Greenbook Podcast

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 m...

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 fr...

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 a...

In this week's episode, our host Lenny Murphy, is joined by three individuals leading the industry conversation around inclusivity: Tim Cornelius, Director of Operations at QuestionPro and CEO at P3 Technology; Keyona Osborne, Senior Research Manager at Accelerate (a SmithGeiger company); and Lilah Raynor, CEO at Logica Research. Join us while Lenny explores with these three industry professionals...

In this week's episode : Lenny Murphy, is joined by Jason Alleger, Senior Director, Consumer Insights & Strategy at Traeger Grills and an adjunct professor at Brigham Young University. Join us while Lenny and Jason discuss category disruption, how companies that do disrupt see the world and the problems they are solving, and the importance of storytelling to change a business, and the future o...

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...

In this week's episode, our host Lenny Murphy, is joined by the IIEX North America 2022 GreenBook Pitch Winners from Highlight: Dana Kim, Founder & CEO, and Ethan Kellough, Co-founder and Chief Product Technology Officer. Join us while Lenny explores the start-up world with Dana and Ethan, where their start-up (Highlight) is now, what transpired as a result of their win at IIEX North America,...

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 ins...

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 insi...

In this week's episode: Lenny Murphy, is joined by Timo Pelz, Vice President of Business Marketing at Reddit. Together, they discuss the concept of Communities 2.0, where who you are no longer matters, but what you are passionate about is everything, and the way what happens online (URL) plays out in real life (IRL). In this episode we'll explore: - The importance of Reddit's mission of bringing c...

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: The Pinterest Predicts annual global trends report that reflects the dominant search trends of more than 400 million users worldwide How brands...

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: The digital qualitative resear...

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 episo...

In this week's episode:  Lenny Murphy, is joined by InnovateMR CEO, Lisa Wilding-Brown, to break down the complex layers of do-it-yourself (DIY) research solutions vs. insights outsourcing. Listen in as they provide an in-depth analysis of sample supply challenges, survey design optimizations, and methodological approaches to maintaining data quality.  5 Topics We'll Explore In This...

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...

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...

In this week's episode:  Lenny Murphy, is joined by Elaine Riddell and Ken Sonenclar of Oaklin's DeSilva + Phillips, to unravel the complex web of investments, mergers & acquisitions (M&A), and capital formation surrounding ResTech. Take this deep dive and learn what it takes to build a highly valued business in 2022. In This Episode We'll Explore: M&A and market research trends D...

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 Co...

In this week's episode:  Lenny Murphy, is joined by Nelson Whipple, GRIT Research Director at GreenBook, to talk about the upcoming Insights Practice GRIT Report! GreenBook Research Industry Trends (GRIT) Report is the #1 strategic planning tool in consumer insights, and because we're just about 2 weeks away from publishing our 30th edition, we're celebrating by providing an ultra-rare GRIT R...

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...

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 Le...

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....

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 am...