AI, Data Analytics, and Evolving Consumer Trends in Market Research

Check out the full episode below! Enjoy the Exchange? Don't forget to tune in live every Friday at 12 pm EST on the Greenbook LinkedIn and Youtube Channel!

The market research world is booming, especially with the rise of digital data analysis. AI is everywhere, and while it has the potential to revolutionize the field, there's also a need to be cautious about issues like the spread of misinformation from AI-generated content.

They also explored new advancements in search technology and the evolving role of loyalty cards in stores, which are becoming increasingly sophisticated in gathering and utilizing data.

One particularly intriguing trend discussed was "de-influencing" on social media platforms. Consumers are reportedly making more independent purchasing decisions rather than relying heavily on influencer recommendations.

Many thanks to our producer, Karley Dartouzos. 

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Transcript 

Lenny Murphy: There we go. Oh, it's showtime. It is showtime. So exciting. Yeah. Welcome back, uh, miss beach bunny.

Karen Lynch: I almost joined with my big old beach hat on and my big old sunglasses. And then like, I had that thought at like 10 AM and I said, I'm going to show up in my beach attire. And then I'm like, no, no, no. That's, you know, don't do that. But, um, anyway, I should have, well, good time. Yeah, we had a great time. I mean, look, here's the deal. And I'll just, you know, 10 second rant, not rant. This was my oldest friend. We have been best friends since 1979. So like, no joke, people like this are some of you who weren't even alive when she became my bestie. So you can only imagine we have been through you know, we met in puberty, for God's sakes, we have been through every stage, every relationship, everything, every job, like we have been through it all together. So it was just the two of us, because our husbands both had things going on. And so we just were like, let's just go. And it was a breath of fresh air. So it was really great.

Lenny Murphy: Glad you're recharged. I appreciate the time with your other half.

Karen Lynch: With my other half, yes. Well, I appreciate it. And it was funny, because I said to Karley, I said, I'm about to say, I literally was listening while poolside. I was like, I'm going to send you a picture, because I was listening to you sitting poolside, looking over the water of the Gulf of Mexico. I'm like, really? My life is pretty good right now.

Lenny Murphy: Yeah, OK. Now, we just went from polite interest to now envy, right? So you can stop rubbing it in. So especially the last two weeks that I've had.

Karen Lynch: I know, I'm so sorry. There's a lot going on. I mean, there are just some times when there's just a lot going on in our adult lives.

Lenny Murphy: There is, there is. For our listeners, just so you know, last week's have just been weird with kind of health stuff, family, everything's fine. Karen, because you know the details, that actually my brother-in-law will probably be released from the hospital today. So yay. So for our listeners, perforated bowel, not a good thing. Not a good thing, maybe TMI, but we're good. Yeah, so just dealing with all that. The past week or so, but now we're in a good place, and we've got news to get to. Well, plugs.

Karen Lynch: We do. Well, but also, the very first plug I want to give is to Jasmine, who is, you know, our head of marketing, and she's stepping in for Karley. So you'll hear us say, like, often we say, Hey, thanks, Karley. Karley, can you do this? Today we're talking about Jasmine. And I just want to say, we would not operate as an organization were it not for Jasmine's incredible skill. I mean, she keeps it all together and keeps everything moving and is a strategic thinker that I could not say enough about. So if you are not, you know, connected to Jas, you should be on LinkedIn. And Jas, we adore you. Thank you for all you do. And she's also super humble and a little bit shy. So we are not going to keep doing this. But thank you, Jasmine.

Lenny Murphy: Yes, 1,000%! Our whole team, we're blessed, so. We are, we are. On that note, we should, I don't think we talked about this, but we, we're hiring. So there was a, we, Jas, I don't, I know we don't have the link for this. I don't expect you to. But if you follow Karen or I or anybody on the Green Book team, you should see that there's a new role that we're hiring on our business development team. So want to come work and find out how awesome Jas is?

Karen Lynch: And Kevin, I mean, also two amazing individuals. So I occasionally talk to Lenny or I, whatever.

Lenny Murphy: Yeah, that's the downside. We're trying to play it out.

Karen Lynch: So that's so funny. So look, let's get into it. Because Jas is already ahead of us. We just shared the first thing that we're going to talk about. So let's go there. And you know, we'll kind of plug our events at the end there, Lenny, just so you know. But the Insights Association report. So I know you and Tim talked last week, sneak peek, about what was to come in this report. But the report's now out there, right, for members to be able to download. I think other people who are non-members can pay to download too, correct?

Lenny Murphy: Yes, they can. And we definitely encourage it. I think it's $199 for non-members. Definitely encourage you to do this. It's actually the 50th anniversary. This started as the old Heinemeyer Report. And it's evolved over the years. And we've played a role in some of that a couple years ago. And it is, it is an invaluable asset to understand the changing, from a financial standpoint, to look at, you know, what market sizing for the industry, the profiles of the players, the changing configuration of players. I mean, the, you know, the largest US insights companies, Gartner, Salesforce, uh, Nielsen, IQ via Adobe. Uh, yeah, this isn't your, uh, this isn't the old Hanumaki for the last year too.

Karen Lynch: Like, I think that, um, you know, this is not news that, you know, the playing field for who companies in our industry compete with, it's very different right now. And, I mean, Accenture and, you know, like, I mean, there's just too many for me to even like to recall all at once. My brain is not gonna go there right now without the list in front of me, but just, you know, Deloitte, they're all in it because they are also data pros, right? So this trend that this is pointing out is the impact of digital data analytics, right? And we saw that in our grit findings for the spring report. You know, it's insights companies are also kind of, you know, only one part of it, you know, the traditional market research is not the only player that we are looking at right now. We're now looking at all of this, not just res tech, but analytics companies, firms that specialize in data.

Lenny Murphy: So it's different. We've captured it in GRIT for years. So plug, GRIT is in the field again right now. This is the piece, the wave that has the GRIT 50, which has been one of those early indicators. We asked what companies do you consider to be most innovative in research, and they would say Gartner, Acuvia, Adobe, Google, Meta. We've been seeing this for a long time in the minds of the constituents of buyers, the, the world has been changing. And we've been capturing that anecdotally within GRIT from that perceptual standpoint in the Insight Association report. This is where they're actually quantifying that and redefining the industry. I guess we should throw out a couple numbers really quick.

Karen Lynch: Yeah.

Lenny Murphy: The top line was in 2023, and this is a year, it's always backwards-looking by a year, the industry grew by 7.6%, which was a slowdown from 2022 and 2021, where it was double-digit in the teens, but still growth. But if we look at that, the traditional market research industry grew by about 3.7% sample panel providers only by 1.5%. Right, the real growth was coming from the digital data analytics, this emerging kind of expanded definition, which is what we have, you know, certainly there's lots of indications for years that that's where we're going. And we're going to continue to see that grow.

Karen Lynch: Right, right. Yeah, really good stuff. And I mean, we're not the growth of the industry. The other kind of thing that jumped out at me is, you know, 7.6, it's still positive. It's still better than where we were in 2020.

Lenny Murphy: Absolutely.

Karen Lynch: Even though we're not at, you know, those kinds of double, double digit numbers, uh, we're still, we're still, you know, as a whole, um, you know, doing okay. So, um, I think that, you know, it's interesting to think about the changing playing field with those numbers because we just all have to keep watching that.

Lenny Murphy: So, Absolutely, absolutely. So definitely encourage you to, again, if you're a member, download it. If you're not a member, come on, 200 bucks, guys, expense it, whatever. It is worth having. It's also a very aesthetically pleasing report.

Karen Lynch: You know what? That is so funny that you said that because I looked at it and I thought, wow, this is a beautiful read. So I don't know if they did something differently this year, but I was like, this is well, done from an aesthetic standpoint. I wonder if there's other people that noticed that too, or if it's just you and I who are like, oh, what a pretty report. 

Lenny Murphy: I hope so. It's a good looking report. All right. There was a good bit of news.

Karen Lynch: Was there music happening in the background? Whoops.

Lenny Murphy: There was. I'm sorry, amateur. My phone's charging over there, and I forgot to mute it.

Karen Lynch: I'm sorry if I was jealous. I'm sitting here thinking, am I hearing things?

Lenny Murphy: It was, it was celestial. That's the theme. It's a celestial theme. So you're hearing celestial music. Um, anyway, yeah, let's, uh, let's talk about a couple of these things.

Karen Lynch: So, you know, it's funny because MR web, you know, if you're not going to MR web every now and then to, to see, um, you know, kind of just, just news and updates, you know, they do just such a good job with things like this. I mean, they're resharing press releases for the most part, but, um, But this is what Lenny and I check regularly, too, to kind of see if there are any press releases that aren't coming to us at the exchange at greenbook.org. Plug, plug, plug. They should be. But anyway. So yeah, so Cint and Brain Active partnering for a survey solution that, guess what, leverages AI. So no surprise, right? Yep.

Lenny Murphy: Yep. I had not looked at Brain Active yet, an AI-driven survey solution. Uh, you know, they apparently already have a panel, but they've augmented that was sent, um, with access to, uh, to their sample. So I think that was a big deal.

Karen Lynch: Um, and I think there was something interesting that, you know, in the, in the summary of, you know, one of the benefits enhancing both speed and scale. And I feel like, yes, that is the bottom line with AI enhanced speed and scale and the story.

Lenny Murphy: Yep. Yep. Absolutely. And I mean, Here we go again. We look at everything on our agenda for today and it's all AI all the time. The next one. Yeah, FuelCycle, their AI-powered features for reporting and automated executive summaries. That was the next one. I don't think we actually had the link here. Our friends at Recollective, same thing. What's interesting though is that all of these companies were kind of waiting a little bit to see how AI was developing, which was a smart play. Now, we really are seeing these leaders, FuelCycle, Recollective, Cint, you know, these are leaders in the industry and their categories, they are now rolling out purpose driven Yeah, appropriate implementations of AI within their solutions to create real efficiencies across the board. And we've always been saying for two years that within the world of qual, that was just a no brainer. So yeah, so absolutely a very cool scene.

Karen Lynch: You know, this is not when I was, I was like, we should plug, you know, make sure we plug our last time in our AI event. But let me tell you, having just, you know, solidified all the spots, all the organic speaking spots on our IX, AIX AI agenda, one of them is going to be a session on how to evaluate all of the new platforms and all of the new offerings. So it's going to be a very tactical session on Okay, what do I look for? How do I evaluate all the different platforms that have an AI offering? How do I move forward and make some decisions about this? And I'm so excited about that because it's going to really be of the utmost value to people who are like, I gotta look into all these. I'm trying to figure out which one is best for me, which one I can work with. We're about to get some serious tools to do that assessment and do that mental work. So I'm really, again, excited for the event in general, but for that workshop, just based on the fact, how would I choose which of these equal platforms to lean into. Well, it might not be, you know, one is for, you know, everybody, it could be that there are different ones that have different offerings based on your needs. So register for that event, because you will be able to get to that workshop. And it's gonna be a good one.

Lenny Murphy: Yep, absolutely. Absolutely. And it's going to keep changing. And I think let's recognize that so these companies waited until they got to a certain level to make sure everything was there for purpose. But we ain't seen nothing yet. Right? I mean, in six months, there'll be a whole other series of tools that are deployed that change the game again.

Karen Lynch: And it's a good segue into this next piece that we're talking about. Today revealed a slowdown in spending on generative AI technologies because businesses, some businesses are being cautious even still, right? So not just implementation costs and even whatever might come up with procurement, but they're still assessing the risk of hallucination. And that is still something to wrangle well into this. I mean, we are now what? We're now significant. I'm like, we are now a year and a half into almost, we're almost two years since, you know, chat GPT hit the scene. Can that be like, we are really almost November will be two years. Won't it? It will. Yep. Yeah. So we're still dealing with some of these issues. So I think it's interesting because if you're somebody who has been slower and more cautious, you're not wrong to be cautious. You know, even though Lenny and I, you know, have been beating the horse saying, get with it, you know, you know, you're not alone in your caution, I suppose.

Lenny Murphy: Yeah. Did we, we didn't put, uh, Jas, I'm going to pop a link in there actually was a really interesting article, um, that, uh, uh, we should add in that is, uh, how they are, and this has been a theme, the GPTs are running out of data, of quality data, and the looking for access to human data to drive the next level, which we've been talking about for quite some time. For these two years, for the research industry, this is a vital role that we can play in contributing to this ecosystem.

Karen Lynch: I don't know.

Lenny Murphy: That's okay. I didn't get a chance. No worries. I'll pop it into the private chat while we're talking. And it's just another piece of that equation, right? To your point around hallucination, et cetera, et cetera. The good quality data fixes that. Oh, wait a minute.

Karen Lynch: I feel like we might've talked about that. Two weeks ago, I even thought that you might be going back into the archives there, because I think that was something that we started to talk about two weeks ago, the idea that they are going to run out of knowledge.

Lenny Murphy: And it was a new article on the same thing. Right?

Karen Lynch: Yeah.

Lenny Murphy: Yep. Same thing. The problem of models. This is a Financial Times article. And Jas, I put it in the private chat. If you want to pop it in. Just an interesting read for our industry to recognize that And well, not to be a dead horse. I would argue that that is superior, as research organizations and platforms implement AI into their platforms, the quality, I would argue is better. Because they are leveraging real data. It's not just the overall kind of existing corpus out there that's been trained, right, to for the overall system. But, it is using those tools on real data. So the risk of Hallucination is the risk of those challenges in the insights ecosystem. I think it is greatly reduced and And if you're not arguing that to your clients research suppliers You should be and research buyers if you're not thinking about that Internally on why you shouldn't just you know use chat GPT Or whatever but said need to still do custom research. There's no argument.

Karen Lynch: Yeah on why yeah, yeah So can we just go down this rabbit hole of this MIT article? Because now, when I say rabbit hole, this is just where we're headed. And I saw this article, and I just thought, we, all of us that are paying attention to the field, recognize that there are people at MIT who are doing such advanced work that We just have to know this is coming. So this article is talking about this breakthrough, about the interpretability of these models. This is about their ability to comprehend, critically think, and make decisions in the model itself. So anyway, just know that these incredible scientists are, data scientists are working, and these trainers are working on this particular advancement. I don't know how quickly that's going to come here. But the logic that's going to be delivered to us from machines is really around the corner. I mean, again, did I ever tell you about the time that my son who studied architecture, we went up to MIT to kind of look at their architecture program as sort of like a benchmark for him, even though he was like, I'm not going to get into MIT. We need to look at it. And when we were touring MIT, first of all, everybody there was incredibly happy. That was like the first thing we noticed. We're like, look how happy everybody is. And we just were like, because all of these MIT brains found their people, like probably potentially for the first time in their lives, they had all their peers that were also in that same mental space. But they do things deliberately there. They, when they showed us their robotics lab, I might've told you this before, they showed us their robotics lab and they said it's next to their language labs because at that time, so this was back in, you know, 20, 16, were like, because we want our robots to be versed in all of our languages. So they cross collaborate. So it's like, anyway, I think I might've said one more thing, then I'll stop talking about MIT. But it's just like, if you ever have a chance to tour that school, just go towards the school. Um, there was the t-shirt that it was like, you know, that said, you know, I went to MIT and on the back it said, because we can't all go to Stanford. And I'm like, oh my gosh, I love those people. Like, I love these people. Like, because they recognize some of us are there and some of us are here. And it's like, that's, anyway. Just pay attention to those two schools and what they're doing in this space, because that is where some incredible thinkers are advancing our technologies. Yes, and where, I think a few years ago, we would think, okay, well, they're doing this at MIT, and we may see the benefit of that in five years, right? Commercial applications. Um, that is not the world that we are in today. So, uh, if they're pushing, it's going to be pushed out pretty quickly, um, into, into commercial applications.

Karen Lynch: Yeah. So cool. I think it's cool. Remember everybody, it might feel totally unnerving, but it's super cool too.

Lenny Murphy: So it is, it helps us with process efficiency and, and sense making. And I have to for those longtime listeners, you know that I've been a lewd ite and I surrendered. I've been using max dot a I shout out to which allows you access to all of the major LLMs of Chachapati Claude, you know, mr. All they're all in there and you can kind of pick and choose which one to use and just for organizing things for presentations or, uh, and it, I mean, the, it is where I would spend hours doing something. It would take minutes, uh, if that, and it is, it's just, it is unmistakable and it's still utilizing. So let me finish this. Uh, cause that was my concern, but I made my money off my brain. That's my value. And I still am. The value is not in the rote work of trying to create the presentation. The presentation is to share what is in my brain. To get that out and utilize these tools to make that just more efficient, to organize those thoughts and put it there, that It is a value enhancer. It does nothing to take away. So if you're like me and you've been like, well, robots are going to take my job. That has not been my experience yet. So excuse me. Welcome. Welcome, Lenny.

Karen Lynch: Welcome.

Lenny Murphy: I know. I know. I mean, because they're always talking about all this stuff. And it's like, I've got to start using these things a little bit more.

Karen Lynch: I mean, Jasmine and I use the tools every day. Shout out to Jasmine once again, but like we were doing something yesterday. And we're like, let's just let's just find out what AI says. And it just helps us with our brainstorming. It gives us stimuli for new ideas. It is just a constant assistant. And that's the way we you know, we use it primarily, you know, for the day to day work that we do. So Yeah. Yeah. Good stuff. Let's move into this next stuff. Because I think this is really the thing that came up this week. No, no, no. Um, bless you. You don't know what to say when someone sneezes, you say bless you or is in tight or whatever you say. But when people cough, you just say stop. Contagious network.

Lenny Murphy: Yeah, no, it's like being there again.

Karen Lynch: So these Two things came out this week that are related to search. Now, I know this isn't like an immediate connection for everybody that's listening. It's a big deal for us, who are kind of a digital company, a big deal for us at Green Book because we talk a lot about search. And we have partners that publish with us and a directory where people are looking for us. So we pay attention to search. But OpenAI has a new search GPT. Engine.

Lenny Murphy: So it's coming, they said it was coming.

Karen Lynch: So search engines, a search engine designed specifically to integrate with gen AI technology. So like, this is a big deal that open AI will be competing with, you know, with Google and Bing and all that. But being also and Google is, you've all seen Google prototyping with AI in their search at this point, probably being doing the same thing. They have an AI driven search redesign. So We're paying attention to these because they're big deals, right? Whether you're going to search for something and get an AI-generated response, which is interesting to think about just in general consumer behavior, how they're looking things up, what they're turning to for answers. Are they asking Alexa or Siri? Or are they going on TikTok? We know search is changing with a different generation. But also now AI has changed the game for search. And I just think it's important because you and I both picked up on these things. And, um, the reality is, there's a reason why everybody listening should be paying attention, right? Especially those of you who are insights. Marketers marketing your insights business anyway. So I don't know if you want to, you know, you know, step on the bandwagon with me, but it's a big deal.

Lenny Murphy: It is a big deal. I mean, it fundamentally changes the, so market research supports, uh, the business of marketing, right. And marketing. Primarily supports revenue growth. Um, search is one of the primary drivers of, uh, of the consumer journey. Right. So the, so fundamentally for every business in the world, uh, this does have implications, right. For folks that, uh, rely on search to find their product or store or whatever. Um, The form factor that we've been used to for so many years, primarily through Google of just a list of links, um, that is going to change. It already has changed. So, um, uh, and it will produce a more of a contextually relevant view of whatever the question is. This morning, because of my brother-in-law, I was searching for the best diet for Crohn's disease, right? And it wasn't just the links. First foremost, here's everything you need to understand about Crohn's disease, and here's all the applications that synthesize all that into one thing, right? So it answered a piece of my question, right? Followed through that or that I could click on a link to Sloan Kettering and you know and Mayo and all of those things But the first thing yeah was an answer to the question without the need for me to click on Anything else unless I wanted to yeah, what are the implications on that for? For businesses that utilize search and We'll see. What are the implications for business models, right? Google's business model is a traditional marketing business model, really, fundamentally. But chat doesn't necessarily play that way. Bing doesn't necessarily play that way. So it's an interesting time at every level. And we need to recognize that. This isn't just like, you know, you And we don't exist in a vacuum, right? It is all connected and our world runs on search. The business of our world fundamentally does run on search.

Karen Lynch: Well, and if you think about even staying with your example in the healthcare sector, you know, there's going to be, you know, Sloan Kettering may have showed up, you know, Google may have decided Sloan Kettering is qualified enough to be talking about this particular topic, right? But, you know, there might be somebody at Mayo Clinic who's like, you like, you know, they probably pulled up too. But the point is, like, there's going to be some that are not in the list, right? That didn't make the AI don't make the cut, according to AI, the way they may be used to in a traditional search result.

Lenny Murphy: And is that okay? That's a whole other question, right? It's a whole other that goes back to my original concern of I, you know, I'm not particularly comfortable without sourcing my thinking. I want access to all information, and I'll determine for myself what I think is most appropriate and interesting. So there's, there's big, there's business implications, there's big macro social implications. It's, it's interesting time, but here we are.

Karen Lynch: Here we are. Yeah, yeah. Yep. Yeah. You know, and if you play around with it, it's really interesting because I've played around with a few research topics. And, you know, fortunately, Green Book has been showing up. What's interesting is I just think that's also because of the quantity of information. Right. So, you know, Qualtrics may show up. They have a lot of information. They have a big presence. Right. They have a strong reputation. So, you know, they're showing up. And yet some of the smaller companies may not show up in that because they just don't have the breadth of online content at this point.

Lenny Murphy: Hence why you need to be in the Green Book Directory.

Karen Lynch: Exactly. Get some articles published with us, get into our ecosystem, and then they may find out about you that way as well. Shameless plugs for us, but to date, we've been pretty good friends with Google.

Lenny Murphy: Again, going back to that point, it will change how you think about marketing in that type of competitive environment, from a content standpoint, right? If you're a small business, you're going to have to find other ways to ensure that you get it. The old days of this kind of SEO are changing so that it may not work that way. Jas, there you go.

Karen Lynch: This is why we adore this woman.

Lenny Murphy: Right. So, just pay attention because it affects your business. It affects your client's business. It affects everything, how rapidly this is changing at a very fundamental level. All right, on that, we want to wrap up. You found this cool thing about the loyalty programs in Europe, right?

Karen Lynch: Like, what I found really, there's an eMarketer article on, you know, just retail loyalty programs, and how they're resurging in Western Europe. And I just find that interesting. And did you and I talk about this before? Cause it's feeling familiar or I'm having a deja vu moment, but that loyalty program really for a while there, I was like, it is pointless. There's no, they're not loyal to us. I'm not going to be loyal to them. Like there was this phase of the period of time where it felt like our consumer loyalty didn't matter. Um, and now maybe that's changing, right? So this is kind of pointing to, Uh, the role of data in all of this, this potential change. So what do you think?

Lenny Murphy: Yeah, zero party data, right? Absolutely. The, uh, you know, so if the, for example, I always use Kroger, because I'm a Kroger shopper, right? They have their loyalty program, their Kroger card, your fuel points, I mean, you know, yeah, right. And they have a separate company, 8451, that they spun off, which leverages that data to drive, not just for insights into shopper behavior, but not just for research, but also for targeting, for ad targeting, right? To get recommendations, et cetera, et cetera. So that's an example of this in your party data. You're opted in through the loyalty program. And we get special offers, you know, it creates value in our lives. Just the loyalty point. Right.

Karen Lynch: Yeah.

Lenny Murphy: For one, it keeps us loyal. So we keep going there because it's a good relationship.

Karen Lynch: Yes, as long as there is so for a while there, I think this is probably before, you know, customer experience just flooded the world. For a while there, I felt like it was one sided. I'm like, I'm giving you all my stuff. And you're not giving me anything in return. I just went to Staples last weekend to get something and I needed a new printer. Anyway, go to Staples and they're like, let's connect to your account. It hadn't been connected in a while. And they're like, you have 105 loyalty dollars to spend. And I'm like, hold up. Sizable. Like, and now I had this new, I had this new kind of zeal for my relationship with Staples all of a sudden, like later off as Max, because Staples decided, like, it's time to start giving them something. So it connects to me in my head about also the need at a consumer level to be given something for the exchange taking place, right? It's just like everything we talk about with respondents writing surveys. There has to be a mutually respectful relationship or else.

Lenny Murphy: Right. We go back. Last thing. We've talked quite a bit about the moves that Walmart's making. I don't know if the podcast with Mark is out yet or not, but it's coming up. The Companies that own large relationships with consumers that have zero party data, Amazon, Staples, Kroger, Walmart, they're leveraging that in new ways to drive value across their entire ecosystem for their suppliers as well for the customers. And that's a good thing. And research can learn an awful lot from Staples and Kroger, et cetera, et cetera, in doing that.

Karen Lynch: I'm just saying I was Jased about $105 to hell. Yeah, boy, that's good, Staples I will and I will buy something at Staples with $105.

Lenny Murphy: Absolutely, and that's not a significant thing. So yeah Welcome message me ideas.

Karen Lynch: What's the thing? I need to buy it . I will take them in All right, so that's Segways that fast company D influencing I know. And this, I want to pay attention to this trend. So, you know, this is just kind of, again, talking about marketing in general, right? Like the impact that influencers have had on consumer purchasing, you know, somebody uses something, oh, let's buy that, or somebody suggests something, oh, we can both go buy that. The whole world of just influencer marketing. But this article is exploring the de-influencing trend on social media users' purchasing decisions. So if an influencer is touting something, there's this not-going-to-buy-it feeling or something that is arising. I don't know enough about this. I would love to study this. If anybody has studied this, I'd love to hear more. I just find it so interesting. What's going on there? Super interesting.

Lenny Murphy: So yeah, it is interesting and if I recall correctly, there's a generational aspect to that. That is Gen Z and Gen Alpha that are Very cynical. I mean, I thought Gen X right?

Karen Lynch: We were the cynical ones, but apparently some of these other generations are even more cynical. I think that what's interesting is people. If you think about Jen, we don't know enough about Jen Alpha for sure. Like we don't know enough about what's going to happen in the next few years for them. But I know that. You know, even just a few years ago, you know, my daughter might've been like, you know, buy this particular bag from Lululemon because she saw everybody on TikTok using this bag from Lululemon and it makes a whole lot of sense. And then she, so she sees it from people and then she tells me, and the next thing you know, we all have these cross-body bags from Lululemon. But she came home with a bag yesterday and I'm like, oh, where'd you get that bag? And she was like, oh, actually I just went to Urban, like back to just retail shopping to do her own shopping. And I'm like, that's interesting. So if she is an indicator of this trend, she will be, that'll, that would be just like a younger generation, right? Saying, you're not going to influence me. I'm going to make my own decisions. So pay attention to this, friends. That could change everything for influencer marketing.

Lenny Murphy: My, so for what it's worth, my, my three, two teens and almost teen, um, they, don't pay much attention to those things. They, they're far more interested in vintage and rather go to Goodwill to shop, you know, look for things like that. They definitely have their own sets of style. Uh, they, yeah. So now they could be aberrations for a variety of reasons, but, uh, but there is, there's something there.

Karen Lynch: So Anyway, we'll be watching this trend. So Patrick, I love it. We're heading to Staples. I'm telling you, you may have points in there. You may have more Staples dollars than you even know, because suddenly the points turn into dollars. So get on out there, Patrick, and tell me what you buy. All right.

Lenny Murphy: Is there anything else we want to touch on? We went over just a little bit, but that's OK.

Karen Lynch: Did we plug the LATAM event? We did not plug LATAM. Registration is up, LATAM in Miami in September. I think that registration's up. There's sneak peeks at the agenda, the way that's shaping out. Should be really great for anybody who's paying attention to the LATAM market, either doing business in those markets or considering that population here in the US. Definitely worth taking a look at the event and seeing if you can make it happen.

Lenny Murphy: Yep. Cool. And last, uh, Jas, I can't join the chat. I tried to, uh, put those links. If you look in the private chat, there's three links. If you want to just pop those into the, uh, the comments or everybody gets those, that would be fantastic. Thank you. Please. And thank you. And I guess that's it. So we'll talk today.

Karen Lynch: I mean, it's 36 minutes. So do you remember a year ago we were like, let's try to keep it to 10. Yeah.

Lenny Murphy: Well, the, uh, We have a lot to catch up on. We haven't talked in two weeks.

Karen Lynch: Yeah, exactly. Exactly. And again, but you know, I keep saying like that email address. I'm just excited because for so long that email address wasn't necessarily working. And now I'm like, Oh my gosh, it's working. And I'm reading emails, the exchange at greenbook.org. You can give us feedback. You can say, can you please keep it under 30 minutes? Cause I, you know, I got a drop by the end of the hour and we will take that feedback into account. This is your show more than it is our show, even though it seems like sometimes it's the Lenny and Karen show, which we do love.

Lenny Murphy: Yes, absolutely. And, please, send us stories, right? The things that, uh, pop up for you. We try to keep an eye on, we spend a lot of time looking at content, uh, every day, but we can't see everything.

Karen Lynch: So please, do you see something that you think is interesting? Send it to us. Cool. All right. Thank you, Jasmine. And thank you everybody. And we will see you next week. Thanks everybody. All right. Bye bye. Bye.

Links from the episode:

Insights & Analytics Market Report 2024 

Cint and Brainactive Partner for Rapid Survey Solutions 

Fuel Cycle Enhances Qualitative Analysis with AI 

Generative AI Spending Trends 

MIT Advances in AI Model Interpretability 

OpenAI’s New SearchGPT Engine 

Bing’s AI-Driven Search Redesign 

Western Europe Retail Loyalty Programs 2024 

De-influencing Trend Impact