Greenbook Podcast

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 journe...

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 acros...

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 del...

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 mark...

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 fictio...

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 en...

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 offe...

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...

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, a...

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-pha...

What did we see in 2023, and what can we expect in 2024? In this week’s episode, we’re excited to welcome Jenn Mancusi for an comprehensive exploration of the past year in the market research industry. We delve deep into the critical shift from internal to customer-led KPIs and discuss the increasing need for customer-centric approaches. Join us as we unpack the challenges in differentiating withi...

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,...

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....

What does the GRIT report tell us about the next big leaps in MRX? In this episode of the podcast, Manny Rodriguez and Anthony Samarasekera from Forsta join us for an in-depth conversation about market research trends and challenges, as highlighted in the Greenbook GRIT report. They delve into the impact of artificial intelligence (AI) and technological advancements on the industry, discussing AI'...

Could embracing contradictions be the missing puzzle piece in your insight-building journey? This week's episode features an enlightening conversation between Karen and Chris Kocek, the author of " Any Insights Yet? ". They explore the unconventional methods of insight-building highlighted in his book, focusing on the need to challenge traditional research approaches, embrace discomfort, and adopt...

Can incentives lead us down unexpected paths? In this week's episode, we have the privilege of hosting Uri Gneezy, a distinguished economist and the author of " Mixed Signals ." Gneezy guides us through the intriguing realm of incentives, elucidating their profound influence on consumer behavior. He underscores the paramount importance of aligning incentives with desired outcomes, highlighting pot...

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 1...

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...

How do industry leaders master the art of management? In this episode, Rick Kendall, with his background at HBO, unravels the art of successful management and the nuances of understanding subscriber behavior. He highlights the value of strategic studies, illustrating how HBO leveraged them to optimize decision-making. Rick shares a captivating study on dual HBO and Showtime subscribers, shedding l...

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 teamwo...

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...

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 interactio...

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 a...

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...

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 contribut...