Where does authentic connection fit in a data-driven world?In this week's episode, we chat with Robyn Rouse from Vital Findings, a distinguished qualitative researcher and a 2023 Greenbook Future List Honoree who emphasizes the centrality of genuine human connection in her work. As she delves into the nuances of tailoring research methods to clients' needs, Robyn also highlights the symbiosis of 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 from connecting with people, and the necessity of emotional resilience in the industry. You can reach out to Robyn on LinkedIn. Many thanks to Robyn for being our guest. Thanks also to our producer, Natalie Pusch; our editor, Big Bad Audio; and this episode's sponsor, Dig Insights.

How do industry leaders master the art of management?In this episode, Rick Kendall, with his background at HBO, unravels the art of successful management and the nuances of understanding subscriber behavior. He highlights the value of strategic studies, illustrating how HBO leveraged them to optimize decision-making. Rick shares a captivating study on dual HBO and Showtime subscribers, shedding light on the importance of choice and variety in content consumption. But it's not just about studies: Rick delves deep into rethinking subscriber retention, underscoring the need to question and reassess ingrained assumptions. As we dive deeper into the conversation, there's a clear call to arms for managers everywhere: keep learning, stay curious, and always challenge the status quo. Tune in to acquire essential strategies and skills that promise to enhance your approach to management. For an extended journey into management excellence, don’t miss Rick’s podcast, "Management Mastery."You can reach out to Rick on LinkedIn. Many thanks to Rick for being our guest. Thanks also to our producer, Natalie Pusch; our editor, Big Bad Audio; and this episode's sponsor, Dig Insights.

Imagine a healthcare industry where innovation thrives through diversity.In this episode of the Greenbook podcast, Dan Fitzgerald, CEO of Apollo Intelligence, joins us to delve into the vital role of diversity and inclusion in research. We explore the necessity of supportive environments and diversity action plans in research and clinical trials. Dan underscores his commitment to fostering 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 learning, behavioral insights, and strategic partnerships.You can reach out to Dan on LinkedIn. Many thanks to Dan for being our guest. Thanks also to our producer, Natalie Pusch; our editor, Big Bad Audio; and this episode's sponsor, Dig Insights.

Are we asking the right questions?In this week's episode, Lorin Drake, Consumer Insights Strategist at Publix Super Markets, joins us to discuss the evolving role of surveys and their fusion with qualitative and unstructured data. We delve into their enduring importance, exploring the challenges and potential of integrating open-ended questions, and examine the impact of prompt engineering on AI models like ChatGPT. Lorin envisions a future where AI generates visual content based on prompts but underscores the indispensable role of human creativity.You can reach out to Lorin on LinkedIn. Many thanks to Lorin for being our guest. Thanks also to our producer, Natalie Pusch; our editor, Big Bad Audio; and this episode's sponsor, Dig Insights.

The future of CX is here, and it's powered by AI.In this week's episode, Jeannie Walters, CEO of Experience Investigators, joins us to discuss the dynamics of customer experience, AI, and leadership. From ChatGPT's revolutionary conversational capabilities to the importance of customer understanding, we explore how organizations can bridge the gap between digital and real-life customer interactions through an omnichannel approach. Discover how AI can empower leaders to make informed decisions and drive meaningful change, all in pursuit of enhancing customer interactions and gaining deeper insights at the C-suite level. Tune in for a journey into the future of CX, where challenges like AI selection and ethical data collection are met head-on, guided by visionary leadership.You can reach out to Jeannie on LinkedIn. Many thanks to Jeannie for being our guest. Thanks also to our producer, Natalie Pusch; our editor, Big Bad Audio; and this episode's sponsor, Dig Insights.

Struggling to maintain your mental equilibrium in the fast-paced world of entrepreneurship?In this episode, we're joined by Neil Seeman, author of Accelerated Minds, to delve into the crucial connection between mental health and entrepreneurship. Neil emphasizes the significance of establishing a supportive community with like-minded peers. He shares insights into techniques such as journaling and cognitive behavioral therapy to help you maintain your mental well-being. Neil's vision calls for a shift in the prevailing narrative of entrepreneurship, emphasizing long-term goals and societal impact, with leaders who actively promote empathy and provide mental health support within organizations. Join us as we explore this often overlooked aspect of professional and personal balance, offering a roadmap to achieving a resilient and balanced entrepreneurial life.You can reach out to Neil on LinkedIn. Many thanks to Neil for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, Dig Insights.

What do you know about the fascinating world of marketing ecology?In this episode, we're excited to welcome Erin Sowell, a 2023 Greenbook Future List honoree, as she delves into the captivating world of marketing ecology and its profound implications for the realm of insights. Erin explores the essential qualities of leadership that foster a flourishing environment, emphasizing curiosity, bravery, 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 only set you up for success but also contribute to the success of those around you.You can reach out to Erin on LinkedIn. Many thanks to Erin for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, SurveyMonkey.

What does it mean for brands to uphold their values?In this week's episode, Jennifer Lu, Customer Research Lead at REI, delves into the crucial intersections of inclusivity and climate action within the outdoor industry. She shines a spotlight on REI's groundbreaking initiatives like the Re/Supply program, underlining the necessity for brands to demonstrate concrete ways individuals can contribute to these overarching commitments. Jennifer's vision for the future of outdoor exploration and inclusivity emerges as a powerful narrative, advocating for individuals to authentically embrace their outdoor experiences while feeling safe and secure. She passionately emphasizes that companies must move beyond mere lip service to inclusion and diversity, and instead showcase tangible avenues for active participation in these vital causes.You can reach out to Jennifer on LinkedIn. Many thanks to Jennifer for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, SurveyMonkey.

What does the future of market research hold in a world of ever-evolving AI technology?In this episode, our panel of industry experts discuss synthetic respondents, the balance between human analysis and machine learning, and the upskilling of researchers in the face of disruptive change. As AI promises efficiency and scalability, the dialogue balances automation with human insights, ensuring research remains insightful and actionable. Envisioning AI as a potent disruptor, the panel explores their optimism for improved accuracy, scalability, and industry innovation. Join us to explore AI's role in shaping market research's future – are you prepared for the transformation?You can reach out to Julian on LinkedIn You can reach out to Gregg on LinkedInYou can reach out to Lenny on LinkedInMany thanks to Julian, Gregg, and Lenny for being our guests. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, SurveyMonkey.Check out some of the links from this episode: IIEX.AI https://success.appen.com/hc/en-us

Is AI the missing link in creating personalized marketing experiences?In this episode, Lara Belonogoff, Senior Director of Brand Management at SurveyMonkey, discusses the synergy between AI and marketing through the "ask, listen, act" protocol. This transformative approach emphasizes understanding stakeholders, meticulous idea vetting, and data-driven strategies. Lara exemplifies SurveyMonkey's AI-powered insights, showcasing the balance between AI and human sensibilities for effective decision-making. The conversation underscores the significance of informed choices driven by data and empathetic customer understanding. Lara's insights into the success of the "ask, listen, act" campaign highlight AI's potential to enhance a culture of responsiveness, offering a concise yet panoramic view of AI's pivotal role in research and its integration with human attention.You can reach out to Lara on LinkedIn. Many thanks to Lara for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, SurveyMonkey.

Rewrite the rules of success through branding mastery.This week, we're joined by Sequoyah Glenn, an experienced branding and marketing expert, who reveals the transformative power of personal branding. Her insights guide small businesses and professionals, helping them excel in today's competitive landscape. She emphasizes personal branding as a valuable tool for professionals themselves, not just clients. Drawing from her experience, she shares a roadmap for success, urging companies to embrace the 'Differentiate or Die' framework, engage in industry conferences, and leverage consulting services even on a budget. Sequoyah's advice transcends industries, encouraging businesses to explore diverse conferences with intentionality at their core, highlighting the importance of championing their own brand.You can reach out to Sequoyah on LinkedIn. Check out some of Sequoyah's mentions from this episode: 924 CoOp; Black Marketers Coalition; Culture MRx Many thanks to Sequoyah for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Are user research and consumer insights two sides of the same coin?In this week's episode, Nikki Lavoie joins us to explore the nuanced differences between user research and consumer insights. Leveraging Lavoie's extensive experience, the conversation delves into the distinct realm of user research, spotlighting its crucial role in unraveling the complexities of user experiences for various products and services. Lavoie eloquently underscores the indispensable need for technical finesse, adaptability, and persuasive communication skills in thriving within this sphere. Amidst challenges like budget limitations and the emergence of artificial intelligence, Nikki envisions a rekindled industry focus on prioritizing user experience.You can reach out to Nikki on LinkedIn. Many thanks to Nikki for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Do you want to know what it takes to succeed in the research industry? In this episode, we are joined by Melanie Courtright, CEO of Insights Association, to discuss crucial topics like data quality and privacy. She emphasizes the significance of professionals developing a diverse skill set, including proficiency in multilingual data analysis and power skills like storytelling, listening, selling, and negotiation. Melanie also sheds light on upcoming events and initiatives, such as the association's leadership event and their focus on inclusion in AI at the Idea Forum. Tune in to learn from this industry leader about the keys to thriving in research today.You can reach out to Melanie on LinkedIn. Many thanks to Melanie for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Rev up your curiosity and plug into the future.In this episode of the GreenBook Podcast, we are joined by Ben Lundin, Director of EVForward at Escalent and a 2023 Future List Honoree. Ben sheds light on the burgeoning interest in electric vehicles (EVs) within the insights industry and discusses the crucial role of data-driven insights in either supporting or refuting perceptions about EVs. We 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 EVs due to environmental consciousness and technological affinity, Ben highlights the importance of this demographic for automakers and other industries alike.You can reach out to Ben on LinkedIn. Many thanks to Ben for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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.

How can a comprehensive CX approach lead to seamless customer centricity brand representation?In this episode, we sit down with Dave Duganne, Senior Manager of Consumer Insights at Dish Network. We delve into their CX approach, highlighting its role in ensuring a seamless brand representation through customer-centricity. Dave discusses how aligning touchpoints across all interactions cultivates stronger connections, leaving a lasting positive impression. To ensure alignment Dave explores their initiative of creating brand DNA booklets for employees, guiding them in embodying the company's values and personality. He also discusses insights-driven segmentation, tailoring offerings to diverse customer needs, increasing satisfaction and loyalty. Stay tuned for insights into Dish Network's customer-centric approach, driving growth and loyalty in today's dynamic business landscape.You can reach out to Dave on LinkedIn. Many thanks to Dave for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

What're the hot topics amongst industry researchers at the moment?In this episode of the GreenBook podcast, hosts Lenny Murphy and Karen Lynch delve into the key takeaways from IIEX North America, where they explore the transformative themes of AI and the importance of a human-centered approach in research. This episode also features thought-provoking conversations on innovative companies and the 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.Many thanks to our producer, Natalie Pusch; and our editor, James Carlisle.

Discover the past, present, and future of market research in our captivating conversation with industry legend Larry Friedman. With nearly 50 years of experience under his belt, Larry offers invaluable perspective on the evolving landscape of research and how generative AI is transforming the industry. We explore the power and potential of generative AI, emphasizing the importance of a scientific approach and understanding of potential risks. Larry also discuss the changing dynamics as larger companies like strategic consultancies, marketing agencies, and ad agencies become major buyers of market research services. Find out how big brands like Walmart, Amazon, and Target might provide bespoke research solutions and acquire research technology companies, while strategy consultancies offer essential second opinions to prevent bias in research.You can reach out to Larry on LinkedIn. Many thanks to Larry for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

What makes a product more than just a purchase?In this week's episode we are joined live at IIEX North America by Sarah Shain, Senior Manager of Shopper Insights at Red Bull. Sarah's insights focus on delivering tangible results and fostering a broad sense of identification with the brand. She highlights the power of brand loyalty, even in the face of challenges like inflation and the COVID-19 pandemic, emphasizing the enduring importance of the in-store experience. Through engaging anecdotes, Sarah and Karen discuss the emotional reliance and deep meaning that consumers find in their interactions with products, and how that manifests in research.You can reach out to Sarah on LinkedIn. Many thanks to Sarah for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Have you ever thought about the future of geospatial analytics in an increasingly AI-driven world?Join us for an enlightening conversation with Clara Mundia, Ph.D, a talented geospatial analyst and data scientist based in Kenya, as well as a 2022 GreenBook Future List Honoree. Clara shares her inspiring journey into the field and highlights the profound impact of geospatial analytics in 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, her unwavering dedication to supporting vulnerable populations, and the importance of finding a balance between professionalism and creative expression.You can reach out to Clara on LinkedIn. Check out Women in Research WiREMany thanks to Clara for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Where do you unleash your creativity?For Viket it is stand up comedy and ‘painting’ with Doritos.  In this week's episode, we explore the intersection between research, improv, and comedy with our guest Viket Benzesin, a customer journey manager for Mars Pet Care as well as a stand-up comic. We learn about how improv strategies can benefit research by developing communication skills to non-researchers or fostering active listening and engagement. We explore not only how creativity can manifest in research but also our shifting relationship with creativity and access to information as AI permeates our day-to-day lives.You can reach out to Viket on LinkedIn. Many thanks to Viket for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Do you want to transform your research experiences into immersive, engaging journeys?On this week's episode we are joined by Karlien Kriegler, the co-founder and research director of Hello Ara. She merges human understanding with cutting-edge immersive technology to optimize market research outcomes. In this episode, we will have the opportunity to explore the hidden possibilities of immersive technology in research, examine the role of avatars in enhancing cooperation and addressing sensitive issues, appreciate the value of reducing friction for participants in immersive environments, and acknowledge the emerging need for more inventive and experimental techniques in research. You can reach out to Karlien on LinkedIn. Visit the Hello Ara website to check out more!Many thanks to Karlien for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

The power of brand allyship will uplift and amplify voices to create a path towards greater understanding and inclusion.Join David Pangilinan and Angel Bellon from Paramount's Audience Impact & Intelligence team as they share insights from their groundbreaking study on the LGBTQ+ community in America. With a sample of 4,500 nationally representative respondents, their research marks a major leap forward in inclusivity and understanding in research. Discover how their study reveals the increasing acceptance and identification rates among younger generations, and why brands must prioritize year-round support for this dynamic community.Take a look at the findings from their study hereYou can also see their session at IIEX North America — Use the code PODCAST25 for 25% off your registration!You can reach out to Angel on LinkedIn. You can reach out to David on LinkedIn. Many thanks to Angel and David for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.*Please Note: The viewpoints shared in this episode belong to Angel and David and do not necessarily reflect the stance of Paramount.

In honor of the upcoming Insight Innovation Competition at IIEX North America 2023 we are re-running one of our favorite episodes, featuring past Insight Innovation Competition winners Zappi!In this week's episode GreenBook's host, Lenny Murphy, is joined by Steve Phillips, Founder & CEO of Zappi — a powerhouse of consumer testing for advertising and innovation development.Take a deep dive 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 Zero Pledge, get the rundown on how they've built a strong company culture in a hybrid environment, and uncover the important lessons about leadership they've learned along the way.Use the code PODCAST25 for 25% off your registration to IIEX North AmericaMany thanks to our producer, Natalie Pusch; and our editor, James Carlisle.

What does it mean to use technology responsibly?This week's episode features Gary Ellis, Co-Founder and CEO of Remesh, an AI-driven market research company. With a career spanning medicine and politics, Gary brings a unique perspective to the potential of large language models in qualitative research. In the episode, we explore how these models can generate discussion guides and summarize data, and discuss the significance of technology in advancing humanity and eliminating inefficiencies, even in the face of challenges like bad actors and power centralization. Gary emphasizes the future of MRX lies in using insights to create more value and a better world, enabled by technology that facilitates a more direct connection between producers and consumers.You can reach out to Gary on LinkedIn. Many thanks to Gary for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

How can we ensure that market research keeps pace with the rapid evolution of technology?The GreenBook Podcast co-hosts, Lenny Murphy and Karen Lynch join this week’s episode to take an industry pulse check and discuss key learnings gleaned from IIEX Europe. IIEX Europe gathered over 700+ insights professionals, serving as a venue for pioneering innovation and industry discussions. Karen and 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 similar conversations!Use the code PODCAST25 for 25% off your registration to IIEX North AmericaMany thanks to our producer, Natalie Pusch; and our editor, James Carlisle.

Do you know how to spot profitable business opportunities and avoid fleeting fads?Nathania Christy, a 2023 GreenBook Future list honoree, joins this week's podcast to discuss her career and work with trends. As an expert in trend insights and analysis, Nathania shares her perspective on how to differentiate between fleeting fads and profitable business opportunities. She emphasizes the importance 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 to Nathania for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Replace fear with fascination to break through creatively.This week's episode features creativity experts Hanne Kristiansen and Beth Miller, who discuss the intersection of creativity and professionalism. Although creative thinking and critical thinking skills are often viewed in opposition, our guests discuss how to balance them symbiotically and maximize your work culture. We explore how inviting curiosity back into the workplace can stimulate creativity, challenge limiting beliefs, and promote openness. Hanne and Beth also discuss how this openness includes diversity of voice to foster more creative solutions.Check out IIEX North AmericaCheck out the Creative Problem Solving InstituteYou can reach out to Hanne on LinkedIn. You can reach out to Beth on LinkedIn. Many thanks to Hanne and Beth for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Level up your insights by harnessing the power of domain expertise.In this episode, we sit down with Sathyaraj Asaithambi, 2023 GreenBook Future List Honoree and expert in social media intelligence. Sathya discusses his role as Group Leader of Insights and Analytics at Novartis, the challenges and opportunities in the MRX field, and how domain expertise, creativity, and storytelling combine to 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 to Sathya on LinkedIn. Many thanks to Sathya for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Innovation doesn't come easy – but according to our guest Carol Fitzgerald, CEO of BuzzBack, failure can be the key to successIn this week's episode Carol and Lenny talk about the significance of innovation, team building, and empathy in leadership. Carol shares her experiences of building BuzzBack during the early days of the internet, and encourages taking risks during times of rapid change and technological advancement. She also highlights failure as a crucial component of innovation, and explains how experimentation can benefit both quantitative and qualitative research methods, as well as the broader MRX industry.You can reach out to Carol on LinkedIn. Many thanks to Carol for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

The uncharted territories of generative AI, VR, and Web3 offer an abundance of opportunities for the research community.In this episode, we sit down with Randall Beard, Director of RSB Advisory, to discuss the exciting potential of 'looking for signals' outside of your traditional research lanes. Whether conducting research in the metaverse or leveraging generative AI to streamline the process of working through data sets, keeping an open mind to peripheral technologies and trends can help build stronger research practices. During periods of rapid growth and change, scaling new technology becomes crucial to stay competitive. You can reach out to Randall on LinkedIn. Many thanks to Randall for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Are you curious about the next generation of leaders in the market research industry?In this episode, we are joined by Dr. Natalia Infante Caylor, a GreenBook Future List Honoree and multicultural researcher, who shares her inspiring journey from academia to entrepreneurship. Natalia stresses the significance of networking, volunteering, and researching the Hispanic community in the US for 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 make a positive impact in your own career.You can reach out to Natalia on LinkedIn. Many thanks to Natalia for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.Check out 13 Things Mentally Strong People Don't Do

Social media is not just a platform for sharing photos and videos, but also a treasure trove of information about the latest trends and consumer behavior.Andi Govindia, co-founder and CEO of Riviter, recognized this early on and has been using cutting-edge technology to turn social media visuals into predictive insights. In this episode, we delve into Riviter's approach and explore Andi's journey from creating a visual scrapbook during an internship to the fouding of her company that uses computer vision and predictive algorithms to provide brands with social media insights. Join us in learning how brands can effectively communicate with their customers and bridge the gap between media execution and social insights.You can reach out to Andi on LinkedIn. Many thanks to Andi for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Are you ready to pivot your business strategy in today's rapidly changing world?In this episode of the GreenBook Podcast, we welcome Julian Dailly, the founder and CEO of Savio, to discuss the critical role of workforce agility in today's business world. With the impact of the COVID-19 pandemic, companies must be able to adapt quickly to changing market demands and have creative recruitment 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 reach out to Julian on LinkedIn. Many thanks to Julian for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Creating brand image is deliberate and inventive, like the production of wine, cognac, or whiskey.Emmanuel Probst, Global Lead: Brand Thought-Leadership at Ipsos, joins the GreenBook podcast to discuss the release of his new book Assemblage. The book, which draws on the metaphor of spirit production, guides readers in creating a unique, distinctive, and dynamic brand image. Probst emphasizes the 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 who want to to establish notable and pervasive brand recognition.You can reach out to Emmanuel on LinkedIn. Many thanks to Emmanuel for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Are macro-trends changing the way you approach research?Expansion into a tech forward, globalized community is molding the landscape for consumers and creating additional gaps in the world of research. Grant McCracken & Dave McCaughan join this week's episode to explore macro-trends and changes they foresee in the coming year. Ranging from generational shifts, work-from home, or artisanal bread, these trends all influence the perspectives that inform research approaches. You can reach out to Dave on LinkedIn. You can reach out to Grant on LinkedIn. Many thanks to Dave and Grant for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Many researches find themselves flexing between DIY and servicing— how can vendors serve them best?Frederic-Charles Petit, CEO of Toluna, and Rob Wengel CEO of GutCheck join GreenBook's host, Lenny Murphy, to discuss their recent merger and how they are catering to different facets of the research industry. Many companies' insights strategies are becoming more dynamic, pulling different methods 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 Frederic on LinkedIn. You can reach out to Rob on LinkedIn. Many thanks to Frederic and Rob for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

How does the way we present our findings change the way they're understood?Sarah DaVanzo, Chief Data Officer at Pierre Fabre, joins GreenBook's host and Head of Content, Karen Lynch to discuss her zine "Insights Alchemy". Sarah embarked on creating a beautiful artifact to adress the apparent ambiguity of the term 'insight' with varying definitions in the industry. The convergence of insights, 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 the mentioned QRCA article here. Many thanks to Sarah for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and our host, Karen Lynch.

How do we dig beyond what people tell us on the surface level?Co-Founder of the Irrational Agency, Leigh Caldwell, poses this question in conversation with GreenBook's host, Lenny Murphy, as they discuss the evolution of behavioral science in the commercial MRX space. Leigh envisions a future of co-creation with the consumer — cultivating a positive experience that benefits both parties during 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. Many thanks to Leigh for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Are your judgements obscuring your consumer feedback? Empathy activist & CEO of Ignite 360, Rob Volpe, joins the GreenBook Podcast to discuss the power of empathy and his recently published book, "Tell Me More About That: Solving the Empathy Crisis One Conversation at a Time". Rob recounts how his own experiences in the insights industry exemplify challenges in the face of discomfort and 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 to Rob for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Behavioral science is carving a seat at the table for market researchers.Founder of the Mindstate Group, Will Leach, joins GreenBook's host, Lenny Murphy to discuss how behavioral insights are opening doors for researchers across the field. In a world of abundant data, behavioral design is optimizing research methodologies and exposing new facets of consumer understanding.You can reach out to Will on LinkedIn.Many thanks to Will for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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

A year of the GreenBook Podcast calls for a full year in review! With 2023 just around the corner, Simon Chadwick, Managing Partner of Cambiar Consulting, joins GreenBook's host, Lenny Murphy, to discuss the biggest takeaways from the past year in the insights industry. Lenny and Simon dive into the major trends ranging from technological advancement to new team strategies. The significant changes 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 guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

In the spirit of Thanksgiving we are revisiting one of our audience's favorite episodes from the year! Linda Lomelino, Senior Director of Product Management, Data Ventures at Walmart joins our Host Lenny to discuss changes in the consumer marketplace over the past several years. They discuss the ways in which Walmart is leveraging the data they collect to serve commercial customers without compromising data privacy.You can reach out to Linda on LinkedIn.Many thanks to Linda for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Consumer research in healthcare can inform precise, personal, and intentional branding strategies. Susan Griffin, Griffin & Skeggs Collaborative, joins GreenBook's host and Head of Content, Karen Lynch to explore the takeaways from the recent event IIEX Health 2022. As they dive into sensitive topics ranging from vaccine hesitancy to terror management, Karen and Susan draw wisdom from 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 thanks to Susan for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and our host, Karen Lynch.

Digital artifacts mark a new era of consumer behavior. Drivers in behavior are rooted in identity and the personal narrative that shapes it. Founder & CEO of Threadline, Kristian Aloma, joins GreenBook's host, Lenny Murphy, to explore narrative psychology and the formation of identity. While virtual gaming had never previously been a part of his life, Fortnite purchases exemplify one facet of 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, James Carlisle.

Can intuition be taught? The authors of newly published, Decisions Over Decimals, Paul Magnone (Google), Christopher Frank (American Express), and Oded Netzer (Amazon), prove that it can in a conversation with our host Lenny Murphy. The authors delineate the core methodologies that unite theory and practice in research. Quantitative intuition helps unlock 'what you wish you knew' to make more informed decisions. You can reach out to Paul on LinkedIn.You can reach out to Chris on LinkedIn.You can reach out to Oded on LinkedIn.Many thanks to Paul, Chris, and Oded for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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 to Adriana for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, NAILBITER.