data science
Synthetic Data: A White Paper on Fundamentals
13 min read
Synthetic data is a powerful research tool when used wisely. Learn where it delivers value, where human research remains essential, and how to use it ...
Vijay Raj
Independent Consultant at Incite Growth
The Infrastructure Shift: Why Everyone's Buying Data Companies
Major deals are reshaping data. From identity resolution to retail intelligence, the shift is toward...
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
Haley Kiernan on Navigating Ambiguity, Building Confidence, and Leading with Curiosity in Insights
13 min read
Future List Honoree Haley Kiernan shares insights on navigating ambiguity, building confidence, and balancing AI with human judgment in MRX.
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
The Inflection Point: AI Integration, Data Revolution, and What's Next
Discover how AI, automation, and data platforms are transforming research, retail, and wellness into...
Market Research Data Quality Crisis: Inside Rep Data’s Battle Against Fraud
Rep Data CEO Patrick Stokes joins Lenny Murphy to unpack data fraud, quality at scale, and why fixin...
Turning Data into Decisions: A Day in the Life of an Insights Leader
2 min read
Behaviorally’s AI-powered testing tools turn data into actionable guidance, helping brands convert shopper behavior into winning purchase moments.
Katie O’Connor
Senior Vice President of Key Accounts, UK at Behaviorally
Who Really Decides (For Now)? Mapping the Power Structure Behind Insights Decisions
2 min read
Technology is transforming who knows the customer best. Amid AI and data floods, human-centered insights remain brands’ strongest advantage.
Andrew Reid
CEO and Founder at Rival Group
Innovation Isn’t About Being First, It’s About Removing Friction
2 min read
The 2025 GRIT Report shows true innovation isn’t just about AI—it’s about reducing friction between data and decisions through clarity and collaborati...
Matilda Sarah
Co-Founder + VP Sales & Marketing at Displayr
Beyond the Divide: Why Integration, Not Specialization, Defines the Future of Insights
2 min read
Tech and service models are converging. GRIT reveals that true innovation now depends on integrating technology, data, and human interpretation.
Mary Lois Smith
VP, Market Research at Suzy
Unmasking Fraud as the Scariest AI Trend in Market Research
6 min read
AI fraud is distorting research data for over a third of businesses. Discover its impact and strategies to protect your insights from risk.
Lisa Ricard
Senior Account Manager at Communities Research, NA Ipsos
AI vs Human Research: The Shocking Results That Changed Everything
Synthetic research is disrupting traditional methods with faster, cheaper results—but does the sourc...
Insight is Evolving…Are We Evolving With It?
2 min read
The line between research and analytics is blurring. Hybrid teams and connected thinking are shaping faster, deeper, and more impactful insights.
Hakan Yurdakul
CEO at BoltChatAI
Why MFour Bets on Fair Data and Real Behavior
Chris St. Hilaire, CEO of MFour, shares how fair trade data and validated behavior are shaping the f...
When Good Data Goes Bad: The $10M Fraud Shaking the Industry
A $10M fraud case reveals deep flaws in data quality and transparency. Discover what went wrong—and ...
Greenbook Future List Spotlight: Alfred Wahlforss
Discover how 2025 Future List Honoree Alfred Wahlforss blends film, empathy, and curiosity to redefi...
The Greenbook Podcast
Navigating AI, Data Science, and the Future of Insights with Deb from Sigmoid Analytics
Karen Lynch
Chief Programming Officer at Greenbook
A Long Strange Trip: From Space Satellites to Market Research: A Conversation with Bruce Haymes
Bruce Haymes joins Leonard Murphy to discuss AI, data strategy, and the future of market research in...
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
Synthetic Data or Synthetic People?
5 min read
Delve into the implications of synthetic data in marketing. Learn why relying solely on quantitative data may overlook human insights that drive succe...
Ben Jenkins
Co-Founder at Okay Human
What is Syndicated Market Research Data and How Is it Different From Custom Research?
8 min read
Syndicated data provides a broad overview of trends, whereas custom research delivers tailored insights that drive specific business decisions.
Ashley Shedlock
Content Producer at Greenbook
Navigating Industry Shifts: AI, Privacy, and Strategic Growth
Stay updated on industry trends, from U.S. insight market growth to Stagwell's acquisition of BERA. ...
Stop AI Washing: Using AI as an Ingredient to Deliver Measurable Business Outcomes
5 min read
Discover the impact of AI Washing on business and society. Learn about responsible AI applications and the importance of human input in this insightfu...
Billee Howard
CEO and Founder at Brandthro
Data Horizons: Exploring Insights, AI, and Emotional Tech
Engage in discussions on AI advancements and the evolving data economy. Delve into recent breakthrou...
Greenbook Future List Spotlight: Bill Valle
5 min read
Discover how Bill Valle, Senior Director of Innovation at Quid, revolutionizes market research with Generative AI, delivering actionable insights effi...
Karen Lynch
Chief Programming Officer at Greenbook
Make Data Presentations Stronger with Story Structure
4 min read
Learn how to engage and captivate your audience with storytelling techniques. Explore examples and tips for incorporating storytelling into data analy...
Simon Arrowsmith
Founder and Editor-in-Chief at Iambic Creative
Are You Using Synthetic Data for Analytics?
4 min read
Explore the use of synthetic data to bridge the gap between sales and ad exposure data. Learn how it can enhance targeting and validate ad effectivene...
Joel Rubinson
President at Rubinson Partners Inc
Greenbook Future List Spotlight: Ryan Zemel
5 min read
Explore how Ryan Zemel, a respected figure in data-centric market research, empowers organizations to make strategic decisions using consumer data ana...
Karen Lynch
Chief Programming Officer at Greenbook
Pressure Point: The Crucial Role of Conflict in Data Storytelling
4 min read
Elevate your data storytelling game by harnessing the power of conflict to create compelling narratives that captivate audiences and drive meaningful ...
Simon Arrowsmith
Founder and Editor-in-Chief at Iambic Creative
Collaborative Intelligence: Leveraging the Intersection of the Information Industries
5 min read
What do market research, data science, user experience, and customer experience all have in common? When insight experts are asked this question, they...
Emily James
Insights Marketer at FlexMR
Using Data Science to Trust but Verify
4 min read
Demand for insights about customer experience is more urgent than ever. Whether it’s in-depth strategic research led by insights professionals or cust...
Bonnie Breslauer
Chief Customer Officer at DISQO
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
In Today’s Hi-Tech World, What Does the Future of Research Look Like?
6 min read
Data Science is making way for more complex meta-analyses.
Hemali Pandya
Head of Evaluation Intelligence, SAPMENA at L'Oréal Research & Innovation, SAPMENA
Classifying CX Initiatives – Part Four Brand Building
3 min read
Why your customer experience must align with your brand promises.
Ken Roberts
Chief Innovation Officer at Forethought
Where is Marketing Data Science Headed?
5 min read
Some marketing data science directly competes with traditional marketing research areas and many marketing researchers may wonder what the future hold...
Kevin Gray
President at Cannon Gray
Interview With James Turner of Delineate
3 min read
How delineate has been able to thrive by offering clients what bigger firms can’t.
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Generalizing: The Bane of Insights
3 min read
I often wonder whether, in research, we spend so much time navigating the complexities of gathering the data that we neglect the all-important field o...
Ron Sellers
Why Are We Talking About New Paradigms in Market Research?
3 min read
The crucial balance between man and machine in analyzing insights.
Geoff Lowe
Executive Director at Infotools
The Uses and Abuses of Stat Testing Marketing Data
4 min read
Joel Rubinson details the great risks if we abandon the use of stat testing of marketing data.
Joel Rubinson
President at Rubinson Partners Inc
Machine Learning vs. Statistical Modeling
5 min read
Why statistical modeling will stay its ground in market research.
Marco Vriens
Six Takeaways from Nudgestock
4 min read
Jack Miles shares his most valuable learnings from the recent Nudgestock event.
Jack Miles
Senior Research Director at HarrisX
That’s a Fact, Jack
5 min read
A rebuttal by Steve Needel defending the validity of significance testing.
Steve Needel,
AI: Overhyped and Misunderstood? Machine Learning 101
5 min read
Defining algorithm basics of supervised and unsupervised machine learning.
Melinda Han
Plan B for When Models Fail
6 min read
Statistical and conceptual models are inherently limited. MR needs to rely on true experiments to understand causality.
Steve Needel,
GRIT “Sneak Peek”: Emerging Research Skills
4 min read
Data Science is clearly the skill most in-demand right now, followed by strong storytelling and critical thinking abilities.
Allison Spoelhof
Director of Institutional Effectiveness at Northwood University
Breaking Down the Barrier Between Market Research & Data Science
4 min read
Combining insights from market research and data science can lead to deeper understanding of marketing issues
Brooke Patton
Director of Marketing at Kaseware
Causation in a Nutshell
5 min read
Clear thinking about causation is increasingly important in MR, especially as we move into a world of bigger, more diverse data sets.
Kevin Gray
President at Cannon Gray
Applied Statistics for Restaurant Strategic Menu Choice
7 min read
How statistical analysis can be used to determine actionable insights for clients.
Michael Lieberman
Founder & President at Multivariate Solutions
AI: Overhyped and Misunderstood? A Data Scientist Answers the Questions You’re Afraid to Ask
5 min read
Demystifying AI, machine learning and data science. Offering ideas for taking action.
Melinda Han