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.

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.

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.

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.

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.

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.

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/podcast
• Lenny Murphy --> https://greenbook.captivate.fm/lenny

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

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.

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.

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.

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.

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.

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.

Check out Women in Research WiRE

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

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.

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.

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.

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.

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

Susan Griffin, Griffin & Skeggs Collaborative, joins GreenBook's 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 host, Karen Lynch.

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.

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.

The power of brand allyship will 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.

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

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.

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.

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.

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.

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.

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.

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 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, NAILBITER.

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.

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.

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.

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.

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.

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.

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.

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

In this episode, we are joined by Melanie Courtright, CEO of Insights Association, to discuss crucial topics like data quality and privacy. She emphasizes the significance of professionals developing a diverse skill set, including proficiency in multilingual data analysis and power skills like storytelling, listening, selling, and negotiation. Melanie also sheds light on upcoming events and initiatives, such as the association's leadership event and their focus on inclusion in AI at the Idea Forum. Tune in to learn from this industry leader about the keys to thriving 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.

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.

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.

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.

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.

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

Many thanks to Dana, for being our first podcast guest. Thanks also to Emily Fullmer, for producing and editing our inaugural episode.

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.

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.

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.

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

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

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.

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.

Can intuition be taught?

The authors of newly published, 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 LinkedIn.

You can reach out to Chris on LinkedIn.

You can reach out to Oded on LinkedIn.

Many thanks to Paul, Chris, and Oded for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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.

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

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

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.

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 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, NAILBITER.

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.

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/podcast
• Lenny Murphy --> https://greenbook.captivate.fm/lenny

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

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.

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

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.

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.

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.

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.

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.

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.

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.

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/podcast

Lenny Murphy --> https://greenbook.captivate.fm/lenny

Grant's email: Grant27@gmail.com

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.

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 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.

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.

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.

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

Show Notes:

• Reach Anna via email: anna@annalakomy.com
• Find Anna on LinkedIn: https://www.linkedin.com/in/annalakomy/
• Learn more about the Saboteur Assessment: http://assessment.annalakomy.com/

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.

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:

1. The Pinterest Predicts annual global trends report that reflects the dominant search trends of more than 400 million users worldwide
2. How brands are leaning into the trends and movements that Pinterest Predicts accurately forecasted in order to drive powerful business results
3. 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.

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.

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.

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.

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/podcast
• Lenny Murphy --> https://greenbook.captivate.fm/lenny

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.

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.

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.

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.

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.

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.

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.

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:

1. The digital qualitative research boom and the enormous need for fast and effective tools to engage with consumers
2. How purchasing behaviors have led to an increased need for UX research tools
3. 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.

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.

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: Blockworks and Coinbase
• Visit Chummy Fin Club and join their free Discord
• Reach out to Matt at 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, Tremendous.

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.

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.

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/lenny

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

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.

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.

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.

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.

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.

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.

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.

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/podcast
• Lenny Murphy --> https://greenbook.captivate.fm/lenny

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

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

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.

Visit the Hello Ara website to check out more!

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

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.