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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

36:01

101 — Nourishing Joy: How General Mills Infuses...

Greenbook Podcast ·

2024/03/18

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

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35:01

100 — The Melody of Inclusion: Tackling Accent Bias...

Greenbook Podcast ·

2024/03/11

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

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39:35

99 — Innovating at the Edge: A Visionary Leap into...

Greenbook Podcast ·

2024/03/04

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

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30:08

98 — Data-Driven Disruption: Athletic Brewing's $500M...

Greenbook Podcast ·

2024/02/26

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

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37:04

97 — The Price of Precision: Exploring Costs and...

Greenbook Podcast ·

2024/02/12

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

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39:39

96 — Back to the Futurist: An Insights Journey Beyond...

Greenbook Podcast ·

2024/02/05

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

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40:50

95 — Versatile Visions: Bridging Ads, Research, and...

Greenbook Podcast ·

2024/01/29

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

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45:53

94 — Endurance and Insight: Research Resilience with...

Greenbook Podcast ·

2024/01/22

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

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44:07

93 — Riding the Waves of Technological Hype: A Market...

Greenbook Podcast ·

2024/01/15

As waves of technological hype crash upon the shores of the market research industry, how do we navigate the promises of revolution while maintaining a healthy skepticism?In this episode of the Greenbook Podcast, we are joined by Edward Appleton, who discusses the impact of technology, and the enduring importance of human skills in interpreting data. He reflects on the waves of technological hype that have promised to revolutionize the industry over the past two decades, expressing a healthy

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42:51

92 — Beyond the Surface: Navigating the Depths of...

Greenbook Podcast ·

2024/01/08

What does it take to turn conversations into compelling user insights?In this engaging episode of the Greenbook Podcast, esteemed user researcher and author Steve Portigal joins us to discuss his book "Interviewing Users: How to Uncover Compelling Insights." He delves into the evolution of user research, highlighting the critical distinction between business challenges and research questions, and the importance of adapting to societal shifts such as the rise of remote user research. Steve shares

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47:29

91 — Best Of: Qualitative 2.0: Exploring the Role of...

Greenbook Podcast ·

2024/01/02

As we head into 2024 we wanted to revisit an audience favorite from this past year! How will generative AI and synthetic audiences shape the landscape of qualitative research?In this episode, President of Sago, Isaac Rogers joins us to explore the changing face of qualitative research and the need for more engaging and innovative research designs. We discuss how researchers are adopting multi-phase and iterative research designs, including online discussions, video interviews, and digital diaries,

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43:55

90 — A Year In Review: A Recap of Consumer Insights...

Greenbook Podcast ·

2023/12/18

What did we see in 2023, and what can we expect in 2024?In this week’s episode, we’re excited to welcome Jenn Mancusi for an comprehensive exploration of the past year in the market research industry. We delve deep into the critical shift from internal to customer-led KPIs and discuss the increasing need for customer-centric approaches. Join us as we unpack the challenges in differentiating within a crowded market and the significance of understanding broader customer problems. Our conversation also

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33:38

89 — The Researcher's New Toolkit: Navigating Future...

Greenbook Podcast ·

2023/12/11

Hear from one brand side leader who is strengthening her research with AI. In this week's episode our guest, Anna Conte, Associate Director of Human Insights at Clorox Canada, joins us for an insightful exploration tailored for market research professionals. We kick off the episode by diving into Anna's extensive background in psychology and her impactful work with notable brands like Glad Waste, Burt's Bees, and Brita. The conversation then takes a deep dive into the role of artificial intelligence

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40:05

88 — QRCA's Leap into AI-Driven Research with Lauren...

Greenbook Podcast ·

2023/12/04

How does AI change the game for qualitative research?Join us in this episode as Lauren Isaacson, president of the QRCA, guides us through the evolving landscape of qualitative research in the age of AI. Lauren discusses the irreplaceable role of qualitative researchers in capturing insights beyond AI's reach, the synergy between UX and qualitative research, and the impact of AI on industry roles. She also talks about embedding researchers in product teams, the dynamics of different research roles,

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45:13

87 — GRIT Report in Focus: Forsta's Take on a...

Greenbook Podcast ·

2023/11/27

What does the GRIT report tell us about the next big leaps in MRX?In this episode of the podcast, Manny Rodriguez and Anthony Samarasekera from Forsta join us for an in-depth conversation about market research trends and challenges, as highlighted in the Greenbook GRIT report. They delve into the impact of artificial intelligence (AI) and technological advancements on the industry, discussing AI's role in enhancing report generation, data interpretation, and integrating visual elements in data

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45:18

86 — Thinking in Paradoxes: Disruptive Insights with...

Greenbook Podcast ·

2023/11/20

Could embracing contradictions be the missing puzzle piece in your insight-building journey?This week's episode features an enlightening conversation between Karen and Chris Kocek, the author of "Any Insights Yet?". They explore the unconventional methods of insight-building highlighted in his book, focusing on the need to challenge traditional research approaches, embrace discomfort, and adopt divergent thinking. Chris sheds light on the collaborative aspect of discovering insights, the power of

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41:38

85 — Incentives That Work: Behavioral Lessons from...

Greenbook Podcast ·

2023/11/13

Can incentives lead us down unexpected paths? In this week's episode, we have the privilege of hosting Uri Gneezy, a distinguished economist and the author of "Mixed Signals." Gneezy guides us through the intriguing realm of incentives, elucidating their profound influence on consumer behavior. He underscores the paramount importance of aligning incentives with desired outcomes, highlighting potential pitfalls arising from conflicting signals within organizations. Drawing upon concrete examples, Uri

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40:01

84 — Rapid Response: White Swan's Data Driven Mission...

Greenbook Podcast ·

2023/11/06

Data pulses at the core of healthcare, driving faster, more accurate diagnoses.In this episode, we're joined by Miranda Mapleton, CEO of White Swan, a charity leveraging technology and data science to transform healthcare. She expounds on how a strong, clear mission is critical for guiding any organization, as it clarifies purpose and directs efforts. The charity's robust volunteer network—over 130 strong worldwide—is a testament to the power of this mission, as these dedicated individuals bring

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34:14

83 — Crafting Connection in a Quantitative Age: A...

Greenbook Podcast ·

2023/10/30

Where does authentic connection fit in a data-driven world?In this week's episode, we chat with Robyn Rouse from Vital Findings, a distinguished qualitative researcher and a 2023 Greenbook Future List Honoree who emphasizes the centrality of genuine human connection in her work. As she delves into the nuances of tailoring research methods to clients' needs, Robyn also highlights the symbiosis of design in effectively conveying findings. Exploring the future, she touches upon the intriguing

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39:56

82 — Leading with Curiosity: Rick Kendall's Blueprint...

Greenbook Podcast ·

2023/10/23

How do industry leaders master the art of management?In this episode, Rick Kendall, with his background at HBO, unravels the art of successful management and the nuances of understanding subscriber behavior. He highlights the value of strategic studies, illustrating how HBO leveraged them to optimize decision-making. Rick shares a captivating study on dual HBO and Showtime subscribers, shedding light on the importance of choice and variety in content consumption. But it's not just about studies:

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160 results

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