In this inspiring episode of The Greenbook Podcast, host Karen Lynch is joined by Katie O’Connor, incoming SVP of Key Accounts at Behaviorally, to celebrate the 2025 Greenbook Future List honorees. Together, they explore the importance of innovation, mentorship, and visibility in shaping the future of insights.

Katie reflects on her career journey, the qualities that fuel success in the research industry, and why Behaviorally chose to sponsor this year’s Future List. The conversation highlights emerging leaders, powerful quotes from honorees, and how industry-wide collaboration is shaping a more inclusive and dynamic future.

Key Takeaways:

• The Greenbook Future List honors early-career professionals driving innovation, strategy, and community impact.
• Behaviorally’s commitment to nurturing talent and future-facing solutions.
• Qualities like passion, resilience, creativity, and strategic thinking are consistent markers of rising stars.
• Mentorship plays a critical role in personal growth and industry transformation.
• Supporting initiatives like the Future List is an investment in the future of insights.

Resources & Links:

• Learn more about Behaviorally
• Discover the 2025 Greenbook Future List Honorees
• Explore Greenbook Events and get involved

You can reach out to Katie O’Connor on LinkedIn.

Many thanks to Katie O’Connor for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of The Greenbook Podcast, host Lenny Murphy sits down with Deb, Director of Data Science at Sigmoid Analytics and a 2025 Greenbook Future List Honoree. Deb shares insights into solving complex data challenges, the evolving role of Gen AI in analytics, and how companies are integrating AI-driven efficiencies. They discuss the future of data science, the shift towards strategic problem-solving, and the importance of upskilling talent in an AI-powered world. Tune in for a thought-provoking discussion on how organizations are embracing AI while navigating unknowns in the industry.

Key Takeaways:

• AI is revolutionizing data analytics, but strategic thinking and human expertise remain essential.
• Organizations must embrace unknowns and invest in future-proof AI strategies.
• The industry is shifting from traditional statistical models to AI-driven insights with LLMs and automation.
• The future of analytics will prioritize business impact over technical complexity.
• Developing strong problem-solving skills is critical for the next generation of data scientists.

Resources & Links:

• Learn more about Sigmoid Analytics

You can reach out to Debapriya Das on LinkedIn.

Many thanks to Debapriya Das for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode, Greenbook Podcast host Karen Lynch sits down with Val Pastrana, Global Consumer Science Lead for the AMEA region at Sanofi. With a career spanning leading CPG giants like P&G, Unilever, and Mondelēz, Val shares his journey in insights, innovation, and consumer science.

He discusses the importance of embedding consumer-centricity in pharmaceutical product development, the balance between AI-driven research and human-led insights, and the value of a global perspective in shaping innovation. Val also delves into his leadership philosophy, emphasizing authenticity, psychological safety, and fostering individual strengths. Tune in for an engaging discussion on the future of insights and the role of technology in shaping consumer research.

Key Takeaways:

• Consumer insights should be embedded in R&D for true innovation.
• A global perspective helps balance market-specific needs with scalable solutions.
• AI is a valuable tool but cannot replace human observation and context.
• Understanding the deeper motivations behind consumer behavior leads to better innovation.
• Leadership is about authenticity, nurturing strengths, and fostering psychological safety.
• Future-back innovation identifies trends by studying extreme consumers.

Resources & Links:

• Learn more about Sanofi Consumer Healthcare

You can reach out to Val Pastrana on LinkedIn.

Many thanks to Val Pastrana for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of The Greenbook Podcast, host Karen Lynch sits down with Aeton Lim, an Innovation Consulting Manager at Nielsen IQ and a 2025 Future List honoree. Aeton shares his global perspective on market insights, innovation strategy, and how organizations can future-proof their decision-making.

He discusses his expertise in emerging markets, the role of corporate governance, sustainability, and his leadership in DEI initiatives. Tune in to gain valuable insights on how businesses can align strategy with external market forces and leverage thought leadership for competitive advantage.

Topics Covered:

• Aeton Lim’s role at Nielsen IQ and global consulting experience
• Strategic decision-making and innovation’s role in corporate growth
• The importance of aligning business strategy with external market forces
• Key trends in emerging markets and consumer behavior shifts
• The role of corporate governance and sustainability in business success
• The impact of DEI initiatives and the benefits of reverse mentoring
• Luxury market trends and digital transformation in e-commerce
• Future-proofing insights and innovation for sustainable growth

Resources & Links:

• Visit Aeton Lim’s website
• Learn more about Nielsen IQ

You can reach out to Aeton Lim on LinkedIn.

Many thanks to Aeton for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of The Greenbook Podcast, host Karen Lynch sits down with Daniel Wu, Founder and CEO of Nimbly Research and a 2025 Future List honoree. Daniel shares his journey from digital marketing to founding a research firm, driven by a desire to challenge industry norms and push for more inclusive methodologies.

They discuss his approach to entrepreneurship, creative problem-solving, and how Nimbly is pioneering innovative ways to reach underrepresented audiences. Daniel also opens up about leadership, mental health, and the importance of fostering a workplace culture that values curiosity and well-being. Tune in for an inspiring conversation about rethinking traditional research practices and embracing change in the insights industry.

Topics Covered:

• Daniel Wu’s transition from digital marketing to market research
• The inspiration behind founding Nimbly Research
• Rethinking traditional recruitment and data collection methods
• How to foster a culture of innovation and curiosity in research
• The importance of inclusivity and reaching underrepresented voices
• Entrepreneurial lessons and challenges of launching a business
• Leadership, mental health, and work-life balance
• The evolving role of AI in research

Resources & Links:

• Learn more about Nimbly Research

You can reach out to Daniel on LinkedIn.

Many thanks to Daniel Wu for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Paul Thomas, International Insight Director and Global Head of Shopper Insight at Suntory Global Spirits. Known for his extensive experience and leadership in the insights industry, Paul shares his journey from working on the agency side to leading global insights for top-tier brands like Ferrero, Diageo, and Asahi. They discuss the evolving role of client-side researchers, the challenges faced by the spirits industry, and the importance of driving ROI through actionable insights.

Paul offers a candid look at how researchers must step beyond data to become persuasive storytellers and business drivers. Whether you're on the agency or client side, this episode is packed with wisdom for navigating the changing landscape of market research.

Topics Covered:

Paul’s Career Journey

• Transitioning from agencies like Nielsen and Ipsos to leading insights for global brands.
• Lessons learned from working in diverse markets, including Africa and Asia.

The State of the Spirits Industry

• Challenges faced by alcohol brands in a post-pandemic world.
• How rising health consciousness and changing consumer habits impact brand strategy.

Driving ROI in Insights

• Shifting from data delivery to actionable recommendations.
• The art of persuasion and why storytelling alone isn’t enough.

Client-Agency Dynamics

• What makes a successful partnership.
• Paul’s advice for agencies: be bold, collaborative, and insightful.

The Role of AI and the Future of Insights

• Opportunities and risks of AI in research.
• Why traditional methods still hold value in an increasingly tech-driven industry.

Resources & Links:

• Learn more about Suntory Global Spirits: Suntory.com

You can reach out to Paul on LinkedIn.

Many thanks to Paul Thomas for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, Lenny Murphy sits down with Samuel Cohen, CEO and co-founder of FairGen, to explore the transformative potential of synthetic data in market research. Samuel shares his journey from pursuing a PhD in AI and synthetic data at UCL to founding FairGen and revolutionizing data quality for hard-to-reach audiences.

The conversation delves into the critical distinction between augmentation and replacement in synthetic data, how FairGen’s approach addresses data scarcity and enhances insights, and the opportunities and risks of this emerging technology. Whether you're curious about the future of synthetic sampling or the implications for consumer insights, this episode is packed with forward-thinking ideas.

Key Discussion Points:

• Samuel’s Background: From a PhD at UCL to leading FairGen and addressing data quality challenges in market research.
• FairGen’s Mission: Improving insights by using synthetic data to augment sample size for hard-to-reach populations and niches.
• Synthetic Data Explained: Understanding the two families of synthetic data approaches: LLM-based and high-quality survey-trained models.
• Real-World Applications: How synthetic sampling boosts trackers for CPG brands and its potential use in public policy and political polling.
• Navigating Risks: The importance of guidelines, transparency, and collaboration to ensure proper use of synthetic data technologies.
• Future of Research: Why synthetic sampling is here to stay and how it’s shaping the future of consumer insights and decision-making.

• FairGen Website: fairgen.ai
• GRIT Report: Explore Key Insights

You can reach out to Samuel on LinkedIn.

Many thanks to Samuel Cohen for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

In this episode, Lenny Murphy welcomes Dilek Ozler, Global Strategic Insights and Analytics Director at Colgate-Palmolive, to discuss the evolving world of consumer insights. Dilek shares her journey from the supplier side at Ipsos to leading roles at Unilever, Kenview, and now Colgate-Palmolive.

They dive into the importance of balancing advanced technologies like AI and social analytics with the human touch in consumer research. From her experiences with impactful projects in global markets to her thoughts on the future of synthetic respondents and healthcare professional research, Dilek provides a thoughtful perspective on the skills and strategies shaping the insights industry today.

• Career Journey: From Ipsos to Colgate-Palmolive, Dilek reflects on her transition from supplier to client-side roles and the lessons learned along the way.
• AI and Analytics: How AI is reshaping insights work and why the human element remains critical in interpreting data and connecting the dots.
• Impactful Projects: Dilek’s experience in using semiotics to crack the Russian market for Domestos and the rewarding nature of seeing insights-driven changes come to life.
• Balancing Human and Machine: The role of social listening, trend forecasting, and the need for authentic consumer connections in a data-driven world.
• Emerging Trends: Dilek’s thoughts on synthetic respondents and their potential to address confidentiality and representativeness challenges.
• Fundamentals of Insights: The timeless importance of actionable insights and connecting data points to serve leadership effectively.

• Colgate-Palmolive Careers: Learn More
• Mentioned Product: Domestos

You can reach out to Dilek on LinkedIn.

Many thanks to Dilek Ozler for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

In this episode, Karen Lynch sits down with Barry Jennings, Director of Cloud and Commercial Business Planning Insights at Microsoft, to explore the fascinating world of B2B research and its intersection with cutting-edge AI technologies. Barry shares insights from his extensive experience at Microsoft, Dell, and BlackBerry, providing a behind-the-scenes look at how research drives innovation in the cloud and AI sectors.

From tackling sample quality issues to leveraging AI for faster and smarter decision-making, this conversation is packed with actionable insights for researchers and marketers alike. Whether you're curious about the evolving role of insights professionals or looking for strategies to thrive in the age of AI, this episode delivers thought-provoking ideas and practical advice.

• B2B Research Dynamics: How Barry’s team at Microsoft supports the commercial business, including cloud and AI solutions like Azure, GitHub, and Fabric.
• Insights Professional’s Journey: Barry’s career path from fieldwork to leading insights teams at major tech companies like Dell and BlackBerry.
• Leveraging AI in Research: How large language models and AI tools are transforming research workflows, increasing efficiency, and enhancing storytelling.
• Challenges in B2B Insights: The unique hurdles of engaging technical audiences, tackling sample fraud, and monetizing innovative cloud-based products.
• Future Outlook: Barry’s advice on adapting to AI advancements and becoming a smarter storyteller to make a bigger impact.

• Microsoft Azure

You can reach out to Barry on LinkedIn.



Many thanks to Barry Jennings for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

In this episode, JD Deitch, veteran market researcher and advisor, joins us to dive deep into the complexities of programmatic sampling, data quality, and the evolving role of AI in research. We discuss how the "enshittification" of sampling has impacted the participant experience and what innovative solutions are emerging to address these challenges.

JD shares his thoughts on the engagement crisis, polling representivity, and the critical importance of collective action in the research industry. Whether you're a seasoned researcher or exploring new methodologies, this conversation provides actionable insights to navigate the future of market research with confidence.

In this episode, we’ll explore:

• The Enshittification of Sampling: JD explains the term coined by Cory Doctorow and its relevance to the state of programmatic sampling.
• Polling Challenges: Why representivity and engagement issues in surveys can lead to significant errors in public polling and beyond.
• The Role of AI in Research: How technology is reshaping qualitative and quantitative methods while exposing new risks.
• Client Expectations and Data Quality: The delicate balance of price, speed, and quality in client demands—and why that needs to change.
• Future Outlook: Why scalable qualitative methods, synthetic data, and innovative panels are reshaping research—and what’s next for the industry.

Resources/Links:

• JD Deitch’s Website: jddeitch.com
• Ebook: The Enshittification of Programmatic Sampling
• Cory Doctorow’s Work: Link to Cory Doctorow’s Articles

You can reach out to JD on LinkedIn.

Many thanks to JD Deitch for joining the show. Thanks also to our production team and our editor at Big Bad Audio.