Episódios
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In this episode, Karen Lynch sits down with Barry Jennings, Director of Cloud and Commercial Business Planning Insights at Microsoft, to explore the fascinating world of B2B research and its intersection with cutting-edge AI technologies. Barry shares insights from his extensive experience at Microsoft, Dell, and BlackBerry, providing a behind-the-scenes look at how research drives innovation in the cloud and AI sectors.
From tackling sample quality issues to leveraging AI for faster and smarter decision-making, this conversation is packed with actionable insights for researchers and marketers alike. Whether you're curious about the evolving role of insights professionals or looking for strategies to thrive in the age of AI, this episode delivers thought-provoking ideas and practical advice.
In this episode, we’ll explore:B2B Research Dynamics: How Barry’s team at Microsoft supports the commercial business, including cloud and AI solutions like Azure, GitHub, and Fabric.Insights Professional’s Journey: Barry’s career path from fieldwork to leading insights teams at major tech companies like Dell and BlackBerry.Leveraging AI in Research: How large language models and AI tools are transforming research workflows, increasing efficiency, and enhancing storytelling.Challenges in B2B Insights: The unique hurdles of engaging technical audiences, tackling sample fraud, and monetizing innovative cloud-based products.Future Outlook: Barry’s advice on adapting to AI advancements and becoming a smarter storyteller to make a bigger impact.
Resources/Links:Barry Jennings on LinkedInMicrosoft AzureMany thanks to Barry Jennings for joining the show. Thanks also to our production team and our editor at Big Bad Audio.
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In this episode, JD Deitch, veteran market researcher and advisor, joins us to dive deep into the complexities of programmatic sampling, data quality, and the evolving role of AI in research. We discuss how the "enshittification" of sampling has impacted the participant experience and what innovative solutions are emerging to address these challenges.
JD shares his thoughts on the engagement crisis, polling representivity, and the critical importance of collective action in the research industry. Whether you're a seasoned researcher or exploring new methodologies, this conversation provides actionable insights to navigate the future of market research with confidence.
In this episode, we’ll explore:
The Enshittification of Sampling: JD explains the term coined by Cory Doctorow and its relevance to the state of programmatic sampling.Polling Challenges: Why representivity and engagement issues in surveys can lead to significant errors in public polling and beyond.The Role of AI in Research: How technology is reshaping qualitative and quantitative methods while exposing new risks.Client Expectations and Data Quality: The delicate balance of price, speed, and quality in client demands—and why that needs to change.Future Outlook: Why scalable qualitative methods, synthetic data, and innovative panels are reshaping research—and what’s next for the industry.Resources/Links:
JD Deitch’s Website: jddeitch.comEbook: The Enshittification of Programmatic SamplingCory Doctorow’s Work: Link to Cory Doctorow’s ArticlesYou can reach out to JD on LinkedIn.
Many thanks to JD Deitch for joining the show. Thanks also to our production team and our editor at Big Bad Audio.
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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.
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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.Resources
WIRe Website
WIRe Accelerate Program
WIRexec Information
50/50 Initiative Details
Doing it Scared and the Meaning of Courage: Interview with Belinda Brown
You 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.
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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 Amazon
PepsiCo’s Website
Zappi’s Website
You 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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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