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 PointsHow 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 LinksBurke, Inc.You can reach out to Thania Farrar on LinkedInMany 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 PointsWhy 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 LinksIDXThe Future Role of Communications is Taking ShapeInsight Innovation CompetitionYou can reach out to Crispin Beale on LinkedInMany 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 PointsHow 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” informationResources and Links⁠The 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 researchersResources & Links:Market Research Council Hall of FameYou 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 EventYou 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 platformResources & Links:PanoplaiIIEX Europe EventYou 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 outcomesResources & Links:EXPLNERSGreenbook Future ListIIEX Europe EventYou 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 toolsResources & Links:FairgenFairgen TwinsYou 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 researchersResources & Links:Mars PetcareGreenbook Future ListIIEX North America EventYou 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 InsightsYou 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.