What're the hot topics amongst industry researchers at the moment?

In this episode of the GreenBook podcast, hosts Lenny Murphy and Karen Lynch delve into the key takeaways from IIEX North America, where they explore the transformative themes of AI and the importance of a human-centered approach in research. This episode also features thought-provoking conversations on innovative companies and the significance of empathy in understanding diverse populations. Lenny and Karen underscore the importance of researchers adapting and seamlessly integrating AI into their work, leaving us eagerly anticipating the upcoming IIEX.AI event scheduled for September.

Many thanks to our producer, Natalie Pusch; and our editor, James Carlisle.

Discover the past, present, and future of market research in our captivating conversation with industry legend Larry Friedman.

With nearly 50 years of experience under his belt, Larry offers invaluable perspective on the evolving landscape of research and how generative AI is transforming the industry. We explore the power and potential of generative AI, emphasizing the importance of a scientific approach and understanding of potential risks. Larry also discuss the changing dynamics as larger companies like strategic consultancies, marketing agencies, and ad agencies become major buyers of market research services. Find out how big brands like Walmart, Amazon, and Target might provide bespoke research solutions and acquire research technology companies, while strategy consultancies offer essential second opinions to prevent bias in research.

You can reach out to Larry on LinkedIn.

Many thanks to Larry for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

What makes a product more than just a purchase?

In this week's episode we are joined live at IIEX North America by Sarah Shain, Senior Manager of Shopper Insights at Red Bull. Sarah's insights focus on delivering tangible results and fostering a broad sense of identification with the brand. She highlights the power of brand loyalty, even in the face of challenges like inflation and the COVID-19 pandemic, emphasizing the enduring importance of the in-store experience. Through engaging anecdotes, Sarah and Karen discuss the emotional reliance and deep meaning that consumers find in their interactions with products, and how that manifests in research.

You can reach out to Sarah on LinkedIn.

Many thanks to Sarah for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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.

Check out Women in Research WiRE

Many thanks to Clara for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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.

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.

Visit the Hello Ara website to check out more!

Many thanks to Karlien for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

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.

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.

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.

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.