GreenBook Podcast
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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.
Available episodes
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May 22, 2023
64 — Mapping the Future: Geospatial Perspectives with Clara Mundia
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 diverse perspectives, including indigenous knowledge, and explore the future implications of artificial intelligence. Clara also delves into her work in healthcare and climate solutions, her unwavering dedication to supporting vulnerable populations, and the importance of finding a balance between professionalism and creative expression.
You can reach out to Clara on LinkedIn.
Many thanks to Clara for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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May 15, 2023
63 — Beyond the Punchline: Applying Comedy Techniques to Research with Viket Benzesin
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 research but also our shifting relationship with creativity and access to information as AI permeates our day-to-day lives.
You can reach out to Viket on LinkedIn.
Many thanks to Viket for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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May 8, 2023
62 — Virtual Reality, Real Insights: Transforming Market Research via the Metaverse with Karlien Kriegler
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 to explore the hidden possibilities of immersive technology in research, examine the role of avatars in enhancing cooperation and addressing sensitive issues, appreciate the value of reducing friction for participants in immersive environments, and acknowledge the emerging need for more inventive and experimental techniques in research.
You can reach out to Karlien on LinkedIn.
Many thanks to Karlien for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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May 1, 2023
61 — Empowering Transformation: Paramount's LGBTQ+ in America with David Pangilinan and Angel Bellon
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 representative respondents, their research marks a major leap forward in inclusivity and understanding in research. Discover how their study reveals the increasing acceptance and identification rates among younger generations, and why brands must prioritize year-round support for this dynamic community.
Take a look at the findings from their study here
You can also see their session at IIEX North America — Use the code PODCAST25 for 25% off your registration!
You can reach out to Angel on LinkedIn.
You can reach out to David on LinkedIn.
Many thanks to Angel and David for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
*Please Note: The viewpoints shared in this episode belong to Angel and David and do not necessarily reflect the stance of Paramount.
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Apr 24, 2023
60 — Best of: Zappi - Net Zero and Hybrid Leadership in 2022
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 and innovation development.
Take a deep dive into the origin story of Zappi (who just so happened to have won GreenBook's very first Insight Innovation competition way back in 2013) and discover how they became a leader in prioritizing global sustainability by taking the Net Zero Pledge, get the rundown on how they've built a strong company culture in a hybrid environment, and uncover the important lessons about leadership they've learned along the way.
Use the code PODCAST25 for 25% off your registration to IIEX North America
Many thanks to our producer, Natalie Pusch; and our editor, James Carlisle.
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Apr 17, 2023
59 — Balancing Innovation and Responsibility: The Promise and Pitfalls of AI in MRX with Gary Ellis
What does it mean to use technology responsibly?
This week's episode features Gary Ellis, Co-Founder and CEO of Remesh, an AI-driven market research company. With a career spanning medicine and politics, Gary brings a unique perspective to the potential of large language models in qualitative research. In the episode, we explore how these models can generate discussion guides and summarize data, and discuss the significance of technology in advancing humanity and eliminating inefficiencies, even in the face of challenges like bad actors and power centralization. Gary emphasizes the future of MRX lies in using insights to create more value and a better world, enabled by technology that facilitates a more direct connection between producers and consumers.
You can reach out to Gary on LinkedIn.
Many thanks to Gary for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Apr 10, 2023
58 — MRX Pulse Check: Key Learnings from IIEX Europe with Karen Lynch and Lenny Murphy
How can we ensure that market research keeps pace with the rapid evolution of technology?
The GreenBook Podcast co-hosts, Lenny Murphy and Karen Lynch join this week’s episode to take an industry pulse check and discuss key learnings gleaned from IIEX Europe. IIEX Europe gathered over 700+ insights professionals, serving as a venue for pioneering innovation and industry discussions. Karen and Lenny dive into some of the hot topics from the event including AI, inclusivity, and the need for innovation processes that prioritize quality. Make sure to join us at IIEX North America to take part in similar conversations!
Use the code PODCAST25 for 25% off your registration to IIEX North America
Many thanks to our producer, Natalie Pusch; and our editor, James Carlisle.
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Apr 3, 2023
57 — From Fads to Foresight: Reading the Undercurrent of Trends with Nathania Christy
Do you know how to spot profitable business opportunities and avoid fleeting fads?
Nathania Christy, a 2023 GreenBook Future list honoree, joins this week's podcast to discuss her career and work with trends. As an expert in trend insights and analysis, Nathania shares her perspective on how to differentiate between fleeting fads and profitable business opportunities. She emphasizes the importance of cultural context in understanding trends and unpacks the underlying forces that shape them.
Check out Trend-Driven Innovation: Beat Accelerating Customer Expectations
You can reach out to Nathania on LinkedIn.
Many thanks to Nathania for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Mar 27, 2023
56 — Curiosity Catalysts: Creative and Critical Thinking in Harmony with Hanne Kristiansen and Beth Miller
Replace fear with fascination to break through creatively.
This week's episode features creativity experts Hanne Kristiansen and Beth Miller, who discuss the intersection of creativity and professionalism. Although creative thinking and critical thinking skills are often viewed in opposition, our guests discuss how to balance them symbiotically and maximize your work culture. We explore how inviting curiosity back into the workplace can stimulate creativity, challenge limiting beliefs, and promote openness. Hanne and Beth also discuss how this openness includes diversity of voice to foster more creative solutions.
Check out IIEX North America
Check out the Creative Problem Solving Institute
You can reach out to Hanne on LinkedIn.
You can reach out to Beth on LinkedIn.
Many thanks to Hanne and Beth for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Mar 20, 2023
55 — Beyond the Data: Harnessing Domain Expertise to Drive Better Insights with Sathyaraj Asaithambi
Level up your insights by harnessing the power of domain expertise.
In this episode, we sit down with Sathyaraj Asaithambi, 2023 GreenBook Future List Honoree and expert in social media intelligence. Sathya discusses his role as Group Leader of Insights and Analytics at Novartis, the challenges and opportunities in the MRX field, and how domain expertise, creativity, and storytelling combine to provide stronger behavioral insights. Sathya also explores emerging technologies such as generative AI and deep learning models, emphasizing the importance of understanding the limitations of AI-powered solutions and data privacy concerns.
You can reach out to Sathya on LinkedIn.
Many thanks to Sathya for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Mar 13, 2023
54 — The Stepping Stones of Innovation: Navigating Failure and Empathy with Carol Fitzgerald
Innovation doesn't come easy – but according to our guest Carol Fitzgerald, CEO of BuzzBack, failure can be the key to success
In this week's episode Carol and Lenny talk about the significance of innovation, team building, and empathy in leadership. Carol shares her experiences of building BuzzBack during the early days of the internet, and encourages taking risks during times of rapid change and technological advancement. She also highlights failure as a crucial component of innovation, and explains how experimentation can benefit both quantitative and qualitative research methods, as well as the broader MRX industry.
You can reach out to Carol on LinkedIn.
Many thanks to Carol for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Mar 6, 2023
53 — Breaking Out of the Box: Leveraging New Technology with Randall Beard
The uncharted territories of generative AI, VR, and Web3 offer an abundance of opportunities for the research community.
In this episode, we sit down with Randall Beard, Director of RSB Advisory, to discuss the exciting potential of 'looking for signals' outside of your traditional research lanes. Whether conducting research in the metaverse or leveraging generative AI to streamline the process of working through data sets, keeping an open mind to peripheral technologies and trends can help build stronger research practices. During periods of rapid growth and change, scaling new technology becomes crucial to stay competitive.
You can reach out to Randall on LinkedIn.
Many thanks to Randall for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Feb 27, 2023
52 — Lessons in Building Multicultural & Personal Perspectives with Dr. Natalia Infante Caylor
Are you curious about the next generation of leaders in the market research industry?
In this episode, we are joined by Dr. Natalia Infante Caylor, a GreenBook Future List Honoree and multicultural researcher, who shares her inspiring journey from academia to entrepreneurship. Natalia stresses the significance of networking, volunteering, and researching the Hispanic community in the US for effective market research. Dr. Infante Caylor's personal motto, "We only regret the chances we don't take," inspires listeners to take risks and pursue professional opportunities. Tune in to gain valuable insights from Natalia's experiences and learn how you can make a positive impact in your own career.
You can reach out to Natalia on LinkedIn.
Many thanks to Natalia for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
Check out 13 Things Mentally Strong People Don't Do
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Feb 20, 2023
51 — Closing the Gap: Bridging Media Execution and Social Insights with Andi Govindia
Social media is not just a platform for sharing photos and videos, but also a treasure trove of information about the latest trends and consumer behavior.
Andi Govindia, co-founder and CEO of Riviter, recognized this early on and has been using cutting-edge technology to turn social media visuals into predictive insights. In this episode, we delve into Riviter's approach and explore Andi's journey from creating a visual scrapbook during an internship to the fouding of her company that uses computer vision and predictive algorithms to provide brands with social media insights. Join us in learning how brands can effectively communicate with their customers and bridge the gap between media execution and social insights.
You can reach out to Andi on LinkedIn.
Many thanks to Andi for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Feb 13, 2023
50 — Agility in Action: Navigating the New Normal with Julian Dailly
Are you ready to pivot your business strategy in today's rapidly changing world?
In this episode of the GreenBook Podcast, we welcome Julian Dailly, the founder and CEO of Savio, to discuss the critical role of workforce agility in today's business world. With the impact of the COVID-19 pandemic, companies must be able to adapt quickly to changing market demands and have creative recruitment strategies to attract and retain top talent. Join us as Julian discusses how to minimize overhead costs, respond promptly to customer needs, and stay ahead in today's business world.
You can reach out to Julian on LinkedIn.
Many thanks to Julian for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Feb 6, 2023
49 — Emmanuel Probst: Crafting Brand Image Like a Fine Cognac
Creating brand image is deliberate and inventive, like the production of wine, cognac, or whiskey.
Emmanuel Probst, Global Lead: Brand Thought-Leadership at Ipsos, joins the GreenBook podcast to discuss the release of his new book Assemblage. The book, which draws on the metaphor of spirit production, guides readers in creating a unique, distinctive, and dynamic brand image. Probst emphasizes the importance of forming an emotional connection with consumers, and stresses that this is crucial for companies of all sizes, ranging from boutique to Fortune 500. The episode unpacks how the book can help form a roadmap for those who want to to establish notable and pervasive brand recognition.
You can reach out to Emmanuel on LinkedIn.
Many thanks to Emmanuel for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Jan 30, 2023
47 — Watchers on the Wall: Grant McCracken & Dave McCaughan
Are macro-trends changing the way you approach research?
Expansion into a tech forward, globalized community is molding the landscape for consumers and creating additional gaps in the world of research. Grant McCracken & Dave McCaughan join this week's episode to explore macro-trends and changes they foresee in the coming year. Ranging from generational shifts, work-from home, or artisanal bread, these trends all influence the perspectives that inform research approaches.
You can reach out to Dave on LinkedIn.
You can reach out to Grant on LinkedIn.
Many thanks to Dave and Grant for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Jan 23, 2023
46 — DIY & Service: Adapting to Dynamism in Research
Many researches find themselves flexing between DIY and servicing— how can vendors serve them best?
Frederic-Charles Petit, CEO of Toluna, and Rob Wengel CEO of GutCheck join GreenBook's host, Lenny Murphy, to discuss their recent merger and how they are catering to different facets of the research industry. Many companies' insights strategies are becoming more dynamic, pulling different methods and approaches; making mergers, like GutCheck and Toluna a no brainer. Creating a 'one-stop-shop' is a trend we will likely see continuing in the MRX space with increasing acquisitions and changes.
You can reach out to Frederic on LinkedIn.
You can reach out to Rob on LinkedIn.
Many thanks to Frederic and Rob for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Jan 16, 2023
45 — Insights Alchemy: Refining the Craft of Research
How does the way we present our findings change the way they're understood?
Sarah DaVanzo, Chief Data Officer at Pierre Fabre, joins GreenBook's host and Head of Content, Karen Lynch to discuss her zine "Insights Alchemy". Sarah embarked on creating a beautiful artifact to adress the apparent ambiguity of the term 'insight' with varying definitions in the industry. The convergence of insights, art, and science result in a beautiful handbook where metaphor shows how we might refine and perfect the craft of insights.
You can reach out to Sarah on LinkedIn.
Check out the mentioned QRCA article here.
Many thanks to Sarah for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and our host, Karen Lynch.
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Jan 9, 2023
44 – Digging Deeper: Behavioral Science & the Future of MRX
How do we dig beyond what people tell us on the surface level?
Co-Founder of the Irrational Agency, Leigh Caldwell, poses this question in conversation with GreenBook's host, Lenny Murphy, as they discuss the evolution of behavioral science in the commercial MRX space. Leigh envisions a future of co-creation with the consumer — cultivating a positive experience that benefits both parties during the entire research process. To actualize this vision, Leigh suggests behavioral science must pave the way towards more innovative methodologies and the future of market research.
You can reach out to Leigh on LinkedIn.
Many thanks to Leigh for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Jan 3, 2023
43 — Leaning Into Discomfort, Empathy, & Comprehensive Insights
Are your judgements obscuring your consumer feedback?
Empathy activist & CEO of Ignite 360, Rob Volpe, joins the GreenBook Podcast to discuss the power of empathy and his recently published book, "Tell Me More About That: Solving the Empathy Crisis One Conversation at a Time". Rob recounts how his own experiences in the insights industry exemplify challenges in the face of discomfort and judgement. Leaning into empathy rather than bias, opens dialogue for unexpected findings and comprehensive insights that reflect broader perspective on human behavior.
You can reach out to Rob on LinkedIn.
Many thanks to Rob for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Dec 19, 2022
42 — Optimizing Research Strategies with Behavioral Science
Behavioral science is carving a seat at the table for market researchers.
Founder of the Mindstate Group, Will Leach, joins GreenBook's host, Lenny Murphy to discuss how behavioral insights are opening doors for researchers across the field. In a world of abundant data, behavioral design is optimizing research methodologies and exposing new facets of consumer understanding.
You can reach out to Will on LinkedIn.
Many thanks to Will for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Dec 12, 2022
41 — Improving Data Integrity in a Gig Economy
Imagine a database of pre-verified respondents at the tip of your fingers.
CEO of Echo MR, Kerry Hecht, joins GreenBook's host, Lenny Murphy, to discuss her initiative to create a quality network of survey participants to improve research processes. Similar to Upwork or Taskrabbit, Kerry imagines a gig economy model that benefits both the participant and the researcher. We explore how established profiles, better incentives, and attention to the participant experience all contribute to improved data integrity & research.
You can reach out to Kerry on LinkedIn.
Many thanks to Kerry for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Dec 5, 2022
40 — A Year In Review
A year of the GreenBook Podcast calls for a full year in review!
With 2023 just around the corner, Simon Chadwick, Managing Partner of Cambiar Consulting, joins GreenBook's host, Lenny Murphy, to discuss the biggest takeaways from the past year in the insights industry. Lenny and Simon dive into the major trends ranging from technological advancement to new team strategies. The significant changes from the past year suggest more changes to come as we head into the new year.
You can reach out to Simon on LinkedIn.
Many thanks to Simon for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Nov 28, 2022
39 — Best Of: How Walmart is Commercializing the Power of Data Science
In the spirit of Thanksgiving we are revisiting one of our audience's favorite episodes from the year!
Linda Lomelino, Senior Director of Product Management, Data Ventures at Walmart joins our Host Lenny to discuss changes in the consumer marketplace over the past several years. They discuss the ways in which Walmart is leveraging the data they collect to serve commercial customers without compromising data privacy.
You can reach out to Linda on LinkedIn.
Many thanks to Linda for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Nov 21, 2022
38 — Uncovering Human Truths in Healthcare Research
Consumer research in healthcare can inform precise, personal, and intentional branding strategies.
Susan Griffin, Griffin & Skeggs Collaborative, joins GreenBook's host and Head of Content, Karen Lynch to explore the takeaways from the recent event IIEX Health 2022. As they dive into sensitive topics ranging from vaccine hesitancy to terror management, Karen and Susan draw wisdom from presentations centered around 'human truths'. In a field that is intrinsically personal, MRX professionals perform research delicately and effectively to increase accessibility, inform medical literacy, and so much more.
You can reach out to Susan on LinkedIn.
Many thanks to Susan for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and our host, Karen Lynch.
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Nov 14, 2022
37 — Painting a Picture of Identity with Narrative Psychology
Digital artifacts mark a new era of consumer behavior.
Drivers in behavior are rooted in identity and the personal narrative that shapes it. Founder & CEO of Threadline, Kristian Aloma, joins GreenBook's host, Lenny Murphy, to explore narrative psychology and the formation of identity. While virtual gaming had never previously been a part of his life, Fortnite purchases exemplify one facet of Aloma's personal narrative rooted in family.
You can reach out to Kristian on LinkedIn.
Many thanks to Kristian for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Nov 7, 2022
36 — Decisions Over Decimals, Learning Intuition
Can intuition be taught?
The authors of newly published, Decisions Over Decimals, Paul Magnone (Google), Christopher Frank (American Express), and Oded Netzer (Amazon), prove that it can in a conversation with our host Lenny Murphy. The authors delineate the core methodologies that unite theory and practice in research. Quantitative intuition helps unlock 'what you wish you knew' to make more informed decisions.
You can reach out to Paul on LinkedIn.
You can reach out to Chris on LinkedIn.
You can reach out to Oded on LinkedIn.
Many thanks to Paul, Chris, and Oded for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.
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Oct 31, 2022
35 — What to Make Of the Investment Activity in MRX?
Investments in the MR space are hotter than ever.
Join President of eCGlobal , Adriana Rocha, as well as GreenBook's host, Lenny Murphy, as they discuss the experience of leading a company through acquisition. Transitioning from a small startup that was based out of a Brazilian mansion, eCGlobal has stayed true to its roots in co-creation and ideation while finding a new home with Stefanini. Adriana's experiences help forge a path for other companies as investments continue to rise in the market research space.
You can reach out to Adriana on LinkedIn.
Many thanks to Adriana for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, NAILBITER.
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Oct 24, 2022
34 — Deconstructing Fandom: How to Broaden Your Playing Field
Sports research isn't what it used to be.
Edwin Roman, Senior Director, Brand Strategy and Content Insights at ESPN, joins our host Lenny Murphy, to discuss the ever changing landscape of sports streaming and research. From virtual gaming to basketball, ESPN is finding new and innovative ways to engage sports fans and adapt to a wider audience. Edwin discusses the deconstruction of fandom and personal identity consumers find in sports.
You can reach out to Edwin on LinkedIn.
Many thanks to Edwin for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, NAILBITER.
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Oct 17, 2022
33 — Order in Chaos, Foresight in Design
While reading her daughter a bedtime story about Neil Armstrong, Katie Swindler had an epiphany informing her career in insights and design.
Join GreenBook's host, Lenny Murphy, and author of Life and Death Design, Katie Swindler as they explore behavioral science and inclusive design practices. At Allstate, Katie's approach to design takes into account the nuances presented by chaotic and stressful moments while factoring in considerations around ease of use, ethics, and diversity of experience.
You can reach out to Katie on LinkedIn.
Many thanks to Katie for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, NAILBITER.
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Oct 10, 2022
32 — A Female Founder at the Forefront of Inclusion
From an MTV VJ to a founder of a multinational company, this insights leader has always prioritized people as a key part of her professional journey.
Amishi Takalkar, CEO of NAILBITER joins our host Lenny Murphy to discuss how diversity of voice benefits us all personally and professionally. As she balances her life as a mother and a company lead, Amishi also notes the complexity of identity and combatting personal misconceptions. She emphasizes self advocacy as well as the promotion of diverse professionals across the insights industry.
You can reach out to Amishi on LinkedIn.
Many thanks to Amishi for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, NAILBITER.
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Oct 3, 2022
31 — Pioneering Applications for Neuroscience
How will AI shape the future of insights? Neuroscience is helping us look forward to novel pathways and approaches.
In this week’s episode, Dr. Thomas Ramsoy, Founder & CEO of Nuerons, joins GreenBook’s host Lenny Murphy to discuss the growth of his company and the groundbreaking ways neuroscience is integrating into behavioral science and research technology. Ramsoy highlights that as we transition to an increasingly automated world, we face new ethical boundaries and information polarization. The two also discuss the "platform revolution" and what that means for the insights and analytics industry.
You can reach out to Dr. Ramsoy on LinkedIn
Many thanks to Thomas for being our guest. Thanks also to our producer, Karen Lynch; our editor, James Carlisle; and this episode's sponsor, Tremendous.
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Sep 26, 2022
30 - Are NFTs the Future of Brand Marketing?
Matt Bell, Founder & CEO at Honest Labs, joins our host, Lenny Murphy for this week's episode. Matt has been in the digital marketing industry for 15 years and unequivocally believes that NFTs are the future of brand marketing. Join us while Lenny and Matt discuss what we're seeing in the NFT and Web3 space and the mechanism for engagement, loyalty and brand love.
_In this episode, we'll explore:_
* How NFTs allow brands to sell ownership in their brand clout and create communities with their customers
* Ways NFT communities allow you to collect extremely intimate data on your customers
* Who can introduce NFTs with little friction and the phenomenal opportunity for those brands
* How startups can fund their businesses with a well-researched, executed NFT project
_Episode resources and links:_
* Subscribe to free newsletters: Blockworks and Coinbase
* Visit Chummy Fin Club and join their free Discord
* Reach out to Matt at honestlabs.co/
* Find him on Instagram: @…
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Sep 19, 2022
29 - Get Ready for the Year of Joy
After years of studying consumer behavior, two insights industry leaders are on a mission to empower others to lead a more joyful life.
Andrew Cannon and Debby Schlesinger-Hellman join the GreenBook Podcast host, Lenny Murphy, to discuss their project that will leverage the reach of the insights industry and positively engage people with the gift of joy. Andrew and Debby walk us through their holistic, four pillared approach that will help others take control of the joy they can bring to themselves and others.
Many thanks to Debby and Andrew for being our guests. Thanks also to our producer, Karen Lynch, and our editor, James Carlisle. And to Tremendous, for sponsoring this episode.
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Sep 6, 2022
28 - Consumers Take the Wheel! Creating Value through Incentives
When serendipity meets perseverance, one founder pivots and makes his mark organically, without the backing of venture capitalists.
Nick Baum, Co-founder & CEO at Tremendous, joins our host, Lenny Murphy for this week's episode, to explore the concept of consumer choice in market research. As a true entrepreneur, Nick talks about platforms that unlock value through creative incentives, delivering to consumers a payout on their own terms.
Many thanks to Nick for being our guest. Thanks also to our producer, Karen Lynch, and our editor, James Carlisle. And to Tremendous, for sponsoring this episode.
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Aug 30, 2022
27 -Advancing Insights with Behavioral Biometrics
In this week's episode, our host Lenny Murphy, is joined by a team of professionals working with non-conscious measurements, human-behavioral biometrics, a trinity committed to bridging the gap between humans and machines: Peter Hartzbech, Rana el Kaliouby, and Martin Krantz. Join their exploration of how human, behavioral research will play a central role in every organization's success, and at every level.
_In this episode, we'll explore:_
* What is meant by human insight ai (spoiler alert: it includes machine learning and non-conscious measurement, such as facial coding, eye-tracking and other biometrics
* The ethos around teaching machines to anticipate, and potentially mimic, human behavior
* A research future with behavioral biometrics and how to scale it out to other markets
Many thanks to Peter, Rana and Martin, for being our guests. Thanks also to our producer, Karen Lynch, our editor, James Carlisle.
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Aug 23, 2022
26 -Turn Disruption into Dynamism with Kantar's Walker Smith
J. Walker Smith, Chief Knowledge Officer, Brand & Marketing for Kantar Consulting, joins our host Lenny Murphy for this week's episode. They discuss the involuntary experiment of digital lifestyles brought about by the pandemic and what we learned having gone through that time. They also get into ways brands can plot a new course ahead with consumer needs and interests at the forefront.
In this episode, we'll explore:
* The rise of hybrid work and the changing needs and opportunities around human scale interaction
* The need to develop digital systems to enhance (not replace) analog engagement
* The new normal of disruption, increasing volatility, inflation, institutional mistrust, a growing mental health crisis ... and what all that means for brands
You can connect with Walker via email or on LinkedIn; you can read Walker's weekly LinkedIn newsletter: FourTuesday.
Many thanks to Walker, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle…
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Aug 16, 2022
25 - Hack Your Brain With Behavioral Science
Anna Lakomy, founder and CEO of Your Career Guardian Angel, joins our host Lenny Murphy in this week's episode. Former market research executive turned full-time career coach, Anna applies her expertise within neuroscience and behavioral science to help her clients.
Lenny and Anna discuss how we can apply the lessons we learn in behavioral science to ourselves, in identifying and avoiding burnout, assessing job performance and career decisions, and workplace behaviors (e.g., perfectionism, procrastination) that are actually self-sabotaging choices.
_In this episode, we'll explore:_
* Radical accountability and the responsibility we need to take for many of the workplace challenges we face
* The Great Resignation, The Great Reshuffling, and overall reevaluation during this period of seismic change
* How we need to hijack our limbic brains and mindfully consider both "System 1" and "System 2" thinking when it comes to job seeking, interviewing and overall career confidence
Many…
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Aug 9, 2022
24 - GRIT Sneak Peek: 2022 Business & Innovation Trends
In this week's episode:
Gregg Archibald and Lenny Murphy, Managing Partners at Gen2 Advisors, talk about the upcoming Business & Innovation GRIT report, while GreenBook's Head of Content, Karen Lynch hosts.
The GreenBook Research Industry Trends (GRIT) Report is the #1 strategic planning tool in consumer insights. While still a few weeks away from our formal publication, listen in to this episode get exclusive details like:
* Sample quality & survey design
* Sample availability & alternative sample sources
* Measures taken by the most innovative suppliers and brands
* The changing industry landscape & new competition
* Supplier revenue trends & the employment outlook
Links From The Show:
Gen2 Advisors --> https://www.gen2advisors.com/
GRIT Report --> https://www.greenbook.org/mr/grit/
Many thanks to James Carlisle, our audio editor; to Lenny and Gregg for being our guests; and to you, our listeners: thank you for giving us your time and attention.
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Aug 2, 2022
23 - Rethinking the Aging Population with Dave McCaughan
Dave McCaughan, Founder & Storyteller at BIBLIOSEXUAL, joins our host, Lenny Murphy for this week's episode. Dave has spent three decades in Asia Pacific leading strategy planning and in senior management roles with McCann, one of the world’s largest advertising and communication companies.
Join us while Lenny and Dave discuss the mindset of people over 65, how that population represents the most significant growth area for brands, and the myths and biases that block brands from incredible marketing opportunities.
In this episode, we'll explore:
* What an aging population in today's society mean for brands, and what brands should and should not be doing in that context
* How longevity, new lifestyle goals, and unique drivers of success vary for different age groups and what that means for their respective expendable incomes
* How and why insights professionals should rethink recruitment, age caps and quotas, and hiring practices to be inclusive of the valuable voice and life…
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Jul 26, 2022
22 - What Our Shifting Culture Means For Researchers, with Grant McCracken
In this week's episode: Lenny Murphy is joined by Grant McCracken, an Anthropologist and Ethnographer with a Ph.D. from the University of Chicago and the author of 14 books.
Grant has studied American culture and commerce for 25 years; he's taught at Harvard, the University of Cambridge, and he was a member of the Convergence Culture Consortium at MIT.
Join us while Lenny and Grant discuss the fragmentation points that are occurring in society, how culture is not cohering the same way it has in the past, and our path moving forward recognizing a seismic shift.
Top Topics We Explore In This Episode:
* Why young adults become trapped in a "Failure to Launch" reality, from an anthropological perspective, and their lack of attainable navigational satellites with the breakdown of an effective Avant Garde.
* The sheer volume of bad behavior in our society, both individual and corporate, and the need for a new honor code and a restore morality and decency -- and the economics of so do…
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Jul 19, 2022
21 - The Research Fraud Squad: On the Trail of Data Quality
In this week's episode, our host Lenny Murphy, is joined by industry professionals working on the issue of data quality, now dubbed "the fraud squad":
* Carrie Campbell, VP Analytics at Ketchum
* Tia Maurer, Group Scientist at Procter & Gamble
* Efrain Ribeiro, sampling & panel online access advisor at Zinklar
* Mary Beth Weber, advocate at Lucy.ai and founder at Case4Quality
Join us while Lenny and "the fraud squad" as they discuss survey fraud and data quality, from the root cause of the issues to some potential solutions, and what the issues mean for brands as they help drive change.
In this episode, we'll explore:
* The inherent tension between data quality and the speed and cost of data acquisition.
* The multifaceted costs associated with bad data, not just literal due to bad decision-making, but including the cost to a businesses' reputation and/or potential client relationships.
* The major findings and takeaways of the landmark CASE study, including the fact…
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Jul 12, 2022
20 - Is Your Sample Representative? Exploring Inclusivity
In this week's episode, our host Lenny Murphy, is joined by three individuals leading the industry conversation around inclusivity: Tim Cornelius, Director of Operations at QuestionPro and CEO at P3 Technology; Keyona Osborne, Senior Research Manager at Accelerate (a SmithGeiger company); and Lilah Raynor, CEO at Logica Research.
Join us while Lenny explores with these three industry professionals the importance of representation and the challenges we have in the industry with ensuring that our samples are inclusive.
In this episode, we'll explore:
* The importance of accessible content and accessible surveys in working towards equitable representation
* How opening up the door to recruitment criteria allows for a more natural diversity in research participation
* Ways considerations for race, ethnicity, culture, and socioeconomic status might factor into research outcomes
* The business case for prioritizing inclusivity and accessibility in research design
Many thanks to L…
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Jul 5, 2022
19 - Telling Better Stories with Data
In this week's episode: Lenny Murphy, is joined by Jason Alleger, Senior Director, Consumer Insights & Strategy at Traeger Grills and an adjunct professor at Brigham Young University.
Join us while Lenny and Jason discuss category disruption, how companies that do disrupt see the world and the problems they are solving, and the importance of storytelling to change a business, and the future of insights.
In this episode we'll explore:
* Some disruptive companies (e.g., Uber, Netflix, Halo Top , Tesla, and Traeger Grills, of course) that solved consumer problems, changed lives and/or opened the door for consumer acceptance in declining categories
* An amazing story about torch juggling and the five components of that, and any, story: exposition, rising action, climax, falling action, and resolution
* How you unlock "delightful surprise" in storytelling instead of getting stuck in reporting by being mindful and thinking through it, deliberately, in advance
Many thanks to Jason…
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Jun 28, 2022
18 - Reducing Friction to Drive Product Development
In this week's episode: Lenny Murphy, is joined by Nis Frome, COO at JOON and GM at Coderbyte and Session Rewind.
Join us while Lenny and Nis discuss the importance of reducing (or eliminating) friction to inspire new product development and the productization of new services.
In this episode we'll explore:
* How learning about the tensions experienced by an individual and/or a company can open the door to the development of the next great product
* Human capital management, the individual's journey to self-realization, and how products can help them achieve their ultimate life goals
* The importance of being nimble in a future that is going to be, inherently, unprecedented
Many thanks to Nis, for being our guest. Thanks also to our host, Lenny Murphy, our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, My-Take.
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Jun 16, 2022
17 - Sage Start-Up Advice from GreenBook Pitch Winners
In this week's episode, our host Lenny Murphy, is joined by the IIEX North America 2022 GreenBook Pitch Winners from Highlight: Dana Kim, Founder & CEO, and Ethan Kellough, Co-founder and Chief Product Technology Officer.
Join us while Lenny explores the start-up world with Dana and Ethan, where their start-up (Highlight) is now, what transpired as a result of their win at IIEX North America, and what's to come in the future.
In this episode, we'll explore:
* Pro tips for pitching your product, to investors, potential clients, or in a competition like the GreenBook Pitch
* The importance of practicing your pitch, with open and honest feedback after each attempt, as you iterate your way to a winning presentation
* Advice for those starting up new businesses themselves. (Spoiler alert: trust your strategy and be ruthless in your prioritization.)
Many thanks to Dana and Ethan, for being our guests. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and our spo…
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Jun 9, 2022
16 - Designing A Human-Centric Future with Stravito
In this week's episode: Lenny Murphy, is joined by Thor Olof Philogene, CEO and co-founder of Stravito.
Listen in as Lenny and Thor discuss the individual journeys of Stravito's co-founders, what brought them together, what's attributed to their success to date, and what they're doing with their funding to keep their momentum growing.In this episode, we’ll explore:
- The rise of purpose-built insight technology for the enterprise
- The importance of user experience to drive adoption and insight engagement
- How famous brands like Burberry are building an insights newsroom and narrative
Many thanks to Thor, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, Stravito.
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May 27, 2022
15 - How Walmart is Commercializing the Power of Data Science
In this week's episode: Lenny Murphy, is joined by Linda Lomelino, Senior Director of Product Management, Data Ventures at Walmart.
Join us while Lenny and Linda discuss the unique changes that have occurred over the past few years, both in the consumer marketplace and in how Walmart is leveraging the data they collect to serve their commercial customers.In this episode we'll explore:
- How insights extracted from data can improve how companies operate and improve their offerings
- How Walmart came to commercialize the data they collect, at the aggregate level, without compromising their customer information
- Walmart Luminate and the data products Walmart's Data Ventures are putting out to ultimately serve their customer
Many thanks to Linda, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, Perksy.
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May 21, 2022
14 - From URL to IRL: How Top Brands Are Meeting Consumers Where They Are
In this week's episode: Lenny Murphy, is joined by Timo Pelz, Vice President of Business Marketing at Reddit. Together, they discuss the concept of Communities 2.0, where who you are no longer matters, but what you are passionate about is everything, and the way what happens online (URL) plays out in real life (IRL). In this episode we'll explore:
- The importance of Reddit's mission of bringing community and belonging to everyone in the world
- The difference between a Reddit community and the research communities typically utilized by the insights community
- How the Reddit insights team supports brands and delivers great business value
Many thanks to Timo, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, Perksy.
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May 15, 2022
13 - What Brands Can Learn from the Launch of Pinterest Predicts
In this week's episode: Lenny Murphy, is joined by Talia Parnass, former Senior Lead of Trends & Campaign Management at Pinterest to discuss creating higher quality, more relevant content that's truly mapped to consumer demand.3 Topics We'll Explore:
* The Pinterest Predicts annual global trends report that reflects the dominant search trends of more than 400 million users worldwide
* How brands are leaning into the trends and movements that Pinterest Predicts accurately forecasted in order to drive powerful business results
* The reason Pinterest's revenue is growing despite its falling stock prices, and what brands can learn about creating more valuable and profitable user experiences
Many thanks to Talia, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, Perksy. Producer's Note:
Talia has since left her role at Pinterest and joined Reddit - feeling inspired by both teams to live her best life and create th…
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May 9, 2022
12 - Insight Communities: Flourishing In a Time of Change
In this episode: Lenny Murphy, is joined by Todd Hoskins, Co-Founder of My-Take, to talk through the changing needs of research service buyers brought about by the disruption to in-person research.
Listen in as Lenny and Todd discuss the dichotomy of research providers offering tech innovation vs. those offering consultative research services.
3 Topics We'll Explore:
* The digital qualitative research boom and the enormous need for fast and effective tools to engage with consumers
* How purchasing behaviors have led to an increased need for UX research tools
* The wide range of SaaS, full-service, and hybrid providers in the marketplace
Many thanks to Todd, for being our guest. Thanks also to our producer, Karen Lynch, our editor, James Carlisle, and this episode's sponsor, My-Take.
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Apr 30, 2022
11 - The Future of Consumer Feedback is Fun and Fiercely First-Party
In this week's episode: Lenny Murphy, is joined by Nadia Masri, Founder of Perksy, to discuss why allowing for a fun respondent experience yields stronger survey results. Take this deep dive into Nadia's entrepreneurial journey, the theory of gamification in MRX, and the fundamentals of approaching research with a more human-centered lens to create a FUN consumer feedback experience.In this episode we'll explore:
* How to change the nature of the survey experience through gamification
* The role of both skill and luck in the adoption of new product models
* The emotional investment (and pay off) of the founder's journey
* How to influence respondents to actually 'show up' to participate in surveys
* How to improve the quality of survey responses
Shownotes:
* Lenny Murphy --> https://greenbook.captivate.fm/lenny11
* GreenBook --> https://greenbook.captivate.fm/ep11gb
* Nadia Masri --> https://greenbook.captivate.fm/nadia11
* Perksy --> https://greenbook.captivate.f…
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Apr 12, 2022
10 - How to Deliver Quality Insights in a DIY World
In this week's episode: Lenny Murphy, is joined by InnovateMR CEO, Lisa Wilding-Brown, to break down the complex layers of do-it-yourself (DIY) research solutions vs. insights outsourcing. Listen in as they provide an in-depth analysis of sample supply challenges, survey design optimizations, and methodological approaches to maintaining data quality. 5 Topics We'll Explore In This Episode:
* Self-service research trends, and in-house research predictions for mega-brands like Walmart and Amazon
* The survey ecosystem and the fundamental dynamics of participant engagement
* Strategic partnerships and the roadmap to product expansion
* The maturation of online fraud and how to mitigate the risks
* The evolution of the competitive landscape and data value chain
Thank you to our producer, Emily Fullmer, our editor, James Carlisle, and this episode's sponsor, InnovateMR.
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Mar 27, 2022
09 - Democratizing Research with Dovetail, the Next ResTech Unicorn
In this week's episode: Lenny Murphy, is joined by Benjamin Humphrey, co-founder & CEO of the incredibly successful software startup, Dovetail for an enlightening discussion around customer centricity in R&D, solutions for solving your unstructured data + fragmentation challenges, and the importance of working cross-functionally to help key players understand + leverage insights for better product/service design. In This Episode We'll Explore:
* 3 macro trends on the rise in user experience (UX) and user interface (UI)
* The complexity of customer-centric design and fit for purpose products/services
* How to improve data democratization and remove barriers for the dissemination of insights
Links From The Show:
* GreenBook -->https://greenbook.captivate.fm/podcast
* Lenny Murphy --> https://greenbook.captivate.fm/lenny
Thank you to our producer, Emily Fullmer, our editor, James Carlisle, and this episode's sponsor, Zappi.
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Mar 20, 2022
08 - Designing a Research Team with Range
In this week's episode: Lenny Murphy, is joined by Rogayeh Tabrizi, Ph.D., behavioral economist, Founder & CEO of Theory + Practice, and one of this year's GreenBook Future List Honorees for an incredible discussion around multi-disciplinary teams and leveraging them to create innovative approaches to common issues within insights.
Take a deep dive and discover how these teams are inherently set up for success by utilizing their unique abilities to challenge each other with radically different viewpoints and skillsets. In this discussion, Dr. Tabrizi also outlines the importance of leveraging interconnected data to create actionable customer-centric strategies for insights teams to produce more valuable contributions that impact both the top and bottom lines.In This Episode We'll Explore:
* How to break data silos
* How to Increase efficiency through interconnected data
* How to build an environment that's conducive to creativity and innovation
* The unique composition of s…
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Mar 13, 2022
07 - Unpacking the ResTech M&A Landscape
In this week's episode: Lenny Murphy, is joined by Elaine Riddell and Ken Sonenclar of Oaklin's DeSilva + Phillips, to unravel the complex web of investments, mergers & acquisitions (M&A), and capital formation surrounding ResTech. Take this deep dive and learn what it takes to build a highly valued business in 2022. In This Episode We'll Explore:
* M&A and market research trends
* Developing a formula for valuation
* How to take rapid action to build a premium business
* What distinguishes and differentiates successful companies in the marketplace
Links From The Show:
* GreenBook --> https://greenbook.captivate.fm/podcast
* Lenny Murphy --> https://greenbook.captivate.fm/lenny
Many thanks to Emily Fullmer, for producing and editing this episode, and to Zappi, for sponsoring this podcast.
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Feb 24, 2022
06 - Are We Approaching A Sample Supply Crisis?
In this week's episode: Lenny Murphy, is joined by Melanie Courtright and Howard Fienberg of the Insights Association, to discuss challenges, predictions, and concerns around sample supply and what it could mean for the industry in 2022 and beyond. In This Episode We'll Explore:
* Data demand and supply gaps
* Differentiating research from marketing
* Privacy and governing the use of data
* Combating data fraud and hackers
Links From The Show:
* GreenBook --> https://greenbook.captivate.fm/podcast
* Lenny Murphy --> https://greenbook.captivate.fm/lenny
Many thanks to Emily Fullmer, for producing and editing this episode.
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Jan 27, 2022
05 - GRIT Report Sneak Peek: The State of Insights In 2022
In this week's episode: Lenny Murphy, is joined by Nelson Whipple, GRIT Research Director at GreenBook, to talk about the upcoming Insights Practice GRIT Report!
GreenBook Research Industry Trends (GRIT) Report is the #1 strategic planning tool in consumer insights, and because we're just about 2 weeks away from publishing our 30th edition, we're celebrating by providing an ultra-rare GRIT Report sneak peek with Lenny and Nelson - the masterminds behind the magic!
Listen in to get exclusive details like:
* Emerging Methods
* Visualization Trends and Buyer Sentiment
* Strategic Consultancy Supplier Trends
* Primary Revenue Sources
* Remote, In-Person, and Traditional Methodology Trends
* Qualitative shifts + scalability
* Permanent changes for 2022
Links From The Show:
* GreenBook --> https://greenbook.captivate.fm/gb
* Lenny Murphy --> https://greenbook.captivate.fm/lenny
Many thanks to Emily Fullmer, for producing and editing this episode, and to Zappi, for spo…
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Jan 24, 2022
04 - Zappi: Net Zero and Hybrid Leadership in 2022
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 and innovation development.
Take a deep dive into the origin story of Zappi (who just so happened to have won GreenBook's very first Startup Pitch competition way back in 2013) and discover how they became a leader in prioritizing global sustainability by taking the Net Zero Pledge, get the rundown on how they've built a strong company culture in a hybrid environment, and uncover the important lessons about servant leadership they've learned along the way. Links From The Show:
* GreenBook --> https://greenbook.captivate.fm/podcast
* Lenny Murphy --> https://greenbook.captivate.fm/lenny
Many thanks to Emily Fullmer, for producing and editing this episode, and to Zappi, for sponsoring this podcast.
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Jan 17, 2022
03 - The Wild, Wild, West of ResearchOps
In this week's episode, GreenBook's host, Lenny Murphy, is joined by Noel Lamb, former Head of Research Operations at Robinhood to explore the Wild, Wild West of ResearchOps, including the democratization of research, its strategic function, how to get organizational buy-in, the future of ResearchOps, and more...Links From The Show:
* GreenBook --> https://greenbook.captivate.fm/podcast
* Lenny Murphy --> https://greenbook.captivate.fm/lenny
Many thanks to our guest, Noel. Thanks also to Emily Fullmer, for producing and editing this episode.
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Dec 10, 2021
02 - How DAOs Will (Re)Shape Research Organizations
In this episode, GreenBook's host, Lenny Murphy is joined by Dave Carruthers, Founder of Voxpopme, and Andrew Konya, Co-Founder of Remesh to discuss how Decentralized Autonomous Organizations (DAO) will open up opportunities for new business models, create shared value for consumers and brands, and shape the future of research organizations.Links From The Show:
* GreenBook --> https://greenbook.captivate.fm/podcast
* Lenny Murphy --> https://greenbook.captivate.fm/lenny
Many thanks to our guests, Dave and Andrew. Thanks also to Emily Fullmer, for producing and editing this episode.
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Dec 6, 2021
01 - The World's First D2C Product Testing Platform with Dana Kim
In our inaugural episode, GreenBook's host, Lenny Murphy is joined by the Founder & CEO of Highlight, Dana Kim to talk about the art of reinvention, her big plans for audience expansion in product research, and the future of the industry.
As a true visionary and strategic planner, Dana discusses how she's built a thriving community of 'Highlighters' and landed her shortlist of dream clients amidst a global pandemic. Episode Links:
GreenBook - https://greenbook.captivate.fm/podcast
Lenny Murphy - https://greenbook.captivate.fm/lenny
Many thanks to Dana, for being our first podcast guest. Thanks also to Emily Fullmer, for producing and editing our inaugural episode.
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