Greenbook Podcast Greenbook

How do leading companies turn market insights into innovative products that resonate with consumers and drive long-term success?
In this edition of the Greenbook Podcast we join you live from IIEX North America, host Karen Lynch welcomes Tulika Chikersal, the global lead for innovation insights at Post. Tulika shares her journey from agency roles at Kantar to leading innovation pipelines at Post, emphasizing the importance of forward-looking, strategic insights in driving long-term business strategies. She discusses the challenges and successes in identifying market white spaces, integrating insights with product development and marketing teams, and the critical lessons learned from failures. This episode offers a deep dive into the role of innovation insights in shaping consumer-centric product innovations and strategic business decisions.
You can reach out to Tulika on LinkedIn.
Many thanks to Tulika for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.


Mentioned in this episode:
Join us at an IIEX Event!
Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

Step into the forefront of innovation with key takeaways from IIEX North America 2024
In this episode of The Greenbook Podcast, join hosts Karen Lynch and Lenny Murphy as they dive into the vibrant happenings at IIEX North America 2024. Karen, who attended the event, shares her experiences of the energetic atmosphere, driven by a mix of familiar faces and exciting new entrants. The discussions were heavily influenced by the practical applications of AI in market research, with a focus on real-world integration into platforms and processes. Highlights include insightful contributions from industry giants like the NBA and Bose, emphasizing innovative approaches to audience measurement and customer-centricity. The episode also covers the Insight Innovation Competition, where Listen Labs emerged as a standout, showcasing their AI-assisted tools that enhance survey data analysis. Listen in for an in-depth look at the latest trends and transformative ideas shaping the future of market research.
Many thanks to our hosts, Karen and Lenny. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.
Mentioned in this episode:
Join us at an IIEX Event!
Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

How does Olly use consumer insights to craft products that stand out in the crowded wellness market?
In this episode of the Greenbook Podcast, host Karen Lynch interviews Liz Raukohl, Director of Insights at Olly—a vibrant vitamin and supplement brand celebrated for its consumer-friendly and innovative packaging. Liz shares her career journey from Pepperidge Farm to Unilever, leading up to her pivotal role at Olly. She delves into the establishment and evolution of the insights function within a dynamic startup environment, detailing her integration of cutting-edge research methodologies with fundamental consumer-centric practices. Emphasizing the critical role of insights in shaping strategic, data-driven decisions, Liz also explores how blending traditional and contemporary approaches in the insights field propels business growth and strategic innovation.
You can reach out to Liz on LinkedIn.
Many thanks to Liz for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.
Mentioned in this episode:
Join us at an IIEX Event!
Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

How did conjoint analysis revolutionize market research?
In this episode of the Greenbook Podcast, host Lenny Murphy interviews Steve Cohen, founder and CEO of In4mation Insights and a notable figure in market research. Steve recounts his pioneering work in developing methodologies like choice-based conjoint and MaxDiff, detailing his career from early film forecasting models at Polaroid to groundbreaking academic contributions. He discusses innovations in market research tools, such as integrating budget constraints in choice modeling and enhancing analysis with behavioral economics concepts like regret minimization. We also explore the potential of advanced computational technologies and AI to enhance market research processes.
You can reach out to Steve on LinkedIn.
Many thanks to Steve for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.
Mentioned in this episode:
Join us at an IIEX Event!
Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

Unexpected paths often lead to the most rewarding destinations
In this enlightening episode of the Greenbook Podcast, host Karen Lynch is joined by 2024 Future List Honoree Belinda Brown, Director of Marketing and Business Development at Gazelle Global. Belinda shares her journey from aspiring clinical psychologist to influential market researcher, highlighting her personal experiences with PCOS and the significant gaps in women's health research. She discusses the transformative power of market research on policy and consumer behavior, the role of AI in the industry, and the importance of inclusivity and volunteerism. Belinda also gives a sneak peek into her new book, Global Sales Channel, and her excitement for upcoming industry events. This episode is a deep dive into the intersections of personal experience, professional growth, and the broader impact of market research.
Check out Global Sales Channel on Amazon.
You can reach out to Belinda on LinkedIn.
Many thanks to Belinda for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.


Mentioned in this episode:
Join us at an IIEX Event!
Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

The human element of research is vividly brought to life in the realm of healthcare and patient data.
In this episode of the Greenbook Podcast, host Lenny Murphy engages in an inspiring conversation with Maria Muccioli, one of the honorees on the 2024 Greenbook Future List. Maria shares her captivating journey from her early days in Russia to her recent endeavors in the field of healthcare research. Delving into her academic background in biochemistry and molecular biology, Maria reflects on her transition from traditional academia to making significant contributions in healthcare through research. The discussion covers the challenges of healthcare market research, the impact of the COVID-19 pandemic on patients, and the exciting potential of AI in analyzing patient data. Emphasizing the importance of diversity in research and her personal dedication to improving patient care, Maria's story showcases resilience, innovation, and a profound commitment to enhancing the healthcare landscape.
You can reach out to Maria on LinkedIn.
Many thanks to Maria for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.

Mentioned in this episode:
Join us at an IIEX Event!
Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.