Greenbook Podcast

Visa’s Paula Guarín, Head of Consumer Insights & Marketing Analytics for Latin America & the Caribbean (LAC), joins Karen Lynch to unpack how a 13-person team blends primary research with transactional data to drive brand and business results. Paula shares her career path from agency intern to regional leader, explains why embedding insights leaders in-country matters, and breaks down six priority areas—from agile testing to say-do correlation and ROI on insights.She also spotlights region-specific dynamics (Brazil/Argentina vs. Mexico/DR), double-digit e-commerce growth, and how agentic AI may reshape purchase behavior. Plus: building revenue by selling research to clients, Visa University’s role in upskilling, “five trends in five minutes,” and fresh learnings on ultra-affluent travelers and category liquidity. A masterclass in impact, communication, and human-centered research at scale.Key Discussion Points:Team design: In-country insight leads + regional standards for speed and comparability.Data fusion: Precise surveys + transactional “do” data to measure real impact.Core priorities: Thought leadership, agile testing, tracking/MMM, descriptives, say-do, and client-funded studies.Regional nuance: Different disruption levels (Brazil/Argentina vs. Mexico/DR) and why local vendors matter.Trends: Double-digit e-commerce growth and early signals of AI agents influencing purchases.Resources & Links:VisaIIEX LATAMWalmart LuminateYou can reach out to Paula Guarin on LinkedIn.Many thanks to Paula Guarin for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Matt O’Mara, President of Cranbrook Search Consultants, to discuss the state of hiring and career development in the insights industry. With more than 30 years of experience spanning client, supplier, and recruiting roles, Matt offers an insider’s view on the opportunities and challenges shaping today’s job market.From the advantages of working with a search firm, to misconceptions about recruiters, to the growing role of AI in hiring and candidate preparation, this conversation is packed with timely advice. Whether you’re an active job seeker, a hiring manager navigating a slow market, or a researcher thinking about your next career step, Matt’s perspectives on networking, skill-building, and the future of work will leave you with actionable takeaways.Key Discussion Points:Why search firms can be a strategic advantage for both candidates and hiring companiesMisconceptions about recruiters—and how ethical consultants add real valueCurrent hiring market conditions: demand shifts, sector slowdowns, and where growth remains strongThe role of AI in hiring and how candidates can smartly use AI to prepare resumes and interviewsRemote, hybrid, and gig work: how work arrangements are evolving in the insights industryResources & Links:Cranbrook Search ConsultantsInsights Career NetworkFreakonomics Radio (Stephen Dubner’s podcast)The Prof G Pod with Scott GallowayMarketplace with Kai RyssdalInsights on the Brink by Tim HoskinsYou can reach out to Matt O’Mara on LinkedIn.Many thanks to Matt O’Mara for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Bethan Blakeley, Research & CX Manager at SimpliSafe UK, to discuss her journey from agency-side researcher to client-side insights leader. Bethan shares what it’s like to be a research team of one, balancing strategic priorities with stakeholder demands, and how she builds trust with both agencies and internal partners.She also opens up about work-life balance as a parent of two, the importance of transparent communication, and why trust is at the heart of successful client–agency partnerships. From shaping TV ad campaigns to instilling customer-centricity across her organization, Bethan reveals how insights come to life when researchers are empowered.Key Discussion Points:Transitioning from agency to client side and lessons learned.Building insights functions as a team of one at SimpliSafe UK.Why trust and transparent communication are essential in client–agency relationships.Balancing stakeholder priorities while driving strategic research.Navigating parental leave, work-life balance, and modeling healthy boundaries.Resources & Links:SimpliSafe UKSimpliSafe USZappiAURA UKYou can reach out to Bethan Blakeley on LinkedIn.Many thanks to Bethan Blakeley for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch sits down with longtime friend and industry veteran Michelle Finzel, Senior Manager of Consumer Insights at DAP Global. Michelle shares her unique career journey — from growing up in her mother’s market research business, to running Maryland Marketing Source for nearly a decade, to making the leap into corporate life at a leading home improvement manufacturer.She reflects on navigating the challenges of COVID, letting go of business ownership, and discovering new fulfillment and balance in an in-house role. Along the way, Michelle offers valuable lessons on transferable skills, building collaborative teams, streamlining vendor relationships, and embracing change with confidence.Key Discussion Points:Michelle’s career evolution from small business owner to corporate insights leaderLessons learned transitioning from self-employment to working within a large organizationHow DAP integrates research into product development and innovationBalancing in-house capabilities with trusted external research partnersThe importance of community, collaboration, and inclusive workplace initiativesResources & Links:DAP GlobalQualitative Research Consultants Association (QRCA)You can reach out to Michelle Finzel on LinkedIn.Many thanks to Michelle Finzel for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Lenny Murphy sits down with Tamanna Dhamija, Co-founder and CEO of Convosight and ConvoTrack, to explore the power of AI-driven video intelligence in modern brand building. From her investment banking roots to leading one of the most innovative platforms in consumer insights, Tamana shares her journey of curiosity, problem-solving, and purpose.She explains how brands can extract real-time, unprompted insights from consumer-generated video content—and why this capability is reshaping how teams across marketing, insights, and even sales make decisions. The conversation touches on AI's role in accelerating action, the rise of one-person "AI-augmented" companies, and why democratizing data access might be the key to staying competitive. If you’re in market research, brand strategy, or digital innovation—don’t miss this one.Key Discussion Points:How ConvoTrack uses AI to analyze video content for deep consumer insightsThe shift from static dashboards to real-time, conversational intelligenceWhy brand, insight, and AI teams need shared access to consumer dateTamanna’s journey from investment banking to insights entrepreneurshipHow human engagement and AI augmentation together power innovationResources & Links:ConvoTrack – AI-powered video intelligence platformConvosight – Community-led growth platformYou can reach out to Tamanna Dhamija on LinkedIn.Many thanks to Tamanna Dhamija for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, Lenny Murphy chats with Matt Powell, Managing Director of North America at B2B International. With over 20 years at the company, Matt shares his journey from phone-room interviewer to senior leadership and offers an insider’s perspective on the evolving world of B2B market research.The conversation dives deep into how emotional drivers have overtaken rational ones in B2B decision-making, the rising demand for trustworthy data, and the role of synthetic data and AI in delivering faster insights. Matt also discusses how B2B International’s integration into Dentsu and the launch of Dentsu B2B is reshaping end-to-end research, strategy, and execution. For anyone navigating the intersection of business insights and innovation, this is a must-listen.Key Discussion Points:Matt Powell’s 20-year career journey at B2B International and lessons from the phone roomHow emotion and trust are now leading drivers in B2B decision-makingThe role of AI, synthetic data, and rapid insights in modern B2B researchImportance of data quality and human validation in high-stakes B2B studiesDentsu B2B’s integrated model: combining media, creative, CX, and insightsResources & Links:B2B InternationalMerkle (Dentsu)Greenbook GRIT ReportYou can reach out to Matt Powell on LinkedIn.Many thanks to Matt Powell for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch speaks with Joel Renkema, Global Head of Insights at Inter IKEA Group. From foundational lessons at Procter & Gamble to shaping strategy at one of the world’s most iconic retail brands, Joel shares how IKEA integrates insights across its entire value chain—from supply and logistics to retail and communication. The conversation covers the power of ethnographic research, IKEA’s unique approach to segmentation and innovation, and how foresight planning informs sustainable, long-term strategies. Joel also discusses how empathy, immersion, and activation are essential for future-proofing insights teams and keeping research human in an AI-driven world.Key Discussion Points:Joel’s career journey from P&G to Inter IKEA and what he learned at each stopHow IKEA uses ethnographic research and employee-led home visits to fuel innovationA reframing of segmentation—designing for life stages and universal needs rather than narrow targetsThe strategic role of foresight in planning for climate, mobility, and urbanizationWhy empathy and business immersion matter more than perfect data in impactful insights workResources & Links:Inter IKEA GroupIKEA Life at Home ReportYou can reach out to Joel Renkema on LinkedIn.Many thanks to Joel Renkema for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch sits down with mixed methods researcher Megan Ruxton—most recently with the FDA and previously with Vibrant Health—to explore how researchers can turn ambiguity into action. From academia to public health to tech, Megan’s career has been driven by a passion for applied behavioral research. She shares how mixed methods can uncover the “unpredictable magic” of human behavior—insights that AI alone can’t capture.The conversation touches on building structure from chaos, navigating stakeholder resistance, the future role of AI in research, and why researchers must embrace both the messy and the measurable. Megan’s blend of optimism, experience, and human-centered thinking offers a refreshing perspective on what’s next for the insights industry.Key Discussion Points:Why applied research brings more impact than theoretical workHow to structure ambiguity using tools like logic models and the Five WhysDefining true mixed methods—and how to select the right sequenceThe irreplaceable role of “emotional squishiness” in a world leaning on AIWhat makes insights actionable in high-stakes decision-makingResources & Links:Beneath the Why – Christopher Brace’s workshop referenced in the episodeYou can reach out to Megan Ruxton on LinkedIn.Many thanks to Megan Ruxton for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Kira Greenberg, Senior Manager of Brand Insights for Jameson at Pernod Ricard USA. With a background in anthropology and deep qualitative research, Kira brings a unique perspective to brand strategy and cultural relevance. She shares how storytelling functions not just as a tool for communication but as a foundation for strategic brand decisions.The conversation spans her category shift from media to spirits, working within a multinational matrix, and the nuanced role of AI in modern research. If you're in insights, marketing, or strategy, this episode will leave you thinking differently about how research connects people, culture, and brands.Key Discussion Points:The power of storytelling in strategic brand insightsShifting categories: from Warner Bros. to Pernod RicardCultural nuance and the art of connecting with diverse audiencesAI’s evolving role in qualitative research workflowsWhy the future of insights depends on deep strategic partnershipResources & Links:Pernod Ricard USAJameson WhiskeyGreenbook's IIEX North AmericaYou can reach out to Kira Greenberg on LinkedIn.Many thanks to Kira Greenberg for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode, Greenbook’s Karen Lynch sits down with Sarah Snudden, Head of US Consumer Insights at JDE Peet’s, for a lively conversation spanning career journeys, coffee obsession, and cutting-edge AI innovation. Sarah shares how her path led from Clorox and Seventh Generation to premium beverage insights at JDE Peet’s, and how she’s using AI agents to explore white space innovation and generate impactful product names.They also unpack key takeaways from IIEX North America, including the evolving role of emotion in insights, why AI must serve research—not define it—and how industry connections fuel continuous learning. A must-listen for insight pros navigating fast-changing tech and business needs.Key Discussion Points:Sarah’s career evolution from Clorox to Keurig to JDE Peet’s and her passion for premium coffee brands like L’OR and Tea FortéUsing AI agents for innovation: how One Strategy Studio’s modular model helps identify white space and accelerate namingThe changing conversation around AI in research: moving from hype to practical use casesTakeaways from IIEX North America, including standout sessions, trends, and why human insight still mattersAdvice for researchers ready to experiment with new tools: start small, focus on outcomes, and skip the tech jargonResources & Links:JDE Peet’sOne Strategy StudioIIEX North AmericaYou can reach out to Sarah Snudden on LinkedIn.Many thanks to Sarah Snudden for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode, Karen Lynch sits down with Sofia Gomez-Garcia, Executive Director of Innovation, Special Projects, and Global Community Management at Warner Bros. Discovery. Sofia shares the behind-the-scenes story of managing the A-List—WBD’s long-standing, non-incentivized insights community of over 45,000 fans—and how fandom fuels research agility and engagement.She unpacks how WBD expands globally while preserving local relevance, and dives into groundbreaking studies like the company’s biometric research on nostalgia-driven content discovery. Plus, hear why Sofia is bullish on experimentation, gamification, and AI’s potential to elevate both speed and quality in insights.Key Discussion Points:The evolution and impact of the Warner Bros. A-List communityWhy a non-incentivized panel works—and how fandom drives participationThe strategic use of sub-communities (e.g., Harry Potter, DC)Expanding globally: launching in Japan, France, and GermanyBiometric research on nostalgia, content browsing, and emotional responseBalancing innovative and traditional methodologiesSofia’s forward-looking take on AI, synthetic data, and research integrityResources & Links:Warner Bros. DiscoveryNeuralSense (biometric research partner)You can reach out to Sofia Gomez Garcia on LinkedIn.Many thanks to Sofia Gomez Garcia 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 Kalindi Mehta, Global VP of Consumer Foresight, Strategy, and Predictive Analytics at Estée Lauder Companies. Kalindi shares how the beauty industry’s emotional, cultural, and highly personalized nature requires real-time consumer insight and constant innovation.She discusses how AI is transforming the end-to-end insights process—from sensing trends and matching products to co-creating with influencers and optimizing business results. Kalindi also dives into the skills and mindset insights professionals need to thrive in an AI-driven future, and offers practical leadership advice for driving transformation within organizations. A must-listen for anyone navigating the evolving intersection of data, creativity, and consumer foresight.Key Discussion Points:How Estée Lauder uses AI to drive consumer foresight and innovationThe cultural and emotional complexity of beauty consumersBuilding insights capabilities that scale across global teamsWhy AI enhances—rather than replaces—human expertiseSkills and leadership strategies for thriving in AI-powered insights workResources & Links:Estée Lauder CompaniesYou can reach out to Kalindi Mehta on LinkedIn.Many thanks to Kalindi Mehta for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode, host Karen Lynch welcomes Ali Henriques, Global Director at Qualtrics Edge, for a deep dive into the transformation of research services at Qualtrics and how AI is shaping the future of insights. Ali shares her journey from cruise industry research to leading a $120M insights division, revealing how Qualtrics Edge is democratizing access to data through Instant Insights and synthetic audiences.The conversation explores how synthetic data enhances agility, why continuous model hydration is critical, and how companies like Booking.com are already testing these capabilities. With humor, passion, and deep expertise, Ali offers a clear-eyed look at the future of market research and how teams can start exploring AI-driven solutions—today.Key Discussion Points:What Qualtrics Edge is and how it reimagines traditional research servicesInstant Insights: Merging syndicated data with real-time behavioral signalsSynthetic audiences: Training proprietary LLMs to scale insight generationBooking.com’s pilot study and lessons learned from synthetic data comparisonsThe future of research: fast-twitch insights, agentic AI, and democratized decision-makingResources & Links:Qualtrics Edge OverviewBooking.comQualtrics X4 Experience SummitGreenbook IIEX EventsYou can reach out to Ali Henriques on LinkedIn.Many thanks to Ali Henriques for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this inspiring episode of The Greenbook Podcast, host Karen Lynch is joined by Katie O’Connor, incoming SVP of Key Accounts at Behaviorally, to celebrate the 2025 Greenbook Future List honorees. Together, they explore the importance of innovation, mentorship, and visibility in shaping the future of insights.Katie reflects on her career journey, the qualities that fuel success in the research industry, and why Behaviorally chose to sponsor this year’s Future List. The conversation highlights emerging leaders, powerful quotes from honorees, and how industry-wide collaboration is shaping a more inclusive and dynamic future.Key Takeaways:The Greenbook Future List honors early-career professionals driving innovation, strategy, and community impact.Behaviorally’s commitment to nurturing talent and future-facing solutions.Qualities like passion, resilience, creativity, and strategic thinking are consistent markers of rising stars.Mentorship plays a critical role in personal growth and industry transformation.Supporting initiatives like the Future List is an investment in the future of insights.Resources & Links:Learn more about BehaviorallyDiscover the 2025 Greenbook Future List HonoreesExplore Greenbook Events and get involvedYou can reach out to Katie O’Connor on LinkedIn.Many thanks to Katie O’Connor for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of The Greenbook Podcast, host Lenny Murphy sits down with Deb, Director of Data Science at Sigmoid Analytics and a 2025 Greenbook Future List Honoree. Deb shares insights into solving complex data challenges, the evolving role of Gen AI in analytics, and how companies are integrating AI-driven efficiencies. They discuss the future of data science, the shift towards strategic problem-solving, and the importance of upskilling talent in an AI-powered world. Tune in for a thought-provoking discussion on how organizations are embracing AI while navigating unknowns in the industry.Key Takeaways:AI is revolutionizing data analytics, but strategic thinking and human expertise remain essential.Organizations must embrace unknowns and invest in future-proof AI strategies.The industry is shifting from traditional statistical models to AI-driven insights with LLMs and automation.The future of analytics will prioritize business impact over technical complexity.Developing strong problem-solving skills is critical for the next generation of data scientists.Resources & Links:Learn more about Sigmoid AnalyticsYou can reach out to Debapriya Das on LinkedIn.Many thanks to Debapriya Das for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode, Greenbook Podcast host Karen Lynch sits down with Val Pastrana, Global Consumer Science Lead for the AMEA region at Sanofi. With a career spanning leading CPG giants like P&G, Unilever, and Mondelēz, Val shares his journey in insights, innovation, and consumer science.He discusses the importance of embedding consumer-centricity in pharmaceutical product development, the balance between AI-driven research and human-led insights, and the value of a global perspective in shaping innovation. Val also delves into his leadership philosophy, emphasizing authenticity, psychological safety, and fostering individual strengths. Tune in for an engaging discussion on the future of insights and the role of technology in shaping consumer research.Key Takeaways:Consumer insights should be embedded in R&D for true innovation.A global perspective helps balance market-specific needs with scalable solutions.AI is a valuable tool but cannot replace human observation and context.Understanding the deeper motivations behind consumer behavior leads to better innovation.Leadership is about authenticity, nurturing strengths, and fostering psychological safety.Future-back innovation identifies trends by studying extreme consumers.Resources & Links:Learn more about Sanofi Consumer HealthcareYou can reach out to Val Pastrana on LinkedIn.Many thanks to Val Pastrana for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of The Greenbook Podcast, host Karen Lynch sits down with Aeton Lim, an Innovation Consulting Manager at Nielsen IQ and a 2025 Future List honoree. Aeton shares his global perspective on market insights, innovation strategy, and how organizations can future-proof their decision-making.He discusses his expertise in emerging markets, the role of corporate governance, sustainability, and his leadership in DEI initiatives. Tune in to gain valuable insights on how businesses can align strategy with external market forces and leverage thought leadership for competitive advantage.Topics Covered:Aeton Lim’s role at Nielsen IQ and global consulting experienceStrategic decision-making and innovation’s role in corporate growthThe importance of aligning business strategy with external market forcesKey trends in emerging markets and consumer behavior shiftsThe role of corporate governance and sustainability in business successThe impact of DEI initiatives and the benefits of reverse mentoringLuxury market trends and digital transformation in e-commerceFuture-proofing insights and innovation for sustainable growthResources & Links:Visit Aeton Lim’s websiteLearn more about Nielsen IQYou can reach out to Aeton Lim on LinkedIn.Many thanks to Aeton for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of The Greenbook Podcast, host Karen Lynch sits down with Daniel Wu, Founder and CEO of Nimbly Research and a 2025 Future List honoree. Daniel shares his journey from digital marketing to founding a research firm, driven by a desire to challenge industry norms and push for more inclusive methodologies.They discuss his approach to entrepreneurship, creative problem-solving, and how Nimbly is pioneering innovative ways to reach underrepresented audiences. Daniel also opens up about leadership, mental health, and the importance of fostering a workplace culture that values curiosity and well-being. Tune in for an inspiring conversation about rethinking traditional research practices and embracing change in the insights industry.Topics Covered:Daniel Wu’s transition from digital marketing to market researchThe inspiration behind founding Nimbly ResearchRethinking traditional recruitment and data collection methodsHow to foster a culture of innovation and curiosity in researchThe importance of inclusivity and reaching underrepresented voicesEntrepreneurial lessons and challenges of launching a businessLeadership, mental health, and work-life balanceThe evolving role of AI in researchResources & Links:Learn more about Nimbly ResearchYou can reach out to Daniel on LinkedIn. Many thanks to Daniel Wu for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Paul Thomas, International Insight Director and Global Head of Shopper Insight at Suntory Global Spirits. Known for his extensive experience and leadership in the insights industry, Paul shares his journey from working on the agency side to leading global insights for top-tier brands like Ferrero, Diageo, and Asahi. They discuss the evolving role of client-side researchers, the challenges faced by the spirits industry, and the importance of driving ROI through actionable insights.Paul offers a candid look at how researchers must step beyond data to become persuasive storytellers and business drivers. Whether you're on the agency or client side, this episode is packed with wisdom for navigating the changing landscape of market research.Topics Covered:Paul’s Career JourneyTransitioning from agencies like Nielsen and Ipsos to leading insights for global brands.Lessons learned from working in diverse markets, including Africa and Asia.The State of the Spirits IndustryChallenges faced by alcohol brands in a post-pandemic world.How rising health consciousness and changing consumer habits impact brand strategy.Driving ROI in InsightsShifting from data delivery to actionable recommendations.The art of persuasion and why storytelling alone isn’t enough.Client-Agency DynamicsWhat makes a successful partnership.Paul’s advice for agencies: be bold, collaborative, and insightful.The Role of AI and the Future of InsightsOpportunities and risks of AI in research.Why traditional methods still hold value in an increasingly tech-driven industry.Resources & Links:Learn more about Suntory Global Spirits: Suntory.comYou can reach out to Paul on LinkedIn. Many thanks to Paul Thomas for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, Lenny Murphy sits down with Samuel Cohen, CEO and co-founder of FairGen, to explore the transformative potential of synthetic data in market research. Samuel shares his journey from pursuing a PhD in AI and synthetic data at UCL to founding FairGen and revolutionizing data quality for hard-to-reach audiences.The conversation delves into the critical distinction between augmentation and replacement in synthetic data, how FairGen’s approach addresses data scarcity and enhances insights, and the opportunities and risks of this emerging technology. Whether you're curious about the future of synthetic sampling or the implications for consumer insights, this episode is packed with forward-thinking ideas.Key Discussion Points:Samuel’s Background: From a PhD at UCL to leading FairGen and addressing data quality challenges in market research.FairGen’s Mission: Improving insights by using synthetic data to augment sample size for hard-to-reach populations and niches.Synthetic Data Explained: Understanding the two families of synthetic data approaches: LLM-based and high-quality survey-trained models.Real-World Applications: How synthetic sampling boosts trackers for CPG brands and its potential use in public policy and political polling.Navigating Risks: The importance of guidelines, transparency, and collaboration to ensure proper use of synthetic data technologies.Future of Research: Why synthetic sampling is here to stay and how it’s shaping the future of consumer insights and decision-making.Resources/Links:FairGen Website: fairgen.aiGRIT Report: Explore Key InsightsYou can reach out to Samuel on LinkedIn. Many thanks to Samuel Cohen for joining the show. Thanks also to our production team and our editor at Big Bad Audio.