Greenbook Podcast

What if one of retail’s most valuable datasets has been hiding in plain sight? In this episode of the Greenbook Podcast, Karen Lynch sits down with Charlotte Kiddle and Yasmin Ayoub Sanusi of Vazen, formerly Virtual Store Trials, following their double win at IIEX Europe’s Insight Innovation Competition for both the Audience Favorite Award and Industry Impact Award. Charlotte and Yasmin explain how Vazen transforms planogram, transactional, store, and shopper-related data into practical intelligence for brands and category teams. They explore how AI can make years of shelf data easier to query, reduce range-review analysis from days to hours, and reveal opportunities for assortment, innovation, and shelf optimization. The conversation also examines changing retail dynamics, cross-functional decision-making, and why the next phase of AI in insights will be defined less by hype and more by practical impact. Key Discussion Points Unlocking planogram data for better decisions: How Vazen makes complex shelf and…

Fresh from IIEX AI, Karen Lynch and Sarah Snudden unpack the ideas that stood out across two packed days of conversations about AI and the future of research. They explore why AI’s biggest opportunity isn’t simply greater speed or productivity, but creating more room for strategic thinking, stronger relationships, and better business decisions. Sarah and Karen discuss accountability in AI-assisted work, the evolving role of synthetic data and AI-moderated qualitative research, and why human judgment remains essential even as research workflows become increasingly automated. The conversation also underscores a key takeaway from IIEX AI: cognitive offloading can be useful, but cognitive surrender is not. Researchers still need to question AI outputs, apply critical thinking, and remain accountable for the work. Key Discussion Points Moving beyond productivity: Why time saved through AI can be reinvested in strategic thinking, skill building, relationship building, and higher-value business advisory work.…

What if an insight doesn’t lead to action? Does that mean it failed? In this episode of the Greenbook Podcast, Karen Lynch speaks with Nadine van Rooyen, Senior Effectiveness Manager at WEX, about challenging one of the insights industry’s most persistent assumptions: that value is defined by actionability. Nadine explains why insights can create meaningful business impact even when recommendations aren’t implemented, and how decision quality, prioritization, and organizational trade-offs offer a more complete picture of success. They also explore the importance of understanding internal stakeholders, tailoring insights to different audiences, and using AI to strengthen communication without losing the human relationships that make insights influential. For research and insights professionals, it’s a compelling case for measuring value across the entire decision-making process. Key Discussion Points Moving beyond actionability as the ultimate measure of success: Why a recommendation that isn’t implemented…

What happens when AI becomes more than a tool and starts shaping the interface itself? Josh Clark and Veronika Kindred of Big Medium, co-authors of Sentient Design: Crafting Intelligent Interfaces with AI, join Karen Lynch to explore a new approach to designing AI-powered experiences. They discuss treating AI as a design material, moving beyond chat-based interfaces, and creating products that adapt to users’ context and intent in real time. The conversation also examines one of AI design’s biggest challenges: trust. Josh and Veronika share approaches for building transparency, explainability, and healthy skepticism into intelligent systems. For UX researchers and insights professionals, they explain why user research becomes even more important as AI changes product development—and how researchers can take a more active role in shaping the products themselves. Key Discussion Points Moving beyond chat with AI: How sentient design uses AI as a creative design material to build intelligent, adaptive interfaces…

How can established insights organizations innovate with AI without sacrificing the rigor and trust that made them successful? Thania Farrar, Senior Vice President of Corporate Innovation at Burke, joins Lenny Murphy to explore how the firm is evolving from traditional market research toward decision intelligence. They discuss building AI-enabled systems that connect fragmented data, deliver insight closer to the moment of decision, and preserve the value of expert judgment. Thania also explains why high-quality human data remains essential, how transparency strengthens client relationships during uncertain times, and why governance, privacy, and provenance could shape AI adoption. The conversation closes with a call for greater industry collaboration and renewed attention to qualitative research, behavioral science, and the complexities that make people—and business decisions—impossible to reduce to data alone. Key Discussion Points How Burke is evolving its long history of research innovation into a more…

What happens when evidence, communications, and AI converge? Crispin Beale, Worldwide CEO of IDX, joins Karen Lynch to explain why organizations must rethink how they manage their narratives in an era shaped by answer engines, synthetic audiences, and machine-led discovery. He shares how IDX is integrating data and insights across performance marketing, corporate communications, and investor relations to help clients make more rigorous decisions without slowing down creative work. Crispin also explores the promise and risks of synthetic data, arguing that transparency and clear tagging are essential to prevent contaminated “data lakes” and protect longitudinal research. The conversation also covers IDX’s Geneva data and insights hub, the value of global industry networks, and how leaders can build cultures where experimentation, collaboration, and responsible innovation thrive. Key Discussion Points Why communications must be designed for both human audiences and AI-powered answer engines. How IDX is…

Mary Beth Jowers, VP of Americas Consumer and Market Insights at Heineken, joins Karen Lynch to explore how insights professionals can become more effective drivers of organizational change. Drawing on her leadership experience across global, regional, and developing markets, Mary Beth explains why insights teams should operate like internal businesses—prioritizing work that delivers measurable value and supports better decisions. She shares how empathy, stakeholder understanding, and behavioral insight can help teams overcome resistance and influence how organizations operate. The conversation also examines practical ways to increase research ROI, from repurposing existing studies to creating snackable content, interactive training, and action-oriented deliverables. For insights leaders seeking greater influence, Mary Beth offers a compelling framework built around partnership, persistence, persuasion, and meeting colleagues where they are. Key Discussion Points How Mary Beth’s unconventional career path…

In this episode of the Greenbook Podcast, Karen Lynch speaks with John Gilfeather, President of John Gilfeather & Associates and 2026 Market Research Council Hall of Fame inductee for Lifetime Achievement. John reflects on a career that spans Yankelovich, Roper, TNS, Logica Research, and his own consultancy, sharing lessons from decades of B2B, public affairs, corporate reputation, and public-release research. The conversation explores what makes research “good,” why mentorship matters, and how industry disruptions—from telephone to online to AI—have changed the craft. John also offers a thoughtful warning about preserving questionnaire quality, human judgment, and client impact as the insights industry evolves. Key Discussion Points: John’s early career at Yankelovich and the foundations of serious, craft-driven research The role of corporate reputation research in shaping stakeholder behavior How methodologies have evolved from in-person interviews to phone, online, and AI-enabled research Why “good…

What if convenience isn’t just about saving time—but about reducing stress, mental load, and friction? In this episode of The Greenbook Podcast, Karen Lynch sits down with Maxalan Vickers, Senior Insights Manager at Overtime, to explore how empathy, accessibility, and convenience intersect in modern consumer experiences. Drawing from his popular IIEX North America presentation, Maxalan shares why convenience should be viewed as an emotional outcome rather than a functional benefit. He discusses how Gen Z’s expectations are reshaping digital experiences, why insights should focus on relieving uncertainty, and how brands can better design products and services for neurodivergent consumers. From Apple Wallet and Amazon Prime to sports media and social engagement, this conversation offers a fresh perspective on creating experiences that truly make life easier—while also recognizing when convenience can go too far. Key Discussion Points: Why convenience is the “love child” of empathy and accessibility How…

In this episode of the Greenbook Podcast, Karen Lynch sits down with Adam Bai, Chief Strategy Officer and Chief Client Officer at Panoplai, winner of Greenbook’s inaugural Industry Impact Award at IIEX North America. Adam shares how his background in anthropology, innovation, and enterprise transformation shapes Panoplai’s approach to modern insights. The conversation explores digital twins, synthetic data, the importance of validated human data, and why AI should enhance—not replace—the role of insights professionals. Adam also discusses what it means to build for both today’s market needs and the future of research, emphasizing the need for better standards, smarter workflows, and human judgment in increasingly automated systems. Key Discussion Points: Panoplai and Greenbook’s Industry Impact Award How digital twins and synthetic data fit into the insights toolkit The importance of grounding AI tools in validated human data Why insights professionals must become “shepherds of the right questions” Lessons…

In this episode of the Greenbook Podcast, Karen Lynch sits down with Future List Honoree Dan Parker-Smith to explore how documentary filmmaking techniques can transform the way insights are communicated. As the co-founder of EXPLNERS, Dan shares how his background in film, music, and creative collaboration shaped his approach to making research findings more human, memorable, and actionable. The conversation dives into the power of storytelling, audience-first thinking, and creating “rewatchable” insight deliverables that drive stakeholder engagement and activation. Dan also discusses why the insights industry can learn from creators, journalists, and filmmakers — and how stronger storytelling can help research make a bigger impact inside organizations. Key Discussion Points: Why storytelling is essential for making insights memorable and actionable How documentary filmmaking techniques enhance insight communication The importance of designing research deliverables with the audience in mind Creating “wow…

In this episode of the Greenbook Podcast, Leonard Murphy sits down with Samuel Cohen, co-founder and CEO of Fairgen, to explore the rapidly evolving world of synthetic data and AI-powered digital twins. Samuel shares how Fairgen has evolved from synthetic sample augmentation into building category-specific digital twins that help brands test ideas, concepts, ads, and products faster and more efficiently. The conversation dives into the future of market research, the role of AI-native workflows, and why agility is becoming a critical business advantage. Leonard and Samuel also discuss the changing economics of research, the importance of high-quality individual-level data, and how integrations and AI-driven experiences are reshaping insights teams, product development, and marketing functions. This episode is essential listening for insights professionals, researchers, and innovation leaders navigating the next generation of AI-enabled decision-making. Key Discussion Points: How Fairgen evolved from synthetic…

In this episode of the Greenbook Podcast, Karen Lynch sits down with Haley Kiernan, Insights Manager at Mars Petcare and a 2026 Greenbook Future List honoree, to explore the evolving realities of modern research. Haley shares how behavioral science shapes her approach to understanding “pet parents,” and why the infamous say-do gap continues to challenge even the most sophisticated studies. The conversation dives deep into one of the industry’s most pressing issues: data quality in the age of AI. From bots infiltrating survey responses to the surprising rise of “too-good” open-ended answers, Haley offers a candid look at what’s changing—and what researchers can do about it. She also reflects on mentorship, feedback, and the growing role of AI as both a powerful tool and a complex unknown in the future of insights. Key Discussion Points: The role of behavioral science in bridging the “say-do gap” in research Why traditional data quality checks are breaking down in the age of AI Practical strategies for…

What does it take to turn millions of fan interactions into meaningful insight? In this episode, host Karen Lynch sits down with Craig Swaisgood, VP of Data, Analytics & Business Intelligence for the New York Mets, to explore the intersection of data, fandom, and experience design. Craig shares how his team blends behavioral data, survey insights, and segmentation to understand what truly drives fan engagement—while navigating the emotional highs and lows that define sports fandom. From lagging indicators like ticket sales to real-time fan feedback at Citi Field, this conversation reveals how data informs decisions across marketing, operations, and strategy. It’s a compelling look at how insights professionals can balance logic and emotion to create experiences that resonate—whether you're in sports or any customer-centric industry. Key Discussion Points: The Emotional Complexity of Fandom Why sports fans defy traditional logic—and how data teams account for emotional volatility in insights From Data to…

In this episode of the Greenbook Podcast, Karen Lynch sits down with Tucker Mitchell, Senior Manager of Innovation Insights & Strategy at Pernod Ricard and 2026 Greenbook Future List Honoree. Tucker shares how innovation actually happens inside a global portfolio brand, where insights, strategy, and speed must constantly balance. The conversation explores how AI is reshaping workflows without replacing human judgment, why “innovation overload” is a real organizational challenge, and how teams can prioritize for impact. Tucker also dives into the power of storytelling, building a personal “brain trust,” and designing research that accounts for human unpredictability. For insights professionals navigating complexity, this episode offers a grounded, actionable perspective on what it really takes to turn ideas into market-ready innovation. Key Discussion Points: How AI supports synthesis and speed—but still falls short on emotional insight Managing “innovation overload” across brands, teams, and priorities Why…

In this episode of the Greenbook Podcast, Karen Lynch sits down with Morgan Williams, Director of Qualitative Insights and Strategy Operations at CMB and a 2026 GreenBook Future List honoree. Morgan shares her career journey from advertising and quantitative research into qualitative insights, and explains how curiosity, empathy, and a “can-do” mindset shaped her path. The conversation explores the role of strategy operations in research, how qualitative teams can better support stakeholders, and why the future of insights may become more human, not less, as AI takes on more friction-filled tasks. Morgan also reflects on resilience, mentorship, and the joy that keeps researchers connected to the people behind the data. It’s a thoughtful, energizing discussion about leadership, research design, and what it means to truly help clients make better decisions. Key Discussion Points: Morgan’s path from advertising and quantitative research into qualitative insights What strategy operations means in a research…

Karen Lynch sits down with Nikki Quast, Senior Market Research Manager at Microsoft and the creator behind “Data Driven Nikki,” to explore how research, content creation, and AI are reshaping the insights profession. Nikki shares career milestones from launching products at Kraft Heinz to simplifying insurance at American Family, and how those experiences fueled her passion for innovation and mentorship. They unpack why she chose TikTok as a learning platform, what her audience is asking most, and how she distills complex research concepts into 30 seconds. Nikki also outlines practical ways AI is showing up in research workflows, from early prioritization and AI-moderated interviews to building stronger stimuli. The big takeaway: the future of insights is deeply human, with AI amplifying, not replacing, our craft. Key Discussion Points: Nikki’s career milestones: from product launches to translating complex categories into human needs Why she started “Data Driven Nikki” and what the talent gap means for the…

2026 Future List Honoree Feranmi Muraina joins Karen Lynch to explore what it really means to lead AI transformation inside a global brand. With a background in engineering and brand management, Feranmi brings a scientific mindset to insights, demanding evidence, challenging assumptions, and teaching teams how to work with AI rather than blindly accepting its outputs. From building AI protocols and cultivating curiosity across organizations to understanding digital communities and amplifying fringe voices, Feranmi shares practical strategies for embedding AI responsibly and effectively. He also discusses the future of foresight, scenario planning, and how AI can surface early signals that shape tomorrow’s markets. This episode is essential listening for insights leaders navigating AI adoption while staying people-centered and future-focused. Key Discussion Points: What it means to be a 2026 Future List Honoree and why client-side representation matters Transitioning from engineering and brand management into…

Dr. Bridget Dalton, Head of Truth Futures at Truth Consulting and a 2026 Greenbook Futurist honoree, joins host Karen Lynch to unpack what it really means to “understand the future through culture.” With a background spanning academia, poetry, and semiotics, Bridget shares how cultural analysis can act as connective tissue across quant, qual, and AI-powered unstructured data to create sharper strategic direction. They explore how scenario planning builds confident “what next?” decisions, why multi-method work should surface productive tension (not identical answers), and how Truth Changemakers partners with the Ashoka network to learn from social entrepreneurs already building the future. Bridget also speaks candidly about dyslexia, neurodiversity, and evolving standards of “credible communication” in insights. Key Discussion Points: Why culture is “future-baked” and how semiotics helps make instinct make sense Moving from curiosity (“why”) to action (“so what”) with scenario planning Blending semiotics,…

Karen Lynch sits down with Karen McFarlane, Founder of Kaye Media and longtime fractional CMO, to unpack what board service really looks like beyond the shiny LinkedIn headline. From her early career pivot (HBO home video by day, creative “startup” projects by night) to leading through uncertainty, Karen McFarlane shares how board work can sharpen leadership, expand networks, and create impact beyond pure business-as-usual. The conversation demystifies advisory vs. working vs. governing boards, why trust is the real operating system between a board and CEO, and how volunteering can signal character and capability to hiring managers. If you’re considering board service or building a board for your startup, this episode is a practical roadmap with purpose baked in. Key Discussion Points: Fractional leadership: why embedded CMOs bring “portable perspective” across companies Board types decoded: advisory vs. working vs. governing (and what each actually does) The board–CEO relationship: trust, clarity of roles,…

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Emma LaPorte, Group Insights and Strategy Manager at Crown Resorts, to explore what it truly means to be a high-integrity insights leader. Emma shares her unique career journey from academia and agency life to healthcare, FMCG, and now experience-led research in the entertainment and hospitality sector. Together, they unpack how rigor, curiosity, and creativity intersect in modern insights work, especially when decisions are emotionally driven and high-stakes. Emma discusses building stakeholder trust, navigating data quality challenges, and balancing speed with thoughtful upfront alignment. The conversation also looks ahead to the future of the insights profession, including the evolving role of AI, the enduring importance of human judgment, and why storytelling remains essential for influencing senior leaders. This episode is a must-listen for insights professionals seeking to elevate their impact. Key Discussion Points: Emma’s…

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Joanna Byerley, founder of Talent Pools AI, to unpack how AI is reshaping hiring, leadership, and careers in the insights and ResTech space. Joanna explains the shift from traditional executive search to talent intelligence—a more strategic, data-informed way to map markets, pipeline talent, and benchmark salaries before a single role is posted. She and Karen explore the emerging reality of jobless growth, the erosion of entry-level roles, and what that means for the future leadership pipeline. They also discuss how to build AI-native roles, what separates the 5% of successful AI initiatives from the rest, and why human judgment remains the irreplaceable core skill for insight and strategy teams navigating ambiguity. Key Discussion Points: From search to talent intelligence: How market mapping, talent pipelining, and salary benchmarking create smarter, less transactional hiring strategies for insights and ResTech leaders. Jobless…

In this episode, Lenny Murphy sits down with Hakan Yurdakul, CEO of Bolt Insight, to unpack how AI-native research is reshaping qual and quant. Hakan shares his Unilever-to-founder origin story and the personal “bring summer forward” purpose that drives Bolt’s human-centric philosophy. They dig into BoltChatAI and why AI-moderated qual only works when it’s trained on real human interviews and supported by rigorous human-in-the-loop checkpoints. The conversation explores Bolt’s Dynamic Personas—living profiles that refresh with ongoing human input—plus the limits of synthetic data for innovation. Finally, Hakan lays out a “Jarvis-style” vision for an AI assistant insights officer, and the duo reflects on what this shift means for trust, ethics, and the evolving role of researchers as strategists and storytellers. Key Discussion Points: Hakan’s path from Unilever marketing/insights to founding Bolt Insight—and the “bring summer forward” mission guiding the company. What it means to be an AI-native research…

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Jairus Lofton, Senior Manager of Strategic Insights at Panera Bread, to unpack how human-centered insights power menu innovation in QSR and fast casual. Jairus traces his journey from Hershey to Sonic, McDonald’s, and now Panera, sharing a behind-the-scenes case study on rebuilding Sonic’s core burger from the ground up using guest feedback, quant modeling, and rigorous testing. He explains how culinary inspiration, trend data, and real-world operations come together to decide what actually makes it onto the menu—and stays there. Jairus also talks about serving younger consumers like Gen Z without chasing every shiny trend, why brand authenticity matters more than ever, how AI fits (and doesn’t) into his process, and the philosophy of “flexibility with rigor” that guides his work and advice for other insights professionals. Key Discussion Points: How strategic insights at Panera Bread shape menu innovation, from guest feedback to…

Survey fraud is having a moment—and not the good kind. Karen Lynch sits down with Steven Snell, PhD, Head of Research at Rep Data, to unpack findings from the forthcoming State of Fraud 2025 initiative, which analyzed 4.1B+ survey attempts. Steven explains how Research Defender detects evolving tactics (from hyperactivity spikes to location spoofing and batch fraud), why inattentiveness isn’t the same as fraud, and what varies across B2C vs. B2B and by region. Most importantly, he shares a pragmatic three-part playbook for researchers: better design, always-on fraud prevention, and principled data cleaning. If you care about data quality, respondent trust, and keeping your insights credible, this conversation will help you stay one step ahead—and a lot smarter than the fraudsters. Key Discussion Points: Fraud vs. inattention: distinct problems that often get conflated “Hot fraud summer”: hyperactivity surges and what drove them Regional patterns: diverse, tech-enabled fraud in large markets vs. volume…

Conveo co-founder & CPO Hendrik Van Hove joins Lenny Murphy to unpack how AI is reshaping market research—from the rapid normalization of AI moderation to new agency business models and always-on consumer access. Hendrik traces Conveo’s origin (McKinsey to Y Combinator), the importance of bringing veteran researchers into the loop, and why enterprise teams are shifting from “fewer, bigger” studies to many rapid, compounding projects that speed impact (e.g., Unilever sprint examples). The conversation ranges into what’s next: privacy-centric data ownership, wearables that enable seamless voice/video qual at the shelf, and building living consumer models (digital twins) that connect research directly to decisions. If you’re navigating AI adoption, panel strategy, or the future of insights workflows, this one’s a blueprint. Key Discussion Points: From idea to YC: Why research was a “perfect AI use case” and how Conveo blended tech + MRX expertise. AI moderation is table stakes: Market skepticism flipped to…

Visa’s Paula Guarín, Head of Consumer Insights & Marketing Analytics for Latin America & the Caribbean (LAC), joins Karen Lynch to unpack how a 13-person team blends primary research with transactional data to drive brand and business results. Paula shares her career path from agency intern to regional leader, explains why embedding insights leaders in-country matters, and breaks down six priority areas—from agile testing to say-do correlation and ROI on insights. She also spotlights region-specific dynamics (Brazil/Argentina vs. Mexico/DR), double-digit e-commerce growth, and how agentic AI may reshape purchase behavior. Plus: building revenue by selling research to clients, Visa University’s role in upskilling, “five trends in five minutes,” and fresh learnings on ultra-affluent travelers and category liquidity. A masterclass in impact, communication, and human-centered research at scale. Key Discussion Points: Team design: In-country insight leads + regional standards for speed and comparability. Data…

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Matt O’Mara, President of Cranbrook Search Consultants, to discuss the state of hiring and career development in the insights industry. With more than 30 years of experience spanning client, supplier, and recruiting roles, Matt offers an insider’s view on the opportunities and challenges shaping today’s job market. From the advantages of working with a search firm, to misconceptions about recruiters, to the growing role of AI in hiring and candidate preparation, this conversation is packed with timely advice. Whether you’re an active job seeker, a hiring manager navigating a slow market, or a researcher thinking about your next career step, Matt’s perspectives on networking, skill-building, and the future of work will leave you with actionable takeaways. Key Discussion Points: Why search firms can be a strategic advantage for both candidates and hiring companies Misconceptions about recruiters—and how ethical consultants add real value…

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Bethan Blakeley, Research & CX Manager at SimpliSafe UK, to discuss her journey from agency-side researcher to client-side insights leader. Bethan shares what it’s like to be a research team of one, balancing strategic priorities with stakeholder demands, and how she builds trust with both agencies and internal partners. She also opens up about work-life balance as a parent of two, the importance of transparent communication, and why trust is at the heart of successful client–agency partnerships. From shaping TV ad campaigns to instilling customer-centricity across her organization, Bethan reveals how insights come to life when researchers are empowered. Key Discussion Points: Transitioning from agency to client side and lessons learned. Building insights functions as a team of one at SimpliSafe UK. Why trust and transparent communication are essential in client–agency relationships. Balancing stakeholder priorities while driving…

In this episode of the Greenbook Podcast, host Karen Lynch sits down with longtime friend and industry veteran Michelle Finzel, Senior Manager of Consumer Insights at DAP Global. Michelle shares her unique career journey — from growing up in her mother’s market research business, to running Maryland Marketing Source for nearly a decade, to making the leap into corporate life at a leading home improvement manufacturer. She reflects on navigating the challenges of COVID, letting go of business ownership, and discovering new fulfillment and balance in an in-house role. Along the way, Michelle offers valuable lessons on transferable skills, building collaborative teams, streamlining vendor relationships, and embracing change with confidence. Key Discussion Points: Michelle’s career evolution from small business owner to corporate insights leader Lessons learned transitioning from self-employment to working within a large organization How DAP integrates research into product development and innovation Balancing…

In this episode of the Greenbook Podcast, host Lenny Murphy sits down with Tamanna Dhamija, Co-founder and CEO of Convosight and ConvoTrack, to explore the power of AI-driven video intelligence in modern brand building. From her investment banking roots to leading one of the most innovative platforms in consumer insights, Tamana shares her journey of curiosity, problem-solving, and purpose. She explains how brands can extract real-time, unprompted insights from consumer-generated video content—and why this capability is reshaping how teams across marketing, insights, and even sales make decisions. The conversation touches on AI's role in accelerating action, the rise of one-person "AI-augmented" companies, and why democratizing data access might be the key to staying competitive. If you’re in market research, brand strategy, or digital innovation—don’t miss this one. Key Discussion Points: How ConvoTrack uses AI to analyze video content for deep consumer insights The shift from static dashboards to…

In this episode of the Greenbook Podcast, Lenny Murphy chats with Matt Powell, Managing Director of North America at B2B International. With over 20 years at the company, Matt shares his journey from phone-room interviewer to senior leadership and offers an insider’s perspective on the evolving world of B2B market research. The conversation dives deep into how emotional drivers have overtaken rational ones in B2B decision-making, the rising demand for trustworthy data, and the role of synthetic data and AI in delivering faster insights. Matt also discusses how B2B International’s integration into Dentsu and the launch of Dentsu B2B is reshaping end-to-end research, strategy, and execution. For anyone navigating the intersection of business insights and innovation, this is a must-listen. Key Discussion Points: Matt Powell’s 20-year career journey at B2B International and lessons from the phone room How emotion and trust are now leading drivers in B2B decision-making The role of AI, synthetic data, and rapid…

In this episode of the Greenbook Podcast, host Karen Lynch speaks with Joel Renkema, Global Head of Insights at Inter IKEA Group. From foundational lessons at Procter & Gamble to shaping strategy at one of the world’s most iconic retail brands, Joel shares how IKEA integrates insights across its entire value chain—from supply and logistics to retail and communication. The conversation covers the power of ethnographic research, IKEA’s unique approach to segmentation and innovation, and how foresight planning informs sustainable, long-term strategies. Joel also discusses how empathy, immersion, and activation are essential for future-proofing insights teams and keeping research human in an AI-driven world. Key Discussion Points: Joel’s career journey from P&G to Inter IKEA and what he learned at each stop How IKEA uses ethnographic research and employee-led home visits to fuel innovation A reframing of segmentation—designing for life stages and universal needs rather than narrow targets The strategic role of…

In this episode of the Greenbook Podcast, host Karen Lynch sits down with mixed methods researcher Megan Ruxton—most recently with the FDA and previously with Vibrant Health—to explore how researchers can turn ambiguity into action. From academia to public health to tech, Megan’s career has been driven by a passion for applied behavioral research. She shares how mixed methods can uncover the “unpredictable magic” of human behavior—insights that AI alone can’t capture. The conversation touches on building structure from chaos, navigating stakeholder resistance, the future role of AI in research, and why researchers must embrace both the messy and the measurable. Megan’s blend of optimism, experience, and human-centered thinking offers a refreshing perspective on what’s next for the insights industry. Key Discussion Points: Why applied research brings more impact than theoretical work How to structure ambiguity using tools like logic models and the Five Whys Defining true mixed methods—and how to select the…

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Kira Greenberg, Senior Manager of Brand Insights for Jameson at Pernod Ricard USA. With a background in anthropology and deep qualitative research, Kira brings a unique perspective to brand strategy and cultural relevance. She shares how storytelling functions not just as a tool for communication but as a foundation for strategic brand decisions. The conversation spans her category shift from media to spirits, working within a multinational matrix, and the nuanced role of AI in modern research. If you're in insights, marketing, or strategy, this episode will leave you thinking differently about how research connects people, culture, and brands. Key Discussion Points: The power of storytelling in strategic brand insights Shifting categories: from Warner Bros. to Pernod Ricard Cultural nuance and the art of connecting with diverse audiences AI’s evolving role in qualitative research workflows Why the future of insights depends on deep…

In this episode, Greenbook’s Karen Lynch sits down with Sarah Snudden, Head of US Consumer Insights at JDE Peet’s, for a lively conversation spanning career journeys, coffee obsession, and cutting-edge AI innovation. Sarah shares how her path led from Clorox and Seventh Generation to premium beverage insights at JDE Peet’s, and how she’s using AI agents to explore white space innovation and generate impactful product names. They also unpack key takeaways from IIEX North America, including the evolving role of emotion in insights, why AI must serve research—not define it—and how industry connections fuel continuous learning. A must-listen for insight pros navigating fast-changing tech and business needs. Key Discussion Points: Sarah’s career evolution from Clorox to Keurig to JDE Peet’s and her passion for premium coffee brands like L’OR and Tea Forté Using AI agents for innovation: how One Strategy Studio’s modular model helps identify white space and accelerate naming The changing conversation around AI in…

In this episode, Karen Lynch sits down with Sofia Gomez-Garcia, Executive Director of Innovation, Special Projects, and Global Community Management at Warner Bros. Discovery. Sofia shares the behind-the-scenes story of managing the A-List—WBD’s long-standing, non-incentivized insights community of over 45,000 fans—and how fandom fuels research agility and engagement. She unpacks how WBD expands globally while preserving local relevance, and dives into groundbreaking studies like the company’s biometric research on nostalgia-driven content discovery. Plus, hear why Sofia is bullish on experimentation, gamification, and AI’s potential to elevate both speed and quality in insights. Key Discussion Points: The evolution and impact of the Warner Bros. A-List community Why a non-incentivized panel works—and how fandom drives participation The strategic use of sub-communities (e.g., Harry Potter, DC) Expanding globally: launching in Japan, France, and Germany Biometric research on nostalgia, content browsing, and…

In this episode of the Greenbook Podcast, Karen Lynch sits down with Kalindi Mehta, Global VP of Consumer Foresight, Strategy, and Predictive Analytics at Estée Lauder Companies. Kalindi shares how the beauty industry’s emotional, cultural, and highly personalized nature requires real-time consumer insight and constant innovation. She discusses how AI is transforming the end-to-end insights process—from sensing trends and matching products to co-creating with influencers and optimizing business results. Kalindi also dives into the skills and mindset insights professionals need to thrive in an AI-driven future, and offers practical leadership advice for driving transformation within organizations. A must-listen for anyone navigating the evolving intersection of data, creativity, and consumer foresight. Key Discussion Points: How Estée Lauder uses AI to drive consumer foresight and innovation The cultural and emotional complexity of beauty consumers Building insights capabilities that scale across global teams…

In this episode, host Karen Lynch welcomes Ali Henriques, Global Director at Qualtrics Edge, for a deep dive into the transformation of research services at Qualtrics and how AI is shaping the future of insights. Ali shares her journey from cruise industry research to leading a $120M insights division, revealing how Qualtrics Edge is democratizing access to data through Instant Insights and synthetic audiences. The conversation explores how synthetic data enhances agility, why continuous model hydration is critical, and how companies like Booking.com are already testing these capabilities. With humor, passion, and deep expertise, Ali offers a clear-eyed look at the future of market research and how teams can start exploring AI-driven solutions—today. Key Discussion Points: What Qualtrics Edge is and how it reimagines traditional research services Instant Insights: Merging syndicated data with real-time behavioral signals Synthetic audiences: Training proprietary LLMs to scale insight generation Booking.com’s…

In this inspiring episode of The Greenbook Podcast, host Karen Lynch is joined by Katie O’Connor, incoming SVP of Key Accounts at Behaviorally, to celebrate the 2025 Greenbook Future List honorees. Together, they explore the importance of innovation, mentorship, and visibility in shaping the future of insights. Katie reflects on her career journey, the qualities that fuel success in the research industry, and why Behaviorally chose to sponsor this year’s Future List. The conversation highlights emerging leaders, powerful quotes from honorees, and how industry-wide collaboration is shaping a more inclusive and dynamic future. Key Takeaways: The Greenbook Future List honors early-career professionals driving innovation, strategy, and community impact. Behaviorally’s commitment to nurturing talent and future-facing solutions. Qualities like passion, resilience, creativity, and strategic thinking are consistent markers of rising stars. Mentorship plays a critical role in personal growth and industry…

In this episode of The Greenbook Podcast, host Lenny Murphy sits down with Deb, Director of Data Science at Sigmoid Analytics and a 2025 Greenbook Future List Honoree. Deb shares insights into solving complex data challenges, the evolving role of Gen AI in analytics, and how companies are integrating AI-driven efficiencies. They discuss the future of data science, the shift towards strategic problem-solving, and the importance of upskilling talent in an AI-powered world. Tune in for a thought-provoking discussion on how organizations are embracing AI while navigating unknowns in the industry. Key Takeaways: AI is revolutionizing data analytics, but strategic thinking and human expertise remain essential. Organizations must embrace unknowns and invest in future-proof AI strategies. The industry is shifting from traditional statistical models to AI-driven insights with LLMs and automation. The future of analytics will prioritize business impact over technical complexity. Developing strong problem-solving…

In this episode, Greenbook Podcast host Karen Lynch sits down with Val Pastrana, Global Consumer Science Lead for the AMEA region at Sanofi. With a career spanning leading CPG giants like P&G, Unilever, and Mondelēz, Val shares his journey in insights, innovation, and consumer science. He discusses the importance of embedding consumer-centricity in pharmaceutical product development, the balance between AI-driven research and human-led insights, and the value of a global perspective in shaping innovation. Val also delves into his leadership philosophy, emphasizing authenticity, psychological safety, and fostering individual strengths. Tune in for an engaging discussion on the future of insights and the role of technology in shaping consumer research. Key Takeaways: Consumer insights should be embedded in R&D for true innovation. A global perspective helps balance market-specific needs with scalable solutions. AI is a valuable tool but cannot replace human observation and context. Understanding the deeper…

In this episode of The Greenbook Podcast, host Karen Lynch sits down with Aeton Lim, an Innovation Consulting Manager at Nielsen IQ and a 2025 Future List honoree. Aeton shares his global perspective on market insights, innovation strategy, and how organizations can future-proof their decision-making. He discusses his expertise in emerging markets, the role of corporate governance, sustainability, and his leadership in DEI initiatives. Tune in to gain valuable insights on how businesses can align strategy with external market forces and leverage thought leadership for competitive advantage. Topics Covered: Aeton Lim’s role at Nielsen IQ and global consulting experience Strategic decision-making and innovation’s role in corporate growth The importance of aligning business strategy with external market forces Key trends in emerging markets and consumer behavior shifts The role of corporate governance and sustainability in business success The impact of DEI initiatives and the benefits of reverse mentoring…

In this episode of The Greenbook Podcast, host Karen Lynch sits down with Daniel Wu, Founder and CEO of Nimbly Research and a 2025 Future List honoree. Daniel shares his journey from digital marketing to founding a research firm, driven by a desire to challenge industry norms and push for more inclusive methodologies. They discuss his approach to entrepreneurship, creative problem-solving, and how Nimbly is pioneering innovative ways to reach underrepresented audiences. Daniel also opens up about leadership, mental health, and the importance of fostering a workplace culture that values curiosity and well-being. Tune in for an inspiring conversation about rethinking traditional research practices and embracing change in the insights industry. Topics Covered: Daniel Wu’s transition from digital marketing to market research The inspiration behind founding Nimbly Research Rethinking traditional recruitment and data collection methods How to foster a culture of innovation and curiosity in research The importance…

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Paul Thomas, International Insight Director and Global Head of Shopper Insight at Suntory Global Spirits. Known for his extensive experience and leadership in the insights industry, Paul shares his journey from working on the agency side to leading global insights for top-tier brands like Ferrero, Diageo, and Asahi. They discuss the evolving role of client-side researchers, the challenges faced by the spirits industry, and the importance of driving ROI through actionable insights. Paul offers a candid look at how researchers must step beyond data to become persuasive storytellers and business drivers. Whether you're on the agency or client side, this episode is packed with wisdom for navigating the changing landscape of market research. Topics Covered: Paul’s Career Journey Transitioning from agencies like Nielsen and Ipsos to leading insights for global brands. Lessons learned from working in diverse markets, including Africa and…

In this episode of the Greenbook Podcast, Lenny Murphy sits down with Samuel Cohen, CEO and co-founder of FairGen, to explore the transformative potential of synthetic data in market research. Samuel shares his journey from pursuing a PhD in AI and synthetic data at UCL to founding FairGen and revolutionizing data quality for hard-to-reach audiences. The conversation delves into the critical distinction between augmentation and replacement in synthetic data, how FairGen’s approach addresses data scarcity and enhances insights, and the opportunities and risks of this emerging technology. Whether you're curious about the future of synthetic sampling or the implications for consumer insights, this episode is packed with forward-thinking ideas. Key Discussion Points: Samuel’s Background: From a PhD at UCL to leading FairGen and addressing data quality challenges in market research. FairGen’s Mission: Improving insights by using synthetic data to augment sample size for hard-to-reach populations and niches.…

In this episode, Lenny Murphy welcomes Dilek Ozler, Global Strategic Insights and Analytics Director at Colgate-Palmolive, to discuss the evolving world of consumer insights. Dilek shares her journey from the supplier side at Ipsos to leading roles at Unilever, Kenview, and now Colgate-Palmolive. They dive into the importance of balancing advanced technologies like AI and social analytics with the human touch in consumer research. From her experiences with impactful projects in global markets to her thoughts on the future of synthetic respondents and healthcare professional research, Dilek provides a thoughtful perspective on the skills and strategies shaping the insights industry today. Key Discussion Points: Career Journey: From Ipsos to Colgate-Palmolive, Dilek reflects on her transition from supplier to client-side roles and the lessons learned along the way. AI and Analytics: How AI is reshaping insights work and why the human element remains critical in interpreting data and connecting the dots.…

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:…

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…

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…