CEO Series

The Greenbook Podcast Network
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Step into the boardroom with Greenbook’s Lenny Murphy as he sits down with the trailblazing CEOs shaping the future of market research and insights. In each episode, you'll get rare access to unfiltered conversations about bold strategies, real-world challenges, and the innovations driving change across the industry. Whether you're an aspiring leader or a seasoned pro, this series delivers sharp takeaways, visionary thinking, and behind-the-scenes stories you won’t hear anywhere else.

  1. 3d ago

    Rob Key of Converseon: Making Unstructured Data AI-Ready

    As AI models become more powerful and increasingly commoditized, the real competitive advantage may lie in the quality and context of the data feeding them. In this episode of the CEO Series, Lenny Murphy speaks with Rob Key, founder and CEO of Converseon, about the growing importance of structuring unstructured data for AI and research. Rob explains why traditional sentiment analysis falls short, how context engineering can improve accuracy while reducing AI costs, and why brands need stronger governance around the data flowing into AI agents. They also explore the risks of AI-generated content contaminating future datasets, the evolving role of social and consumer intelligence platforms, and why domain-specific models could become critical infrastructure for enterprise AI. Key Discussion Points Why data quality matters more in the GenAI era: Rob explains how small inaccuracies in unstructured data can become significantly amplified when AI systems consume and reason across that information.Moving beyond basic sentiment analysis: The conversation explores entity- and aspect-level sentiment, attitudes, intensity, trust, and other dimensions that can provide a much richer view of consumer opinion.Context engineering as AI infrastructure: Rob argues that organizations need to structure data according to their own brands, industries, language, and definitions before passing it into general-purpose AI agents.The emerging AI ecosystem: Lenny and Rob discuss a future where frontier models provide foundational intelligence while smaller, purpose-built models, platforms, and agents create differentiation through specialized context and workflows.AI-generated content, trust, and ethics: They examine the growing challenge of AI-generated content training other AI systems, the importance of distinguishing meaningful human expression from automated noise, and the responsibility organizations have when influencing AI-generated perceptions. Resources and Links Converseon You can reach out to Rob Key on LinkedIn Many thanks to Rob Key for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

  2. Aug 13

    Sascha Eder of NewtonX on Trust in Synthetic Personas

    NewtonX CEO and co-founder Sascha Eder joins Karen Lynch on the CEO Series to discuss how strategic consulting and entrepreneurial resilience shaped his approach to leadership. Sascha explains why hiring, actionable feedback, mentorship, and cultural alignment are essential when scaling a company through uncertainty. He also shares NewtonX’s perspective on synthetic personas and their potential to support faster, always-on B2B research when used alongside primary data. Rather than treating synthetic research as a universal solution, Sascha emphasizes transparent methodologies, appropriate use cases, and evidence that builds researcher confidence. The conversation also explores AI’s rapidly evolving capabilities, the continued importance of human connection, and why the future of insights will depend on welcoming new technologies and professionals from diverse professional backgrounds. Key Discussion Points How Sascha’s background shaped his resilience, mental discipline, teamwork, and leadership style.The strategy skills he gained at McKinsey—and what he had to unlearn when moving from advising companies to building one.Why hiring quality, cultural alignment, regular feedback, and career development are critical to scaling and employee retention.How synthetic personas can complement primary research and enable faster, always-on decision support for B2B organizations.Why the future of insights depends on technological experimentation, methodological transparency, mentorship, and diverse professional backgrounds. Resources and Links NewtonX⁠IIEX West You can reach out to Sascha Eder on LinkedIn Many thanks to Sascha Eder for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

  3. Jul 30

    Staying Relevant in the Age of AI with Aksel Bedikyan

    What makes a business, brand, or insights professional truly relevant in the age of AI? Aksel Bedikyan, founder of OhGee Insights, joins Lenny Murphy to explore how technology is reshaping research, brand relationships, and entrepreneurship. Drawing on a career spanning aerospace engineering, analytics, media, and consulting, Aksel explains why AI should strengthen human expertise rather than replace it. They discuss the growing importance of meaning-making, the tension between personalization and privacy, and the value of combining AI-moderated research with human interviews. Aksel also shares practical advice for entrepreneurs. Key Discussion Points How an engineering mindset shaped Aksel’s approach to research, analytics, and business problem-solving.Why relevance—not process—is becoming the defining source of value for brands and insights professionals.How AI can increase efficiency while giving researchers more time for interpretation, strategy, and meaning-making.The balance between personalized brand experiences, consumer convenience, privacy, and the risk of becoming intrusive.Why AI-moderated interviews and human-led qualitative research work best as complementary approaches.Aksel’s lessons for entrepreneurs on experimentation, generosity, relationships, and professional community. Resources and Links ⁠OhGee Insights You can reach out to Aksel Bedikyan on LinkedIn Many thanks to Aksel Bedikyan for being our guest.

  4. Jul 16

    The Survey Is Being Replaced and Kristi Zuhlke Is Leading the Charge

    Kristi Zuhlke went from insights leader at Procter & Gamble to founding Knowledge Hound, the industry's first search-driven survey analytics platform, and is now one of the most practical voices on AI in market research. In this episode, she joins Lenny Murphy to discuss why theorizing about AI is a waste of time, why companies can't afford to wait for the hype to settle, and what's got her obsessed: using large language models to simulate human decision-making and potentially replace traditional quantitative research entirely.

  5. Jul 2

    How Patrick Comer Built the Pipes That Power Global Research

    Patrick Comer, CEO of Cint, has spent over 20 years building the backbone of market research — from founding Lucid to running one of the industry's most critical pieces of infrastructure. In this episode, he joins Lenny Murphy to discuss why direct human engagement is more valuable than ever, how Cint's 100 million global identity spine is redefining research quality, and why AI-moderated interviews are driving a surge in demand that may eventually outpace the capacity of every human respondent on the planet.

  6. Jun 18

    Inside the Fight Against Survey Fraud with Enlightn CEO Adrien Vermeirsch

    Adrien Vermeirsch, Founder and CEO of Enlightn, shares why he left the traditional sample industry to build a smarter research recruitment platform, discusses the growing challenges of fraud and data quality, and explains how AI-powered semantic matching and richer respondent profiling can help researchers find better participants and improve the reliability of insights.

  7. Jun 4

    Rhiannon Price Believes AI Will Make Qual Researchers More Human, Not Less

    Rhiannon Price, Senior Director at Simpson Carpenter, has spent 22 years in qualitative research, and she's not scared of AI. In this episode of the CEO Series, she explains why the technology frees researchers to focus on empathy and insight, shares how their humanoid AI moderator Quai is unlocking surprising honesty in participants, and makes the case for getting better at the one thing AI can't do: turning research into action.

  8. May 21

    How Vin DeRobertis, CEO of Generation Lab Powers AI with Real Behavioral Insights

    In this CEO Series conversation, Vin DeRobertis joins Lenny Murphy to discuss why first-party behavioral data is becoming one of the most valuable assets in the AI era. From his journey through Dynata and Savanta to leading Generation Lab, Vin shares how the company is using real-world behavioral signals, low-fraud audiences, and AI-ready infrastructure to help brands move beyond traditional research. The conversation explores the growing demand for “anti-synthetic” data, the evolving buyer landscape, and why human judgment still matters in an increasingly automated industry.

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About

Step into the boardroom with Greenbook’s Lenny Murphy as he sits down with the trailblazing CEOs shaping the future of market research and insights. In each episode, you'll get rare access to unfiltered conversations about bold strategies, real-world challenges, and the innovations driving change across the industry. Whether you're an aspiring leader or a seasoned pro, this series delivers sharp takeaways, visionary thinking, and behind-the-scenes stories you won’t hear anywhere else.

Information

  • Creator
    The Greenbook Podcast Network
  • Years Active
    2025 - 2026
  • Episodes
    37
  • Rating
    Clean
  • Copyright
    © Copyright 2026 The Greenbook Podcast Network
  • Show Website
    CEO Series