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What if one of retail’s most valuable datasets has been hiding in plain sight? In this episode of the Greenbook Podcast, Karen Lynch sits down with Charlotte Kiddle and Yasmin Ayoub Sanusi of Vazen, formerly Virtual Store Trials, following their double win at IIEX Europe’s Insight Innovation Competition for both the Audience Favorite Award and Industry Impact Award. Charlotte and Yasmin explain how Vazen transforms planogram, transactional, store, and shopper-related data into practical intelligence for brands and category teams. They explore how AI can make years of shelf data easier to query, reduce range-review analysis from days to hours, and reveal opportunities for assortment, innovation, and shelf optimization. The conversation also examines changing retail dynamics, cross-functional decision-making, and why the next phase of AI in insights will be defined less by hype and more by practical impact. Key Discussion Points Unlocking planogram data for better decisions: How Vazen makes complex shelf and retail data accessible to brands, category managers, and insights teams.Turning AI into a practical retail tool: Why reliable, standardized data matters more than AI hype—and how Ask Vazen enables teams to query retail data in plain language.Reducing range-review analysis from days to hours: How AI-assisted analysis can quickly identify assortment changes, delistings, share-of-shelf shifts, and potential sales impact.Responding to a changing retail environment: How range reductions, premiumization, retail media, and a shift from category-based to occasion-based merchandising are changing shelf strategy.Connecting insights, category, and brand teams: Why better access to shared data can help organizations make stronger cross-functional recommendations—and ultimately influence what happens in-store. Resources & Links VazenGreenbook’s Insight Innovation Competition You can reach out to Charlotte Kiddle and Yasmine Ayoub Sanusi on LinkedIn. Many thanks to Charlotte Kiddle and Yasmine Ayoub Sanusi for being our guests. Thanks also to our production team and our editor at Big Bad Audio.

Fresh from IIEX AI, Karen Lynch and Sarah Snudden unpack the ideas that stood out across two packed days of conversations about AI and the future of research. They explore why AI’s biggest opportunity isn’t simply greater speed or productivity, but creating more room for strategic thinking, stronger relationships, and better business decisions. Sarah and Karen discuss accountability in AI-assisted work, the evolving role of synthetic data and AI-moderated qualitative research, and why human judgment remains essential even as research workflows become increasingly automated. The conversation also underscores a key takeaway from IIEX AI: cognitive offloading can be useful, but cognitive surrender is not. Researchers still need to question AI outputs, apply critical thinking, and remain accountable for the work. Key Discussion Points Moving beyond productivity: Why time saved through AI can be reinvested in strategic thinking, skill building, relationship building, and higher-value business advisory work.Keeping humans accountable: Why researchers need to own AI-assisted decisions and outputs rather than fall into “accountability offloading” or cognitive surrender.Synthetic data and AI-powered research: Where synthetic data, digital twins, and AI moderation can add value—and why real-world data and thoughtful validation remain important.The changing research toolkit: How AI-assisted qualitative research is expanding access to richer conversations while UX, MRX, technology, and cultural insights increasingly converge.Developing the next generation of researchers: Why experienced researchers need to model critical thinking and methodological rigor so early-career professionals learn how to recognize, question, and improve AI-generated work. Resources & Links IIEX West You can reach out to Sarah Snudden on LinkedIn. Many thanks to Sarah Snudden for being our guests. Thanks also to our production team and our editor at Big Bad Audio.

What if an insight doesn’t lead to action? Does that mean it failed? In this episode of the Greenbook Podcast, Karen Lynch speaks with Nadine van Rooyen, Senior Effectiveness Manager at WEX, about challenging one of the insights industry’s most persistent assumptions: that value is defined by actionability. Nadine explains why insights can create meaningful business impact even when recommendations aren’t implemented, and how decision quality, prioritization, and organizational trade-offs offer a more complete picture of success. They also explore the importance of understanding internal stakeholders, tailoring insights to different audiences, and using AI to strengthen communication without losing the human relationships that make insights influential. For research and insights professionals, it’s a compelling case for measuring value across the entire decision-making process. Key Discussion Points Moving beyond actionability as the ultimate measure of success: Why a recommendation that isn’t implemented can still improve understanding, prioritization, and decision-making.Measuring insights across a value chain: Nadine explains how trust, context, prioritization, trade-offs, and decision quality all contribute to the impact of research.Why better decisions matter more than perfect outcomes: Business decisions rarely happen with complete information, making insights an essential piece of a much larger organizational puzzle.Treating internal stakeholders like distinct audiences: How tailoring insights for finance, sales, customer service, leadership, and other teams can increase relevance and influence.The future of insights in an AI-powered organization: Why AI can help researchers better understand stakeholders and communicate effectively, while human relationships remain irreplaceable. Resources & Links WEXIIEX Events You can reach out to Nadine van Rooyen on LinkedIn. Many thanks to Nadine van Rooyen for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

What happens when AI becomes more than a tool and starts shaping the interface itself? Josh Clark and Veronika Kindred of Big Medium, co-authors of Sentient Design: Crafting Intelligent Interfaces with AI, join Karen Lynch to explore a new approach to designing AI-powered experiences. They discuss treating AI as a design material, moving beyond chat-based interfaces, and creating products that adapt to users’ context and intent in real time. The conversation also examines one of AI design’s biggest challenges: trust. Josh and Veronika share approaches for building transparency, explainability, and healthy skepticism into intelligent systems. For UX researchers and insights professionals, they explain why user research becomes even more important as AI changes product development—and how researchers can take a more active role in shaping the products themselves. Key Discussion Points Moving beyond chat with AI: How sentient design uses AI as a creative design material to build intelligent, adaptive interfaces rather than simply adding chatbots or AI tools to existing products.Designing experiences that adapt in real time: How interfaces can respond to user context and intent, including dynamically generated dashboards and AI agents that work alongside users within familiar environments.Building trust into AI-powered products: Why AI’s confidence can be misleading and how transparency, explainability, visible sources, and “productive humility” can help users evaluate AI-generated outputs.Balancing AI opportunity with risk: How designers can determine where AI is appropriate, identify unacceptable risks, and build safeguards into systems where failure has meaningful consequences.The evolving role of UX research and insights: Why researchers need to participate throughout design and development—and how research findings can become direct instructions that shape how AI-powered products behave. Resources/Links ⁠Sentient Design: Crafting Intelligent Interfaces with AI - Use code SENTIENT-GREENBOOK for 20% off your purchase of the book at Rosenfeld Media through September 30, 2026.⁠Big Medium You can reach out to Josh Clark and Veronika Kindred on LinkedIn. Many thanks to Josh Clark and Veronika Kindred for being our guests. Thanks also to our production team and our editor at Big Bad Audio.

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.

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.

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.

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.

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.

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.

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.

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.

In this episode of the Greenbook Podcast, Karen Lynch sits down with Haley Kiernan, Insights Manager at Mars Petcare and a 2026 Greenbook Future List honoree, to explore the evolving realities of modern research. Haley shares how behavioral science shapes her approach to understanding “pet parents,” and why the infamous say-do gap continues to challenge even the most sophisticated studies. The conversation dives deep into one of the industry’s most pressing issues: data quality in the age of AI. From bots infiltrating survey responses to the surprising rise of “too-good” open-ended answers, Haley offers a candid look at what’s changing—and what researchers can do about it. She also reflects on mentorship, feedback, and the growing role of AI as both a powerful tool and a complex unknown in the future of insights. Key Discussion Points: The role of behavioral science in bridging the “say-do gap” in researchWhy traditional data quality checks are breaking down in the age of AIPractical strategies for improving data integrity (behavioral data, video responses, triangulation)The tradeoff between speed and quality in modern insights workflowsMentorship, feedback, and building adaptability in early-career researchers Resources & Links: Mars PetcareGreenbook Future ListIIEX North America Event You can reach out to Haley Kiernan on LinkedIn. Many thanks to Haley Kiernan for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

What does it take to turn millions of fan interactions into meaningful insight? In this episode, host Karen Lynch sits down with Craig Swaisgood, VP of Data, Analytics & Business Intelligence for the New York Mets, to explore the intersection of data, fandom, and experience design. Craig shares how his team blends behavioral data, survey insights, and segmentation to understand what truly drives fan engagement—while navigating the emotional highs and lows that define sports fandom. From lagging indicators like ticket sales to real-time fan feedback at Citi Field, this conversation reveals how data informs decisions across marketing, operations, and strategy. It’s a compelling look at how insights professionals can balance logic and emotion to create experiences that resonate—whether you're in sports or any customer-centric industry. Key Discussion Points: The Emotional Complexity of Fandom Why sports fans defy traditional logic—and how data teams account for emotional volatility in insightsFrom Data to Experience Design How the Mets use behavioral, demographic, and psychographic data to shape fan experiencesSegmentation That Goes Beyond Demographics Building personas based on motivations, behaviors, and life context—not just who fans are, but why they engageLagging Indicators & the Long Game Why ticket sales and sentiment don’t shift instantly—and what that means for interpreting performanceThe Say-Do Gap in Action Fans may complain—but their behavior tells a different story (and data reveals the truth) Resources & Links: New York Mets Official WebsiteCiti Field InformationMLB Fan Experience Insights You can reach out to Craig Swaisgood on LinkedIn. Many thanks to Craig Swaisgood for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, Karen Lynch sits down with Tucker Mitchell, Senior Manager of Innovation Insights & Strategy at Pernod Ricard and 2026 Greenbook Future List Honoree. Tucker shares how innovation actually happens inside a global portfolio brand, where insights, strategy, and speed must constantly balance. The conversation explores how AI is reshaping workflows without replacing human judgment, why “innovation overload” is a real organizational challenge, and how teams can prioritize for impact. Tucker also dives into the power of storytelling, building a personal “brain trust,” and designing research that accounts for human unpredictability. For insights professionals navigating complexity, this episode offers a grounded, actionable perspective on what it really takes to turn ideas into market-ready innovation. Key Discussion Points: How AI supports synthesis and speed—but still falls short on emotional insightManaging “innovation overload” across brands, teams, and prioritiesWhy storytelling—not just data—is critical to driving decisionsThe importance of building a personal “brain trust” for growth and perspectiveDesigning research that accounts for human contradiction and behavioral bias Resources & Links: Greenbook Future ListIIEX North America You can reach out to Tucker Mitchell on LinkedIn. Many thanks to Tucker Mitchell for being our guest. Thanks also to our production team and our editor at Big Bad Audio.