Greenbook Podcast

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...

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...