Greenbook 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 res...

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 A...

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 jus...

Are user research and consumer insights two sides of the same coin? In this week's episode, Nikki Lavoie joins us to explore the nuanced differences between user research and consumer insights. Leveraging Lavoie's extensive experience, the conversation delves into the distinct realm of user research, spotlighting its crucial role in unraveling the complexities of user experiences for various produ...

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,...

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 ex...

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, a...

How can a comprehensive CX approach lead to seamless customer centricity brand representation? In this episode, we sit down with Dave Duganne, Senior Manager of Consumer Insights at Dish Network. We delve into their CX approach, highlighting its role in ensuring a seamless brand representation through customer-centricity. Dave discusses how aligning touchpoints across all interactions cultivates s...

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...

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...

What makes a product more than just a purchase? In this week's episode we are joined live at IIEX North America by Sarah Shain, Senior Manager of Shopper Insights at Red Bull. Sarah's insights focus on delivering tangible results and fostering a broad sense of identification with the brand. She highlights the power of brand loyalty, even in the face of challenges like inflation and the COVID-19 pa...

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 understa...

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-r...

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 te...

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 l...

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 i...

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, a...

How can we ensure that market research keeps pace with the rapid evolution of technology? The GreenBook Podcast co-hosts, Lenny Murphy and Karen Lynch join this week’s episode to take an industry pulse check and discuss key learnings gleaned from IIEX Europe. IIEX Europe gathered over 700+ insights professionals, serving as a venue for pioneering innovation and industry discussions. Karen and Lenn...

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...

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 inviti...

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 pr...

Innovation doesn't come easy – but according to our guest Carol Fitzgerald, CEO of BuzzBack, failure can be the key to success In this week's episode Carol and Lenny talk about the significance of innovation, team building, and empathy in leadership. Carol shares her experiences of building BuzzBack during the early days of the internet, and encourages taking risks during times of rapid change and...

The uncharted territories of generative AI, VR, and Web3 offer an abundance of opportunities for the research community. In this episode, we sit down with Randall Beard, Director of RSB Advisory, to discuss the exciting potential of 'looking for signals' outside of your traditional research lanes. Whether conducting research in the metaverse or leveraging generative AI to streamline the process of...

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 effect...

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 journe...