artificial intelligence
Adrien Vermeirsch on Data Quality, Transparency, and Rebuilding Trust in Insights
Future List Honoree Adrien Vermeirsch explores data quality, sampling transparency, fraud, and rebuilding trust in market research.
Karen Lynch
Chief Programming Officer at Greenbook
The Synthetic Respondent Problem Nobody's Talking About
Explore the research industry's trust crisis, from measurement standards and MRC accreditation to AI...
The AI Gap and How to Measure It
5 min read
Discover how the AI Proximity framework measures consumer trust in AI and turns research into actionable business strategy.
Idil Cakim
Founder & CEO at Iris Flex
The Human in the Room: Why Multilingual Research Needs More Than a Good Translation
7 min read
Discover why multilingual research requires expert bilingual moderators, translation review, and early language planning.
Jill Bishop
Founder & CEO at Multilingual Connections
Karen Lynch
Chief Programming Officer at Greenbook
The Quiet Shift Reshaping Market Research
Discover how AI is reshaping market research through workflow automation, sampling, and responsible ...
The Future of Market Research: 13 AI and Insights Innovations to Watch
Explore 13 emerging AI and market research technologies transforming insights, automation, synthetic...
Why Panoplai Earned Greenbook's Industry Impact Award at IIEX North America 2026
6 min read
Panoplai received Greenbook's Industry Impact Award at IIEX North America 2026 for a vision that connects research, AI, and decision-making into a sin...
Karen Lynch
Chief Programming Officer at Greenbook
Staying Relevant in the Age of AI with Aksel Bedikyan
Aksel Bedikyan explores AI, brand relevance, human insight, qualitative research, and the entreprene...
Is Your Insights Team Ready for Agentic Marketing?
5 min read
Learn how AI is transforming insights teams with connected tech stacks, real-time intelligence, and human quality control.
Peter Aschomeit
CEO at quantilope
The New Innovation Bottleneck: Choosing What to Back in the Age of Gen AI
4 min read
Learn how AI helps brands prioritize ideas, identify the best opportunities, and make smarter innovation decisions.
Kim Malcolm
VP, Product Solutions at Zappi
Jennifer Warren on Curiosity, Career Reinvention, and the Human Future of Insights
4 min read
Future List Honoree Jennifer Warren shares insights on curiosity, leadership, AI, and the evolving role of human-centered research.
Karen Lynch
Chief Programming Officer at Greenbook
How to Get Real Insights from Synthetic Personas
6 min read
Learn when to use synthetic personas, how to validate AI-generated insights, and where human research remains essential.
Ashley Shedlock
Content Producer at Greenbook
Partner Content
Brand Collaboration Is More Than A Logo: What Bridgerton Viewers Taught Us About Brand Partnerships
6 min read
Discover what makes entertainment brand collaborations succeed using AI-moderated interviews and consumer insights.
Niels Schillewaert
Head of Research and Methodologies at Conveo
How to Trust AI in Research Without Trusting It Too Much
7 min read
Learn how market researchers can verify AI-generated insights, avoid false confidence, and build trust through calibrated validation.
Ashley Shedlock
Content Producer at Greenbook
Tucker Mitchell on Curiosity, Consumer Connection, and Leading with Insight
7 min read
Future List Honoree Tucker Mitchell shares perspectives on consumer insights, innovation, leadership, and balancing AI with human connection.
Karen Lynch
Chief Programming Officer at Greenbook
Future Trends Emerging in Mixed-Method Marketing Research
7 min read
Explore the future of mixed-method marketing research, including AI, synthetic data, continuous insights, and evolving research workflows.
Ashley Shedlock
Content Producer at Greenbook
Fixing Sample Quality: Adrien Vermeirsch on Fraud, Profiling, and the Future of Human Data
Enlightn CEO Adrien Vermeirsch discusses sample quality, respondent fraud, AI-moderated research, an...
Beyond Engagement Metrics: How Market Researchers Can Measure Trust in AI-Generated Insights
7 min read
Learn how market researchers can measure trust in AI-generated insights through validation, adoption, confidence, and governance metrics.
Ashley Shedlock
Content Producer at Greenbook
Why Your Insights Team Already Has the Answers (And Can't Find Them)
5 min read
Discover how AI-powered knowledge management helps research teams unlock existing insights and drive better business decisions.
Daniel Graff-Radford
CEO at Discuss
Partner Content
Why the Model Behind Your Synthetic Research Tool Matters
4 min read
Learn how to evaluate synthetic research tools and build confidence in AI-generated data for better business decisions.
Derrick McLean, PhD
Product Scientist, Edge COE at Qualtrics
Know Your Dealer: Where is Your Speed Coming From?
5 min read
Learn why trusted AI insights require structured data, human verification, and research rigor, not just faster dashboards.
Stefanie Francis
Founder & CEO at Hootology
Karen Lynch
Chief Programming Officer at Greenbook
Your Next Competitor Might Be an AI Agent
AI is reshaping market research. Hear the latest product launches, funding, and trends transforming ...
Cyndhia Varshni on Human Judgment, Curiosity, and the Future of Strategic Insights
5 min read
Future List Honoree Cyndhia Varshni shares perspectives on AI, human judgment, and the future of strategic insights.
Karen Lynch
Chief Programming Officer at Greenbook
Insight Storytelling & Data Narratives: Why Research Teams Are Rebuilding How Insights Reach the Business
See how Voxpopme, Marvin, and Maze are reshaping insight storytelling, AI narratives, and stakeholde...
Patrick Comer on Building the Infrastructure Behind Modern Market Research
Patrick Comer discusses AI, research quality, synthetic data, leadership, and how Cint is shaping th...
How AI Agents Are Changing Market Research in 2026
AI is transforming research, data ownership, and decision-making. Explore agentic workflows, first-p...
Structured Learning for the Agentic Insights Leader
7 min read
Build an AI learning agenda for insights leaders to develop the skills needed for AI-enabled research, decision-making, and knowledge work.
James Cummings
Board of Directors, Member at Market Research Institute International (MRII)
The Always-on Agency: How to Survive the Shift to Intelligence-Native Organizations
4 min read
The insight agency model is under pressure. In an always-on world, success depends on becoming a decision partner, not just a supplier of research pro...
Hannah Mann
Founding Partner at Day One Strategy
Partner Content
“Always On” Customer Understanding
7 min read
Brands succeed by spotting change early. AI-led research delivers always-on customer insight, helping teams identify risks and emerging needs faster.
Niels Schillewaert
Head of Research and Methodologies at Conveo
The Infrastructure Barrier Is Gone: Why AI Is APAC's Best Moment for Small Research Agencies
4 min read
AI is collapsing the cost of research infrastructure, creating new opportunities for agile, expertise-led agencies to compete and grow.
Spyros Koutlelos
Managing Partner at Webcall International Research
AI Agents Are Changing Everything. Are Insights Firms Ready?
With IIEX Europe approaching, explore the forces reshaping insights—from agentic AI and industry dis...
Louis Russell on Curiosity, Leadership, and Preserving Human Expertise in the Age of AI
Future List Honoree Louis Russell discusses leadership, AI, and preserving human expertise in the fu...
Partner Content
The Consumer in Your Segmentation Model May No Longer Exist
4 min read
Traditional segmentation is losing relevance. Discover the rise of the Polyclass consumer and a more dynamic approach to understanding behavior.
Sam Killip
VP of Insights at Attest
Kristi Zuhlke: Stop Talking About AI and Start Building
Explore Kristi Zuhlke's practical approach to AI, synthetic consumers, and how insights teams can st...
Ethical by Design: The Questions Every Mixed-Method Research Team Should Be Asking
8 min read
Explore the ethical questions researchers should ask when combining surveys, interviews, AI analysis, synthetic data, and behavioral tracking in mixed...
Ashley Shedlock
Content Producer at Greenbook
Partner Content
The Future Role of Communications Is Taking Shape
8 min read
Communications teams face rising pressure to prove impact. As AI accelerates content, data-driven insights are becoming essential for defensible decis...
Karen Lynch
Chief Programming Officer at Greenbook
The Infrastructure Shift: Why Everyone's Buying Data Companies
Major deals are reshaping data. From identity resolution to retail intelligence, the shift is toward...
Curiosity and Creativity Won’t Be Replaced by AI. They’ll Define Who Thrives Because of It
5 min read
AI will speed research, but human curiosity and creativity remain essential. Ed Keller explores the skills that will matter most in an AI-driven futur...
Ed Keller
Executive Director at Market Research Institute International (MRII)
The Great Reclassification
15 min read
The 2026 GRIT Report reveals an insights industry in transition, with value shifting toward scalable infrastructure, governance, and mid-sized service...
Those Most Confident Are Not Hiding from Change
2 min read
AI will compress research workflows, but like Jevons’ paradox, efficiency may expand research activity everywhere—not reduce the need for insights.
Rick Kelly
Chief Strategy Officer at Fuel Cycle
Reframing AI for Insights: From Threat to Opportunity and Operating System
2 min read
The 2026 GRIT Report reveals AI adoption is moving past “should we use it?” toward a deeper challenge: aligning AI with human insight and research rig...
Niels Schillewaert
Head of Research and Methodologies at Conveo
Research Should Run Like Business: Continuously
2 min read
AI is improving individual research projects, but the real opportunity is continuous intelligence—bridging the gaps between studies and dormant insigh...
Daniel Graff-Radford
CEO at Discuss
AI Governance Isn’t Really About Governance
2 min read
GRIT data reveals a governance gap: the teams driving AI adoption in insights are often the least confident in how AI risks are being managed.
Matilda Sarah
Co-Founder + VP Sales & Marketing at Displayr
Insights Depend on Human Participation and Trust
2 min read
The GRIT 2026 data shows quality infrastructure still matters most, with trusted panels and fraud detection remaining essential in AI-driven research.
Janice Caston
EVP Marketing at Dynata
We Built a Faster Factory. Now What Are We Producing?
2 min read
The GRIT Report reveals a tension in research: teams want faster, cheaper methods, yet still rely on deep human insight to avoid losing quality.
Holland Martini
Chief Insights Officer at GoodQues
Adding a Further Perspective: The Consumption Layer
2 min read
As analytics becomes infrastructure, the next shift is how insights are consumed: conversational, AI-driven, and built for faster human understanding.
Torbjörn Andersson
Global Senior Vice President & GM - Delivery & Market Research at Forsta
How Insights Wins When Everyone Can Prompt AI
3 min read
The GRIT Report reveals insights teams in transition, with AI accelerating the spread of research, analytics, and decision-making across the enterpris...
Monika Rogers
SVP, Growth Strategy at CMB
The AI Divide: Navigating the New Research Landscape
3 min read
A 2026 industry survey explores how AI-enabled agencies are reshaping market research, from workflows and skills to client expectations and value crea...
Piers Lee
Founder and Managing Director at Novema