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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

49:16

161 - How AI Is Changing Hiring in Insights & ResTech

Greenbook Podcast ·

2025/12/09

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

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52:22

160 - Bolt Insight’s Human-in-the-Loop AI Research

Greenbook Podcast ·

2025/11/25

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

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46:53

159 - Rebuilding the Burger: How Panera Bread...

Greenbook Podcast ·

2025/11/11

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,

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40:33

158 - Hot Fraud Summer: What 4 Billion Surveys Reveal...

Greenbook Podcast ·

2025/10/27

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

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48:29

157 - Conveo’s Hendrik Van Hove on Turning AI Into a...

Greenbook Podcast ·

2025/10/13

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

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42:03

156 - Future of Insights in Latin America with Visa’s...

Greenbook Podcast ·

2025/09/29

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

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51:50

155 - Matt O’Mara, Cranbrook: AI, Jobs & the Insights...

Greenbook Podcast ·

2025/09/15

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

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50:13

154 - Building Insights & Trust at SimpliSafe with...

Greenbook Podcast ·

2025/09/01

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

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44:56

153 - How a DIY Spirit Took Michelle Finzel from...

Greenbook Podcast ·

2025/08/18

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

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50:00

152 - From Community to Clarity: ConvoTrack’s...

Greenbook Podcast ·

2025/08/05

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

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49:05

151 - B2B Research Reinvented: Matt Powell Talks...

Greenbook Podcast ·

2025/07/21

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

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45:23

150 - What Makes IKEA’s Insights Team a Strategic...

Greenbook Podcast ·

2025/07/07

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

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47:42

149 - Megan Ruxton on Mixed Methods in Market Research

Greenbook Podcast ·

2025/06/23

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

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42:49

148 - Cultural Relevance in Branding with Kira Greenberg

Greenbook Podcast ·

2025/06/09

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

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46:32

147 - How JDE Peet’s Uses AI to Transform Market...

Greenbook Podcast ·

2025/05/27

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

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36:59

146 - Inside Fandom, Innovation & Global Research...

Greenbook Podcast ·

2025/05/13

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

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41:01

145 - Beauty Intelligence: Kalindi Mehta of Estée...

Greenbook Podcast ·

2025/04/29

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

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45:23

144 - Inside Qualtrics Edge: Ali Henriques on AI,...

Greenbook Podcast ·

2025/04/15

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

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40:51

143 - Driving Innovation and Elevating Talent: Katie...

Greenbook Podcast ·

2025/04/01

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

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31:22

142 - Navigating AI, Data Science, and the Future of...

Greenbook Podcast ·

2025/03/18

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

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160 results

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