48 episodes

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.

GreenBook Podcast GreenBook

    • Business
    • 5.0 • 2 Ratings

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.

    49 — Emmanuel Probst: Crafting Brand Image Like a Fine Cognac

    49 — Emmanuel Probst: Crafting Brand Image Like a Fine Cognac

    Creating brand image is deliberate and inventive, like the production of wine, cognac, or whiskey.
    Emmanuel Probst, Global Lead: Brand Thought-Leadership at Ipsos, joins the GreenBook podcast to discuss the release of his new book Assemblage. The book, which draws on the metaphor of spirit production, guides readers in creating a unique, distinctive, and dynamic brand image. Probst emphasizes the importance of forming an emotional connection with consumers, and stresses that this is crucial for companies of all sizes, ranging from boutique to Fortune 500. The episode unpacks how the book can help form a roadmap for those who want to to establish notable and pervasive brand recognition.
    You can reach out to Emmanuel on LinkedIn.
    Many thanks to Emmanuel for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

    • 42 min
    47 — Watchers on the Wall: Grant McCracken & Dave McCaughan

    47 — Watchers on the Wall: Grant McCracken & Dave McCaughan

    Are macro-trends changing the way you approach research?
    Expansion into a tech forward, globalized community is molding the landscape for consumers and creating additional gaps in the world of research. Grant McCracken & Dave McCaughan join this week's episode to explore macro-trends and changes they foresee in the coming year. Ranging from generational shifts, work-from home, or artisanal bread, these trends all influence the perspectives that inform research approaches.
    You can reach out to Dave on LinkedIn.
    You can reach out to Grant on LinkedIn.
    Many thanks to Dave and Grant for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

    • 56 min
    46 — DIY & Service: Adapting to Dynamism in Research

    46 — DIY & Service: Adapting to Dynamism in Research

    Many researches find themselves flexing between DIY and servicing— how can vendors serve them best?
    Frederic-Charles Petit, CEO of Toluna, and Rob Wengel CEO of GutCheck join GreenBook's host, Lenny Murphy, to discuss their recent merger and how they are catering to different facets of the research industry. Many companies' insights strategies are becoming more dynamic, pulling different methods and approaches; making mergers, like GutCheck and Toluna a no brainer. Creating a 'one-stop-shop' is a trend we will likely see continuing in the MRX space with increasing acquisitions and changes.
    You can reach out to Frederic on LinkedIn.
    You can reach out to Rob on LinkedIn.
    Many thanks to Frederic and Rob for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

    • 31 min
    45 — Insights Alchemy: Refining the Craft of Research

    45 — Insights Alchemy: Refining the Craft of Research

    How does the way we present our findings change the way they're understood?
    Sarah DaVanzo, Chief Data Officer at Pierre Fabre, joins GreenBook's host and Head of Content, Karen Lynch to discuss her zine "Insights Alchemy". Sarah embarked on creating a beautiful artifact to adress the apparent ambiguity of the term 'insight' with varying definitions in the industry. The convergence of insights, art, and science result in a beautiful handbook where metaphor shows how we might refine and perfect the craft of insights.
    You can reach out to Sarah on LinkedIn.
    Check out the mentioned QRCA article here.
    Many thanks to Sarah for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and our host, Karen Lynch.

    • 49 min
    44 – Digging Deeper: Behavioral Science & the Future of MRX

    44 – Digging Deeper: Behavioral Science & the Future of MRX

    How do we dig beyond what people tell us on the surface level?
    Co-Founder of the Irrational Agency, Leigh Caldwell, poses this question in conversation with GreenBook's host, Lenny Murphy, as they discuss the evolution of behavioral science in the commercial MRX space. Leigh envisions a future of co-creation with the consumer — cultivating a positive experience that benefits both parties during the entire research process. To actualize this vision, Leigh suggests behavioral science must pave the way towards more innovative methodologies and the future of market research.
    You can reach out to Leigh on LinkedIn.
    Many thanks to Leigh for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

    • 45 min
    43 — Leaning Into Discomfort, Empathy, & Comprehensive Insights

    43 — Leaning Into Discomfort, Empathy, & Comprehensive Insights

    Are your judgements obscuring your consumer feedback?
    Empathy activist & CEO of Ignite 360, Rob Volpe, joins the GreenBook Podcast to discuss the power of empathy and his recently published book, "Tell Me More About That: Solving the Empathy Crisis One Conversation at a Time". Rob recounts how his own experiences in the insights industry exemplify challenges in the face of discomfort and judgement. Leaning into empathy rather than bias, opens dialogue for unexpected findings and comprehensive insights that reflect broader perspective on human behavior.
    You can reach out to Rob on LinkedIn.
    Many thanks to Rob for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

    • 35 min

Customer Reviews

5.0 out of 5
2 Ratings

2 Ratings

ninja steth jelly 7655 ,

I highly recommend this podcast

Lenny is a beacon for the market research industry. His podcast is always insightful and actionable.

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