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

    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.

  2. 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.

  3. 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.

  4. Jul 6

    175 - John Gilfeather on Craft, Ethics, and Research Legacy

    In this episode of the Greenbook Podcast, Karen Lynch speaks with John Gilfeather, President of John Gilfeather & Associates and 2026 Market Research Council Hall of Fame inductee for Lifetime Achievement. John reflects on a career that spans Yankelovich, Roper, TNS, Logica Research, and his own consultancy, sharing lessons from decades of B2B, public affairs, corporate reputation, and public-release research. The conversation explores what makes research “good,” why mentorship matters, and how industry disruptions—from telephone to online to AI—have changed the craft. John also offers a thoughtful warning about preserving questionnaire quality, human judgment, and client impact as the insights industry evolves. Key Discussion Points: John’s early career at Yankelovich and the foundations of serious, craft-driven researchThe role of corporate reputation research in shaping stakeholder behaviorHow methodologies have evolved from in-person interviews to phone, online, and AI-enabled researchWhy “good research” must help clients make better decisionsMentorship, industry ethics, and the importance of training the next generation of researchers Resources & Links: Market Research Council Hall of Fame You can reach out to John Gilfeather on LinkedIn. Many thanks to John Gilfeather for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

  5. Jun 22

    174 - The Emotional Power of Convenience with Maxalan Vickers of Overtime

    What if convenience isn’t just about saving time—but about reducing stress, mental load, and friction? In this episode of The Greenbook Podcast, Karen Lynch sits down with Maxalan Vickers, Senior Insights Manager at Overtime, to explore how empathy, accessibility, and convenience intersect in modern consumer experiences. Drawing from his popular IIEX North America presentation, Maxalan shares why convenience should be viewed as an emotional outcome rather than a functional benefit. He discusses how Gen Z’s expectations are reshaping digital experiences, why insights should focus on relieving uncertainty, and how brands can better design products and services for neurodivergent consumers. From Apple Wallet and Amazon Prime to sports media and social engagement, this conversation offers a fresh perspective on creating experiences that truly make life easier—while also recognizing when convenience can go too far. Key Discussion Points: Why convenience is the “love child” of empathy and accessibilityHow Overtime built a sports media brand around Gen Z behaviors and preferencesDefining a great insight as something that “relieves uncertainty”The role of cognitive load, neurodiversity, and accessibility in product designWhen convenience becomes harmful: AI, sports betting, infinite scroll, and other cautionary examplesWhy insights teams should ask, “What would make your life easier?” instead of “What do you want?” Resources & Links: OvertimeIIEX Europe Event You can reach out to Maxalan Vickers on LinkedIn. Many thanks to Maxalan Vickers for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

  6. Jun 8

    173 - Adam Bai of Panoplai on Shaping the Future of Insights

    In this episode of the Greenbook Podcast, Karen Lynch sits down with Adam Bai, Chief Strategy Officer and Chief Client Officer at Panoplai, winner of Greenbook’s inaugural Industry Impact Award at IIEX North America. Adam shares how his background in anthropology, innovation, and enterprise transformation shapes Panoplai’s approach to modern insights. The conversation explores digital twins, synthetic data, the importance of validated human data, and why AI should enhance—not replace—the role of insights professionals. Adam also discusses what it means to build for both today’s market needs and the future of research, emphasizing the need for better standards, smarter workflows, and human judgment in increasingly automated systems. Key Discussion Points: Panoplai and Greenbook’s Industry Impact AwardHow digital twins and synthetic data fit into the insights toolkitThe importance of grounding AI tools in validated human dataWhy insights professionals must become “shepherds of the right questions”Lessons from Panoplai’s evolution from Glimpse to a modern insights platform Resources & Links: PanoplaiIIEX Europe Event You can reach out to Adam Bai on LinkedIn. Many thanks to Adam Bai for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

  7. May 25

    172 - Bringing Insights to Life Through Creative Storytelling with Dan Parker-Smith

    In this episode of the Greenbook Podcast, Karen Lynch sits down with Future List Honoree Dan Parker-Smith to explore how documentary filmmaking techniques can transform the way insights are communicated. As the co-founder of EXPLNERS, Dan shares how his background in film, music, and creative collaboration shaped his approach to making research findings more human, memorable, and actionable. The conversation dives into the power of storytelling, audience-first thinking, and creating “rewatchable” insight deliverables that drive stakeholder engagement and activation. Dan also discusses why the insights industry can learn from creators, journalists, and filmmakers — and how stronger storytelling can help research make a bigger impact inside organizations. Key Discussion Points: Why storytelling is essential for making insights memorable and actionableHow documentary filmmaking techniques enhance insight communicationThe importance of designing research deliverables with the audience in mindCreating “wow moments” and rewatchable insight videos for stakeholdersHow collaboration and creative inspiration can elevate research outcomes Resources & Links: EXPLNERSGreenbook Future ListIIEX Europe Event You can reach out to Dan Parker-Smith on LinkedIn. Many thanks to Dan Parker-Smith for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

  8. May 11

    171 - Samuel Cohen & Fairgen on AI Digital Twins in Research

    In this episode of the Greenbook Podcast, Leonard Murphy sits down with Samuel Cohen, co-founder and CEO of Fairgen, to explore the rapidly evolving world of synthetic data and AI-powered digital twins. Samuel shares how Fairgen has evolved from synthetic sample augmentation into building category-specific digital twins that help brands test ideas, concepts, ads, and products faster and more efficiently. The conversation dives into the future of market research, the role of AI-native workflows, and why agility is becoming a critical business advantage. Leonard and Samuel also discuss the changing economics of research, the importance of high-quality individual-level data, and how integrations and AI-driven experiences are reshaping insights teams, product development, and marketing functions. This episode is essential listening for insights professionals, researchers, and innovation leaders navigating the next generation of AI-enabled decision-making. Key Discussion Points: How Fairgen evolved from synthetic sample boosting to AI digital twinsThe difference between synthetic personas and individual-level digital twinsWhy category-specific data improves the accuracy of AI-driven researchHow AI-native workflows are transforming research operations and productivityThe future of market research integrations, automation, and embedded insights tools Resources & Links: FairgenFairgen Twins You can reach out to Samuel Cohen on LinkedIn. Many thanks to Samuel Cohen for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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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
    176
  • Rating
    Clean
  • Copyright
    © Copyright 2026 The Greenbook Podcast Network
  • Show Website
    Greenbook Podcast

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