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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

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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38:36

81 — Prescribing Change: Diversity's Impact on...

Greenbook Podcast ·

2023/10/16

Imagine a healthcare industry where innovation thrives through diversity.In this episode of the Greenbook podcast, Dan Fitzgerald, CEO of Apollo Intelligence, joins us to delve into the vital role of diversity and inclusion in research. We explore the necessity of supportive environments and diversity action plans in research and clinical trials. Dan underscores his commitment to fostering teamwork and continuous improvement within his organization. The discussion delves into methods for effectively

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38:40

80 — Navigating the New World of Research: A...

Greenbook Podcast ·

2023/10/09

Are we asking the right questions?In this week's episode, Lorin Drake, Consumer Insights Strategist at Publix Super Markets, joins us to discuss the evolving role of surveys and their fusion with qualitative and unstructured data. We delve into their enduring importance, exploring the challenges and potential of integrating open-ended questions, and examine the impact of prompt engineering on AI models like ChatGPT. Lorin envisions a future where AI generates visual content based on prompts but

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42:59

79 — The Human Touch in AI-Driven CX: Strategies for...

Greenbook Podcast ·

2023/10/02

The future of CX is here, and it's powered by AI.In this week's episode, Jeannie Walters, CEO of Experience Investigators, joins us to discuss the dynamics of customer experience, AI, and leadership. From ChatGPT's revolutionary conversational capabilities to the importance of customer understanding, we explore how organizations can bridge the gap between digital and real-life customer interactions through an omnichannel approach. Discover how AI can empower leaders to make informed decisions and

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35:56

78 — Rethinking Entrepreneurship for Mental...

Greenbook Podcast ·

2023/09/25

Struggling to maintain your mental equilibrium in the fast-paced world of entrepreneurship?In this episode, we're joined by Neil Seeman, author of Accelerated Minds, to delve into the crucial connection between mental health and entrepreneurship. Neil emphasizes the significance of establishing a supportive community with like-minded peers. He shares insights into techniques such as journaling and cognitive behavioral therapy to help you maintain your mental well-being. Neil's vision calls for a

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33:38

77 — Marketing Ecosystems: Uncovering Natural...

Greenbook Podcast ·

2023/09/18

What do you know about the fascinating world of marketing ecology?In this episode, we're excited to welcome Erin Sowell, a 2023 Greenbook Future List honoree, as she delves into the captivating world of marketing ecology and its profound implications for the realm of insights. Erin explores the essential qualities of leadership that foster a flourishing environment, emphasizing curiosity, bravery, empathy, inclusivity, and inspiration. Throughout our conversation, Erin offers valuable perspectives

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40:43

76 — Breaking Ground: Using Insights to Uphold Brand...

Greenbook Podcast ·

2023/09/11

What does it mean for brands to uphold their values?In this week's episode, Jennifer Lu, Customer Research Lead at REI, delves into the crucial intersections of inclusivity and climate action within the outdoor industry. She shines a spotlight on REI's groundbreaking initiatives like the Re/Supply program, underlining the necessity for brands to demonstrate concrete ways individuals can contribute to these overarching commitments. Jennifer's vision for the future of outdoor exploration and

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45:58

75 — AI Roundtable: Facing the Next Frontier of...

Greenbook Podcast ·

2023/08/28

What does the future of market research hold in a world of ever-evolving AI technology?In this episode, our panel of industry experts discuss synthetic respondents, the balance between human analysis and machine learning, and the upskilling of researchers in the face of disruptive change. As AI promises efficiency and scalability, the dialogue balances automation with human insights, ensuring research remains insightful and actionable. Envisioning AI as a potent disruptor, the panel explores their

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44:20

74 — Beyond Buzzwords: Bridging the Gap with...

Greenbook Podcast ·

2023/08/21

Is AI the missing link in creating personalized marketing experiences?In this episode, Lara Belonogoff, Senior Director of Brand Management at SurveyMonkey, discusses the synergy between AI and marketing through the "ask, listen, act" protocol. This transformative approach emphasizes understanding stakeholders, meticulous idea vetting, and data-driven strategies. Lara exemplifies SurveyMonkey's AI-powered insights, showcasing the balance between AI and human sensibilities for effective

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48:01

73 - The Essence of You: Crafting a Personal Brand...

Greenbook Podcast ·

2023/08/14

Rewrite the rules of success through branding mastery.This week, we're joined by Sequoyah Glenn, an experienced branding and marketing expert, who reveals the transformative power of personal branding. Her insights guide small businesses and professionals, helping them excel in today's competitive landscape. She emphasizes personal branding as a valuable tool for professionals themselves, not just clients. Drawing from her experience, she shares a roadmap for success, urging companies to embrace the

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45:12

72 — Seeing the Forest and the Trees: The Nuanced...

Greenbook Podcast ·

2023/08/07

Are user research and consumer insights two sides of the same coin?In this week's episode, Nikki Lavoie joins us to explore the nuanced differences between user research and consumer insights. Leveraging Lavoie's extensive experience, the conversation delves into the distinct realm of user research, spotlighting its crucial role in unraveling the complexities of user experiences for various products and services. Lavoie eloquently underscores the indispensable need for technical finesse,

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41:03

71 — Beyond the Horizon: Forming a Vision for the...

Greenbook Podcast ·

2023/07/31

Do you want to know what it takes to succeed in the research industry? In this episode, we are joined by Melanie Courtright, CEO of Insights Association, to discuss crucial topics like data quality and privacy. She emphasizes the significance of professionals developing a diverse skill set, including proficiency in multilingual data analysis and power skills like storytelling, listening, selling, and negotiation. Melanie also sheds light on upcoming events and initiatives, such as the association's

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52:17

70 — Electrifying Insights: Exploring Automotive...

Greenbook Podcast ·

2023/07/24

Rev up your curiosity and plug into the future.In this episode of the GreenBook Podcast, we are joined by Ben Lundin, Director of EVForward at Escalent and a 2023 Future List Honoree. Ben sheds light on the burgeoning interest in electric vehicles (EVs) within the insights industry and discusses the crucial role of data-driven insights in either supporting or refuting perceptions about EVs. We explore the emotional connection people have with cars and how EVs are reshaping this relationship,

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47:29

69 — Qualitative 2.0: Exploring the Role of...

Greenbook Podcast ·

2023/07/17

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, to gather more comprehensive insights from participants. We also explore the

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29:02

68 — Seamless Experiences, Lasting Impressions: Dish...

Greenbook Podcast ·

2023/07/10

How can a comprehensive CX approach lead to seamless customer centricity brand representation?In this episode, we sit down with Dave Duganne, Senior Manager of Consumer Insights at Dish Network. We delve into their CX approach, highlighting its role in ensuring a seamless brand representation through customer-centricity. Dave discusses how aligning touchpoints across all interactions cultivates stronger connections, leaving a lasting positive impression. To ensure alignment Dave explores their

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37:38

67 — MRX Pulse Check: Key Learnings from IIEX North...

Greenbook Podcast ·

2023/06/26

What're the hot topics amongst industry researchers at the moment?In this episode of the GreenBook podcast, hosts Lenny Murphy and Karen Lynch delve into the key takeaways from IIEX North America, where they explore the transformative themes of AI and the importance of a human-centered approach in research. This episode also features thought-provoking conversations on innovative companies and the significance of empathy in understanding diverse populations. Lenny and Karen underscore the importance

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41:40

66 — The Tapestry of Insights: Embracing Generative...

Greenbook Podcast ·

2023/06/12

Discover the past, present, and future of market research in our captivating conversation with industry legend Larry Friedman. With nearly 50 years of experience under his belt, Larry offers invaluable perspective on the evolving landscape of research and how generative AI is transforming the industry. We explore the power and potential of generative AI, emphasizing the importance of a scientific approach and understanding of potential risks. Larry also discuss the changing dynamics as larger

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38:25

65 — Daredevils to Data: Exploring Consumer Behavior...

Greenbook Podcast ·

2023/06/05

What makes a product more than just a purchase?In this week's episode we are joined live at IIEX North America by Sarah Shain, Senior Manager of Shopper Insights at Red Bull. Sarah's insights focus on delivering tangible results and fostering a broad sense of identification with the brand. She highlights the power of brand loyalty, even in the face of challenges like inflation and the COVID-19 pandemic, emphasizing the enduring importance of the in-store experience. Through engaging anecdotes, Sarah

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47:03

64 — Mapping the Future: Geospatial Perspectives with...

Greenbook Podcast ·

2023/05/22

Have you ever thought about the future of geospatial analytics in an increasingly AI-driven world?Join us for an enlightening conversation with Clara Mundia, Ph.D, a talented geospatial analyst and data scientist based in Kenya, as well as a 2022 GreenBook Future List Honoree. Clara shares her inspiring journey into the field and highlights the profound impact of geospatial analytics in understanding complex problems and making data-informed decisions. Discover the significance of incorporating

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38:56

63 — Beyond the Punchline: Applying Comedy Techniques...

Greenbook Podcast ·

2023/05/15

Where do you unleash your creativity?For Viket it is stand up comedy and ‘painting’ with Doritos. In this week's episode, we explore the intersection between research, improv, and comedy with our guest Viket Benzesin, a customer journey manager for Mars Pet Care as well as a stand-up comic. We learn about how improv strategies can benefit research by developing communication skills to non-researchers or fostering active listening and engagement. We explore not only how creativity can manifest in

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161 results

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