market research
The Role of AI in Market Research with David Boyle
4 min read
David Boyle discusses AI, language models, and why the insights profession is uniquely equipped to thrive in the AI era.
Ed Keller
Executive Director at Market Research Institute International (MRII)
Greenbook Future List Spotlight: Christopher Beer
Discover how one insights professional blends data journalism, creativity, and empathy to explore cu...
Understanding Gen Alpha: The Future Generation
7 min read
Discover the origins of the teenager concept and its impact on consumer culture. Explore how historical events shaped today's youth market and spendin...
Rudly Raphael
CEO/Founder at Eyes4Research
The Greenbook Podcast
AI and the Art of Asking Better Questions: A Conversation with Seth Minsk
Explore the evolving role of insights professionals in the AI era with Seth Minsk. Discover how AI transforms research into strategic business partner...
Karen Lynch
Chief Programming Officer at Greenbook
From Deliverables to Research Assets: How Insights Teams Can Leverage Content Design Principles for Greater Influence
5 min read
Learn key principles of content design that enable researchers to distill insights into assets, fostering stakeholder influence and sustainable busine...
Karine Pepin
Co-Founder at The Research Heads
Conducting Successful Tracking Projects in Market Research
10 min read
Explore tracker best practices for survey research, covering question framing, sample source, demographics balancing, cadence, key metrics, and margin...
Ben Elliott
Director of Strategic Insights & Analytics at NewtonX
Will AI Kill off the Moderator?
4 min read
Discover how AI is revolutionizing market research. Explore the impact on qualitative moderators' roles and the importance of human touch in research.
Amy Spencer
Co-Founder at The Research Heads
Better Market Research Using Lessons From Improvisational Theatre
4 min read
The rules of “improv” are surprisingly relevant in the discipline of market research. Though the two are very different in nature and skills required,...
The Greenbook Podcast
Changing Lenses: Reframing Research for Deeper Insights and Wider Impact with Jasmin Goodman
Delve into qualitative research with Jasmin Goodman, a trailblazer and 2024 Future List honoree. Learn about the impact of research on positive change...
Karen Lynch
Chief Programming Officer at Greenbook
2023 in Lists: Highlights and Must-Reads for Every Insights Professional
4 min read
Discover must-reads for consumer insights and market research professionals in this curated list of articles filled with practical insights and emergi...
Karen Lynch
Chief Programming Officer at Greenbook
The Greenbook Podcast
Thinking in Paradoxes: Disruptive Insights with Chris Kocek
Discover unconventional methods of insight-building, challenge traditional research approaches, and embrace discomfort with Chris Kocek of Gallant Bra...
Karen Lynch
Chief Programming Officer at Greenbook
Virtual Reality: An Innovation Yet to Deliver Its Promise
6 min read
Explore why Virtual Reality is seen as a failure by the general public and the potential it could hold as a tool for market research analysis.
Rudly Raphael
CEO/Founder at Eyes4Research
Who is Being Excluded from DEI?
4 min read
Explore the often overlooked aspect of DE&I: including people with disabilities in market research. Dive into the significance of their participation,...
Pam Cusick
Senior Vice President at Rare Patient Voice
The Greenbook Podcast
Rethinking Entrepreneurship for Mental Well-Being with Neil Seeman
Struggling to maintain your mental equilibrium in the fast-paced world of entrepreneurship? In this episode, we’re joined by Neil Seeman, author of Ac...
Karen Lynch
Chief Programming Officer at Greenbook
Greenbook Future List Spotlight: Israel Coleman
4 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Israel Coleman. The Greenbook Future List recognizes leadership, prof...
Karen Lynch
Chief Programming Officer at Greenbook
Greenbook Future List Spotlight: Jillian Ney
5 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Jillian Ney. The Greenbook Future List recognizes leadership, profess...
Karen Lynch
Chief Programming Officer at Greenbook
Greenbook Future List Spotlight: Sathyaraj Asaithambi
5 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Sathyaraj Asaithambi. The Greenbook Future List recognizes leadership...
Karen Lynch
Chief Programming Officer at Greenbook
Insight Science: The Future of Insights in 3 Chapters
20+ min read
Discover new ways to unlocking different forms of insight with chief data officer, Sarah DaVanzo, and see how organizations can better develop their s...
Karen Lynch
Chief Programming Officer at Greenbook
Greenbook Future List Spotlight: Zach Hebert
5 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Zach Hebert. The Greenbook Future List recognizes leadership, profess...
Karen Lynch
Chief Programming Officer at Greenbook
10 Things You Should Know About Respect in the Gen Z World
5 min read
Explore the cultural shift in how Gen Z views respect as compared to their parents’ generation. Learn the five factors that may have contributed to th...
Gary Rudman
President/Founder at GTR Consulting
The Greenbook Podcast
AI Roundtable: Facing the Next Frontier of Research with Julian Dailly, Lenny Murphy, and Gregg Archibald
What does the future of market research hold in a world of ever-evolving AI technology? In this episode, our panel of industry experts discuss synthet...
Karen Lynch
Chief Programming Officer at Greenbook
Greenbook Future List Spotlight: Brian Peterson
4 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Brian Peterson. The Greenbook Future List recognizes leadership, prof...
Karen Lynch
Chief Programming Officer at Greenbook
Greenbook Future List Spotlight: Catherine Gauthier
6 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Catherine Gauthier. The Greenbook Future List recognizes leadership, ...
Karen Lynch
Chief Programming Officer at Greenbook
Win Before You Launch
15 min read
Editor’s Note: In the fall of 2022, GreenBook’s IIEX Health event took place in Philadelphia, bringing both useful and inspiration content to insights...
Karen Lynch
Chief Programming Officer at Greenbook
Greenbook Future List Spotlight: Erin Sowell
6 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Erin Sowell. The Greenbook Future List recognizes leadership, profess...
Karen Lynch
Chief Programming Officer at Greenbook
Now that I have your ATTENTION! Part Three
5 min read
Firstly, here is a quick thumbnail of Part One and Part Two. Part One was about attention as it related to the human processing of marketing communica...
Ken Roberts
Chief Innovation Officer at Forethought
Partner Content
Greenbook Future List Spotlight: Marguerite Steyn
6 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Marguerite Steyn. The Greenbook Future List recognizes leadership, pr...
Karen Lynch
Chief Programming Officer at Greenbook
Greenbook Future List Spotlight: Nathania Christy
5 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Nathania Christy. The Greenbook Future List recognizes leadership, pr...
Karen Lynch
Chief Programming Officer at Greenbook
Can’t keep my eyes off you: ATTENTION! Part Two
8 min read
Part One of this article addressed attention as it relates to the visual processing of marketing communications. Different kinds of visual attention ...
Ken Roberts
Chief Innovation Officer at Forethought
Natalia Infante Caylor, Cross-Cultural Insights Professional, 2023 Future List Spotlight
6 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Natalia Infante Caylor. The Greenbook Future List recognizes leadersh...
Karen Lynch
Chief Programming Officer at Greenbook
The Ted Lasso Effect: Cultural Collisions, Sport, and the Rise of the Human Story
6 min read
Have you watched Apple TV+’s Ted Lasso series? It has struck a chord on both sides of the Atlantic, enjoying a level of success few would have anticip...
Teaching Chimps To “Speak”: Some Lessons for AI in Market Research
6 min read
As I’ve reached the biblical three score and ten years of age, I’ve gained increasing appreciation for the old saying that history doesn’t repeat itse...
Larry Friedman
Market Research Magic: Unveiling the excitement at the IIEX 2023 Show
6 min read
I recently returned from the IIEX conference in Austin – and, wow – what a great experience for a few days. Only in Austin – and, yes, Austin can be…
Jim Jacobs
CEO and Founder at Focus Insite
The Case for Corporate Courage: How Brands Can Be An Ally to the LGBTQ+ Community
6 min read
Editor’s Note: The Audience Impact and Intelligence team at Paramount Advertising consists of researchers, strategists, and analysts charged with work...
David Pangilinan
Manager, Audience Impact & Intelligence at Paramount
AI Takes Center Stage at IIEX North America
4 min read
Celebrating 10 years of professional market research collaboration, GreenBook hosted its annual IIEX North America Insights Innovation Exchange last w...
Chris Young
AVP, Business Development at InnovateMR
The Asian-Pacific Rise of the Gig Economy and Market Research
7 min read
The first gig economy can be dated back to 1995 with the creation of Craigslist in the USA. It wasn’t until recent years that this innovation exploded...
Descriptive Research and Insights are not Enough
4 min read
Broadly speaking, marketing research studies fall into two classes…descriptive and predictive. Descriptive research includes things like segmentation...
Joel Rubinson
President at Rubinson Partners Inc
Kayte Hamilton, Founder, 2023 Future List Spotlight
5 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Kayte Hamilton. The Greenbook Future List recognizes leadership, prof...
Karen Lynch
Chief Programming Officer at Greenbook
Unveiling the Future of the Insights Industry: A Deep Dive into the Latest GRIT Report
3 min read
Editor’s Note: We (Lenny Murphy and I) recently discussed the 2023 GRIT Insights Practice report as a kick off to our 2023 GRIT Forum. This most recen...
Karen Lynch
Chief Programming Officer at Greenbook
Esi Akaltun, Senior Manager, Customer & Product Insights, 2023 Future List Spotlight
5 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Esi Akaltun. The Greenbook Future List recognizes leadership, profess...
Karen Lynch
Chief Programming Officer at Greenbook
The Greenbook Podcast
Empowering Transformation: Paramount’s LGBTQ+ in America with David Pangilinan and Angel Bellon
The power of brand allyship will uplift and amplify voices to create a path towards greater understanding and inclusion. Join David Pangilinan and Ang...
Karen Lynch
Chief Programming Officer at Greenbook
Danielle Rissmeyer, Vice President of Partner Success, 2023 Future List Spotlight
6 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Danielle Rissmeyer. The Greenbook Future List recognizes leadership, ...
Karen Lynch
Chief Programming Officer at Greenbook
How to Select a Consumer Insights Agency?
3 min read
Editor’s Note: When reviewing this article, I was reminded of new data from the most recent GRIT report that highlights a critical fact: Reputation is...
Sivakumar Somanathan
Consumer Behaviour Consultant at Curious Cat
Innovation Strategy Tools (Part Three)
3 min read
Last month, we discussed how you can develop an innovation strategy from using the Lean Canvas and how market researchers can use this to develop an i...
Nicholas Lee
Senior Designer at Northstar Research
The Greenbook Podcast
Breaking Out of the Box: Leveraging New Technology with Randall Beard
The uncharted territories of generative AI, VR, and Web3 offer an abundance of opportunities for the research community. In this episode, we sit down ...
Karen Lynch
Chief Programming Officer at Greenbook
Emotion: the Mandatory of Marketing – Part One: Behavior
7 min read
Time immemorial, the creative fraternity has been espousing the benefits of incorporating emotion into marketing communications. Perhaps it can be tr...
Ken Roberts
Chief Innovation Officer at Forethought
Antje Venjakob, CEO & Co-Founder, 2023 Future List Spotlight
4 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Antje Venjakob. The Greenbook Future List recognizes leadership, prof...
Karen Lynch
Chief Programming Officer at Greenbook
The Greenbook Podcast
Lessons in Building Multicultural & Personal Perspectives with Dr. Natalia Infante Caylor
Are you curious about the next generation of leaders in the market research industry? In this episode, we are joined by Dr. Natalia Infante Caylor, a ...
Karen Lynch
Chief Programming Officer at Greenbook
How to Interpret Standard Deviation and Standard Error in Research
4 min read
Standard Deviation 101 When it comes to aggregating market research, many of us are fairly familiar with mean, median, and mode. However, one lever de...
Karen Lynch
Chief Programming Officer at Greenbook
Ben Lundin, Insights Director at Escalent, 2023 Future List Spotlight
13 min read
Editor’s Note: The following interview features a Greenbook Future List Honoree, Ben Lundin. The Greenbook Future List recognizes leadership, professi...
Karen Lynch
Chief Programming Officer at Greenbook