Greenbook Future List Spotlight: Joseph Wylie

Editor’s Note: The following interview features a 2025 Greenbook Future List honoree, Joseph Wylie. The Greenbook Future List recognizes leadership, professional growth, personal integrity, passion, and excellence in the next generation of consumer insights and marketing professionals within the first 10 years of their careers.

---

Joseph Wylie is the Director of Global Supply at Precision Sample, with a deep passion for both market research and music. His love for performance began early, participating in school plays, choirs, and musicals before joining a collegiate a cappella group at Michigan State University. 

Joseph’s passion for music mirrors his approach to market research—both require creativity, strategic thinking, and a deep understanding of patterns. His journey into insights began at Michigan State, where he discovered the intersection of psychology and marketing research. Since then, he has built a successful career in the industry, including serving as President of the Insights Association South Central Chapter, always driven by a commitment to storytelling—whether through data or song.

Outside of insights, what are your passions and interests?

Since I was young, I’ve had a deep passion for music and live entertainment. My journey began in high school, where I eagerly participated in every school play, musical, and choir I could. This passion grew even stronger during my time at Michigan State University when I joined a collegiate a cappella group. After graduating, I continued performing as a solo artist and with various music groups across East Lansing, Detroit, Denver, and now Chicago. I’m especially drawn to pop-rock, alternative, country, and singer-songwriter genres, and last Fall, I released my own solo EP inspired by these styles. Currently, I’m part of an alternative, pop-rock band that plays throughout Chicago.

I’ve come to realize that my love for music and my enthusiasm for market research often intersect in fascinating ways. Whether I’m producing a song or analyzing data, I approach both with a keen eye for detail and a focus on identifying patterns. In both fields, setting clear sub-goals and maintaining consistency is key. And much like market research, creating a song involves telling a story that connects with and captivates the audience.

Since starting your career in MRX, what would you consider to be your greatest accomplishment?

One of my greatest accomplishments as a market researcher has been serving as President of the Insights Association South Central Chapter. Early in my career, I was fortunate to be mentored by several industry leaders who encouraged me to actively engage with the community. Just one year into my role at Precision Sample, I attended my first Insights Association event in Denver, where I had a fantastic time connecting with industry veterans who generously shared their insights. Inspired by the experience, I reached out to members of the South Central board, eager to get involved.

Over the next few years, I worked my way up from a member of the marketing committee to Director of Communications, then to President-Elect, before stepping into the role of President in 2024. During the lead-up to my presidency, I played a key role in steering the chapter’s marketing efforts through a period of organizational restructuring and the challenges of the COVID-19 pandemic, when all events transitioned to virtual formats. My primary goals as President were to increase professional and student engagement, offer accessible networking opportunities for individuals in career transition, and amplify the voices of diverse researchers.

I'm particularly proud of launching a new mentorship program in partnership with the University of Texas at Arlington during my term. Additionally, we provided complimentary registration to our annual Las Vegas Insights Conference for job seekers, hosted 12 local and virtual events to foster connection and collaboration, and continued supporting the 'We’re In Research Too' podcast, hosted by Tron Smith, to promote diversity and bring unique perspectives to the research community.

As I transition to my role as Past President Adviser, I am excited to continue supporting the chapter and giving back to the community that has been instrumental in my own professional development.

When did you know you wanted to enter a career in insights, and what inspired you?

When I began my undergraduate studies at Michigan State University, I was a Psychology major, driven by a fascination with understanding the factors that influence people's decisions in their daily lives. However, in my sophomore year, I realized I was equally passionate about branding, promotion, relationship-building, and product development, so I switched my major to Marketing.

It wasn't until my senior year that I took my first market research course and discovered how my interests in psychology and marketing could intersect in such a unique way. This led me to pursue a Master of Science in Marketing Research at Michigan State University, drawn by the fact that they were—and still are—ranked as the top market research program in the country.

My time in the program confirmed that market research was the industry I wanted to be in. I had the opportunity to participate in real-world projects with organizations, use advanced tools to uncover patterns in large data sets, and refine my presentation and storytelling skills to communicate research findings effectively. I also connected with industry professionals, learning from their experiences and touring their facilities.

Today, I’m proud to serve on the advisory board of Michigan State’s MSMRA program, and I’ve had the privilege of guest lecturing on the history and mechanics of market research sampling.

What advice do you have for folks hoping to start a career in insights?

I’d recommend anyone looking to start a career in insights to focus on networking early. Joining organizations like the Insights Association is completely free for students and job seekers, and it’s a great way to connect with industry veterans and potential mentors.

Next, focus on building your resume by acquiring relevant skills and certifications. There are plenty of affordable or even free online courses that can help you gain expertise in areas not covered by your previous studies. Our industry is constantly evolving, so there’s always something new to learn!

With the rapid advancements in technology and the increasing influence of AI, adapting our processes has become more crucial than ever. To stay ahead, I’d also recommend regularly reading industry news. Resources like Greenbook, ResearchLive, and Quirk’s Media are free and packed with valuable insights on emerging trends.

What do you think the key characteristics or qualities of a leader are? How does this play into MRX?

In my view, effective leadership requires a combination of empathy, integrity, and adaptability.

Empathy is more than just a buzzword in our industry—it’s the future of market research. To ensure representative samples and that surveys are asking the right questions, empathy must be at the heart of every research project. But it doesn’t stop there. Leaders must also model empathy at the highest levels of an organization to foster a culture of understanding and consideration.

Integrity is absolutely crucial in an industry where competition is fierce, pressure is high, and the quality of sample data is on the line. Above all, market researchers must prioritize accurate data and uphold ethical standards. Leaders have the responsibility to collect data honestly, communicate findings transparently, and deliver on commitments with unwavering integrity.

As Charles Darwin said, “It is not the strongest of the species that survives, nor the most intelligent, but the one that is most adaptable to change.” This couldn’t be more relevant in today’s dynamic market research landscape. Rather than fearing AI and technological advancements, we must embrace them and learn how to incorporate them ethically into our processes. This shift will require us to evolve from being analysts to becoming trusted consultants.

Empathy, integrity, and adaptability are interconnected and essential for great leadership in market research. To truly excel in this field, leaders must champion these traits and lead by example.

Where do you see the future of insights heading in the next 10 years?

In the next ten years, I believe market research will shift toward a stronger emphasis on consultation. With ongoing advancements in technology, the speed at which we can collect and analyze large datasets will dramatically increase. As a result, there will be greater focus on interpreting that data and offering strategic insights rather than just reporting raw numbers.

Additionally, I expect to see a rise of gamified online communities designed to ethically generate insights while providing an engaging experience for respondents. This will help mitigate respondent fatigue and enhance the quality of data collected. My hope is that, over time, the reliance on tracking social media behavior as a primary data source will diminish. I believe new guidelines will be established to better protect user privacy, ensuring that data collection aligns with ethical standards and prioritizes individual rights.