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.

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.

Gregg Archibald and Lenny Murphy, Managing Partners at Gen2 Advisors, talk about the upcoming Business & Innovation GRIT report, while GreenBook's Head of Content, Karen Lynch hosts.

The GreenBook Research Industry Trends (GRIT) Report is the #1 strategic planning tool in consumer insights. While still a few weeks away from our formal publication, listen in to this episode get exclusive details like:

• Sample quality & survey design
• Sample availability & alternative sample sources
• Measures taken by the most innovative suppliers and brands
• The changing industry landscape & new competition
• Supplier revenue trends & the employment outlook

Gen2 Advisors --> https://www.gen2advisors.com/

GRIT Report --> https://www.greenbook.org/mr/grit/

Many thanks to James Carlisle, our audio editor; to Lenny and Gregg for being our guests; and to you, our listeners: thank you for giving us your time and attention.

Dave McCaughan, Founder & Storyteller at BIBLIOSEXUAL, joins our host, Lenny Murphy for this week's episode. Dave has spent three decades in Asia Pacific leading strategy planning and in senior management roles with McCann, one of the world’s largest advertising and communication companies.

Join us while Lenny and Dave discuss the mindset of people over 65, how that population represents the most significant growth area for brands, and the myths and biases that block brands from incredible marketing opportunities.

In this episode, we'll explore:

• What an aging population in today's society mean for brands, and what brands should and should not be doing in that context
• How longevity, new lifestyle goals, and unique drivers of success vary for different age groups and what that means for their respective expendable incomes
• How and why insights professionals should rethink recruitment, age caps and quotas, and hiring practices to be inclusive of the valuable voice and life experience of older individuals

Many thanks to Dave, for being our guest. Thanks also to our host, Lenny Murphy, our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, Stravito.

• GreenBook --> https://greenbook.captivate.fm/podcast
• Lenny Murphy --> https://greenbook.captivate.fm/lenny

In this week's episode: Lenny Murphy is joined by Grant McCracken, an Anthropologist and Ethnographer with a Ph.D. from the University of Chicago and the author of 14 books.

Grant has studied American culture and commerce for 25 years; he's taught at Harvard, the University of Cambridge, and he was a member of the Convergence Culture Consortium at MIT.

Join us while Lenny and Grant discuss the fragmentation points that are occurring in society, how culture is not cohering the same way it has in the past, and our path moving forward recognizing a seismic shift.

Top Topics We Explore In This Episode:

• Why young adults become trapped in a "Failure to Launch" reality, from an anthropological perspective, and their lack of attainable navigational satellites with the breakdown of an effective Avant Garde.
• The sheer volume of bad behavior in our society, both individual and corporate, and the need for a new honor code and a restore morality and decency -- and the economics of so doing.
• The opportunity for the research community to make a real difference by making sense of these dynamics, from an anthropological, ethnographic viewpoint

Many thanks to Grant, for being our guest. Thanks also to our host, Lenny Murphy, our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, InnovateMR.

Links From The Show:

GreenBook --> https://greenbook.captivate.fm/podcast

Lenny Murphy --> https://greenbook.captivate.fm/lenny

Grant's email: Grant27@gmail.com

In this week's episode, our host Lenny Murphy, is joined by industry professionals working on the issue of data quality, now dubbed "the fraud squad":

• Carrie Campbell, VP Analytics at Ketchum
• Tia Maurer, Group Scientist at Procter & Gamble
• Efrain Ribeiro, sampling & panel online access advisor at Zinklar
• Mary Beth Weber, advocate at Lucy.ai and founder at Case4Quality

Join us while Lenny and "the fraud squad" as they discuss survey fraud and data quality, from the root cause of the issues to some potential solutions, and what the issues mean for brands as they help drive change.

In this episode, we'll explore:

• The inherent tension between data quality and the speed and cost of data acquisition.
• The multifaceted costs associated with bad data, not just literal due to bad decision-making, but including the cost to a businesses' reputation and/or potential client relationships.
• The major findings and takeaways of the landmark CASE study, including the fact that survey fraud most certainly exists, and it exists across key industry suppliers.
• The learning that participants are participating in an average is 21.5 per day (assuming a 20-minute length interview, that's over six hours of surveys -- which is not humanly possible).

Many thanks to this squad, for being our guests. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, InnovateMR.

https://case4quality.com/the-team

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

Join us while Lenny explores with these three industry professionals the importance of representation and the challenges we have in the industry with ensuring that our samples are inclusive.

In this episode, we'll explore:

• The importance of accessible content and accessible surveys in working towards equitable representation
• How opening up the door to recruitment criteria allows for a more natural diversity in research participation
• Ways considerations for race, ethnicity, culture, and socioeconomic status might factor into research outcomes
• The business case for prioritizing inclusivity and accessibility in research design

Many thanks to Lilah, Keyona, and Tim, for being our guests. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, InnovateMR.

Producer's Note:

There were two events referenced in this episode that are "out of order" as there is a gap between our recording and launch dates:

1. The IA presentation Keyona mentioned actually took place on June 3, 2022; you can access information about that here.
2. The recording for the QuestionPro X day on June 6, 2022, that Tim mentioned can be accessed here.

In this week's episode: Lenny Murphy, is joined by Jason Alleger, Senior Director, Consumer Insights & Strategy at Traeger Grills and an adjunct professor at Brigham Young University.

Join us while Lenny and Jason discuss category disruption, how companies that do disrupt see the world and the problems they are solving, and the importance of storytelling to change a business, and the future of insights.

In this episode we'll explore:

• Some disruptive companies (e.g., Uber, Netflix, Halo Top , Tesla, and Traeger Grills, of course) that solved consumer problems, changed lives and/or opened the door for consumer acceptance in declining categories
• An amazing story about torch juggling and the five components of that, and any, story:  exposition, rising action, climax, falling action, and resolution
• How you unlock "delightful surprise" in storytelling instead of getting stuck in reporting by being mindful and thinking through it, deliberately, in advance

Many thanks to Jason, for being our guest. Thanks also to our host, Lenny Murphy, our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, My-Take.

In this week's episode: Lenny Murphy, is joined by Nis Frome, COO at JOON and GM at Coderbyte and Session Rewind.

Join us while Lenny and Nis discuss the importance of reducing (or eliminating) friction to inspire new product development and the productization of new services.

In this episode we'll explore:

• How learning about the tensions experienced by an individual and/or a company can open the door to the development of the next great product
• Human capital management, the individual's journey to self-realization, and how products can help them achieve their ultimate life goals
• The importance of being nimble in a future that is going to be, inherently, unprecedented

Many thanks to Nis, for being our guest. Thanks also to our host, Lenny Murphy, our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, My-Take.

In this week's episode, our host Lenny Murphy, is joined by the IIEX North America 2022 GreenBook Pitch Winners from Highlight: Dana Kim, Founder & CEO, and Ethan Kellough, Co-founder and Chief Product Technology Officer.

Join us while Lenny explores the start-up world with Dana and Ethan, where their start-up (Highlight) is now, what transpired as a result of their win at IIEX North America, and what's to come in the future.

In this episode, we'll explore:

• Pro tips for pitching your product, to investors, potential clients, or in a competition like the GreenBook Pitch
• The importance of practicing your pitch, with open and honest feedback after each attempt, as you iterate your way to a winning presentation
• Advice for those starting up new businesses themselves. (Spoiler alert: trust your strategy and be ruthless in your prioritization.)

Many thanks to Dana and Ethan, for being our guests. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, My-Take.

• GreenBook Podcast --> https://greenbook.captivate.fm/podcast
• Lenny Murphy --> https://greenbook.captivate.fm/lenny

In this week's episode: Lenny Murphy, is joined by Thor Olof Philogene, CEO and co-founder of Stravito.

Listen in as Lenny and Thor discuss the individual journeys of Stravito's co-founders, what brought them together, what's attributed to their success to date, and what they're doing with their funding to keep their momentum growing.

- The rise of purpose-built insight technology for the enterprise

- The importance of user experience to drive adoption and insight engagement

- How famous brands like Burberry are building an insights newsroom and narrative

Many thanks to Thor, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, Stravito.

In this week's episode: Lenny Murphy, is joined by Linda Lomelino, Senior Director of Product Management, Data Ventures at Walmart.

Join us while Lenny and Linda discuss the unique changes that have occurred over the past few years, both in the consumer marketplace and in how Walmart is leveraging the data they collect to serve their commercial customers.

- How insights extracted from data can improve how companies operate and improve their offerings

- How Walmart came to commercialize the data they collect, at the aggregate level, without compromising their customer information

- Walmart Luminate and the data products Walmart's Data Ventures are putting out to ultimately serve their customer

Many thanks to Linda, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, Perksy.

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.

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

- The importance of Reddit's mission of bringing community and belonging to everyone in the world

- The difference between a Reddit community and the research communities typically utilized by the insights community

- How the Reddit insights team supports brands and delivers great business value

Many thanks to Timo, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, Perksy.

In this week's episode: Lenny Murphy, is joined by Talia Parnass, former Senior Lead of Trends & Campaign Management at Pinterest to discuss creating higher quality, more relevant content that's truly mapped to consumer demand.

1. The Pinterest Predicts annual global trends report that reflects the dominant search trends of more than 400 million users worldwide
2. How brands are leaning into the trends and movements that Pinterest Predicts accurately forecasted in order to drive powerful business results
3. The reason Pinterest's revenue is growing despite its falling stock prices, and what brands can learn about creating more valuable and profitable user experiences

Many thanks to Talia, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, Perksy.

Talia has since left her role at Pinterest and joined Reddit - feeling inspired by both teams to live her best life and create the work she loves.

In this episode: Lenny Murphy, is joined by Todd Hoskins, Co-Founder of My-Take, to talk through the changing needs of research service buyers brought about by the disruption to in-person research.

Listen in as Lenny and Todd discuss the dichotomy of research providers offering tech innovation vs. those offering consultative research services.

3 Topics We'll Explore:

1. The digital qualitative research boom and the enormous need for fast and effective tools to engage with consumers
2. How purchasing behaviors have led to an increased need for UX research tools
3. The wide range of SaaS, full-service, and hybrid providers in the marketplace

Many thanks to Todd, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, My-Take.

In this week's episode: Lenny Murphy, is joined by Nadia Masri, Founder of Perksy, to discuss why allowing for a fun respondent experience yields stronger survey results. Take this deep dive into Nadia's entrepreneurial journey, the theory of gamification in MRX, and the fundamentals of approaching research with a more human-centered lens to create a FUN consumer feedback experience.

• How to change the nature of the survey experience through gamification
• The role of both skill and luck in the adoption of new product models
• The emotional investment (and pay off) of the founder's journey
• How to influence respondents to actually 'show up' to participate in surveys
• How to improve the quality of survey responses 

• Lenny Murphy --> https://greenbook.captivate.fm/lenny11
• GreenBook --> https://greenbook.captivate.fm/ep11gb
• Nadia Masri --> https://greenbook.captivate.fm/nadia11
• Perksy --> https://greenbook.captivate.fm/persky11

Thank you to our producer, Emily Fullmer, our editor, James Carlisle, and this episode's sponsor, Perksy.

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

1. Self-service research trends, and in-house research predictions for mega-brands like Walmart and Amazon
2. The survey ecosystem and the fundamental dynamics of participant engagement
3. Strategic partnerships and the roadmap to product expansion
4. The maturation of online fraud and how to mitigate the risks
5. The evolution of the competitive landscape and data value chain

Thank you to our producer, Emily Fullmer, our editor, James Carlisle, and this episode's sponsor, InnovateMR.

In this week's episode: Lenny Murphy, is joined by Benjamin Humphrey, co-founder & CEO of the incredibly successful software startup, Dovetail for an enlightening discussion around customer centricity in R&D, solutions for solving your unstructured data + fragmentation challenges, and the importance of working cross-functionally to help key players understand + leverage insights for better product/service design.

• 3 macro trends on the rise in user experience (UX) and user interface (UI)
• The complexity of customer-centric design and fit for purpose products/services
• How to improve data democratization and remove barriers for the dissemination of insights

• GreenBook -->https://greenbook.captivate.fm/podcast
• Lenny Murphy --> https://greenbook.captivate.fm/lenny

Thank you to our producer, Emily Fullmer, our editor, James Carlisle, and this episode's sponsor, Zappi.

In this week's episode: Lenny Murphy, is joined by Rogayeh Tabrizi, Ph.D., behavioral economist, Founder & CEO of Theory + Practice, and one of this year's GreenBook Future List Honorees for an incredible discussion around multi-disciplinary teams and leveraging them to create innovative approaches to common issues within insights.

Take a deep dive and discover how these teams are inherently set up for success by utilizing their unique abilities to challenge each other with radically different viewpoints and skillsets. In this discussion, Dr. Tabrizi also outlines the importance of leveraging interconnected data to create actionable customer-centric strategies for insights teams to produce more valuable contributions that impact both the top and bottom lines.

• How to break data silos 
• How to Increase efficiency through interconnected data
• How to build an environment that's conducive to creativity and innovation
• The unique composition of successful research teams and how to build them

• GreenBook --> https://greenbook.captivate.fm/podcast
• Lenny Murphy --> https://greenbook.captivate.fm/lenny

Many thanks to Emily Fullmer, for producing and editing this episode, and to Zappi, for sponsoring this podcast.

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

• M&A and market research trends
• Developing a formula for valuation
• How to take rapid action to build a premium business
• What distinguishes and differentiates successful companies in the marketplace

• GreenBook --> https://greenbook.captivate.fm/podcast
• Lenny Murphy --> https://greenbook.captivate.fm/lenny

Many thanks to Emily Fullmer, for producing and editing this episode, and to Zappi, for sponsoring this podcast.

In this week's episode: Lenny Murphy, is joined by Melanie Courtright and Howard Fienberg of the Insights Association, to discuss challenges, predictions, and concerns around sample supply and what it could mean for the industry in 2022 and beyond.

• Data demand and supply gaps 
• Differentiating research from marketing
• Privacy and governing the use of data
• Combating data fraud and hackers

• GreenBook --> https://greenbook.captivate.fm/podcast
• Lenny Murphy --> https://greenbook.captivate.fm/lenny

Many thanks to Emily Fullmer, for producing and editing this episode.

In this week's episode: Lenny Murphy, is joined by Nelson Whipple, GRIT Research Director at GreenBook, to talk about the upcoming Insights Practice GRIT Report!

GreenBook Research Industry Trends (GRIT) Report is the #1 strategic planning tool in consumer insights, and because we're just about 2 weeks away from publishing our 30th edition, we're celebrating by providing an ultra-rare GRIT Report sneak peek with Lenny and Nelson - the masterminds behind the magic!

Listen in to get exclusive details like:

• Emerging Methods
• Visualization Trends and Buyer Sentiment
• Strategic Consultancy Supplier Trends
• Primary Revenue Sources
• Remote, In-Person, and Traditional Methodology Trends
• Qualitative shifts + scalability
• Permanent changes for 2022

• GreenBook --> https://greenbook.captivate.fm/gb
• Lenny Murphy --> https://greenbook.captivate.fm/lenny

Many thanks to Emily Fullmer, for producing and editing this episode, and to Zappi, for sponsoring this podcast.

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 Sales

Many thanks to Sarah and Blair for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

In this week's episode: GreenBook's host, Lenny Murphy, is joined by Steve Phillips, Founder & CEO of Zappi — a powerhouse of consumer testing for advertising and innovation development.

Take a deep dive into the origin story of Zappi (who just so happened to have won GreenBook's very first Startup Pitch competition way back in 2013) and discover how they became a leader in prioritizing global 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 servant leadership they've learned along the way.

• GreenBook --> https://greenbook.captivate.fm/podcast
• Lenny Murphy --> https://greenbook.captivate.fm/lenny

Many thanks to Emily Fullmer, for producing and editing this episode, and to Zappi, for sponsoring this podcast.

In this week's episode, GreenBook's host, Lenny Murphy, is joined by Noel Lamb, former Head of Research Operations at Robinhood to explore the Wild, Wild West of ResearchOps,  including the democratization of research, its strategic function, how to get organizational buy-in, the future of ResearchOps, and more...

• GreenBook --> https://greenbook.captivate.fm/podcast
• Lenny Murphy --> https://greenbook.captivate.fm/lenny

Many thanks to our guest, Noel. Thanks also to Emily Fullmer, for producing and editing this episode.

In this episode, GreenBook's host, Lenny Murphy is joined by Dave Carruthers, Founder of Voxpopme, and Andrew Konya, Co-Founder of Remesh to discuss how Decentralized Autonomous Organizations (DAO) will open up opportunities for new business models, create shared value for consumers and brands, and shape the future of research organizations.

• GreenBook --> https://greenbook.captivate.fm/podcast
• Lenny Murphy --> https://greenbook.captivate.fm/lenny

Many thanks to our guests, Dave and Andrew. Thanks also to Emily Fullmer, for producing and editing this episode.

In our inaugural episode, GreenBook's host, Lenny Murphy is joined by the Founder & CEO of Highlight, Dana Kim to talk about the art of reinvention, her big plans for audience expansion in product research, and the future of the industry.

As a true visionary and strategic planner, Dana discusses how she's built a thriving community of 'Highlighters' and landed her shortlist of dream clients amidst a global pandemic.

GreenBook - https://greenbook.captivate.fm/podcast

Lenny Murphy - https://greenbook.captivate.fm/lenny

Many thanks to Dana, for being our first podcast guest. Thanks also to Emily Fullmer, for producing and editing our inaugural episode.

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 2024

In 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.

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.

Unexpected paths often lead to the most rewarding destinations

In 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.

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.

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.