أفضل بودكاسات Greenbook (2024)

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109 — Unlocking Market Potential through White Space with Tulika Chikersal 37:41

6d ago37:41

37:41

How do leading companies turn market insights into innovative products that resonate with consumers and drive long-term success? In this edition of the Greenbook Podcast we join you live from IIEX North America, host Karen Lynch welcomes Tulika Chikersal, the global lead for innovation insights at Post. Tulika shares her journey from agency roles a…

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108 — MRX Pulse Check: Unpacking IIEX North America 2024 with Karen Lynch & Lenny Murphy 25:52

13d ago25:52

25:52

Step into the forefront of innovation with key takeaways from IIEX North America 2024 In this episode of The Greenbook Podcast, join hosts Karen Lynch and Lenny Murphy as they dive into the vibrant happenings at IIEX North America 2024. Karen, who attended the event, shares her experiences of the energetic atmosphere, driven by a mix of familiar fa…

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107 — Packaging, Innovation, & Launching Insights at Olly with Liz Raukohl 39:20

20d ago39:20

39:20

How does Olly use consumer insights to craft products that stand out in the crowded wellness market? In this episode of the Greenbook Podcast, host Karen Lynch interviews Liz Raukohl, Director of Insights at Olly—a vibrant vitamin and supplement brand celebrated for its consumer-friendly and innovative packaging. Liz shares her career journey from …

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106 — Charting the Conjoint Frontier: Steve Cohen's Legacy in Market Research 44:53

27d ago44:53

44:53

How did conjoint analysis revolutionize market research? In this episode of the Greenbook Podcast, host Lenny Murphy interviews Steve Cohen, founder and CEO of In4mation Insights and a notable figure in market research. Steve recounts his pioneering work in developing methodologies like choice-based conjoint and MaxDiff, detailing his career from e…

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105 — Paths Unseen: Tracing Future List Honoree Belinda Brown's Career in MRX 32:48

1M ago32:48

32:48

Unexpected paths often lead to the most rewarding destinations In this enlightening episode of the Greenbook Podcast, host Karen Lynch is joined by 2024 Future List Honoree Belinda Brown, Director of Marketing and Business Development at Gazelle Global. Belinda shares her journey from aspiring clinical psychologist to influential market researcher,…

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104 — Science, Surveys, and Stories: Maria Muccioli on Revolutionizing Patient Care 31:40

1M ago31:40

31:40

The human element of research is vividly brought to life in the realm of healthcare and patient data. In this episode of the Greenbook Podcast, host Lenny Murphy engages in an inspiring conversation with Maria Muccioli, one of the honorees on the 2024 Greenbook Future List. Maria shares her captivating journey from her early days in Russia to her r…

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103 — The Next Wave: Empowering Market Research's Emerging Talents with Colson Steber 36:02

2M ago36:02

36:02

How can nurturing emerging talents catalyze groundbreaking innovations? In this enlightening episode of the Greenbook Podcast, Lenny Murphy sits down with Colson Steber, Co-CEO of Qlarity Access, to explore the remarkable evolution from Communications for Research to the rebranded powerhouse Qlarity Access. As proud sponsors of the 2024 Greenbook F…

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102 — Changing Lenses: Reframing Research for Deeper Insights and Wider Impact with Jasmin Goodman 33:22

2M ago33:22

33:22

From the ivy-covered walls of academia to the front lines of societal impact, discover how one visionary is translating research into tangible change. Join Karen Lynch in an inspiring conversation with Jasmin Goodman, a trailblazer in qualitative research and a 2024 Future List honoree, on this week's episode of the Greenbook Podcast. Jasmin, the v…

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101 — Nourishing Joy: How General Mills Infuses Happiness into Food with Matt Thell 36:01

2M ago36:01

36:01

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 …

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100 — The Melody of Inclusion: Tackling Accent Bias with Aïcha Ly 36:10

2M ago36:10

36:10

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 insig…

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99 — Innovating at the Edge: A Visionary Leap into Tomorrow with Kyle Nel 39:35

3M ago39:35

39:35

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 sp…

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98 — Data-Driven Disruption: Athletic Brewing's $500M Triumph with CEO Bill Shufelt 30:08

3M ago30:08

30:08

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-alcoho…

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97 — The Price of Precision: Exploring Costs and Quality in Surveys with Karine Pepin 37:04

3M ago37:04

37:04

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 ba…

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96 — Back to the Futurist: An Insights Journey Beyond Tomorrow with Ari Popper 39:39

3M ago39:39

39:39

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 …

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95 — Versatile Visions: Bridging Ads, Research, and Academia with Mark Truss 40:50

4M ago40:50

40:50

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 researc…

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94 — Endurance and Insight: Research Resilience with Ray Poynter 45:53

4M ago45:53

45:53

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, …

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93 — Riding the Waves of Technological Hype: A Market Research Journey with Edward Appleton 44:07

4M ago44:07

44:07

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 da…

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92 — Beyond the Surface: Navigating the Depths of User Research with Steve Portigal 42:51

4M ago42:51

42:51

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 betwe…

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91 — Best Of: Qualitative 2.0: Exploring the Role of Generative AI and Synthetic Audiences with Isaac Rogers 47:29

5M ago47:29

47:29

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.…

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90 — A Year In Review: A Recap of Consumer Insights in 2023 with Jenn Mancusi 43:55

5M ago43:55

43:55

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…

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89 — The Researcher's New Toolkit: Navigating Future Trends with Clorox’s Anna Conte 33:38

5M ago33:38

33:38

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 im…

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88 — QRCA's Leap into AI-Driven Research with Lauren Isaacson 40:05

6M ago40:05

40:05

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…

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87 — GRIT Report in Focus: Forsta's Take on a Tech-Driven Future 45:13

6M ago45:13

45:13

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 technolo…

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86 — Thinking in Paradoxes: Disruptive Insights with Chris Kocek 45:18

6M ago45:18

45:18

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 re…

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85 — Incentives That Work: Behavioral Lessons from Uri Gneezy's 'Mixed Signals' 41:38

6M ago41:38

41:38

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 in…

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84 — Rapid Response: White Swan's Data Driven Mission for Better Patient Care with Miranda Mapleton 40:01

7M ago40:01

40:01

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 effo…

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83 — Crafting Connection in a Quantitative Age: A Dive Into Innovative Qual with Robyn Rouse 34:14

7M ago34:14

34:14

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 clien…

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82 — Leading with Curiosity: Rick Kendall's Blueprint for Modern Management 39:56

7M ago39:56

39:56

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 stud…

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81 — Prescribing Change: Diversity's Impact on Healthcare & Research with Dan Fitzgerald 38:36

7M ago38:36

38:36

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. …

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80 — Navigating the New World of Research: A Conversation with Publix Super Markets' Lorin Drake 38:40

7M ago38:40

38:40

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, a…

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79 — The Human Touch in AI-Driven CX: Strategies for Success with Jeannie Walters 42:59

8M ago42:59

42:59

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…

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78 — Rethinking Entrepreneurship for Mental Well-Being with Neil Seeman 35:56

8M ago35:56

35:56

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 sha…

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77 — Marketing Ecosystems: Uncovering Natural Parallels with Erin Sowell 33:38

8M ago33:38

33:38

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 flour…

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76 — Breaking Ground: Using Insights to Uphold Brand Values with REI's Jennifer Lu 40:43

8M ago40:43

40:43

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 d…

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75 — AI Roundtable: Facing the Next Frontier of Research with Julian Dailly, Lenny Murphy, and Gregg Archibald 45:58

9M ago45:58

45:58

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 bal…

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74 — Beyond Buzzwords: Bridging the Gap with SurveyMonkey's 'Ask, Listen, Act' Protocol 44:20

9M ago44:20

44:20

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-dr…

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73 - The Essence of You: Crafting a Personal Brand with Sequoyah Glenn 48:01

9M ago48:01

48:01

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 v…

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72 — Seeing the Forest and the Trees: The Nuanced Distinctions Between User Research and Consumer Insights with Nikki Lavoie 45:12

10M ago45:12

45:12

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 …

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71 — Beyond the Horizon: Forming a Vision for the Future of Research with Melanie Courtright 41:03

10M ago41:03

41:03

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 po…

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70 — Electrifying Insights: Exploring Automotive Electrification with Ben Lundin 52:17

10M ago52:17

52:17

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 s…

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69 — Qualitative 2.0: Exploring the Role of Generative AI and Synthetic Audiences with Isaac Rogers 47:29

10M ago47:29

47:29

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,…

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68 — Seamless Experiences, Lasting Impressions: Dish Network's CX Approach with Dave Duganne 29:02

10M ago29:02

29:02

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 alignin…

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67 — MRX Pulse Check: Key Learnings from IIEX North America with Karen Lynch and Lenny Murphy 37:38

11M ago37:38

37:38

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-provo…

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66 — The Tapestry of Insights: Embracing Generative AI for the Next Era of Market Research with Larry Friedman 41:40

11M ago41:40

41:40

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 generati…

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65 — Daredevils to Data: Exploring Consumer Behavior with Red Bull's Sarah Shain 38:25

12M ago38:25

38:25

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 fac…

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64 — Mapping the Future: Geospatial Perspectives with Clara Mundia 47:03

12M ago47:03

47:03

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 pr…

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63 — Beyond the Punchline: Applying Comedy Techniques to Research with Viket Benzesin 38:56

1y ago38:56

38:56

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…

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62 — Virtual Reality, Real Insights: Transforming Market Research via the Metaverse with Karlien Kriegler 43:14

1y ago43:14

43:14

Do you want to transform your research experiences into immersive, engaging journeys? On this week's episode we are joined by Karlien Kriegler, the co-founder and research director of Hello Ara. She merges human understanding with cutting-edge immersive technology to optimize market research outcomes. In this episode, we will have the opportunity t…

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61 — Empowering Transformation: Paramount's LGBTQ+ in America with David Pangilinan and Angel Bellon 41:13

1y ago41:13

41:13

The power of brand allyship will uplift and amplify voices to create a path towards greater understanding and inclusion. Join David Pangilinan and Angel Bellon from Paramount's Audience Impact & Intelligence team as they share insights from their groundbreaking study on the LGBTQ+ community in America. With a sample of 4,500 nationally representati…

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60 — Best Of: Zappi - Net Zero and Hybrid Leadership in 2022 36:42

1y ago36:42

36:42

In honor of the upcoming Insight Innovation Competition at IIEX North America 2023 we are re-running one of our favorite episodes, featuring past Insight Innovation Competition winners Zappi! In this week's episode GreenBook's host, Lenny Murphy, is joined by Steve Phillips, Founder & CEO of Zappi — a powerhouse of consumer testing for advertising …

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