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PODCAST

Greenbook Podcast

The Greenbook Podcast Network

Immerse yourself in the evolving world of market research, insights and analytics, as hosts Lenny Murphy and Karen Lynch explore factors impacting our industry with some of its most innovative, influential practitioners. Spend less than an hour weekly exploring the latest technologies, methodologies, strategies, and emerging ideas with Greenbook, your guide to the future of insights.

business marketing

All Episodes

44:29

141 - Bringing Consumer Centricity to Pharma: Val...

Greenbook Podcast ·

2025/03/04

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

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36:38

140 - Future-Proofing Innovation: Aeton Lim on...

Greenbook Podcast ·

2025/02/18

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

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42:24

139 - Challenging the Status Quo: Daniel Wu on...

Greenbook Podcast ·

2025/02/04

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

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42:07

138 - Insights, Spirits, and Strategy: A Conversation...

Greenbook Podcast ·

2025/01/21

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

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44:12

137 - Unlocking the Power of Synthetic Data: Samuel...

Greenbook Podcast ·

2025/01/06

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

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36:46

136 - Bridging Insights and Innovation: Dilek Ozler...

Greenbook Podcast ·

2024/12/23

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

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37:40

135 - Insights in the Cloud: Microsoft’s Barry...

Greenbook Podcast ·

2024/12/09

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

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53:35

134 - Unpacking Programmatic Sampling with JD Deitch:...

Greenbook Podcast ·

2024/12/02

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

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35:22

133 - Navigating Uncertainty: Scenario Planning with...

Greenbook Podcast ·

2024/11/18

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

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33:56

132 - Empowering Women in Research with Michelle...

Greenbook Podcast ·

2024/11/11

In this inspiring episode of The Greenbook Podcast, host Karen Lynch chats with Michelle Andre, Managing Director, and Jessica Sage, Marketing Director, of WIRe (Women in Research). Michelle and Jessica share the impact of WIRe’s programs on advancing women’s careers within the market research industry, from global networking events to targeted mentorship programs.They discuss their support for women through initiatives like WIRe Accelerate, WIRexec, and the 50/50 Initiative, which drives gender

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50:20

131 - How PepsiCo and Zappi Reimagined Consumer Data...

Greenbook Podcast ·

2024/10/28

In this episode, Lenny Murphy welcomes Stephan Gans, SVP Chief Insights Analytics Officer at PepsiCo, and Ryan Barry, President at Zappi, to discuss the launch of their new book and their transformational partnership that’s reshaping the consumer insights industry.Together, they dive into how PepsiCo and Zappi collaborated to transform the insights process, the evolution of their partnership, and how brands can leverage technology to gain deeper, faster consumer insights. Key takeaways include their

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28:53

130 — Wealth & Purpose: The Transformation of the...

Greenbook Podcast ·

2024/10/21

In this episode of the Greenbook Podcast, host Lenny Murphy speaks with Robert Moran, a market research and public opinion expert, about the evolving concept of the American Dream and its impact on businesses. Robert shares insights from his career in political polling and consulting at Brunswick Group, explaining how the American Dream has shifted from a focus on material wealth to one of self-actualization and independence, especially among younger generations. They explore how these changes

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39:03

129 — IIEX LATAM Recap: Exploring the Intersection of...

Greenbook Podcast ·

2024/10/14

In this episode of the Green Book Podcast, Lenny Murphy and guest Rafa Cespedes recap the IIEX LATAM event, discussing the growth of the insights industry in Latin America and the impact of fostering innovation and cross-pollination between Latin American and U.S. markets. They explore how technology, including AI, has transformed the industry, while emphasizing the importance of human connection and cultural understanding. Rafa highlights the challenges and opportunities in adapting to new trends,

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49:11

128 — Packing Smarter: AI, Research, and the...

Greenbook Podcast ·

2024/10/07

In this episode of the GreenBook Podcast, host Karen Lynch sits down with Jennifer Lien, UX Research Lead at Away, and Aaron Cannon, CEO and Co-Founder of Outset AI, to explore the collaborative journey behind Away's new soft side luggage line. They dive into how AI and user research came together to inform the product’s design, focusing on key insights from customers around durability and materials. Jennifer and Aaron share their experiences in scaling research with AI, the importance of curiosity

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39:43

127 — On the Radar: Future-Proofing Travel with...

Greenbook Podcast ·

2024/09/30

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Tino Klähne, Director of Strategic Innovation and Intelligence at Lufthansa Innovation Hub, to explore how his team is shaping the future of travel. Tino discusses how they use strategic intelligence to spot emerging opportunities and threats, employing cutting-edge tools like AI, an innovative "indicator stack," and even Wikipedia edits to predict industry shifts. They also dive into the exciting potential of the metaverse

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35:11

126 — Listen Labs’ Path to Winning the Greenbook...

Greenbook Podcast ·

2024/09/23

In this episode of the Greenbook Podcast, host Lenny Murphy sits down with Alfred Wahlforss, co-founder of Listen Labs and recent winner of Greenbook’s Insight Innovation Competition. Alfred shares how Listen Labs is transforming the world of qualitative research through AI-powered moderators, enabling brands like Google and Nestlé to gain meaningful insights at scale. They discuss Alfred’s unique journey from Sweden to Harvard, where his work in AI led to the creation of Listen Labs. The

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39:54

125 — Innovation in Every Step with Nestlé’s...

Greenbook Podcast ·

2024/09/16

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

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37:53

124 — Building Global Standards in Qualitative...

Greenbook Podcast ·

2024/09/09

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

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45:35

123 — The Politics of Polling: A Deep Dive with...

Greenbook Podcast ·

2024/09/02

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

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40:21

122 — AI and the Art of Asking Better Questions: A...

Greenbook Podcast ·

2024/08/26

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,

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160 results

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