Greenbook Podcast

The Greenbook Podcast Network
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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, strategies, and emerging ideas with Greenbook, your guide to the future of insights.

  1. 5d ago

    183 - Human Signals in the AI Era with Andrew Au of Intercept

    AI is reshaping research, marketing, and professional services, but real human insight remains a critical part of the equation. In this episode of the Greenbook Podcast, Lenny Murphy sits down with Andrew Au, Co-CEO of Intercept, to explore why organic human signals remain essential—even as synthetic data and AI-powered personas become more sophisticated. Andrew shares how Intercept uses its Watchtower platform to analyze unprompted buyer conversations and combines those insights with synthetic audiences for message and creative testing. The conversation also explores agentic AI, hyper-personalized B2B marketing, and Intercept’s evolution from a traditional agency into an AI-native organization. Andrew and Lenny ultimately examine how human judgment, creativity, and innovation can become even more valuable as AI makes execution faster and more scalable. Key Discussion Points Organic vs. synthetic data: Why Andrew sees real human conversation as the foundation for understanding buyers, while synthetic audiences can add value for hypothesis, narrative, and creative testing.Listening instead of asking: How Intercept’s Watchtower uses public, unprompted conversations to uncover buyer concerns and signals that structured research can sometimes miss.Turning insights into action: How AI and agentic workflows can connect fragmented data, personalize B2B experiences, and move insights closer to sales and marketing execution.Reinventing the agency model: Why AI is pushing agencies and consultancies away from labor- and hours-based models toward technology-enabled delivery, experimentation, judgment, and value creation.Why human expertise still matters: As average execution becomes easier to automate, Andrew argues that judgment, category expertise, creativity, and the ability to generate genuinely new ideas become increasingly important. Resources & Links Intercept You can reach out to Andrew Au on LinkedIn. Many thanks to Andrew Au for being our guests. Thanks also to our production team and our editor at Big Bad Audio.

  2. Oct 12

    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 query, reduce range-review analysis from days to hours, and reveal opportunities for assortment, innovation, and shelf optimization. The conversation also examines changing retail dynamics, cross-functional decision-making, and why the next phase of AI in insights will be defined less by hype and more by practical impact. Key Discussion Points Unlocking planogram data for better decisions: How Vazen makes complex shelf and retail data accessible to brands, category managers, and insights teams.Turning AI into a practical retail tool: Why reliable, standardized data matters more than AI hype—and how Ask Vazen enables teams to query retail data in plain language.Reducing range-review analysis from days to hours: How AI-assisted analysis can quickly identify assortment changes, delistings, share-of-shelf shifts, and potential sales impact.Responding to a changing retail environment: How range reductions, premiumization, retail media, and a shift from category-based to occasion-based merchandising are changing shelf strategy.Connecting insights, category, and brand teams: Why better access to shared data can help organizations make stronger cross-functional recommendations—and ultimately influence what happens in-store. Resources & Links VazenGreenbook’s Insight Innovation Competition You can reach out to Charlotte Kiddle and Yasmine Ayoub Sanusi on LinkedIn. Many thanks to Charlotte Kiddle and Yasmine Ayoub Sanusi for being our guests. Thanks also to our production team and our editor at Big Bad Audio.

  3. Sep 28

    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 also underscores a key takeaway from IIEX AI: cognitive offloading can be useful, but cognitive surrender is not. Researchers still need to question AI outputs, apply critical thinking, and remain accountable for the work. Key Discussion Points Moving beyond productivity: Why time saved through AI can be reinvested in strategic thinking, skill building, relationship building, and higher-value business advisory work.Keeping humans accountable: Why researchers need to own AI-assisted decisions and outputs rather than fall into “accountability offloading” or cognitive surrender.Synthetic data and AI-powered research: Where synthetic data, digital twins, and AI moderation can add value—and why real-world data and thoughtful validation remain important.The changing research toolkit: How AI-assisted qualitative research is expanding access to richer conversations while UX, MRX, technology, and cultural insights increasingly converge.Developing the next generation of researchers: Why experienced researchers need to model critical thinking and methodological rigor so early-career professionals learn how to recognize, question, and improve AI-generated work. Resources & Links IIEX West You can reach out to Sarah Snudden on LinkedIn. Many thanks to Sarah Snudden for being our guests. Thanks also to our production team and our editor at Big Bad Audio.

  4. Sep 14

    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 stakeholders, tailoring insights to different audiences, and using AI to strengthen communication without losing the human relationships that make insights influential. For research and insights professionals, it’s a compelling case for measuring value across the entire decision-making process. Key Discussion Points Moving beyond actionability as the ultimate measure of success: Why a recommendation that isn’t implemented can still improve understanding, prioritization, and decision-making.Measuring insights across a value chain: Nadine explains how trust, context, prioritization, trade-offs, and decision quality all contribute to the impact of research.Why better decisions matter more than perfect outcomes: Business decisions rarely happen with complete information, making insights an essential piece of a much larger organizational puzzle.Treating internal stakeholders like distinct audiences: How tailoring insights for finance, sales, customer service, leadership, and other teams can increase relevance and influence.The future of insights in an AI-powered organization: Why AI can help researchers better understand stakeholders and communicate effectively, while human relationships remain irreplaceable. Resources & Links WEXIIEX Events You can reach out to Nadine van Rooyen on LinkedIn. Many thanks to Nadine van Rooyen for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

  5. Aug 31

    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, explainability, and healthy skepticism into intelligent systems. For UX researchers and insights professionals, they explain why user research becomes even more important as AI changes product development—and how researchers can take a more active role in shaping the products themselves. Key Discussion Points Moving beyond chat with AI: How sentient design uses AI as a creative design material to build intelligent, adaptive interfaces rather than simply adding chatbots or AI tools to existing products.Designing experiences that adapt in real time: How interfaces can respond to user context and intent, including dynamically generated dashboards and AI agents that work alongside users within familiar environments.Building trust into AI-powered products: Why AI’s confidence can be misleading and how transparency, explainability, visible sources, and “productive humility” can help users evaluate AI-generated outputs.Balancing AI opportunity with risk: How designers can determine where AI is appropriate, identify unacceptable risks, and build safeguards into systems where failure has meaningful consequences.The evolving role of UX research and insights: Why researchers need to participate throughout design and development—and how research findings can become direct instructions that shape how AI-powered products behave. Resources/Links ⁠Sentient Design: Crafting Intelligent Interfaces with AI - Use code SENTIENT-GREENBOOK for 20% off your purchase of the book at Rosenfeld Media through September 30, 2026.⁠Big Medium You can reach out to Josh Clark and Veronika Kindred on LinkedIn. Many thanks to Josh Clark and Veronika Kindred for being our guests. Thanks also to our production team and our editor at Big Bad Audio.

  6. Aug 17

    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 during uncertain times, and why governance, privacy, and provenance could shape AI adoption. The conversation closes with a call for greater industry collaboration and renewed attention to qualitative research, behavioral science, and the complexities that make people—and business decisions—impossible to reduce to data alone. Key Discussion Points How Burke is evolving its long history of research innovation into a more intentional decision intelligence model.Why AI can accelerate insight production, but cannot replace quality data, expert judgment, and human understanding.How connected data systems can shorten the distance between a business question and a confident decision.Why trust, transparency, governance, privacy, and data provenance will be essential to responsible AI adoption.The growing importance of qualitative research, behavioral science, and industry-wide knowledge sharing. Resources and Links Burke, Inc. You can reach out to Thania Farrar on LinkedIn Many thanks to Thania Farrar for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

  7. Aug 3

    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 essential to prevent contaminated “data lakes” and protect longitudinal research. The conversation also covers IDX’s Geneva data and insights hub, the value of global industry networks, and how leaders can build cultures where experimentation, collaboration, and responsible innovation thrive. Key Discussion Points Why communications must be designed for both human audiences and AI-powered answer engines.How IDX is embedding data and insights into creative, performance marketing, corporate communications, and investor relations.The value of testing creative concepts with real consumers and synthetic audiences before launch.Why synthetic data must be clearly tagged to maintain transparency, research integrity, and trustworthy data.How leaders can encourage innovation through cross-functional collaboration, open communication, experimentation, and permission to fail. Resources and Links IDXThe Future Role of Communications is Taking ShapeInsight Innovation Competition You can reach out to Crispin Beale on LinkedIn Many thanks to Crispin Beale for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

  8. Jul 20

    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 conversation also examines practical ways to increase research ROI, from repurposing existing studies to creating snackable content, interactive training, and action-oriented deliverables. For insights leaders seeking greater influence, Mary Beth offers a compelling framework built around partnership, persistence, persuasion, and meeting colleagues where they are. Key Discussion Points How Mary Beth’s unconventional career path shaped her approach to insights leadershipWhy insights and analytics teams should operate like internal businessesApplying consumer empathy and behavioral understanding to coworkers and stakeholdersTurning research into action through training, snackable insights, and engaging contentIncreasing ROI by repurposing existing research and embracing “good enough” information Resources and Links ⁠The Heineken CompanyIIEX Conferences You can reach out to Mary Beth Jowers on LinkedIn. Many thanks to Mary Beth Jowers for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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Ratings & Reviews

5
out of 5
5 Ratings

About

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, strategies, and emerging ideas with Greenbook, your guide to the future of insights.

Information

  • Creator
    The Greenbook Podcast Network
  • Years Active
    2022 - 2026
  • Episodes
    181
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 The Greenbook Podcast Network
  • Show Website
    Greenbook Podcast

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