In 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.In this episode, we’ll explore:Scenario Planning Basics: How scenario testing differs from trend-based forecasting.FutureLens Framework: Kerry’s foresight program for anticipating industry shifts.Consumer Insights and Data Sources: Integrating proprietary research with macro trends.Use Cases: Examples of scenario planning in action, including innovations in iced beverages and supporting a major European retailer.Advice for Businesses: Tips on incorporating scenario planning into strategy and innovation efforts.Resources/Links:Kerry Taste and Nutrition TrendsKerry Health and Nutrition InstituteIIEX Europe InformationYou can reach out to David on LinkedIn. You can reach out to Brian on LinkedIn. Many thanks to David Deeley and Brian Short for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

In 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 growth.In this episode, we’ll explore:WIRe’s Global Impact: How WIRe is expanding to cities worldwide, offering networking and career development resources.WIRe Accelerate: A program offering career-enhancing knowledge on everything from financial skills to leadership development.Mentorship Program: Matching women in research with mentors to provide guidance and boost career confidence.WIRexec and the 50/50 Initiative: Programs supporting senior-level women and promoting gender balance on industry stages.Importance of Male Allies: Encouraging gender inclusivity to foster more supportive environments for women in research.ResourcesWIRe WebsiteWIRe Accelerate ProgramWIRexec Information50/50 Initiative DetailsDoing it Scared and the Meaning of Courage: Interview with Belinda BrownYou can reach out to Michelle on LinkedIn. You can reach out to Jessica on LinkedIn. Many thanks to Michelle Andre and Jessica Sage for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

In this episode, Lenny Murphy welcomes Stephan Gans, SVP Chief Insights Analytics Officer at PepsiCo, and Ryan Barry, President at Zappi, to discuss the launch of their new book and their transformational partnership that’s reshaping the consumer insights industry.Together, they dive into how PepsiCo and Zappi collaborated to transform the insights process, the evolution of their partnership, and how brands can leverage technology to gain deeper, faster consumer insights. Key takeaways include their lessons learned, the potential of AI in insights, and how to navigate the cultural change that’s essential for success in today’s market.In this episode, we’ll explore:The launch of the Consumer Insights Revolution book and its immediate success.How PepsiCo partnered with Zappi to transform insights into a strategic, tech-enabled function.Why owning your data is the real competitive advantage in a world of AI and digitalization.Insights on navigating the challenges of integrating technology into global companies.The future of consumer insights, and how AI will reshape data-driven decision-making.Resources:Consumer Insights Revolution Book on AmazonPepsiCo’s WebsiteZappi’s WebsiteYou can reach out to Stephan on LinkedIn. You can reach out to Ryan on LinkedIn. Many thanks to Stephan Gans and Ryan Barry for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

In 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 of these shifts in music and the enduring symbolism of the "open road" in American life.You can reach out to Robert on LinkedIn. Many thanks to Robert for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In this episode of the Green Book Podcast, Lenny Murphy and guest Rafa Cespedes recap the IIEX LATAM event, discussing the growth of the insights industry in Latin America and the impact of fostering innovation and cross-pollination between Latin American and U.S. markets. They explore how technology, including AI, has transformed the industry, while emphasizing the importance of human connection and cultural understanding. Rafa highlights the challenges and opportunities in adapting to new trends, and how brands must evolve to meet changing consumer needs. They also touch on the value of building a global community and sharing knowledge through collaborative efforts like IIEX events and other industry initiatives.You can reach out to Rafa on LinkedIn. Many thanks to Rafa for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In 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 can reach out to Jennifer on LinkedIn. You can reach out to Aaron on LinkedIn. Many thanks to Jennifer and Aaron for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In 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 Tino on LinkedIn. Many thanks to Tino for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In 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 combining cutting-edge AI with human expertise. You can reach out to Alfred on LinkedIn. Many thanks to Alfred for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In this episode, Karen Lynch sits down with Ritanbara Mundrey, Global Head of Innovation and Insights at Nestlé Dairy, focusing on how innovation drives business growth. Ritanbara shares her expertise on navigating the complex world of product innovation, from identifying emerging consumer trends to fostering cross-functional collaboration that turns insights into impactful business strategies. She highlights the importance of blending consumer-centric insights with product experimentation to develop breakthrough innovations. Ritanbara also discusses how big brands can stay ahead of trends, like the rise of AI, and ensure their innovations resonate in an ever-evolving marketplace. This episode offers valuable takeaways for anyone passionate about the intersection of insights and innovation.

In 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 conversation on the evolving world of qualitative research and its global impact.You can reach out to Martha on LinkedIn. Many thanks to Martha for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

What 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 the field.You can reach out to Clifford on LinkedIn. Many thanks to Clifford for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In 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 teams into true business partners—illustrating how insights can go beyond answering questions to actually shaping the questions that businesses should be asking.You can reach out to Seth on LinkedIn. Many thanks to Seth for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In 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. Many thanks to Mark for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In 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 LinkedIn. Many thanks to Angus for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In 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 to motivate listeners to embrace their unique paths and create meaningful differences in their endeavors.You can reach out to Pravin on LinkedIn. Many thanks to Pravin for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Join Karen Lynch as she sits down with Doug Keith, co-founder of the Insights Career Network (ICN) and founder of Future Research Consulting, to explore his extensive career in market research and the vital role of ICN in supporting professionals in the industry. Doug shares the origins and mission of ICN, its rapid growth to 1,700 members, and the unique blend of virtual and real-life meetups, career resources, and a supportive community it offers. They discuss the evolving employment landscape, the importance of networking and mentorship, and how ICN is helping job seekers and industry allies navigate their career paths.You can reach out to Doug on LinkedIn. Many thanks to Doug for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In 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 research and the crucial importance of maintaining data quality in decision-making processes.You can reach out to Steven on LinkedIn. Many thanks to Steven for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In 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 the ever-evolving landscape of insights and analytics. This episode is packed with practical tips and forward-thinking perspectives that promise to enrich your understanding of the industry’s future.You can reach out to Nick on LinkedIn. Many thanks to Nick for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In 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 driving innovation and staying relevant in a rapidly evolving field.You can reach out to Stan on LinkedIn. Many thanks to Stan for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In 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 of technology in research, and leveraging the subtle power of influencing consumer behavior for a more inclusive future.You can reach out to Joyce on LinkedIn. Many thanks to Joyce for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

What 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 importance of hands-in leadership, and strategies for aligning team and individual purposes to enhance team performance. Tune in to gain actionable strategies to elevate your team's effectiveness and drive better results.You can reach out to Sarah on LinkedIn. You can reach out to Blair on LinkedIn. Check out "Good Team, Bad Team" on Amazon, and Porchlight Books for Bulk SalesMany thanks to Sarah and Blair for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In 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 reach out to Stephan on LinkedIn. Many thanks to Stephan for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

What 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 in for an insightful discussion on integrating insights into strategic actions and navigating the changing landscape of market research.You can reach out to Bianca on LinkedIn. Many thanks to Bianca for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

How 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. Join us for a compelling conversation packed with actionable strategies and heartfelt anecdotes that underscore the power of consumer insights in shaping successful businesses.Read Rasika's interview here.You can reach out to Rasika on LinkedIn. Many thanks to Rasika for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

How 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 learned from failures. This episode offers a deep dive into the role of innovation insights in shaping consumer-centric product innovations and strategic business decisions.You can reach out to Tulika on LinkedIn. Many thanks to Tulika for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Step 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, emphasizing innovative approaches to audience measurement and customer-centricity. The episode also covers the Insight Innovation Competition, where Listen Labs emerged as a standout, showcasing their AI-assisted tools that enhance survey data analysis. Listen in for an in-depth look at the latest trends and transformative ideas shaping the future of market research.Many thanks to our hosts, Karen and Lenny. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

How 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 insights in shaping strategic, data-driven decisions, Liz also explores how blending traditional and contemporary approaches in the insights field propels business growth and strategic innovation.You can reach out to Liz on LinkedIn. Many thanks to Liz for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

How 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 to enhance market research processes. You can reach out to Steve on LinkedIn. Many thanks to Steve for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Unexpected 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 her new book, Global Sales Channel, and her excitement for upcoming industry events. This episode is a deep dive into the intersections of personal experience, professional growth, and the broader impact of market research.Check out Global Sales Channel on Amazon.You can reach out to Belinda on LinkedIn. Many thanks to Belinda for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

The 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 of healthcare market research, the impact of the COVID-19 pandemic on patients, and the exciting potential of AI in analyzing patient data. Emphasizing the importance of diversity in research and her personal dedication to improving patient care, Maria's story showcases resilience, innovation, and a profound commitment to enhancing the healthcare landscape.You can reach out to Maria on LinkedIn. Many thanks to Maria for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

How 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 only sheds light on the strategic direction of Qlarity Access but also embodies the spirit of the Future List, showcasing the importance of supporting young professionals, adopting advanced technologies, and encouraging a visionary leadership mindset critical for the future landscape of market research.You can reach out to Colson on LinkedIn. Many thanks to Colson for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

From 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 training, her advocacy in the medical research field, and her deep commitment to community uplift. This episode offers a rare glimpse into the power of research as a tool for positive change and the profound personal and professional fulfillment it brings. You can reach out to Jasmin on LinkedIn. Many thanks to Jasmin for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

What 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 consumer desires and product development, offering a profound look at the efforts to enhance happiness through food.You can reach out to Matt on LinkedIn. Many thanks to Matt for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

What 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 discrimination and impact career advancement, highlighting the importance of voice coaching and active listening for effective communication. Aïcha also discusses the need for accent diversity training within DEI initiatives to combat these biases. By fostering an inclusive environment and addressing accent bias, researchers can engage with all participants more effectively, enriching research outcomes with diverse perspectives. You can reach out to Aïcha on LinkedIn. Many thanks to Aïcha for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.*Please Note: The viewpoints shared in this episode belong to Aïcha and do not necessarily reflect the stance of Opensignal.

How does one navigate the delicate dance between groundbreaking innovation and the practical realities of bringing those ideas to life?In this week's episode we sit down with innovation powerhouse Kyle Nel, whose remarkable journey has taken him from leading Innovation at Lowe's Home Improvement, pioneering VR/AR, and launching 3D printers into space, to consulting on future energy projects across Europe and diving into AI and spectrometry. Kyle shares his insights on pushing traditional organizations towards significant, impactful projects based on consumer behavior, the importance of storytelling and strategic narratives in effecting organizational change, and his work with Singularity University. Reflecting on his career, Kyle emphasizes the acceleration of technological advancements and the necessity for rapid innovation adoption. He also highlights the fulfillment found in applying skills for a greater good, such as his volunteer work with BYU's Pathway Program to democratize education globally, encouraging listeners to consider the impact they can make through strategic narratives within their own organizations.You can reach out to Kyle on LinkedIn. Many thanks to Kyle for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

What 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, and the evolving market trends shaping the future of beverages.You can reach out to Bill on LinkedIn. Many thanks to Bill for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

At 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 discussion delves into the necessity for the industry to move beyond short-term, cost-driven strategies towards a future of enhanced data integrity and trust between researchers and participants. Highlighting her journey through the landscape of market research, Karine calls for a reevaluation of research methodologies and the adoption of innovative approaches, all while announcing her exciting new venture aimed at revolutionizing the way high-quality research is conducted. You can reach out to Karine on LinkedIn. Many thanks to Karine for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

What 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 and emotion measurement, Popper illustrates the power of storytelling in sparking real-world innovation. The conversation also navigates the ethical landscapes of emerging technologies, the societal implications of AI, and synthetic consumers, highlighting Popper's hopeful vision for a future where technology enhances humanity's best qualities.You can reach out to Ari on LinkedIn. Many thanks to Ari for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Personalized 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 quality, his role as a part-time adjunct professor at Columbia, and even his involvement in a musical group "The Outliers".You can reach out to Mark on LinkedIn. Many thanks to Mark for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

What 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 growing importance of skills like empathy and storytelling, areas where AI may fall short. Additionally, they touch upon challenges in data quality and potential regulatory hurdles with AI's integration. The episode concludes with Ray drawing an inspiring analogy between his enthusiasm for ultramarathons and the relentless commitment required to navigate and excel in the evolving landscape of technology in market research.You can reach out to Ray on LinkedIn. Many thanks to Ray for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

As 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 impact of generative AI on market research, which could alter business models and the need for traditional sample providers. Edward underscores that while data is abundant, it does not equate to insights, and the need for human skills in providing strategic, actionable insights remains crucial. You can reach out to Edward on LinkedIn. Many thanks to Edward for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

What 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 driving impactful research across organizations. Use the code Greenbook for 20% off of your copy of his book!You can reach out to Steve on LinkedIn. Many thanks to Steve for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

As we head into 2024 we wanted to revisit an audience favorite from this past year! 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, and digital diaries, to gather more comprehensive insights from participants. We also explore the emergence of generative AI and synthetic audiences and the challenges around data auditing and security measures to combat fraud in this area. Isaac shares his perspective on the challenges and opportunities in the industry, including the need for incentivization, data auditing against fraud, and the potential of computer-generated open-ended responses. You can reach out to Isaac on LinkedIn. Many thanks to Isaac for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

What did we see in 2023, and what can we expect in 2024?In this week’s episode, we’re excited to welcome Jenn Mancusi for an comprehensive exploration of the past year in the market research industry. We delve deep into the critical shift from internal to customer-led KPIs and discuss the increasing need for customer-centric approaches. Join us as we unpack the challenges in differentiating within a crowded market and the significance of understanding broader customer problems. Our conversation also sheds light on the often-overlooked role of emotional decision-making in business. We’ll further explore the necessity of adapting marketing strategies and internal processes in today’s technology-driven environments, emphasizing the importance of maintaining agility and open-mindedness. Amidst ongoing changes and disruptions, we reaffirm that the core principles of understanding customer needs and delivering value remain constant.You can reach out to Jenn on LinkedIn. Many thanks to Jenn for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Hear from one brand side leader who is strengthening her research with AI. In this week's episode our guest, Anna Conte, Associate Director of Human Insights at Clorox Canada, joins us for an insightful exploration tailored for market research professionals. We kick off the episode by diving into Anna's extensive background in psychology and her impactful work with notable brands like Glad Waste, Burt's Bees, and Brita. The conversation then takes a deep dive into the role of artificial intelligence in market research, revealing how AI is revolutionizing data analysis and strategic planning, enhancing the toolkit of today's researchers. Anna discusses the future of the industry in an AI-dominated landscape, emphasizing the evolving role of market researchers as essential 'insight navigators' who drive business growth and navigate the complexities of presenting challenging findings to established organizational norms. You can reach out to Anna on LinkedIn. Many thanks to Anna for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

How does AI change the game for qualitative research?Join us in this episode as Lauren Isaacson, president of the QRCA, guides us through the evolving landscape of qualitative research in the age of AI. Lauren discusses the irreplaceable role of qualitative researchers in capturing insights beyond AI's reach, the synergy between UX and qualitative research, and the impact of AI on industry roles. She also talks about embedding researchers in product teams, the dynamics of different research roles, and adapting to economic shifts. Highlighting QRCA's value, Lauren encourages engagement in their annual conference and Special Interest Groups (SIGs) for professional growth. Check out more from the QRCA here!You can reach out to Lauren on LinkedIn. Many thanks to Lauren for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

What 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 continuous learning and embracing emerging tech. They emphasize the need for internal ideation and stakeholder feedback to tailor product development to market demands. Manny and Anthony also share their perspectives on the exciting future of AI in market research, stressing the significance of industry collaboration and staying abreast of tech updates. You can reach out to Manny on LinkedIn. You can reach out to Anthony on LinkedIn. Many thanks to Manny and Anthony for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Could embracing contradictions be the missing puzzle piece in your insight-building journey?This week's episode features an enlightening conversation between Karen and Chris Kocek, the author of "Any Insights Yet?". They explore the unconventional methods of insight-building highlighted in his book, focusing on the need to challenge traditional research approaches, embrace discomfort, and adopt divergent thinking. Chris sheds light on the collaborative aspect of discovering insights, the power of storytelling in making complex ideas accessible, and the importance of questioning entrenched norms and language. This discussion not only emphasizes the subjective nature of insights but also stresses their effective articulation. Join us for an episode that promises to offer a novel perspective on stepping out of your comfort zone to unearth transformative insights.You can reach out to Chris on LinkedIn. Many thanks to Chris for being our guest. Thanks also to our producer, Natalie Pusch; our editor, Big Bad Audio.