How Gen AI is Revolutionizing Market Research with Stefano Puntoni

GenAI should not just help market research teams do today’s work faster, but enable “better things,” including work they are not doing at all. Stefano Puntoni, Co-Director, Wharton Human-AI Research, The Wharton School, joins host Nick Graham, Founder, Vertemis, to reframe GenAI’s impact from productivity to effectiveness, discussing just-in-time insights, synthetic data as an alternative to “no data,” and reaching hard-to-sample or restricted audiences. They unpack misconceptions and identity threat, argue for hybrid approaches combining human and synthetic inputs, and distinguish synthetic personas from true digital twins built from data on real individuals. The conversation also covers where LLMs may excel (belief estimation) versus struggle (context-driven experimental responses), how leaders can map use cases across the research workflow, and why accessible coding agents may accelerate experimentation.

00:00 Beyond Efficiency

00:20 Podcast Welcome

01:38 Reframing Gen AI Value

03:10 New Research Frontiers

08:43 Better Things Not Faster

09:55 Synthetic Data Basics

10:45 Misconceptions And Threats

15:47 When To Trust Synthetic

21:22 Digital Twins Explained

24:23 Can AI Model Humans

31:57 What Leaders Should Do

36:12 Staying Sane And Ahead

38:07 Future Developments

39:20 Key Takeaways Outro

Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network

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“The first mistake people make is not hiring the people who look like who you’re trying to talk to.” In this episode, Kai Fuentes, President & CEO, Ebony Marketing Systems, joins host Zontziry “Z” Johnson, Founder, MRXplorer, to unpack what culturally aligned research really requires. They discuss why moderator–respondent alignment can unlock deeper insights, when it matters most (like hair, food, and lifestyle), and how nuance shows up as early as recruiting and screening across subgroups within broad demographics. Kai shares how Ebony builds cultural nuance into analysis, why speed expectations are changing, and how relationship-building and sharing findings back can strengthen trust with communities. They also explore training teams for diverse learning styles and lessons from Kai’s journey as a founder.

00:00 Biggest Cultural Mistake

00:22 Meet The Host And Guest

01:28 Haircare Case Study

05:57 Recruiting And Segments

10:34 Cultural Nuance In Analysis

12:35 Building Community Trust

15:19 Training For Learning Styles

20:11 Founder Lessons And Pivoting

26:28 Wrap Up And Thanks

Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network

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If insights teams don’t become best buddies with data science and AI, they risk getting sidelined. In this episode, host Nick Graham, Founder of Vertemis, is joined by Michelle Gansle, former Chief Data & Analytics Officer, McDonald’s, to talk about why insights needs to partner better with data and analytics instead of competing for control, budget, or credit. They discuss how big data created silos, why teams still rarely collaborate without being forced to, and how bringing consumer insights, business insights, and data science together early can create “one plus one equals three” outcomes. They explore practical ways to build bridges, from “day in the life” sharing to cross-conference learning, and how AI can support critical thinking, storytelling, and stakeholder-ready recommendations.

00:00 Big Data Shockwave

00:23 Meet the Host and Guest

02:10 Is Insights Losing Ground

02:48 Why Teams Compete

07:19 AI as Common Cause

10:08 Collaboration That Works

13:42 Reframing Insights Role

17:44 AI Tools and Hacks

25:11 Future Skills for Leaders

28:30 Practical Bridge Building

32:35 Advice for Next Gen

35:06 Wrap Up and Subscribe

Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network

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Join us as Pavi Gupta, former VP of Insights & Analytics at Chobani, shares his extensive experience in the insights industry with host Stan Sthanunathan, CEO of i-Genie.AI. In this episode, they delve into the evolving role of insights in business, the importance of balancing technological innovation with domain expertise, and the critical difference between collaboration and consensus. Pavi also discusses the importance of curiosity, continuous learning, and the potential and pitfalls of AI in the market research field. Tune in to gain valuable perspectives on driving business impact through insightful leadership.

00:00 Introduction and Tech Collaboration

00:36 Welcome to the Podcast

01:00 Guest Introduction: Pavi Gupta

02:05 Pavi's Career Journey

06:09 The State of the Insights Industry

08:32 Balancing Perfection and Progress

12:44 AI's Role in the Future of Insights

19:45 Leadership and Influence in Insights

29:10 Advice for Newcomers in the AI Era

32:26 Conclusion and Final Thoughts

Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network

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Empowering consumer centricity across all levels is critical in today's rapidly evolving business environment. Join Kalindi Mehta, Global VP, Head of Insights, The Estée Lauder Companies, as she sits down with host Jon Last, President of the Sports and Leisure Research Group, to discuss strategies for embedding consumer insights into decision-making processes. This episode dives deep into the significance of democratizing consumer-centric decisions, leveraging AI and technology, and fostering a culture of shared ownership within organizations. Learn how to navigate the complexities of influencing decisions without formal authority and ensuring insights translate to tangible business results.

00:00 Introduction to Business Language and Insights

00:24 Welcome to the Podcast

00:43 Guest Introduction: Kalindi Mehta

01:24 Driving Decision Making and Impact at Scale

02:30 The Evolution of Consumer-Centric Decisions

03:30 Empowering Decision Makers with Consumer Insights

06:16 Building Decision-Backed Systems

09:20 Influencing Decisions at Scale

15:15 The Role of Technology and AI

17:27 Defining Success in Insights

18:46 Organizational Structure and Insights

21:28 Cultural Shifts for Consumer-Centricity

22:49 Influencing Without Formal Authority

24:09 Aligning Teams Across Markets

25:48 Advice for Insights Professionals

28:56 Advice for Agencies and Partners

30:23 Conclusion and Key Takeaways

In this episode, we dive into the fascinating world of synthetic data and digital twins in marketing research. Host Niels Schillewaert of Conveo.ai is joined by Koen Pauwels, Associate Dean of Research at Northeastern University, who shares key insights from his recent conference at Columbia University. Learn about the practical applications of AI-generated data, why senior executives might over-rely on AI, and how synthetic data should augment human insights rather than replace them. Tune in to explore the benefits, pitfalls, and the future of synthetic data in marketing.

00:00 Introduction: Overreliance on AI by Senior Executives

00:33 Welcome to Tori's Insights and Innovators Podcast

00:47 Introducing Today's Topic and Guest

02:43 Understanding Synthetic Data and Digital Twins

04:58 Comparing Traditional and Modern Research Tools

06:41 Lessons from the Columbia University Conference

08:57 The Role of Human Insight in AI

11:52 Strategic Decision-Making with AI

18:57 Addressing Bias in Digital Twins

22:05 Combining AI with Human Input

25:41 Practical Implementation Framework

28:15 Future of Synthetic Data in Marketing

30:14 Final Thoughts and Advice

Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network

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Generative AI requires human direction to excel, argues our guest, Tina Tonielli, former US & NA Lead, Consumer & Business Insights, Haleon. Join host Niels Schillewaert, Head of Research at Conveo.ai, as they delve into the concept of 'AI Sameness' and explore how insights professionals can maintain their creative edge in an era dominated by efficiency. Discover why Tina believes the real value of AI lies in augmenting human abilities rather than replacing them. Gain insights into the importance of critical thinking, creativity, and maintaining a growth mindset in leveraging AI for impactful business results.

00:00 Introduction to AI and Efficiency

00:26 Welcome to the Podcast

00:39 Understanding AI Sameness

01:46 Generative AI in Business Insights

03:31 Efficiency vs. Effectiveness in AI

06:02 Driving Business Impact with Insights

09:40 Generative AI as a Research Assistant

13:49 Optimism for AI in Insights

17:42 Advice for Insights Professionals

27:19 Final Thoughts and Conclusion

Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network

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Join us in this episode of Insights and Innovators as James Cummings, SVP, Global Head of Consumer & Business Intelligence at Kenvue, delves into the evolving role of AI in market research. Cummings discusses the critical transformation needed for insights functions to remain pivotal in business decisions and highlights the importance of balancing data with human empathy. Dissecting the notion that AI can sometimes be misleading, he advocates for human-centric decision-making to maintain a competitive edge. Gain invaluable perspectives on navigating the changing landscape of consumer insights, the influence of AI, and the importance of human touch in analytics.

00:00 Introduction to AI Driven Foresight

00:28 Welcome to Insights and Innovators Podcast

00:49 Introducing Today's Topic and Guest

01:58 Big Changes in the World of Insights

04:36 Threats and Opportunities in Insights

06:17 The Role of AI in Insights

12:38 Leadership and Influencing Skills

18:38 Advice for Agency Partners

20:48 Future of Insights

23:40 Conclusion and Closing Remarks

Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network

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When insights partnerships fall short, what can be done? Join Nick Graham, Founder of Vertemis and former global insights leader at Mondelez and PepsiCo, as he discusses the challenges and solutions in the world of market research and insights partnerships. In this episode of MRII’s Insights and Innovators podcast, Nick reveals where the disconnect happens between agencies and clients, shares real-life examples, and offers a strategic approach to evolving the industry. Learn what both sides need to do differently to drive impactful business growth and how to better leverage technology in research.

00:00 Introduction and Welcome

00:54 Meet Nick Graham: Insights Leader

01:29 Challenges in Insights Partnerships

02:11 Nick's Perspective on Insights Impact

05:29 Real-Life Examples of Insights Failures

09:48 Redesigning Brand-Agency Relationships

14:57 Client-Side Responsibilities

19:39 From Insights to Strategy

26:07 Advice for Future Insights Leaders

31:40 Conclusion and Farewell

Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network

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Success hinges on finding the right balance between humans and AI. In this episode of MRII's Insights and Innovators podcast, host Z Johnson is joined by Simon Glass, CEO of Discuss. Together, they delve into the impact of AI on the workplace, examining how it redefines roles, the importance of critical thinking, and effective change management strategies. With AI automating various tasks, discover how organizational dynamics and leadership must evolve to prepare and empower employees in this new hybrid environment.

00:00 Introduction: Balancing Human and AI in the Workplace

00:39 Podcast Introduction and Guest Introduction

01:40 Transforming Teams with AI: A Leader's Perspective

03:33 AI's Impact on Job Roles and Skills

05:49 Critical Thinking: The Key to Thriving with AI

09:19 Change Management in the Age of AI

13:21 Balancing AI and Human Roles

19:05 Advice for Leaders and Employees on AI Integration

21:54 Conclusion and Final Thoughts

Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network

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