customer insights
The CX Metric That’s Lying to You (And the Data That Proves It)
Learn how CSAT, NPS, and Customer Effort Score work together to reveal customer satisfaction, loyalty, and churn risk.
Kenneth Peterson
President, Customer Experience at QuestionPro
Why Most Customer Journey Maps Miss the Mark—and What to Do Instead
4 min read
Learn how customer journey mapping backed by research uncovers friction, reduces value leakage, and drives business growth.
Nitin Sharma
CEO at GOLD RESEARCH INC
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
Beyond Bridget Jones: How Market Research Misunderstands the Modern Single
6 min read
Bridget Jones got it wrong. Singlehood isn’t a waiting room—it’s a distinct lifestyle researchers must understand beyond demographic labels.
Liz Thompson
Head of North America at Brand Genetics
Which Platforms Offer AI Solutions for Consumer Insights? A Practical Guide for Modern Researchers
5 min read
Discover top AI platforms for consumer insights and how to choose the right tools for research, CX, and analytics.
Ashley Shedlock
Content Producer at Greenbook
Beyond AI: Why the Future of Research Depends on Trust, Not Just Technology
10 min read
As AI speeds research production, insights leaders must focus on building stakeholder trust, ownership, and action, not just generating findings.
Nizar Maulana
Product Research Lead at Bluebird Group
Your Market Research is Already Outdated—Here’s How AI Changes That
4 min read
Traditional research is too slow for today’s markets. Discover how AI enables continuous, always-on insights with real-time conversations and decision...
Stu Sjouwerman
Co-founder, CEO at ReadingMinds.ai
How AI Turns Growth Bottlenecks Into Global Scale for Businesses
4 min read
AI unlocks global growth by eliminating bottlenecks and boosting speed, while human strategy guides expansion.
Ruth Stanat
CEO at SIS International Research
AI's Real Impact on Work, Ethics, and Human Partnership
Is AI a bubble or an internet-scale revolution? This episode explores investment signals, workforce ...
Building Evergreen Insights: Hey Marvin’s Vision for the Future of Research
CEO Prayag Narula shares how AI is transforming research into a strategic, organization-wide asset—a...
Karen Lynch
Chief Programming Officer at Greenbook
From Efficiency to Empathy: Reclaiming What Makes Insights Strategic
2 min read
The GRIT Report reveals shrinking budgets and rising pressure. Insights leaders must balance AI efficiency with empathy to stay connected and relevant...
Aneesh Dhawan
Co-founder & CEO at Knit
Why Brand Building Is the Top Priority for CMOs in 2026
4 min read
CMOs are moving beyond ROI. With 62% tracking brand awareness, marketing is re-centering on brand as a critical growth driver.
Nicky Marks
CEO at Censuswide
Rethinking NPS: The Two Key Flaws of the NPS Measure
7 min read
From boardroom skepticism to belief in NPS, discover how Frederick Reichheld’s advocacy metric transformed how businesses measure customer loyalty.
Partner Content
The Next UX Game Changer? Embracing AI Without Leaving Your Customers Behind.
5 min read
AI speeds up insights, but real value comes from blending data with authentic customer voices to guide smarter, customer-driven innovation.
Kimberly Bastoni
Chief Revenue Officer at Alida
What is a Digital Twin in AI Marketing Research?
4 min read
Discover how digital twins are transforming marketing research with AI-driven consumer models, faster insights, and predictive foresight.
Ashley Shedlock
Content Producer at Greenbook
Robism #3: “Maternity… Play Chess Not Checkers.”
2 min read
Discover how strategic maternity care boosts lifetime customer value. Insights from Klein & Partners’ 2025 NCIS – Peds Edition reveal what matters.
Rob Klein
Founder & CEO at Klein & Partners
Why Static Personas Are Sabotaging Your Strategy (And What Behavioral Science Does About It)
5 min read
Static personas don’t reflect real people. Discover why modern marketing demands dynamic, context-driven insights—not outdated stock photo stereotypes...
William Leach
Founder / Mindstate Group at Mindstate Group
The Perception of Quality and the Impact on Brand Performance
4 min read
Can a new name change how quality is perceived? Explore how product renaming influences expectations, sales, and B2B buyer decisions.
John Hoeppner
President at Brand Name Quest
Data, AI, and the Future of Market Research: Insights from YouGov Behavioral
Alexandra Cirgenski of YouGov Behavioral shares her journey, AI's impact, and how privacy-compliant ...
Thriving in Uncertainty: Key Strategies for Resilient B2B Engagement In a VUCA World
5 min read
Thriving in a VUCA world demands strong B2B partnerships, AI, data, and continuous feedback to build resilience and drive long-term business success.
Peter Harris
CEO at Advantage Group International
The Potential & Psychology of Using Humor in Research
4 min read
Humor in marketing boosts connection, eases awkward conversations, and drives impactful campaigns. Learn why it's underused in research and how to lev...
Jack Miles
Senior Research Director at HarrisX
The Greenbook Podcast
Navigating Uncertainty: Scenario Planning with Kerry Group’s David Deeley & Brian Short
Karen Lynch
Chief Programming Officer at Greenbook
AI: Powerful Tools to Augment Human Capability
2 min read
AI in everyday life reveals optimism for AI’s benefits in data insights, but skepticism persists, highlighting its complex impact on personal and prof...
Ali Henriques
Head of Market Research at Qualtrics
Top Market Research Careers
7 min read
Learn how Market Research Analysts, Managers, and Consumer Insights Analysts drive business growth by decoding trends, aligning goals, and fostering i...
Ashley Shedlock
Content Producer at Greenbook
Why Insights Improve When Survey Respondents Pay You
2 min read
Gain insights on customer profiles, pricing, & product usage with our survey platform. Incentivize with deposit payments for accurate data & feedback.
Narek Vardanyan
CEO at Prelaunch.com
The CEOs Shaping the Future of Market Research
Discover the strategic vision behind Riwi's acquisition of CoolTool as CEOs Greg Wong and Dmitry Gai...
First Impressions in CX are Almost EVERYTHING!
4 min read
Explore the correlation between the beginning of the customer experience journey and overall satisfaction. Find out how to prevent negative impacts on...
Ken Roberts
Chief Innovation Officer at Forethought
How Do CX Insights Help Increase SaaS Customer Success?
6 min read
Boost customer success with CX insight. Understand behavior, offer proactive support, and personalize experiences to drive satisfaction in a competiti...
Hiral Rana Dholakiya
Digital Marketing Consultant at Preceptist
How to Nurture Synthesis and Eradicate Business Conflicts with Insights
6 min read
Discover strategies to navigate conflicts arising from organizational silos and conflicting datasets. Learn how to foster collaboration and promote in...
Emily James
Insights Marketer at FlexMR
Marketing Applied Part 2: What You Need to Know About Mental Availability
5 min read
Uncover the secrets behind marketers' fascination with brand awareness and delve into the realm of mental availability.
Iosetta Santini
Account Director at Keen as Mustard Marketing
A Letter to My Young Self
5 min read
Explore the pivotal role of real-world experiences in shaping successful careers for researchers from the perspective of a client-side researcher.
Simon Edwards
President at The Research Society Australia
Using Customer Salience to Improve Business Success
5 min read
Stay ahead in the market by utilizing Customer Salience, the ultimate solution for insight teams facing budget cuts and reduced stakeholder engagement...
Emily James
Insights Marketer at FlexMR
Who is Kidding Who? Are You Really Customer-Centric?
3 min read
Discover how to empower agencies and insights clients with effective communication and marketing strategies for market research success.
Lucy Davison
Founder & CEO at Keen as Mustard Marketing
Responsible AI: Balancing Innovation with Ethics
5 min read
Discover the world of Artificial Intelligence and unravel the confusion of basic concepts. Explore distinctions between pattern detection and generati...
Kevin Gray
President at Cannon Gray
The Greenbook Podcast
Navigating the New World of Research: A Conversation with Publix Super Markets' Lorin Drake
Karen Lynch
Chief Programming Officer at Greenbook
Fintech Marketing Insights: Leveraging Predictive Analytics
7 min read
In the rapidly evolving fintech industry, marketing plays an indispensable role, not just as a promotional tool but as a crucial component of survival...
Karen Lynch
Chief Programming Officer at Greenbook
The Psychology of Trust: How to Build Trust and Credibility with Your Audience Using Psychology
2 min read
We all know that quickly building trust and credibility with your audience is essential to gain new customers, but with all the false advertising and ...
William Leach
Founder / Mindstate Group at Mindstate Group
Stories to Be Told Will Elevate Your Innovation Practice
6 min read
Jobs to be done is a concept that has been used by marketing and innovation organizations for more than a few decades. Its focus is on identifying nee...
Kristian Aloma
Founder and CEO at Threadline
The Greenbook Podcast
Beyond the Punchline: Applying Comedy Techniques to Research with Viket Benzesin
Karen Lynch
Chief Programming Officer at Greenbook
An Interview with Michel Feaster of Qualtrics
10 min read
Editor’s Note: While I was attending the QualtricsX4 Summit 2023, I had the opportunity to sit down with Michel Feaster, Global Head of Product Market...
Karen Lynch
Chief Programming Officer at Greenbook
Experiencing X4: The Experience Management Summit
7 min read
Early in the morning of March 8, 2023, 10,000 professionals, dressed in their best business casual attire, clutching backpacks and cups of coffee, str...
Karen Lynch
Chief Programming Officer at Greenbook
Establishing a Customer-Centric Culture at your Company
9 min read
When is the right time to establish a customer experience – or voice of customer – program for your company? I advocate for immediate action in this s...
Scott Downing
Global Employee and Customer Experience Strategist
The Role and Limitations of Consumer Data
4 min read
There’s no doubt that the more insights a business can get into its different customer segments – the more targeted and effective its marketing can be...
Kai Fuentes
President at Ebony Marketing Systems
The Insights Lighthouse
6 min read
In my career I have had the privilege of establishing an insights function from scratch twice, once for an Asia Pacific regional footprint in an estab...
Lara Truelove
Program Leader at SAP
Successful Technology Adoption Allows Humans to Thrive
6 min read
For years, I’ve been interested in the ever-blurring line between humans and technology in the market research industry, maintaining that there is a d...
Horst Feldhaeuser
Group Services Director at Infotools
How to Get Customer Feedback from Gens Y & Z
5 min read
Comparing Gens Y & Z to help with your product development.
Indiana Lee
Freelance Writer at Indiana Lee Writes
The Journey of One of PepsiCo’s Iconic Brands: The Research That Defined Fritos’ Appealing Human Truth
7 min read
PepsiCo’s brand research on its Frito product.
Anuradha Mohan
Manager, Strategic Insights at PepsiCo Foods North America
The Paradox of Rising CX Investment and Modest Improvements
6 min read
Should digital transformation constitute CX investment?
Ken Roberts
Chief Innovation Officer at Forethought