Podcast · Business

Greenbook Podcast

by The Greenbook Podcast Network · English · Business

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

New episodes: Every two weeks
Typical length: 46 min
Latest: 12 Oct 2026
Language: English

Latest episode

12 Oct 2026 · 46 minNew

182 - Vazen’s Charlotte Kiddle & Yasmin Ayoub Sanusi on Smarter Retail Data

What if one of retail’s most valuable datasets has been hiding in plain sight? In this episode of the Greenbook Podcast, Karen Lynch sits down with Charlotte Kiddle and Yasmin Ayoub Sanusi of Vazen, formerly Virtual Store Trials, following their double win at IIEX Europe’s Insight Innovation Competition for both the Audience Favorite Award and Industry Impact Award. Charlotte and Yasmin explain how Vazen transforms planogram, transactional, store, and shopper-related data into practical intelligence for brands and category teams. They explore how AI can make years of shelf data easier to…

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Earlier episodes 29 most recent

E181 · 28 Sep 2026 · 39 min
181 - IIEX AI Recap: What’s Next for Research with Sarah Snudden
Fresh from IIEX AI, Karen Lynch and Sarah Snudden unpack the ideas that stood out across two packed days of conversations about AI and the future of research. They explore why AI’s biggest opportunity isn’t simply greater speed or productivity, but creating more room for strategic thinking, stronger relationships, and better business decisions. Sarah and Karen discuss accountability in AI-assisted work, the evolving role of synthetic data and AI-moderated qualitative research, and why human judgment remains essential even as research workflows become increasingly automated. The conversation…
E180 · 14 Sep 2026 · 41 min
180 - Rethinking Insights Impact with Nadine van Rooyen of WEX
What if an insight doesn’t lead to action? Does that mean it failed? In this episode of the Greenbook Podcast, Karen Lynch speaks with Nadine van Rooyen, Senior Effectiveness Manager at WEX, about challenging one of the insights industry’s most persistent assumptions: that value is defined by actionability. Nadine explains why insights can create meaningful business impact even when recommendations aren’t implemented, and how decision quality, prioritization, and organizational trade-offs offer a more complete picture of success. They also explore the importance of understanding internal…
E179 · 31 Aug 2026 · 48 min
179 - Sentient Design and the Future of AI-Powered UX with Josh Clark and Veronika Kindred
What happens when AI becomes more than a tool and starts shaping the interface itself? Josh Clark and Veronika Kindred of Big Medium, co-authors of Sentient Design: Crafting Intelligent Interfaces with AI , join Karen Lynch to explore a new approach to designing AI-powered experiences. They discuss treating AI as a design material, moving beyond chat-based interfaces, and creating products that adapt to users’ context and intent in real time. The conversation also examines one of AI design’s biggest challenges: trust. Josh and Veronika share approaches for building transparency,…
E178 · 17 Aug 2026 · 51 min
178 - Thania Farrar of Burke: Building Trusted AI Insights
How can established insights organizations innovate with AI without sacrificing the rigor and trust that made them successful? Thania Farrar, Senior Vice President of Corporate Innovation at Burke, joins Lenny Murphy to explore how the firm is evolving from traditional market research toward decision intelligence. They discuss building AI-enabled systems that connect fragmented data, deliver insight closer to the moment of decision, and preserve the value of expert judgment. Thania also explains why high-quality human data remains essential, how transparency strengthens client relationships…
E177 · 3 Aug 2026 · 49 min
177 - Crispin Beale of IDX on Evidence-Led Communications
What happens when evidence, communications, and AI converge? Crispin Beale, Worldwide CEO of IDX, joins Karen Lynch to explain why organizations must rethink how they manage their narratives in an era shaped by answer engines, synthetic audiences, and machine-led discovery. He shares how IDX is integrating data and insights across performance marketing, corporate communications, and investor relations to help clients make more rigorous decisions without slowing down creative work. Crispin also explores the promise and risks of synthetic data, arguing that transparency and clear tagging are…
E176 · 20 Jul 2026 · 36 min
176 - Heineken’s Mary Beth Jowers on Driving Insights-Led Change
Mary Beth Jowers, VP of Americas Consumer and Market Insights at Heineken, joins Karen Lynch to explore how insights professionals can become more effective drivers of organizational change. Drawing on her leadership experience across global, regional, and developing markets, Mary Beth explains why insights teams should operate like internal businesses—prioritizing work that delivers measurable value and supports better decisions. She shares how empathy, stakeholder understanding, and behavioral insight can help teams overcome resistance and influence how organizations operate. The…
E175 · 6 Jul 2026 · 38 min
175 - John Gilfeather on Craft, Ethics, and Research Legacy
In this episode of the Greenbook Podcast, Karen Lynch speaks with John Gilfeather, President of John Gilfeather & Associates and 2026 Market Research Council Hall of Fame inductee for Lifetime Achievement. John reflects on a career that spans Yankelovich, Roper, TNS, Logica Research, and his own consultancy, sharing lessons from decades of B2B, public affairs, corporate reputation, and public-release research. The conversation explores what makes research “good,” why mentorship matters, and how industry disruptions—from telephone to online to AI—have changed the craft. John also offers a…
E174 · 22 Jun 2026 · 46 min
174 - The Emotional Power of Convenience with Maxalan Vickers of Overtime
What if convenience isn’t just about saving time—but about reducing stress, mental load, and friction? In this episode of The Greenbook Podcast, Karen Lynch sits down with Maxalan Vickers, Senior Insights Manager at Overtime, to explore how empathy, accessibility, and convenience intersect in modern consumer experiences. Drawing from his popular IIEX North America presentation, Maxalan shares why convenience should be viewed as an emotional outcome rather than a functional benefit. He discusses how Gen Z’s expectations are reshaping digital experiences, why insights should focus on relieving…
E173 · 8 Jun 2026 · 53 min
173 - Adam Bai of Panoplai on Shaping the Future of Insights
In this episode of the Greenbook Podcast, Karen Lynch sits down with Adam Bai, Chief Strategy Officer and Chief Client Officer at Panoplai, winner of Greenbook’s inaugural Industry Impact Award at IIEX North America. Adam shares how his background in anthropology, innovation, and enterprise transformation shapes Panoplai’s approach to modern insights. The conversation explores digital twins, synthetic data, the importance of validated human data, and why AI should enhance—not replace—the role of insights professionals. Adam also discusses what it means to build for both today’s market needs…
E172 · 25 May 2026 · 40 min
172 - Bringing Insights to Life Through Creative Storytelling with Dan Parker-Smith
In this episode of the Greenbook Podcast, Karen Lynch sits down with Future List Honoree Dan Parker-Smith to explore how documentary filmmaking techniques can transform the way insights are communicated. As the co-founder of EXPLNERS, Dan shares how his background in film, music, and creative collaboration shaped his approach to making research findings more human, memorable, and actionable. The conversation dives into the power of storytelling, audience-first thinking, and creating “rewatchable” insight deliverables that drive stakeholder engagement and activation. Dan also discusses why…
E171 · 11 May 2026 · 54 min
171 - Samuel Cohen & Fairgen on AI Digital Twins in Research
In this episode of the Greenbook Podcast, Leonard Murphy sits down with Samuel Cohen, co-founder and CEO of Fairgen, to explore the rapidly evolving world of synthetic data and AI-powered digital twins. Samuel shares how Fairgen has evolved from synthetic sample augmentation into building category-specific digital twins that help brands test ideas, concepts, ads, and products faster and more efficiently. The conversation dives into the future of market research, the role of AI-native workflows, and why agility is becoming a critical business advantage. Leonard and Samuel also discuss the…
E170 · 27 Apr 2026 · 44 min
170 - Haley Kiernan of Mars Petcare on AI & Data Trust
In this episode of the Greenbook Podcast, Karen Lynch sits down with Haley Kiernan, Insights Manager at Mars Petcare and a 2026 Greenbook Future List honoree, to explore the evolving realities of modern research. Haley shares how behavioral science shapes her approach to understanding “pet parents,” and why the infamous say-do gap continues to challenge even the most sophisticated studies. The conversation dives deep into one of the industry’s most pressing issues: data quality in the age of AI. From bots infiltrating survey responses to the surprising rise of “too-good” open-ended answers,…
E169 · 13 Apr 2026 · 47 min
169 - The Data Behind Diehard Fans: Mets Insights Unpacked
What does it take to turn millions of fan interactions into meaningful insight? In this episode, host Karen Lynch sits down with Craig Swaisgood, VP of Data, Analytics & Business Intelligence for the New York Mets, to explore the intersection of data, fandom, and experience design. Craig shares how his team blends behavioral data, survey insights, and segmentation to understand what truly drives fan engagement—while navigating the emotional highs and lows that define sports fandom. From lagging indicators like ticket sales to real-time fan feedback at Citi Field, this conversation reveals…
E168 · 30 Mar 2026 · 50 min
168 - Innovation Isn’t Linear: Inside Pernod Ricard’s Strategy
In this episode of the Greenbook Podcast, Karen Lynch sits down with Tucker Mitchell, Senior Manager of Innovation Insights & Strategy at Pernod Ricard and 2026 Greenbook Future List Honoree. Tucker shares how innovation actually happens inside a global portfolio brand, where insights, strategy, and speed must constantly balance. The conversation explores how AI is reshaping workflows without replacing human judgment, why “innovation overload” is a real organizational challenge, and how teams can prioritize for impact. Tucker also dives into the power of storytelling, building a personal…
E167 · 16 Mar 2026 · 48 min
167 - CMB’s Morgan Williams on Qual Research, Ops, and AI
In this episode of the Greenbook Podcast, Karen Lynch sits down with Morgan Williams, Director of Qualitative Insights and Strategy Operations at CMB and a 2026 GreenBook Future List honoree. Morgan shares her career journey from advertising and quantitative research into qualitative insights, and explains how curiosity, empathy, and a “can-do” mindset shaped her path. The conversation explores the role of strategy operations in research, how qualitative teams can better support stakeholders, and why the future of insights may become more human, not less, as AI takes on more friction-filled…
E166 · 2 Mar 2026 · 45 min
166 - Nikki Quast of Microsoft on AI’s Future in Market Research
Karen Lynch sits down with Nikki Quast, Senior Market Research Manager at Microsoft and the creator behind “Data Driven Nikki,” to explore how research, content creation, and AI are reshaping the insights profession. Nikki shares career milestones from launching products at Kraft Heinz to simplifying insurance at American Family, and how those experiences fueled her passion for innovation and mentorship. They unpack why she chose TikTok as a learning platform, what her audience is asking most, and how she distills complex research concepts into 30 seconds. Nikki also outlines practical ways…
E165 · 16 Feb 2026 · 36 min
165 - Feranmi Muraina on AI in Consumer Insights & Foresight
2026 Future List Honoree Feranmi Muraina joins Karen Lynch to explore what it really means to lead AI transformation inside a global brand. With a background in engineering and brand management, Feranmi brings a scientific mindset to insights, demanding evidence, challenging assumptions, and teaching teams how to work with AI rather than blindly accepting its outputs. From building AI protocols and cultivating curiosity across organizations to understanding digital communities and amplifying fringe voices, Feranmi shares practical strategies for embedding AI responsibly and effectively. He…
E164 · 2 Feb 2026 · 45 min
164 - Bridget Dalton of Truth Consulting on Reading the Future Through Culture
Dr. Bridget Dalton, Head of Truth Futures at Truth Consulting and a 2026 Greenbook Futurist honoree, joins host Karen Lynch to unpack what it really means to “understand the future through culture.” With a background spanning academia, poetry, and semiotics, Bridget shares how cultural analysis can act as connective tissue across quant, qual, and AI-powered unstructured data to create sharper strategic direction. They explore how scenario planning builds confident “what next?” decisions, why multi-method work should surface productive tension (not identical answers), and how Truth…
E163 · 19 Jan 2026 · 49 min
163 - How to Serve on a Board with Karen McFarlane (Kaye Media)
Karen Lynch sits down with Karen McFarlane, Founder of Kaye Media and longtime fractional CMO, to unpack what board service really looks like beyond the shiny LinkedIn headline. From her early career pivot (HBO home video by day, creative “startup” projects by night) to leading through uncertainty, Karen McFarlane shares how board work can sharpen leadership, expand networks, and create impact beyond pure business-as-usual. The conversation demystifies advisory vs. working vs. governing boards, why trust is the real operating system between a board and CEO, and how volunteering can signal…
E162 · 22 Dec 2025 · 43 min
162 - Emma LaPorte on the Future of Insights at Crown Resorts
In this episode of the Greenbook Podcast, host Karen Lynch sits down with Emma LaPorte, Group Insights and Strategy Manager at Crown Resorts, to explore what it truly means to be a high-integrity insights leader. Emma shares her unique career journey from academia and agency life to healthcare, FMCG, and now experience-led research in the entertainment and hospitality sector. Together, they unpack how rigor, curiosity, and creativity intersect in modern insights work, especially when decisions are emotionally driven and high-stakes. Emma discusses building stakeholder trust, navigating data…
E161 · 8 Dec 2025 · 49 min
161 - How AI Is Changing Hiring in Insights & ResTech
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 entry-level roles, and what that means for the future leadership pipeline. They also discuss…
E160 · 24 Nov 2025 · 52 min
160 - Bolt Insight’s Human-in-the-Loop AI Research
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 profiles that refresh with ongoing human input—plus the limits of synthetic data for…
E159 · 10 Nov 2025 · 46 min
159 - Rebuilding the Burger: How Panera Bread Elevates Menu Insights
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, and real-world operations come together to decide what actually makes it onto the menu—and…
E158 · 27 Oct 2025 · 40 min
158 - Hot Fraud Summer: What 4 Billion Surveys Reveal About Data Risk
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 three-part playbook for researchers: better design, always-on fraud prevention, and…
E157 · 13 Oct 2025 · 47 min
157 - Conveo’s Hendrik Van Hove on Turning AI Into a Research Superpower
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 conversation ranges into what’s next: privacy-centric data ownership, wearables that enable seamless…
E156 · 29 Sep 2025 · 42 min
156 - Future of Insights in Latin America with Visa’s Paula Guarín
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 region-specific dynamics (Brazil/Argentina vs. Mexico/DR), double-digit e-commerce growth, and how agentic AI…
E155 · 15 Sep 2025 · 52 min
155 - Matt O’Mara, Cranbrook: AI, Jobs & the Insights Market
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 in hiring and candidate preparation, this conversation is packed with timely advice. Whether…
E154 · 1 Sep 2025 · 50 min
154 - Building Insights & Trust at SimpliSafe with Bethan Blakeley
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 communication, and why trust is at the heart of successful client–agency partnerships. From shaping TV ad…
E153 · 18 Aug 2025 · 45 min
153 - How a DIY Spirit Took Michelle Finzel from Small Business to DAP Global
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 ownership, and discovering new fulfillment and balance in an in-house role. Along the way, Michelle…

About Greenbook Podcast

Greenbook Podcast is a English business podcast from The Greenbook Podcast Network. Melo plays each episode straight from the publisher's own feed — no ads added, no account needed — and remembers where you stopped, in this browser only.

Publisher: The Greenbook Podcast Network
Language: English
Category: Business
New episodes: Every two weeks
Typical length: 46 min
Latest episode: 12 Oct 2026
Feed: RSS — paste into any podcast app
Apple Podcasts: podcasts.apple.com/podcast/id1615593491

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