Insights & Innovators Podcast from MRII

The Greenbook Podcast Network
  • 5.0 (1)
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  • Updated Weekly

Data and insights have become the required superpowers of growth companies. No matter what peak or trough the economy is in, business leaders need actionable insights to grow markets, engage customers, and make smart strategic decisions. And research professionals need skills and insights to grow their strategic seat at the table. MRII’s Insights & Innovators talks to today’s top experts and innovators to chart a path for the role, the research methods of tomorrow, and the growing importance of the researcher to business success.

  1. 2d ago

    Agentic Shopping and AI-Mediated Consumer Behavior with Steve Phillips

    When AI agents can research products in depth and make tailored recommendations, the traditional role of brand as a trust shortcut may shrink. In this episode, Steve Phillips, Founder, Chair and Chief Innovation Officer at Zappi, joins host Niels Schillewaert, Head of Research, Conveo.ai, to unpack “agentic shopping” and how AI-mediated decisions could reshape marketing and insights. Steve shares a real example of using Claude to choose a car, frames agent-driven choice as “system three” (system two on steroids), and explains why agents may prioritize specifics like ingredients, reviews, and scientific evidence over symbolism and advertising. They discuss category differences, how research may shift toward deeper human understanding and human-agent interaction, early experiments like surveying agents, and why insights leaders should lean into AI and lead organizational change. 00:00 Brand Collapses With Agents 00:42 Podcast Intro And Guest 01:44 What Is Agentic Shopping 02:32 Car Buying With Claude 05:12 System Three Decision Making 07:04 Why Brands Lose Power 09:42 Category Differences And Grocery 11:35 What Researchers Study Now 12:44 Agent Behavior And Discoverability 15:22 How To Experiment And Innovate 18:41 New Service Line For Insights 21:09 Skills And Industry Opportunity 24:31 One Thing To Do Tomorrow 25:05 Closing And Subscribe Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network Learn more about MRII → https://mrii.org/

    Agentic Shopping and AI-Mediated Consumer Behavior with Steve Phillips

  2. Sep 3

    Key Consumer Attitudes Toward AI with Idil Cakim

    Four out of five US adults don’t trust an AI-generated ad, AI-driven product, or service, and that gap between business adoption and consumer acceptance is growing. In this episode, Idil Cakim, Founder & CEO, Iris Flex, joins host Jon Last, President, Sports and Leisure Research Group, to unpack what brands often miss about consumer attitudes toward AI. They discuss why AI usage doesn’t always equal trust, how gender and age shape adoption, and Idil’s AI Proximity framework (exposure, control, delegation, and context) for measuring readiness. The conversation covers audience segments from avoiders to power users, where power users convert more in categories like financial services, auto, and wearable health. They also explore common rollout mistakes, the need for pre-testing and longitudinal tracking, and why human support still matters in sensitive decisions. 00:00 Power Users Payoff 00:52 AI Adoption Trust Gap 02:28 Why Study Consumers 04:09 Gender and Age Nuance 07:44 Usage Doesnt Mean Trust 08:59 AI Proximity Framework 12:32 Segments From Avoiders 14:13 Brand Mistakes and Fixes 18:40 Measuring Trust Over Time 22:34 Future Attitudes and Governance 24:55 Human Touch Still Matters 27:35 Wrap Up and Book Info Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network Learn more about MRII → https://mrii.org/

    Key Consumer Attitudes Toward AI with Idil Cakim

  3. Aug 27

    AI-Empowered Insights: Charting a Course as a Strategic Copilot with Ricardo Dalmas

    The old “commission research, present findings, move on” model is breaking as growth fragments, media splinters, and AI accelerate decisions. Ricardo Dalmas, Global VP of Insights & Analytics at Kimberly-Clark, joins host Nick Graham, Founder of Vertemis, to explain why insights must shift from calibration and testing toward defining strategic growth choices: where to play and how to win. They discuss balancing scale with precision, listening and observing behavior before asking survey questions, and prioritizing timely 70% answers over perfection. Ricardo outlines how AI can automate tasks, spot patterns and early trends, and free insights teams to iterate faster, experiment more, and partner closely with decision-makers. He also shares why emotionally resonant storytelling matters in intimate categories and offers career advice on industry passion, following up on impact, and mentorship. 00:00 Why Insights Must Evolve 01:34 Meet Ricardo Dalmas 03:52 Fragmented Growth Reality 07:54 Speed Over Perfection 09:23 From Research to Strategy 13:50 Will Insights Still Exist 18:07 Data Precision and Experimentation 20:46 AI Changes and Human Empathy 25:19 Emotional Storytelling Wins 28:19 Mentorship and Leadership Growth 31:35 Future Proof Career Advice 34:56 Closing and Subscribe Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network Learn more about MRII → https://mrii.org/

    AI-Empowered Insights: Charting a Course as a Strategic Copilot with Ricardo Dalmas

  4. Aug 20

    Policy Shifts, Governance, and Trust in AI with Arundati Dandapani

    The organizations that will lead with AI are those that balance privacy and utility through transparency about methods, limitations, and responsibilities across the data cycle. In this episode, Arundati Dandapani, Founder & CEO, Generation1.ca, joins host Zontziry “Z” Johnson, Founder, MRXplorer, to discuss how fast-changing global AI regulation is reshaping governance for insights teams. They explore why global policy matters even for local organizations, including cross-border privacy, sector-specific rules, and the growing expectation for explainable, monitored AI decisions. The conversation covers risk-based and rights-based approaches, frameworks like OECD and NIST, and the shift from regulation to coordination and interoperability. They also examine de-identification, anonymization, synthetic data, client confidentiality, contracts, and digital responsibility, emphasizing that responsible innovation requires judgment, human oversight, and continual reassessment of harms and value. 00:00 Privacy Meets Innovation 00:12 Show Intro and Topic 01:31 Global AI Policy Radar 05:18 Risk and Rights Frameworks 08:15 Who Sets the Pace 11:03 From Compliance to Proactive 12:47 Anonymization and Reidentification 16:44 Contracts and Data Ownership 18:22 Digital Responsibility in Insights 20:26 Final Takeaway and Wrap Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network Learn more about MRII → https://mrii.org/

    Policy Shifts, Governance, and Trust in AI with Arundati Dandapani

  5. Aug 6

    People Tell AI Things They Won’t Tell Researchers with Alfred Wahlforss

    Why do people often open up more to an AI moderator than to a human researcher? In this episode, Nick Graham (Founder, Vertemis) speaks with Alfred Wahlforss, CEO and Co-Founder of Listen Labs, about how AI is reshaping qualitative research from analysis into moderation and digital twins. Alfred shares how Listen Labs uses AI to conduct, moderate, and synthesize interviews in hours, what’s driving faster adoption inside insights teams, and why “research slop” makes responsible deployment critical. They explore when real human respondents are essential versus when digital twins can help with quick message or concept iteration, how Jevons Paradox may increase demand for researchers, and why anonymity can reduce social desirability bias in sensitive studies. 00:00 AI Moderator Hook 00:21 Show Intro and Topic 01:14 Guest and Listen Labs 02:25 AI Adoption Curve 04:20 Why Adoption Accelerates 07:01 Real People vs Synthetic 10:40 Digital Twins Use Cases 13:29 Humans vs AI Roles 18:39 Speed Versus Rigor 23:49 Honesty With AI 29:36 Skills for Researchers 32:56 Closing Thanks and Outro Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network Learn more about MRII → https://mrii.org/

    People Tell AI Things They Won’t Tell Researchers with Alfred Wahlforss

  6. Jul 30

    Beyond the Hype: Real Evidence from AI-Moderated Research with Matteo Cera

    A human connection may build more rapport, but it may not change what people disclose. In this episode, host Zontziry “Z” Johnson, Founder of MRXplorer, talks with Matteo Cera, CEO, Glaut, about independent studies testing AI-moderated interviews against human-moderated interviews and traditional surveys. They unpack biometric findings from Curtin University on comfort, stress, and disclosure, plus controlled experiments from the University of Mannheim and Human Highway showing longer, more varied responses and more themes than static surveys. They also discuss when humans still matter most, the role of voice vs text, built-in detection of uncooperative respondents during fieldwork, and why AMIs may be better framed as an evolution of survey methodology rather than “qual at scale.” 00:00 Big Question Setup 00:36 Meet the Guest 01:14 Rapport vs Disclosure 02:20 Anxiety and Biometrics 03:29 When Humans Matter 04:26 Independent Study Design 07:31 Why Not Qual at Scale 10:47 Richer Data KPIs 12:23 Voice vs Text Findings 13:33 Honesty and Openness 15:03 Data Quality and Cleaning 17:14 Respondent Experience Wins 20:23 Industry Impact and ROI 22:02 Researchers Role and Myths 24:36 Wrap Up and Subscribe #MarketResearch #MarketResearchTrends #InsightsForBusiness #AIMarketResearch #MarketResearchSkills Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network Learn more about MRII → https://mrii.org/

    Beyond the Hype: Real Evidence from AI-Moderated Research with Matteo Cera

  7. Jul 23

    Building Human Connections in the Era of AI with Stacy Taffet

    If everything becomes perfectly optimized, it all starts to look the same, and that’s where brand building dies. In this episode, Nick Graham, Founder of Vertemis, speaks with Stacy Taffet, Chief Growth Officer at The Hershey Company, about keeping marketing and insights deeply human in an AI-shaped world. They discuss why true consumer centricity is about understanding the “why,” not just dashboards; how insights teams can shift from reporting to shaping decisions through synthesis and conviction; and how to build an embedded foresight muscle that connects short-term performance with long-term signals. Stacy shares where AI helps with precision and scale, where it falls short on emotion and cultural resonance, and what leaders can do to create clarity, calm, and focus under pressure. 00:00 Curiosity And Conviction 00:22 Podcast Intro And Guest 03:16 Consumer Centricity Beyond Data 05:36 Future Of Insights Teams 08:19 Building A Foresight Muscle 11:34 Trends Redefining Food Needs 14:12 AI Versus Creativity 18:22 Human Connection Wins 20:33 Leading With Clarity 23:44 Career Advice For Insights 26:34 Wrap Up And Subscribe #MarketResearch #MarketResearchTrends #InsightsForBusiness #AIMarketResearch #MarketResearchSkills Subscribe to our Podcast, MRII Insights & Innovators Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network Learn more about MRII → https://mrii.org/

    Building Human Connections in the Era of AI with Stacy Taffet

  8. Jul 9

    Trust But Verify: Validating AI in the Insights Industry with Christopher Barnes

    In this Insights and Innovators Podcast episode, host Niels Schillewaert (Head of Research, Conveo.ai) speaks with Christopher Barnes, President of Escalent, about how market research organizations are approaching AI, why many fail to rigorously validate AI outputs, and how persuasive, energy-efficient model changes can increase risk. Barnes argues insights teams must become “insights and action” professionals, tighten the distance between findings and business impact, and adopt strong validation practices using human data and human-in-the-loop review. He shares examples of risky AI misuse, explains how to separate valuable tools from hype through piloting and showing work, and highlights near-term value in persona bots and research process agents. Barnes also describes Escalent’s mandatory AI certification and the need to prove measurable growth impact for clients. 00:00 AI Training Mandate 00:34 Podcast Welcome 01:04 Three AI Adoption Camps 03:03 Ahead Versus Risky 04:19 Why Validation Lags 07:07 Validation Best Practices 09:44 Persuasive AI Pitfalls 10:47 Who Owns Validation 13:00 Hype Versus Value 14:32 High Value Use Cases 16:46 Upskilling The Team 20:24 From Research To Advice 21:50 Skills For The Shift 24:21 Pollster Mindset Advice 26:15 Proving Business Impact 26:51 Closing And Subscribe Explore more episodes and resources → https://www.greenbook.org/podcast-network Learn more about MRII → https://mrii.org/

    Trust But Verify: Validating AI in the Insights Industry with Christopher Barnes
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About

Data and insights have become the required superpowers of growth companies. No matter what peak or trough the economy is in, business leaders need actionable insights to grow markets, engage customers, and make smart strategic decisions. And research professionals need skills and insights to grow their strategic seat at the table. MRII’s Insights & Innovators talks to today’s top experts and innovators to chart a path for the role, the research methods of tomorrow, and the growing importance of the researcher to business success.

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