructured data + fragmentation challenges, and the importance of working cross-functionally to help key players understand + leverage insights for better product/service design. In This Episode We'll Explore: 3 macro trends on the rise in user experience (UX) and user interface (UI) The complexity of customer-centric design and fit for purpose products/services How to improve data democratization and remove barriers for the dissemination of insights

Links From The Show: GreenBook --> https://greenbook.captivate.fm/gbsn9 Lenny Murphy --> https://greenbook.captivate.fm/lennysn9 Benjamin Humphrey --> https://greenbook.captivate.fm/bhsn9 Dovetail --> https://greenbook.captivate.fm/dovetailsn9 Zappi --> https://greenbook.captivate.fm/zappisn9

Thank you to our producer, Emily Fullmer, our editor, James Carlisle, and this episode's sponsor, Zappi.

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In this week's episode: Lenny Murphy, is joined by Rogayeh Tabrizi, Ph.D., behavioral economist, Founder & CEO of Theory + Practice, and one of this year's GreenBook Future List Honorees for an incredible discussion around multi-disciplinary teams and leveraging them to create innovative approaches to common issues within insights. Take a deep dive and discover how these teams are inherently set up for success by utilizing their unique abilities to challenge each other with radically different viewpoints and skillsets. In this discussion, Dr. Tabrizi also outlines the importance of leveraging interconnected data to create actionable customer-centric strategies for insights teams to produce more valuable contributions that impact both the top and bottom lines. In This Episode We'll Explore:How to break data silos  How to Increase efficiency through interconnected data How to build an environment that's conducive to creativity and innovation The unique composition of successful research teams and how to build them

Links From The Show: GreenBook --> https://greenbook.captivate.fm/snep8 Lenny Murphy --> https://greenbook.captivate.fm/lennysnep8 Rogayeh Tabrizi, PhD --> https://greenbook.captivate.fm/rogayehsnep8 Theory + Practice --> https://greenbook.captivate.fm/tapsnep8

Many thanks to Emily Fullmer, for producing and editing this episode, and to Zappi, for sponsoring this podcast.

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In this week's episode: Lenny Murphy, is joined by Elaine Riddell and Ken Sonenclar of Oaklin's DeSilva + Phillips, to unravel the complex web of investments, mergers & acquisitions (M&A), and capital formation surrounding ResTech. Take this deep dive and learn what it takes to build a highly valued business in 2022. In This Episode We'll Explore:M&A and market research trends Developing a formula for valuation How to take rapid action to build a premium business What distinguishes and differentiates successful companies in the marketplace

Links From The Show: GreenBook --> https://greenbook.captivate.fm/greenbook7 Oaklin's DeSilva + Phillips --> https://greenbook.captivate.fm/oaklins-desilvaphillips Zappi --> https://greenbook.captivate.fm/zappi7 Lenny Murphy --> https://greenbook.captivate.fm/lenny7 Elaine Riddell --> https://greenbook.captivate.fm/elaine Ken Sonenclar --> https://greenbook.captivate.fm/ken

Many thanks to Emily Fullmer, for producing and editing this episode, and to Zappi, for sponsoring this podcast.

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In this week's episode: Lenny Murphy, is joined by Melanie Courtright and Howard Fienberg of the Insights Association, to discuss challenges, predictions, and concerns around sample supply and what it could mean for the industry in 2022 and beyond. In This Episode We'll Explore:Data demand and supply gaps  Differentiating research from marketing Privacy and governing the use of data Combating data fraud and hackers

Links From The Show: GreenBook --> https://greenbook.captivate.fm/snep6 Insights Association --> https://greenbook.captivate.fm/insightsassociation Lenny Murphy --> https://greenbook.captivate.fm/lenny6 Melanie Courtright --> https://greenbook.captivate.fm/melanie6 Howard Fienberg --> https://greenbook.captivate.fm/howard6

Many thanks to Emily Fullmer, for producing and editing this episode.

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In this week's episode: Lenny Murphy, is joined by Nelson Whipple, GRIT Research Director at GreenBook, to talk about the upcoming Insights Practice GRIT Report! GreenBook Research Industry Trends (GRIT) Report is the #1 strategic planning tool in consumer insights, and because we're just about 2 weeks away from publishing our 30th edition, we're celebrating by providing an ultra-rare GRIT Report sneak peek with Lenny and Nelson - the masterminds behind the magic! Listen in to get exclusive details like: Emerging Methods Visualization Trends and Buyer Sentiment Strategic Consultancy Supplier Trends Primary Revenue Sources Remote, In-Person, and Traditional Methodology Trends Qualitative shifts + scalability Permanent changes for 2022

Links From The Show: GreenBook --> https://greenbook.captivate.fm/gb5 Lenny Murphy --> https://greenbook.captivate.fm/lenny5 GRIT Report --> https://greenbook.captivate.fm/grit5 Nelson Whipple --> https://greenbook.captivate.fm/nelson5

Many thanks to Emily Fullmer, for producing and editing this episode, and to Zappi, for sponsoring this podcast.

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In this week's episode: GreenBook's host, Lenny Murphy, is joined by Steve Phillips, Founder & CEO of Zappi — a powerhouse of consumer testing for advertising and innovation development. Take a deep dive into the origin story of Zappi (who just so happened to have won GreenBook's very first Startup Pitch competition way back in 2013) and discover how they became a leader in prioritizing global sustainability by taking the Net Zero Pledge, get the rundown on how they've built a strong company culture in a hybrid environment, and uncover the important lessons about servant leadership they've learned along the way. Links From The Show: GreenBook --> https://greenbook.captivate.fm/podcast Lenny Murphy --> https://greenbook.captivate.fm/lennyep4 Steve Phillips --> https://greenbook.captivate.fm/stevephillips Zappi --> https://greenbook.captivate.fm/zappi GreenBook Startup Pitch competition --> https://greenbook.captivate.fm/startup-pitch IIEX North America --> https://greenbook.captivate.fm/ep4na Net Zero Pledge --> https://greenbook.captivate.fm/netzero Exponential View Podcast --> https://greenbook.captivate.fm/exponential-view Wait But Why Blog --> https://greenbook.captivate.fm/wait-but-why Coursera --> https://greenbook.captivate.fm/coursera

Many thanks to Emily Fullmer, for producing and editing this episode, and to Zappi, for sponsoring this podcast.

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In this week's episode, GreenBook's host, Lenny Murphy, is joined by Noel Lamb, former Head of Research Operations at Robinhood to explore the Wild, Wild West of ResearchOps,  including the democratization of research, its strategic function, how to get organizational buy-in, the future of ResearchOps, and more... Links From The Show: GreenBook --> https://greenbook.captivate.fm/podcast Lenny Murphy --> https://greenbook.captivate.fm/lenny Noel Lamb --> https://greenbook.captivate.fm/noel-lamb Robinhood --> https://greenbook.captivate.fm/robinhood Salesforce --> https://greenbook.captivate.fm/salesforce T-Mobile --> https://greenbook.captivate.fm/t-mobile Gen2 Advisors --> https://greenbook.captivate.fm/gen2 Re+Ops Community --> https://greenbook.captivate.fm/reops Kate Towsey --> https://greenbook.captivate.fm/kate-towsey Scaling Research Podcast --> https://greenbook.captivate.fm/scaling-research

Many thanks to our guest, Noel. Thanks also to Emily Fullmer, for producing and editing this episode.

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In this episode, GreenBook's host, Lenny Murphy is joined by Dave Carruthers, Founder of Voxpopme, and Andrew Konya, Co-Founder of Remesh to discuss how Decentralized Autonomous Organizations (DAO) will open up opportunities for new business models, create shared value for consumers and brands, and shape the future of research organizations. Links From The Show: GreenBook --> https://greenbook.captivate.fm/podcast Lenny Murphy --> https://greenbook.captivate.fm/lenny Dave Carruthers --> https://greenbook.captivate.fm/dave Voxpopme --> https://greenbook.captivate.fm/voxpopme Andrew Konya --> https://greenbook.captivate.fm/andrew Remesh --> https://greenbook.captivate.fm/remesh GRIT Report --> https://greenbook.captivate.fm/grit Discord --> https://greenbook.captivate.fm/discord

Many thanks to our guests, Dave and Andrew. Thanks also to Emily Fullmer, for producing and editing this episode.

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In our inaugural episode, GreenBook's host, Lenny Murphy is joined by the Founder & CEO of Highlight, Dana Kim to talk about the art of reinvention, her big plans for audience expansion in product research, and the future of the industry. As a true visionary and strategic planner, Dana discusses how she's built a thriving community of 'Highlighters' and landed her shortlist of dream clients amidst a global pandemic. Episode Links: GreenBook - https://greenbook.captivate.fm/podcast Lenny Murphy - https://greenbook.captivate.fm/lenny Highlight - https://greenbook.captivate.fm/highlight Dana Kim- https://greenbook.captivate.fm/dana Many thanks to Dana, for being our first podcast guest. Thanks also to Emily Fullmer, for producing and editing our inaugural episode.