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 campaigns to instilling customer-centricity across her organization, Bethan reveals how insights come to life when researchers are empowered.

Key Discussion Points:

• Transitioning from agency to client side and lessons learned.
• Building insights functions as a team of one at SimpliSafe UK.
• Why trust and transparent communication are essential in client–agency relationships.
• Balancing stakeholder priorities while driving strategic research.
• Navigating parental leave, work-life balance, and modeling healthy boundaries.

Resources & Links:

• SimpliSafe UK
• SimpliSafe US
• Zappi
• AURA UK

You can reach out to Bethan Blakeley on LinkedIn.

Many thanks to Bethan Blakeley 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 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 offers valuable lessons on transferable skills, building collaborative teams, streamlining vendor relationships, and embracing change with confidence.

Key Discussion Points:

• Michelle’s career evolution from small business owner to corporate insights leader
• Lessons learned transitioning from self-employment to working within a large organization
• How DAP integrates research into product development and innovation
• Balancing in-house capabilities with trusted external research partners
• The importance of community, collaboration, and inclusive workplace initiatives

Resources & Links:

• DAP Global
• Qualitative Research Consultants Association (QRCA)

You can reach out to Michelle Finzel on LinkedIn.

Many thanks to Michelle Finzel 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 Tamanna Dhamija, Co-founder and CEO of Convosight and ConvoTrack, to explore the power of AI-driven video intelligence in modern brand building. From her investment banking roots to leading one of the most innovative platforms in consumer insights, Tamana shares her journey of curiosity, problem-solving, and purpose.

She explains how brands can extract real-time, unprompted insights from consumer-generated video content—and why this capability is reshaping how teams across marketing, insights, and even sales make decisions. The conversation touches on AI's role in accelerating action, the rise of one-person "AI-augmented" companies, and why democratizing data access might be the key to staying competitive. If you’re in market research, brand strategy, or digital innovation—don’t miss this one.

Key Discussion Points:

• How ConvoTrack uses AI to analyze video content for deep consumer insights
• The shift from static dashboards to real-time, conversational intelligence
• Why brand, insight, and AI teams need shared access to consumer date
• Tamanna’s journey from investment banking to insights entrepreneurship
• How human engagement and AI augmentation together power innovation

Resources & Links:

• ConvoTrack – AI-powered video intelligence platform
• Convosight – Community-led growth platform

You can reach out to Tamanna Dhamija on LinkedIn.

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

In this episode of the Greenbook Podcast, Lenny Murphy chats with Matt Powell, Managing Director of North America at B2B International. With over 20 years at the company, Matt shares his journey from phone-room interviewer to senior leadership and offers an insider’s perspective on the evolving world of B2B market research.

The conversation dives deep into how emotional drivers have overtaken rational ones in B2B decision-making, the rising demand for trustworthy data, and the role of synthetic data and AI in delivering faster insights. Matt also discusses how B2B International’s integration into Dentsu and the launch of Dentsu B2B is reshaping end-to-end research, strategy, and execution. For anyone navigating the intersection of business insights and innovation, this is a must-listen.

Key Discussion Points:

• Matt Powell’s 20-year career journey at B2B International and lessons from the phone room
• How emotion and trust are now leading drivers in B2B decision-making
• The role of AI, synthetic data, and rapid insights in modern B2B research
• Importance of data quality and human validation in high-stakes B2B studies
• Dentsu B2B’s integrated model: combining media, creative, CX, and insights

Resources & Links:

• B2B International
• Merkle (Dentsu)
• Greenbook GRIT Report

You can reach out to Matt Powell on LinkedIn.

Many thanks to Matt Powell 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 speaks with Joel Renkema, Global Head of Insights at Inter IKEA Group. From foundational lessons at Procter & Gamble to shaping strategy at one of the world’s most iconic retail brands, Joel shares how IKEA integrates insights across its entire value chain—from supply and logistics to retail and communication. The conversation covers the power of ethnographic research, IKEA’s unique approach to segmentation and innovation, and how foresight planning informs sustainable, long-term strategies. Joel also discusses how empathy, immersion, and activation are essential for future-proofing insights teams and keeping research human in an AI-driven world.

Key Discussion Points:

• Joel’s career journey from P&G to Inter IKEA and what he learned at each stop
• How IKEA uses ethnographic research and employee-led home visits to fuel innovation
• A reframing of segmentation—designing for life stages and universal needs rather than narrow targets
• The strategic role of foresight in planning for climate, mobility, and urbanization
• Why empathy and business immersion matter more than perfect data in impactful insights work

Resources & Links:

• Inter IKEA Group
• IKEA Life at Home Report

You can reach out to Joel Renkema on LinkedIn.

Many thanks to Joel Renkema 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 mixed methods researcher Megan Ruxton—most recently with the FDA and previously with Vibrant Health—to explore how researchers can turn ambiguity into action. From academia to public health to tech, Megan’s career has been driven by a passion for applied behavioral research. She shares how mixed methods can uncover the “unpredictable magic” of human behavior—insights that AI alone can’t capture.

The conversation touches on building structure from chaos, navigating stakeholder resistance, the future role of AI in research, and why researchers must embrace both the messy and the measurable. Megan’s blend of optimism, experience, and human-centered thinking offers a refreshing perspective on what’s next for the insights industry.

Key Discussion Points:

• Why applied research brings more impact than theoretical work
• How to structure ambiguity using tools like logic models and the Five Whys
• Defining true mixed methods—and how to select the right sequence
• The irreplaceable role of “emotional squishiness” in a world leaning on AI
• What makes insights actionable in high-stakes decision-making

Resources & Links:

• Beneath the Why – Christopher Brace’s workshop referenced in the episode

You can reach out to Megan Ruxton on LinkedIn.

Many thanks to Megan Ruxton 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 Kira Greenberg, Senior Manager of Brand Insights for Jameson at Pernod Ricard USA. With a background in anthropology and deep qualitative research, Kira brings a unique perspective to brand strategy and cultural relevance. She shares how storytelling functions not just as a tool for communication but as a foundation for strategic brand decisions.

The conversation spans her category shift from media to spirits, working within a multinational matrix, and the nuanced role of AI in modern research. If you're in insights, marketing, or strategy, this episode will leave you thinking differently about how research connects people, culture, and brands.

Key Discussion Points:

• The power of storytelling in strategic brand insights
• Shifting categories: from Warner Bros. to Pernod Ricard
• Cultural nuance and the art of connecting with diverse audiences
• AI’s evolving role in qualitative research workflows
• Why the future of insights depends on deep strategic partnership

Resources & Links:

• Pernod Ricard USA
• Jameson Whiskey
• Greenbook's IIEX North America

You can reach out to Kira Greenberg on LinkedIn.

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

In this episode, Greenbook’s Karen Lynch sits down with Sarah Snudden, Head of US Consumer Insights at JDE Peet’s, for a lively conversation spanning career journeys, coffee obsession, and cutting-edge AI innovation. Sarah shares how her path led from Clorox and Seventh Generation to premium beverage insights at JDE Peet’s, and how she’s using AI agents to explore white space innovation and generate impactful product names.

They also unpack key takeaways from IIEX North America, including the evolving role of emotion in insights, why AI must serve research—not define it—and how industry connections fuel continuous learning. A must-listen for insight pros navigating fast-changing tech and business needs.

Key Discussion Points:

• Sarah’s career evolution from Clorox to Keurig to JDE Peet’s and her passion for premium coffee brands like L’OR and Tea Forté
• Using AI agents for innovation: how One Strategy Studio’s modular model helps identify white space and accelerate naming
• The changing conversation around AI in research: moving from hype to practical use cases
• Takeaways from IIEX North America, including standout sessions, trends, and why human insight still matters
• Advice for researchers ready to experiment with new tools: start small, focus on outcomes, and skip the tech jargon

Resources & Links:

• JDE Peet’s
• One Strategy Studio
• IIEX North America

You can reach out to Sarah Snudden on LinkedIn.

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

In this episode, Karen Lynch sits down with Sofia Gomez-Garcia, Executive Director of Innovation, Special Projects, and Global Community Management at Warner Bros. Discovery. Sofia shares the behind-the-scenes story of managing the A-List—WBD’s long-standing, non-incentivized insights community of over 45,000 fans—and how fandom fuels research agility and engagement.

She unpacks how WBD expands globally while preserving local relevance, and dives into groundbreaking studies like the company’s biometric research on nostalgia-driven content discovery. Plus, hear why Sofia is bullish on experimentation, gamification, and AI’s potential to elevate both speed and quality in insights.

Key Discussion Points:

• The evolution and impact of the Warner Bros. A-List community
• Why a non-incentivized panel works—and how fandom drives participation
• The strategic use of sub-communities (e.g., Harry Potter, DC)
• Expanding globally: launching in Japan, France, and Germany
• Biometric research on nostalgia, content browsing, and emotional response
• Balancing innovative and traditional methodologies
• Sofia’s forward-looking take on AI, synthetic data, and research integrity

Resources & Links:

• Warner Bros. Discovery
• NeuralSense (biometric research partner)

You can reach out to Sofia Gomez Garcia on LinkedIn.

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

In this episode of the Greenbook Podcast, Karen Lynch sits down with Kalindi Mehta, Global VP of Consumer Foresight, Strategy, and Predictive Analytics at Estée Lauder Companies. Kalindi shares how the beauty industry’s emotional, cultural, and highly personalized nature requires real-time consumer insight and constant innovation.

She discusses how AI is transforming the end-to-end insights process—from sensing trends and matching products to co-creating with influencers and optimizing business results. Kalindi also dives into the skills and mindset insights professionals need to thrive in an AI-driven future, and offers practical leadership advice for driving transformation within organizations. A must-listen for anyone navigating the evolving intersection of data, creativity, and consumer foresight.

Key Discussion Points:

• How Estée Lauder uses AI to drive consumer foresight and innovation
• The cultural and emotional complexity of beauty consumers
• Building insights capabilities that scale across global teams
• Why AI enhances—rather than replaces—human expertise
• Skills and leadership strategies for thriving in AI-powered insights work

Resources & Links:

• Estée Lauder Companies

You can reach out to Kalindi Mehta on LinkedIn.

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