Greenbook - Podcast Details

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Greenbook Podcast151 - B2B Research Reinvented: Matt Powell Talks Trust and TechIn this episode of the Greenbook Podcast, Lenny Murphy chats with Matt Powell, Managing Director of North America at B2B International. With over 20 years at the company, Matt shares his journey from phone-room interviewer to senior leadership and offers an insider’s perspective on the evolving world of B2B market research.The conversation dives deep into how emotional drivers have overtaken rational ones in B2B decision-making, the rising demand for trustworthy data, and the role of synthetic data and AI in delivering faster insights. Matt also discusses how B2B International’s integration into Dent...2025-07-2249 min

Greenbook Podcast150 - What Makes IKEA’s Insights Team a Strategic Powerhouse?In this episode of the Greenbook Podcast, host Karen Lynch speaks with Joel Renkema, Global Head of Insights at Inter IKEA Group. From foundational lessons at Procter & Gamble to shaping strategy at one of the world’s most iconic retail brands, Joel shares how IKEA integrates insights across its entire value chain—from supply and logistics to retail and communication. The conversation covers the power of ethnographic research, IKEA’s unique approach to segmentation and innovation, and how foresight planning informs sustainable, long-term strategies. Joel also discusses how empathy, immersion, and activation are essential for future-proofing insights teams and keepin...2025-07-0845 min

Greenbook Podcast149 - Megan Ruxton on Mixed Methods in Market ResearchIn this episode of the Greenbook Podcast, host Karen Lynch sits down with mixed methods researcher Megan Ruxton—most recently with the FDA and previously with Vibrant Health—to explore how researchers can turn ambiguity into action. From academia to public health to tech, Megan’s career has been driven by a passion for applied behavioral research. She shares how mixed methods can uncover the “unpredictable magic” of human behavior—insights that AI alone can’t capture.The conversation touches on building structure from chaos, navigating stakeholder resistance, the future role of AI in research, and why researchers mu...2025-06-2447 min

Greenbook Podcast148 - Cultural Relevance in Branding with Kira GreenbergIn this episode of the Greenbook Podcast, host Karen Lynch sits down with Kira Greenberg, Senior Manager of Brand Insights for Jameson at Pernod Ricard USA. With a background in anthropology and deep qualitative research, Kira brings a unique perspective to brand strategy and cultural relevance. She shares how storytelling functions not just as a tool for communication but as a foundation for strategic brand decisions.The conversation spans her category shift from media to spirits, working within a multinational matrix, and the nuanced role of AI in modern research. If you're in insights, marketing, or strategy...2025-06-1044 min

Greenbook Podcast147 - How JDE Peet’s Uses AI to Transform Market Research – with Sarah SnuddenIn this episode, Greenbook’s Karen Lynch sits down with Sarah Snudden, Head of US Consumer Insights at JDE Peet’s, for a lively conversation spanning career journeys, coffee obsession, and cutting-edge AI innovation. Sarah shares how her path led from Clorox and Seventh Generation to premium beverage insights at JDE Peet’s, and how she’s using AI agents to explore white space innovation and generate impactful product names.They also unpack key takeaways from IIEX North America, including the evolving role of emotion in insights, why AI must serve research—not define it—and how industry con...2025-05-2747 min

Greenbook Podcast145 - Beauty Intelligence: Kalindi Mehta of Estée Lauder on AI & TrendsIn this episode of the Greenbook Podcast, Karen Lynch sits down with Kalindi Mehta, Global VP of Consumer Foresight, Strategy, and Predictive Analytics at Estée Lauder Companies. Kalindi shares how the beauty industry’s emotional, cultural, and highly personalized nature requires real-time consumer insight and constant innovation.She discusses how AI is transforming the end-to-end insights process—from sensing trends and matching products to co-creating with influencers and optimizing business results. Kalindi also dives into the skills and mindset insights professionals need to thrive in an AI-driven future, and offers practical leadership advice for driving transformation withi...2025-04-2941 min

Greenbook Podcast144 - Inside Qualtrics Edge: Ali Henriques on AI, Insights & InnovationIn this episode, host Karen Lynch welcomes Ali Henriques, Global Director at Qualtrics Edge, for a deep dive into the transformation of research services at Qualtrics and how AI is shaping the future of insights. Ali shares her journey from cruise industry research to leading a $120M insights division, revealing how Qualtrics Edge is democratizing access to data through Instant Insights and synthetic audiences.The conversation explores how synthetic data enhances agility, why continuous model hydration is critical, and how companies like Booking.com are already testing these capabilities. With humor, passion, and deep expertise, Ali offers...2025-04-1545 min

Greenbook Podcast143 - Driving Innovation and Elevating Talent: Katie O’Connor on the Future List & Behaviorally’s MissionIn this inspiring episode of The Greenbook Podcast, host Karen Lynch is joined by Katie O’Connor, incoming SVP of Key Accounts at Behaviorally, to celebrate the 2025 Greenbook Future List honorees. Together, they explore the importance of innovation, mentorship, and visibility in shaping the future of insights.Katie reflects on her career journey, the qualities that fuel success in the research industry, and why Behaviorally chose to sponsor this year’s Future List. The conversation highlights emerging leaders, powerful quotes from honorees, and how industry-wide collaboration is shaping a more inclusive and dynamic future.Key Take...2025-04-0141 min

Greenbook Podcast142 - Navigating AI, Data Science, and the Future of Insights with Deb from Sigmoid AnalyticsIn this episode of The Greenbook Podcast, host Lenny Murphy sits down with Deb, Director of Data Science at Sigmoid Analytics and a 2025 Greenbook Future List Honoree. Deb shares insights into solving complex data challenges, the evolving role of Gen AI in analytics, and how companies are integrating AI-driven efficiencies. They discuss the future of data science, the shift towards strategic problem-solving, and the importance of upskilling talent in an AI-powered world. Tune in for a thought-provoking discussion on how organizations are embracing AI while navigating unknowns in the industry.Key Takeaways:AI is revolutionizing data...2025-03-1831 min

Greenbook Podcast141 - Bringing Consumer Centricity to Pharma: Val Pastrana on Innovation, Insights, and the Future of ResearchIn this episode, Greenbook Podcast host Karen Lynch sits down with Val Pastrana, Global Consumer Science Lead for the AMEA region at Sanofi. With a career spanning leading CPG giants like P&G, Unilever, and Mondelēz, Val shares his journey in insights, innovation, and consumer science.He discusses the importance of embedding consumer-centricity in pharmaceutical product development, the balance between AI-driven research and human-led insights, and the value of a global perspective in shaping innovation. Val also delves into his leadership philosophy, emphasizing authenticity, psychological safety, and fostering individual strengths. Tune in for an engaging discussion o...2025-03-0444 min

Greenbook Podcast140 - Future-Proofing Innovation: Aeton Lim on Strategy, DEI, and the Evolving Role of InsightsIn this episode of The Greenbook Podcast, host Karen Lynch sits down with Aeton Lim, an Innovation Consulting Manager at Nielsen IQ and a 2025 Future List honoree. Aeton shares his global perspective on market insights, innovation strategy, and how organizations can future-proof their decision-making.He discusses his expertise in emerging markets, the role of corporate governance, sustainability, and his leadership in DEI initiatives. Tune in to gain valuable insights on how businesses can align strategy with external market forces and leverage thought leadership for competitive advantage.Topics Covered:Aeton Lim’s role at Nielsen IQ...2025-02-1837 min

Greenbook Podcast139 - Challenging the Status Quo: Daniel Wu on Innovation, Inclusion, and the Future of Market ResearchIn this episode of The Greenbook Podcast, host Karen Lynch sits down with Daniel Wu, Founder and CEO of Nimbly Research and a 2025 Future List honoree. Daniel shares his journey from digital marketing to founding a research firm, driven by a desire to challenge industry norms and push for more inclusive methodologies.They discuss his approach to entrepreneurship, creative problem-solving, and how Nimbly is pioneering innovative ways to reach underrepresented audiences. Daniel also opens up about leadership, mental health, and the importance of fostering a workplace culture that values curiosity and well-being. Tune in for an inspiring...2025-02-0442 min

Greenbook Podcast138 - Insights, Spirits, and Strategy: A Conversation with Suntory’s Paul ThomasIn this episode of the Greenbook Podcast, host Karen Lynch sits down with Paul Thomas, International Insight Director and Global Head of Shopper Insight at Suntory Global Spirits. Known for his extensive experience and leadership in the insights industry, Paul shares his journey from working on the agency side to leading global insights for top-tier brands like Ferrero, Diageo, and Asahi. They discuss the evolving role of client-side researchers, the challenges faced by the spirits industry, and the importance of driving ROI through actionable insights.Paul offers a candid look at how researchers must step beyond data...2025-01-2143 min

Greenbook Podcast137 - Unlocking the Power of Synthetic Data: Samuel Cohen on Transforming Market ResearchIn this episode of the Greenbook Podcast, Lenny Murphy sits down with Samuel Cohen, CEO and co-founder of FairGen, to explore the transformative potential of synthetic data in market research. Samuel shares his journey from pursuing a PhD in AI and synthetic data at UCL to founding FairGen and revolutionizing data quality for hard-to-reach audiences.The conversation delves into the critical distinction between augmentation and replacement in synthetic data, how FairGen’s approach addresses data scarcity and enhances insights, and the opportunities and risks of this emerging technology. Whether you're curious about the future of synthetic sampling or...2025-01-0644 min

Greenbook Podcast133 - Navigating Uncertainty: Scenario Planning with Kerry Group’s David Deeley & Brian ShortIn this episode of The Greenbook Podcast, host Karen Lynch is joined by David Deeley, Senior Insights Manager, and Brian Short, Consumer Insights Specialist, from Kerry. Together, they discuss the importance of scenario testing to tackle uncertainty in the food and beverage industry.Drawing from their presentation at IIEX Europe, David and Brian explain how Kerry uses foresight and scenario planning to anticipate shifts in the market, navigate challenges like climate change, and support innovation. This thought-provoking conversation explores how frameworks and collaboration between insights, R&D, and customers drive impactful solutions for the future....2024-11-1836 min

Greenbook Podcast132 - Empowering Women in Research with Michelle Andre & Jessica Sage from WIReIn this inspiring episode of The Greenbook Podcast, host Karen Lynch chats with Michelle Andre, Managing Director, and Jessica Sage, Marketing Director, of WIRe (Women in Research). Michelle and Jessica share the impact of WIRe’s programs on advancing women’s careers within the market research industry, from global networking events to targeted mentorship programs.They discuss their support for women through initiatives like WIRe Accelerate, WIRexec, and the 50/50 Initiative, which drives gender equality on industry stages. Whether you're an industry veteran or a newcomer, this episode offers valuable insights into creating supportive networks and fostering career grow...2024-11-1135 min

Greenbook Podcast130 — Wealth & Purpose: The Transformation of the American Dream with Robert MoranIn this episode of the Greenbook Podcast, host Lenny Murphy speaks with Robert Moran, a market research and public opinion expert, about the evolving concept of the American Dream and its impact on businesses. Robert shares insights from his career in political polling and consulting at Brunswick Group, explaining how the American Dream has shifted from a focus on material wealth to one of self-actualization and independence, especially among younger generations. They explore how these changes affect consumer behavior and marketing strategies, highlighting the importance of authenticity in connecting with modern audiences. The conversation also touches on cultural reflections...2024-10-2130 min

Greenbook Podcast128 — Packing Smarter: AI, Research, and the Evolution of Away’s Soft Side LuggageIn this episode of the GreenBook Podcast, host Karen Lynch sits down with Jennifer Lien, UX Research Lead at Away, and Aaron Cannon, CEO and Co-Founder of Outset AI, to explore the collaborative journey behind Away's new soft side luggage line. They dive into how AI and user research came together to inform the product’s design, focusing on key insights from customers around durability and materials. Jennifer and Aaron share their experiences in scaling research with AI, the importance of curiosity in understanding user behavior, and how this partnership demonstrates the future of human-centered design.You ca...2024-10-0750 min

Greenbook Podcast127 — On the Radar: Future-Proofing Travel with Lufthansa’s Strategic IntelligenceIn this episode of the Greenbook Podcast, host Karen Lynch sits down with Tino Klähne, Director of Strategic Innovation and Intelligence at Lufthansa Innovation Hub, to explore how his team is shaping the future of travel. Tino discusses how they use strategic intelligence to spot emerging opportunities and threats, employing cutting-edge tools like AI, an innovative "indicator stack," and even Wikipedia edits to predict industry shifts. They also dive into the exciting potential of the metaverse for aviation and how Lufthansa’s open approach to sharing insights is transforming the travel ecosystem. You can reach out to...2024-09-3040 min

Greenbook Podcast126 — Listen Labs’ Path to Winning the Greenbook Insight Innovation CompetitionIn this episode of the Greenbook Podcast, host Lenny Murphy sits down with Alfred Wahlforss, co-founder of Listen Labs and recent winner of Greenbook’s Insight Innovation Competition. Alfred shares how Listen Labs is transforming the world of qualitative research through AI-powered moderators, enabling brands like Google and Nestlé to gain meaningful insights at scale. They discuss Alfred’s unique journey from Sweden to Harvard, where his work in AI led to the creation of Listen Labs. The conversation touches on key industry challenges, including data privacy, the evolving role of researchers, and how Listen Labs stands apart by combi...2024-09-2334 min

Greenbook Podcast124 — Building Global Standards in Qualitative Research: Martha Llobet on AQR’s VisionIn this episode of the GreenBook Podcast, host Karen Lynch sits down with Martha Llobet, CEO of Q2Q Global and board member of the Association for Qualitative Research (AQR). Martha shares her journey from quantitative to qualitative research, highlighting the deeper insights qualitative offers and the importance of cultural interpretation in global markets. They discuss the role of AQR in promoting high standards, supporting younger researchers, and embracing AI while maintaining the essential human touch in research. Martha also shares her experiences in expanding her business and offers advice to aspiring female founders. Tune in for a thoughtful...2024-09-0937 min

Greenbook Podcast123 — The Politics of Polling: A Deep Dive with Clifford YoungWhat should we really make of the political polls that dominate the headlines?In this episode of the Greenbook Podcast, hosts Lenny Murphy and Karen Lynch sit down with Cliff Young, President of Polling and Societal Trends at Ipsos, to explore the complexities and significance of political polling. The conversation delves into the challenges pollsters face in today’s fragmented media landscape, the methods used to accurately capture public opinion, and the role of polling in modern democracy. Cliff discusses the global trends affecting polling, the ethical responsibilities of pollsters, and how AI is beginning to influence th...2024-09-0245 min

Greenbook Podcast122 — AI and the Art of Asking Better Questions: A Conversation with Seth MinskIn this episode of the Greenbook Podcast, host Lenny Murphy is joined by Seth Minsk, principal of Finish Line Insights, for a deep dive into the evolving role of insights professionals in the age of AI. Seth shares his unique journey from his early days in research to leading global insights for brands like Allegra and Advil at Sanofi, and now helping businesses navigate transformation. The conversation focuses on how AI is shifting insights from traditional research methods to more strategic, business-impacting roles. Seth discusses the growing relevance of AI in automating processes, unlocking faster decision-making, and transforming insights...2024-08-2640 min

Greenbook Podcast121 — Data at Scale: How Walmart Luminate Powers Retail Innovation with Mark HardyIn this episode of the Greenbook Podcast, host Lenny Murphy sits down with Mark Hardy, head of Walmart Data Ventures, to explore how Walmart is harnessing the power of first-party data to transform retail and enhance customer experiences. Mark shares his journey from the CPG industry to Walmart and discusses the innovative Walmart Luminate platform, which optimizes supplier-merchant collaboration through data-driven insights. They dive into the importance of quality data, the rise of AI in market research, and the evolving role of insights in shaping the future of retail. You can reach out to Mark on LinkedIn. 2024-08-1939 min

Greenbook Podcast120 — Polling, Progress, and Pitfalls: An Insights Journey with Angus ReidIn this episode of the Greenbook Podcast, host Lenny Murphy sits down with market research legend Angus Reid to discuss his extensive career and the evolution of the industry. Angus shares insights on the challenges of modern polling, the impact of AI on research, and the importance of maintaining respondent engagement and data integrity. They also explore the crucial role of polling in understanding societal trends and the ethical responsibilities of researchers. Angus discusses his shift from traditional surveys to modern research approaches, highlighting essential takeaways for the industry's future.You can reach out to Angus on...2024-08-1243 min

Greenbook Podcast119 — Dare to Be Different: A Conversation with Pravin ShekarIn this episode of the Greenbook Podcast, host Lenny Murphy sits down with Pravin Shekar, a multifaceted entrepreneur, author, poet, adventurer. The conversation explores Pravin's approach to "unconventional decision making," emphasizing the importance of standing out by thinking and acting differently in business and life. They delve into Pravin's new book, "Convert Customer Bias into Business," which highlights how understanding human psychology and biases can enhance marketing strategies. Pravin shares insights from his extensive career, stressing the need for continuous personal and professional reinvention. The episode is a rich blend of practical business advice and inspiring personal anecdotes, aiming...2024-08-0540 min

Greenbook Podcast117 — Cutting Through the Noise: Ensuring Data Quality in AI-Driven Research with DynataIn this week's episode of the Greenbook Podcast, host Lenny Murphy sits down with Steven Millman, Global Head of Research and Data Science at Dynata, to delve into the current landscape of data quality in online surveys and the transformative role of AI in market research. Steven shares insights on how Dynata ensures high data integrity, combats survey fraud, and employs advanced AI tools to improve research outcomes. They also explore the implications and potential of synthetic data, large language models, and AI-driven chatbots for qualitative research. Tune in to discover how AI is shaping the future of market...2024-07-2242 min

Greenbook Podcast116 — Redefining Teamwork in Analytics with Nick Graham of MondelezIn this episode of the Greenbook Podcast, host Karen Lynch engages in a compelling conversation with Nick Graham, the SVP Global Head of Insights and Analytics at Mondelez International. They dive into Nick’s extensive career journey and his pivotal role in leveraging data to guide strategic decisions at Mondelez. Nick discusses the delicate balance between technology and human expertise in generating actionable consumer insights. He also shares innovative ways generative AI is being used to boost efficiency and creativity within the insights team. For professionals in the field, Nick offers invaluable advice on networking, career growth, and adapting to...2024-07-1546 min

Greenbook Podcast115 — So What, Now What?: Stan Sthanunathan's Guide to Actionable InsightsIn this episode of the Greenbook Podcast, host Lenny Murphy chats with industry legend Stan Sthanunathan, renowned for his impactful roles at Coca-Cola and Unilever. Stan shares pivotal moments that shaped his career, emphasizing actionable insights and what that truly means in a world of abundant data. He discusses his transition to founding iGenie.AI, which leverages AI to enhance human intelligence in market research. Together, Lenny and Stan explore the future of the insights industry, the balance between technology and human expertise, and the importance of empathy and understanding consumer behavior. Tune in for an enlightening discussion on...2024-07-0838 min

Greenbook Podcast114 — Humanizing Data: Joyce Chuinkam’s Approach to Empathy and Authenticity in Market ResearchIn this episode of the Greenbook Podcast, host Lenny Murphy welcomes Joyce Chuinkam, Senior Research Manager at Talk Shoppe and a 2024 Greenbook Future List Honoree, to discuss her diverse background and experiences in market research. Joyce shares her journey from politics to entertainment, legal, and now market research, highlighting her extensive travel and its influence on her professional approach. The conversation delves into the importance of authenticity in brand messaging, especially for minority groups and GenZ, and explores the challenges and nuances of conducting global research. Join us for a deep dive into fostering brand loyalty, navigating the impact...2024-06-2451 min

Greenbook Podcast113 — Good Team, Bad Team: Transforming Team Dynamics with Sarah Thurber and Blair MillerWhat makes a team truly effective?In this episode of the Greenbook Podcast, Karen Lynch hosts Sarah Thurber and Blair Miller from FourSight to explore the science of building effective teams. They discuss the FourSight Thinking Profile, which identifies four thinking styles—clarifying, ideating, developing, and implementing—and how these styles can be harnessed to solve complex problems collaboratively. The conversation also delves into their new book, "Good Team, Bad Team: Lead Your People to Go After Big Challenges, Not Each Other," offering valuable guidance for anyone leading a team. Discover how to leverage cognitive diversity, the impo...2024-06-1744 min

Greenbook Podcast112 — Empathy in Analytics: Stephan Gans on Understanding Consumers at PepsiCoIn this episode of the Greenbook Podcast, host Karen Lynch interviews Stephan Gans, SVP Chief Insights and Analytics Officer at PepsiCo. They explore Stephan's career path from marketing at Unilever to leading global consumer insights at PepsiCo, emphasizing the integration of analytics, capability building, and the importance of empathy in understanding consumer behavior. Stephan shares insights on the proactive role of insights professionals in commercial decision-making and discusses the impact of generative AI on the industry. The episode concludes with Stephan sharing his excitement about an upcoming book on transforming consumer insights for competitive advantage.You can...2024-06-1035 min

Greenbook Podcast111 — Bianca Johnston on Elevating Research, Her Journey from Shopify to Educational LeadershipWhat are the key skills researchers need to thrive in today's fast-paced market?In this episode of the Greenbook Podcast, host Lenny Murphy welcomes Bianca Johnston, who shares her journey from a hybrid research and marketing role at Shopify to launching her own research consulting and education company. Bianca discusses the importance of bridging gaps between research and business functions, the impact of AI on research, and her vision for helping non-researchers and junior researchers improve their practices. The conversation delves into the future of the industry, the evolving role of researchers, and Bianca's upcoming ventures. Tune...2024-06-0330 min

Greenbook Podcast110 — Emotional Insights for E-commerce Excellence: Lessons from Snapdeal's Rasika MathurHow do hidden dynamics fuel successful e-commerce strategies?In this episode of the Greenbook Podcast, host Karen Lynch engages with Rasika Mathur, Head of Consumer Insights at Snapdeal. Rasika delves into her extensive career, highlighting her expertise in understanding consumer behavior and her journey in the industry. She shares her passion for fostering a customer-obsessed culture and explains how understanding consumer emotions can bridge the gap between intention and action, driving business growth and customer loyalty. Rasika offers practical insights into the nuances of e-commerce, from leveraging emotional intelligence in personalization to maintaining authenticity in digital interactions...2024-05-2035 min

Greenbook Podcast109 — Unlocking Market Potential through White Space with Tulika ChikersalHow do leading companies turn market insights into innovative products that resonate with consumers and drive long-term success?In this edition of the Greenbook Podcast we join you live from IIEX North America, host Karen Lynch welcomes Tulika Chikersal, the global lead for innovation insights at Post. Tulika shares her journey from agency roles at Kantar to leading innovation pipelines at Post, emphasizing the importance of forward-looking, strategic insights in driving long-term business strategies. She discusses the challenges and successes in identifying market white spaces, integrating insights with product development and marketing teams, and the critical lessons...2024-05-1337 min

Greenbook Podcast108 — MRX Pulse Check: Unpacking IIEX North America 2024 with Karen Lynch & Lenny MurphyStep into the forefront of innovation with key takeaways from IIEX North America 2024In this episode of The Greenbook Podcast, join hosts Karen Lynch and Lenny Murphy as they dive into the vibrant happenings at IIEX North America 2024. Karen, who attended the event, shares her experiences of the energetic atmosphere, driven by a mix of familiar faces and exciting new entrants. The discussions were heavily influenced by the practical applications of AI in market research, with a focus on real-world integration into platforms and processes. Highlights include insightful contributions from industry giants like the NBA and Bose...2024-05-0625 min

Greenbook Podcast107 — Packaging, Innovation, & Launching Insights at Olly with Liz RaukohlHow does Olly use consumer insights to craft products that stand out in the crowded wellness market?In this episode of the Greenbook Podcast, host Karen Lynch interviews Liz Raukohl, Director of Insights at Olly—a vibrant vitamin and supplement brand celebrated for its consumer-friendly and innovative packaging. Liz shares her career journey from Pepperidge Farm to Unilever, leading up to her pivotal role at Olly. She delves into the establishment and evolution of the insights function within a dynamic startup environment, detailing her integration of cutting-edge research methodologies with fundamental consumer-centric practices. Emphasizing the critical role of...2024-04-2939 min

Greenbook Podcast106 — Charting the Conjoint Frontier: Steve Cohen's Legacy in Market ResearchHow did conjoint analysis revolutionize market research?In this episode of the Greenbook Podcast, host Lenny Murphy interviews Steve Cohen, founder and CEO of In4mation Insights and a notable figure in market research. Steve recounts his pioneering work in developing methodologies like choice-based conjoint and MaxDiff, detailing his career from early film forecasting models at Polaroid to groundbreaking academic contributions. He discusses innovations in market research tools, such as integrating budget constraints in choice modeling and enhancing analysis with behavioral economics concepts like regret minimization. We also explore the potential of advanced computational technologies and AI...2024-04-2244 min

Greenbook Podcast105 — Paths Unseen: Tracing Future List Honoree Belinda Brown's Career in MRXUnexpected paths often lead to the most rewarding destinationsIn this enlightening episode of the Greenbook Podcast, host Karen Lynch is joined by 2024 Future List Honoree Belinda Brown, Director of Marketing and Business Development at Gazelle Global. Belinda shares her journey from aspiring clinical psychologist to influential market researcher, highlighting her personal experiences with PCOS and the significant gaps in women's health research. She discusses the transformative power of market research on policy and consumer behavior, the role of AI in the industry, and the importance of inclusivity and volunteerism. Belinda also gives a sneak peek into...2024-04-1532 min

Greenbook Podcast104 — Science, Surveys, and Stories: Maria Muccioli on Revolutionizing Patient CareThe human element of research is vividly brought to life in the realm of healthcare and patient data.In this episode of the Greenbook Podcast, host Lenny Murphy engages in an inspiring conversation with Maria Muccioli, one of the honorees on the 2024 Greenbook Future List. Maria shares her captivating journey from her early days in Russia to her recent endeavors in the field of healthcare research. Delving into her academic background in biochemistry and molecular biology, Maria reflects on her transition from traditional academia to making significant contributions in healthcare through research. The discussion covers the challenges...2024-04-0831 min

Greenbook Podcast103 — The Next Wave: Empowering Market Research's Emerging Talents with Colson SteberHow can nurturing emerging talents catalyze groundbreaking innovations?In this enlightening episode of the Greenbook Podcast, Lenny Murphy sits down with Colson Steber, Co-CEO of Qlarity Access, to explore the remarkable evolution from Communications for Research to the rebranded powerhouse Qlarity Access. As proud sponsors of the 2024 Greenbook Future List, Colson delves into how nurturing emerging market research talent aligns with Qlarity's innovative approach to business. He shares the philosophies driving Qlarity's success—emphasizing values-aligned actions, the integration of technology to enhance human insights, and fostering a culture of intentional action and personal growth. This episode not on...2024-04-0136 min

Greenbook Podcast102 — Changing Lenses: Reframing Research for Deeper Insights and Wider Impact with Jasmin GoodmanFrom the ivy-covered walls of academia to the front lines of societal impact, discover how one visionary is translating research into tangible change.Join Karen Lynch in an inspiring conversation with Jasmin Goodman, a trailblazer in qualitative research and a 2024 Future List honoree, on this week's episode of the Greenbook Podcast. Jasmin, the visionary behind the J. Michelle Group, dives into her transformative journey from academia to the forefront of qualitative research, spotlighting her endeavors to elevate the voices of Black consumers and ensure their experiences are heard. Discover the impact of her work on cultural intelligence...2024-03-2533 min

Greenbook Podcast101 — Nourishing Joy: How General Mills Infuses Happiness into Food with Matt ThellWhat does that cheesy, orange dusting on Cheetos do for our system 1, system 2 thinking?In this engaging episode of the Greenbook Podcast, Matt Thell, Senior Strategy Manager of Global Marketing and Organization at General Mills, shares insights into the Nourishing Joy project, which aims to integrate joy into adult food consumption. Delving into the challenges and insights of making everyday food experiences more joyful, Matt highlights the importance of nostalgia, the psychology behind impulse buying, and General Mills' innovative strategies in fostering innovation and diversity. Through storytelling and expert analysis, the conversation unveils the intricate balance between...2024-03-1836 min

Greenbook Podcast100 — The Melody of Inclusion: Tackling Accent Bias with Aïcha LyWhat 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 journey from immigrating to the U.S. at the age of nine to becoming a global speaker, business owner, and author. She delves into how accent biases can lead to...2024-03-1136 min

Greenbook Podcast98 — Data-Driven Disruption: Athletic Brewing's $500M Triumph with CEO Bill ShufeltWhat 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 delve into how Athletic Brewing is revolutionizing the industry with a focus on health, taste, and innovation. We also explore the strategic use of insights and data in product development, the challenges and rewards of entrepreneurship...2024-02-2630 min

Greenbook Podcast97 — The Price of Precision: Exploring Costs and Quality in Surveys with Karine PepinAt 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 market research from the get-go, Karine shares her critical insights into the systemic issues plaguing online surveys, including participant engagement, incentive effectiveness, and the impact of fraudulent responses. The...2024-02-1237 min

Greenbook Podcast96 — Back to the Futurist: An Insights Journey Beyond Tomorrow with Ari PopperWhat 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 fiction writers to craft compelling future scenarios that help the world's largest companies envision and build their preferred futures. Through stories of transformative projects, such as revolutionizing home improvement with Lowe's and pioneering the future of mood...2024-02-0539 min

Greenbook Podcast95 — Versatile Visions: Bridging Ads, Research, and Academia with Mark TrussPersonalized 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 enhancing research efficiency and creativity in advertising. He explores the challenges of personalization in advertising, advocating for an integrated approach to brand and performance marketing. Additionally, Mark speaks about the importance of sample...2024-01-2940 min

Greenbook Podcast94 — Endurance and Insight: Research Resilience with Ray PoynterWhat 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 offers insights on how the internet and AI are revolutionizing market research, forecasting AI's impactful but not disruptive nature compared to mobile phones. The conversation also covers the democratization of research through technology, where Ray emphasizes the...2024-01-2245 min

Greenbook Podcast93 — Riding the Waves of Technological Hype: A Market Research Journey with Edward AppletonAs 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 that have promised to revolutionize the industry over the past two decades, expressing a healthy skepticism towards these narratives and emphasizing the importance of empirical evidence over hype. The conversation explores the potential...2024-01-1544 min

Greenbook Podcast92 — Beyond the Surface: Navigating the Depths of User Research with Steve PortigalWhat 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, and the importance of adapting to societal shifts such as the rise of remote user research. Steve shares invaluable insights and practical tools from his book that aid researchers in effectively capturing and analyzing data, and emphasizes the significance of...2024-01-0842 min

Greenbook Podcast87 — GRIT Report in Focus: Forsta's Take on a Tech-Driven FutureWhat 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's role in enhancing report generation, data interpretation, and integrating visual elements in data analysis. The discussion also touches on the essential cultural and organizational changes required for adopting new technologies, including the importance of...2023-11-2745 min

Greenbook Podcast83 — Crafting Connection in a Quantitative Age: A Dive Into Innovative Qual with Robyn RouseWhere 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 design in effectively conveying findings. Exploring the future, she touches upon the intriguing possibilities of AI in research and its accompanying challenges. Beyond the mechanics of research, Robyn reflects on her personal journey, the gratification derived...2023-10-3033 min

Greenbook Podcast81 — Prescribing Change: Diversity's Impact on Healthcare & Research with Dan FitzgeraldImagine 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 teamwork and continuous improvement within his organization. The discussion delves into methods for effectively engaging diverse audiences, highlighting technology, community engagement, and collaboration with underrepresented groups. We also discuss the future of the industry, focusing on advancements in machine...2023-10-1637 min

Greenbook Podcast77 — Marketing Ecosystems: Uncovering Natural Parallels with Erin SowellWhat 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, empathy, inclusivity, and inspiration. Throughout our conversation, Erin offers valuable perspectives on distinguishing between disruption and disturbance within the marketing landscape. We also explore the importance of uncovering your own niche and nurturing symbiotic relationships, strategies that not...2023-09-1833 min

Greenbook Podcast70 — Electrifying Insights: Exploring Automotive Electrification with Ben LundinRev 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 explore the emotional connection people have with cars and how EVs are reshaping this relationship, offering valuable lessons for researchers in understanding consumer behavior. As he unravels the interest of Gen Z in...2023-07-2452 min

Greenbook Podcast67 — MRX Pulse Check: Key Learnings from IIEX North America with Karen Lynch and Lenny MurphyWhat'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 significance of empathy in understanding diverse populations. Lenny and Karen underscore the importance of researchers adapting and seamlessly integrating AI into their work, leaving us eagerly anticipating the upcoming IIEX.AI event scheduled for September....2023-06-2637 min

Greenbook Podcast64 — Mapping the Future: Geospatial Perspectives with Clara MundiaHave 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 understanding complex problems and making data-informed decisions. Discover the significance of incorporating diverse perspectives, including indigenous knowledge, and explore the future implications of artificial intelligence. Clara also delves into her work in healthcare and climate solutions...2023-05-2247 min

Greenbook Podcast60 — Best Of: Zappi - Net Zero and Hybrid Leadership in 2022In 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 into the origin story of Zappi (who just so happened to have won GreenBook's very first Insight Innovation competition way back in 2013) and discover how they became a leader in prioritizing global sustainability by taking the Net Ze...2023-04-2436 min

Greenbook Podcast58 — MRX Pulse Check: Key Learnings from IIEX Europe with Karen Lynch and Lenny MurphyHow 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 Lenny dive into some of the hot topics from the event including AI, inclusivity, and the need for innovation processes that prioritize quality. Make sure to join us at IIEX North America to take part in si...2023-04-1029 min

Greenbook Podcast57 — From Fads to Foresight: Reading the Undercurrent of Trends with Nathania ChristyDo 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 of cultural context in understanding trends and unpacks the underlying forces that shape them.Check out Trend-Driven Innovation: Beat Accelerating Customer ExpectationsYou can reach out to Nathania on LinkedIn. Many thanks...2023-04-0336 min

Greenbook Podcast55 — Beyond the Data: Harnessing Domain Expertise to Drive Better Insights with Sathyaraj AsaithambiLevel 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 provide stronger behavioral insights. Sathya also explores emerging technologies such as generative AI and deep learning models, emphasizing the importance of understanding the limitations of AI-powered solutions and data privacy concerns.You can reach out...2023-03-2035 min

Greenbook Podcast52 — Lessons in Building Multicultural & Personal Perspectives with Dr. Natalia Infante CaylorAre 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 effective market research. Dr. Infante Caylor's personal motto, "We only regret the chances we don't take," inspires listeners to take risks and pursue professional opportunities. Tune in to gain valuable insights from Natalia's experiences and learn how you can...2023-02-2732 min

Greenbook Podcast50 — Agility in Action: Navigating the New Normal with Julian DaillyAre 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 strategies to attract and retain top talent. Join us as Julian discusses how to minimize overhead costs, respond promptly to customer needs, and stay ahead in today's business world.You can...2023-02-1336 min

Greenbook Podcast49 — Emmanuel Probst: Crafting Brand Image Like a Fine CognacCreating 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 importance of forming an emotional connection with consumers, and stresses that this is crucial for companies of all sizes, ranging from boutique to Fortune 500. The episode unpacks how the book can help form a roadmap for those...2023-02-0644 min

Greenbook Podcast46 — DIY & Service: Adapting to Dynamism in ResearchMany 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 and approaches; making mergers, like GutCheck and Toluna a no brainer. Creating a 'one-stop-shop' is a trend we will likely see continuing in the MRX space with increasing acquisitions and changes.You can reach out to Fr...2023-01-2332 min

Greenbook Podcast45 — Insights Alchemy: Refining the Craft of ResearchHow 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, art, and science result in a beautiful handbook where metaphor shows how we might refine and perfect the craft of insights.You can reach out to Sarah on LinkedIn.Check out...2023-01-1650 min

Greenbook Podcast44 – Digging Deeper: Behavioral Science & the Future of MRXHow 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 the entire research process. To actualize this vision, Leigh suggests behavioral science must pave the way towards more innovative methodologies and the future of market research. You can reach out to Leigh on LinkedIn. ...2023-01-0947 min

Greenbook Podcast43 — Leaning Into Discomfort, Empathy, & Comprehensive InsightsAre 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 judgement. Leaning into empathy rather than bias, opens dialogue for unexpected findings and comprehensive insights that reflect broader perspective on human behavior. You can reach out to Rob on LinkedIn.Many thanks...2023-01-0337 min

Greenbook Podcast42 — Optimizing Research Strategies with Behavioral ScienceBehavioral 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 Will on LinkedIn.Many thanks to Will for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.2022-12-1947 min

Greenbook Podcast41 — Improving Data Integrity in a Gig EconomyImagine 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 profiles, better incentives, and attention to the participant experience all contribute to improved data integrity & research.You can reach out to Kerry on LinkedIn.Many thanks to Kerry for being our...2022-12-1243 min

Greenbook Podcast40 — A Year In ReviewA 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 from the past year suggest more changes to come as we head into the new year. You can reach out to Simon on LinkedIn.Many thanks to Simon for being our...2022-12-0540 min

Greenbook Podcast38 — Uncovering Human Truths in Healthcare ResearchConsumer 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 presentations centered around 'human truths'. In a field that is intrinsically personal, MRX professionals perform research delicately and effectively to increase accessibility, inform medical literacy, and so much more.You can reach out to Susan on LinkedIn.Many...2022-11-2145 min

Greenbook Podcast37 — Painting a Picture of Identity with Narrative PsychologyDigital 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 Aloma's personal narrative rooted in family. You can reach out to Kristian on LinkedIn.Many thanks to Kristian for being our guest. Thanks also to our producer, Natalie Pusch; and our editor...2022-11-1442 min

Greenbook Podcast35 — What to Make Of the Investment Activity in MRX?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. Adriana's experiences help forge a path for other companies as investments continue to rise in the market research space. You can reach out to Adriana on LinkedIn.Many thanks...2022-10-3133 min

Greenbook Podcast33 — Order in Chaos, Foresight in DesignWhile reading her daughter a bedtime story about Neil Armstrong, Katie Swindler had an epiphany informing her career in insights and design. Join GreenBook's host, Lenny Murphy, and author of Life and Death Design, Katie Swindler as they explore behavioral science and inclusive design practices. At Allstate, Katie's approach to design takes into account the nuances presented by chaotic and stressful moments while factoring in considerations around ease of use, ethics, and diversity of experience.You can reach out to Katie on LinkedIn.Many thanks to Katie for being our guest. Thanks also t...2022-10-1742 min

Greenbook Podcast31 — Pioneering Applications for NeuroscienceHow will AI shape the future of insights? Neuroscience is helping us look forward to novel pathways and approaches.In this week’s episode, Dr. Thomas Ramsoy, Founder & CEO of Nuerons, joins GreenBook’s host Lenny Murphy to discuss the growth of his company and the groundbreaking ways neuroscience is integrating into behavioral science and research technology. Ramsoy highlights that as we transition to an increasingly automated world, we face new ethical boundaries and information polarization. The two also discuss the "platform revolution" and what that means for the insights and analytics industry.You can reac...2022-10-0341 min

Greenbook Podcast29 - Get Ready for the Year of JoyAfter years of studying consumer behavior, two insights industry leaders are on a mission to empower others to lead a more joyful life.Andrew Cannon and Debby Schlesinger-Hellman join the GreenBook Podcast host, Lenny Murphy, to discuss their project that will leverage the reach of the insights industry and positively engage people with the gift of joy. Andrew and Debby walk us through their holistic, four pillared approach that will help others take control of the joy they can bring to themselves and others.Many thanks to Debby and Andrew for being our guests. Thanks al...2022-09-1950 min

Greenbook Podcast24 - GRIT Sneak Peek: 2022 Business & Innovation TrendsIn this week's episode: Gregg Archibald and Lenny Murphy, Managing Partners at Gen2 Advisors, talk about the upcoming Business & Innovation GRIT report, while GreenBook's Head of Content, Karen Lynch hosts.The GreenBook Research Industry Trends (GRIT) Report is the #1 strategic planning tool in consumer insights. While still a few weeks away from our formal publication, listen in to this episode get exclusive details like: Sample quality & survey designSample availability & alternative sample sourcesMeasures taken by the most innovative suppliers and brandsThe changing industry landscape & new competitionSupplier revenue trends & the employment outlookLinks From...2022-08-0942 min

Greenbook Podcast23 - Rethinking the Aging Population with Dave McCaughanDave 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 most significant growth area for brands, and the myths and biases that block brands from incredible marketing opportunities.In this episode, we'll explore:What an aging population in today's society mean for brands, and wh...2022-08-0246 min

Greenbook Podcast22 - What Our Shifting Culture Means For Researchers, with Grant McCrackenIn 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 fragmentation points that are occurring in society, how culture is not cohering the same way it has in the past, and our path moving forward recognizing a seismic shift.2022-07-2638 min

Greenbook Podcast17 - Sage Start-Up Advice from GreenBook Pitch WinnersIn 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, and what's to come in the future. In this episode, we'll explore:Pro tips for pitching your product, to investors, potential clients, or in a competition like the GreenBook PitchThe importance...2022-06-1633 min

Happy Market Research PodcastEp. 543 – IIEX 2022 North America Conference Series: Cara Balcom, Global Events Manager at GreenbookIIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america Find Cara Online: Cara Balcom, Global Events Manager at GreenbookLinkedIn: https://www.linkedin.com/in/cara-balcom-b80739139/ Company: https://www.greenbook.org/ Find Jamin Online: Email: jamin@happymr.instawp.xyz LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil Find Us Online: Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com Music: “Clap Along” by Auditionauti: https://audionautix.com This Episode is Sponsored by...2022-05-0406 min

Greenbook Podcast11 - The Future of Consumer Feedback is Fun and Fiercely First-PartyIn 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 episode we'll explore:How to change the nature of the survey experience through gamificationThe role of both skill and luck in the adoption of new product modelsThe emotional investment (and pay off) of the founder's...2022-04-3041 min