Greenbook Podcast

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...

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 strat...

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...

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 bre...

Many researches find themselves flexing between DIY and servicing— how can vendors serve them best? Frederic-Charles Petit, CEO of Toluna, and Rob Wengel CEO of GutCheck join GreenBook's host, Lenny Murphy, to discuss their recent merger and how they are catering to different facets of the research industry. Many companies' insights strategies are becoming more dynamic, pulling different methods a...

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, a...

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 th...

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 judge...

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 Wi...

Imagine a database of pre-verified respondents at the tip of your fingers. CEO of Echo MR, Kerry Hecht, joins GreenBook's host, Lenny Murphy, to discuss her initiative to create a quality network of survey participants to improve research processes. Similar to Upwork or Taskrabbit, Kerry imagines a gig economy model that benefits both the participant and the researcher. We explore how established...

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...

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 comprom...

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 present...

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...

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 inf...

Investments in the MR space are hotter than ever. Join President of eCGlobal , Adriana Rocha, as well as GreenBook's host, Lenny Murphy, as they discuss the experience of leading a company through acquisition. Transitioning from a small startup that was based out of a Brazilian mansion, eCGlobal has stayed true to its roots in co-creation and ideation while finding a new home with Stefanini. Adria...