Greenbook Podcast

What does it take to turn millions of fan interactions into meaningful insight? In this episode, host Karen Lynch sits down with Craig Swaisgood, VP of Data, Analytics & Business Intelligence for the New York Mets, to explore the intersection of data, fandom, and experience design. Craig shares how his team blends behavioral data, survey insights, and segmentation to understand what truly drives fan engagement—while navigating the emotional highs and lows that define sports fandom. From lagging indicators like ticket sales to real-time fan feedback at Citi Field, this conversation reveals how data informs decisions across marketing, operations, and strategy. It’s a compelling look at how insights professionals can balance logic and emotion to create experiences that resonate—whether you're in sports or any customer-centric industry. Key Discussion Points: The Emotional Complexity of FandomFrom Data to Experience DesignSegmentation That Goes Beyond DemographicsLagging Indicators & the Long GameThe Say-Do Gap in Action Resources & Links: New York Mets Official WebsiteCiti Field InformationMLB Fan Experience Insights You can reach out to Craig Swaisgood on LinkedIn. Many thanks to Craig Swaisgood for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, Karen Lynch sits down with Tucker Mitchell, Senior Manager of Innovation Insights & Strategy at Pernod Ricard and 2026 Greenbook Future List Honoree. Tucker shares how innovation actually happens inside a global portfolio brand, where insights, strategy, and speed must constantly balance. The conversation explores how AI is reshaping workflows without replacing human judgment, why “innovation overload” is a real organizational challenge, and how teams can prioritize for impact. Tucker also dives into the power of storytelling, building a personal “brain trust,” and designing research that accounts for human unpredictability. For insights professionals navigating complexity, this episode offers a grounded, actionable perspective on what it really takes to turn ideas into market-ready innovation. Key Discussion Points: Resources & Links: Greenbook Future ListIIEX North America You can reach out to Tucker Mitchell on LinkedIn. Many thanks to Tucker Mitchell for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, Karen Lynch sits down with Morgan Williams, Director of Qualitative Insights and Strategy Operations at CMB and a 2026 GreenBook Future List honoree. Morgan shares her career journey from advertising and quantitative research into qualitative insights, and explains how curiosity, empathy, and a “can-do” mindset shaped her path. The conversation explores the role of strategy operations in research, how qualitative teams can better support stakeholders, and why the future of insights may become more human, not less, as AI takes on more friction-filled tasks. Morgan also reflects on resilience, mentorship, and the joy that keeps researchers connected to the people behind the data. It’s a thoughtful, energizing discussion about leadership, research design, and what it means to truly help clients make better decisions. Key Discussion Points: Resources & Links: CMBGreenbook Future ListIIEX Events You can reach out to Morgan Williams on LinkedIn. Many thanks to Morgan Williams for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

Karen Lynch sits down with Nikki Quast, Senior Market Research Manager at Microsoft and the creator behind “Data Driven Nikki,” to explore how research, content creation, and AI are reshaping the insights profession. Nikki shares career milestones from launching products at Kraft Heinz to simplifying insurance at American Family, and how those experiences fueled her passion for innovation and mentorship. They unpack why she chose TikTok as a learning platform, what her audience is asking most, and how she distills complex research concepts into 30 seconds. Nikki also outlines practical ways AI is showing up in research workflows, from early prioritization and AI-moderated interviews to building stronger stimuli. The big takeaway: the future of insights is deeply human, with AI amplifying, not replacing, our craft. Key Discussion Points: Resources & Links: Greenbook GRIT ReportData Driven Nikki@DataDrivenNikki You can reach out to Nikki Quast on LinkedIn. Many thanks to Nikki Quast for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

2026 Future List Honoree Feranmi Muraina joins Karen Lynch to explore what it really means to lead AI transformation inside a global brand. With a background in engineering and brand management, Feranmi brings a scientific mindset to insights, demanding evidence, challenging assumptions, and teaching teams how to work with AI rather than blindly accepting its outputs. From building AI protocols and cultivating curiosity across organizations to understanding digital communities and amplifying fringe voices, Feranmi shares practical strategies for embedding AI responsibly and effectively. He also discusses the future of foresight, scenario planning, and how AI can surface early signals that shape tomorrow’s markets. This episode is essential listening for insights leaders navigating AI adoption while staying people-centered and future-focused. Key Discussion Points: 2026 Future List Honoree Resources & Links: Register for IIEX Europe You can reach out to Feranmi Muraina on LinkedIn. Many thanks to Feranmi Muraina for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

Dr. Bridget Dalton, Head of Truth Futures at Truth Consulting and a 2026 Greenbook Futurist honoree, joins host Karen Lynch to unpack what it really means to “understand the future through culture.” With a background spanning academia, poetry, and semiotics, Bridget shares how cultural analysis can act as connective tissue across quant, qual, and AI-powered unstructured data to create sharper strategic direction. They explore how scenario planning builds confident “what next?” decisions, why multi-method work should surface productive tension (not identical answers), and how Truth Changemakers partners with the Ashoka network to learn from social entrepreneurs already building the future. Bridget also speaks candidly about dyslexia, neurodiversity, and evolving standards of “credible communication” in insights. Key Discussion Points: Resources & Links: Truth ConsultingAshoka You can reach out to Bridget Dalton on LinkedIn. Many thanks to Bridget Dalton for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

Karen Lynch sits down with Karen McFarlane, Founder of Kaye Media and longtime fractional CMO, to unpack what board service really looks like beyond the shiny LinkedIn headline. From her early career pivot (HBO home video by day, creative “startup” projects by night) to leading through uncertainty, Karen McFarlane shares how board work can sharpen leadership, expand networks, and create impact beyond pure business-as-usual. The conversation demystifies advisory vs. working vs. governing boards, why trust is the real operating system between a board and CEO, and how volunteering can signal character and capability to hiring managers. If you’re considering board service or building a board for your startup, this episode is a practical roadmap with purpose baked in. Key Discussion Points: does Resources & Links: Kaye Media (Karen McFarlane’s firm)AMA New Yorkboard + communityHudson Valley Credit Union: Board of Directors overviewNACD Blue Ribbon Commission report on board–CEO trustColumbia Business School Exec Ed: Corporate Governance ProgramBetter On PurposeMomentum Now You can reach out to Karen McFarlane on LinkedIn. Many thanks to Karen McFarlane for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Emma LaPorte, Group Insights and Strategy Manager at Crown Resorts, to explore what it truly means to be a high-integrity insights leader. Emma shares her unique career journey from academia and agency life to healthcare, FMCG, and now experience-led research in the entertainment and hospitality sector. Together, they unpack how rigor, curiosity, and creativity intersect in modern insights work, especially when decisions are emotionally driven and high-stakes. Emma discusses building stakeholder trust, navigating data quality challenges, and balancing speed with thoughtful upfront alignment. The conversation also looks ahead to the future of the insights profession, including the evolving role of AI, the enduring importance of human judgment, and why storytelling remains essential for influencing senior leaders. This episode is a must-listen for insights professionals seeking to elevate their impact. Key Discussion Points: Resources & Links: Crown Resorts You can reach out to Emma LaPorte on LinkedIn. Many thanks to Emma LaPorte for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Joanna Byerley, founder of Talent Pools AI, to unpack how AI is reshaping hiring, leadership, and careers in the insights and ResTech space. Joanna explains the shift from traditional executive search to talent intelligence—a more strategic, data-informed way to map markets, pipeline talent, and benchmark salaries before a single role is posted. She and Karen explore the emerging reality of jobless growth, the erosion of entry-level roles, and what that means for the future leadership pipeline. They also discuss how to build AI-native roles, what separates the 5% of successful AI initiatives from the rest, and why human judgment remains the irreplaceable core skill for insight and strategy teams navigating ambiguity. Key Discussion Points: From search to talent intelligence:Jobless growth & entry-level erosion:Careers as lattices, not ladders:What successful AI leaders do differently:The one thing AI can’t replace:judgment Resources & Links: Talent Pools AI – Executive Search & Talent IntelligenceJoanna’s article: Platforms, Proof & Power – The New Rules of Insights & Executive HiringInsights Career Network (ICN) You can reach out to Joanna Byerley on LinkedIn. Many thanks to Joanna Byerley for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode, Lenny Murphy sits down with Hakan Yurdakul, CEO of Bolt Insight, to unpack how AI-native research is reshaping qual and quant. Hakan shares his Unilever-to-founder origin story and the personal “bring summer forward” purpose that drives Bolt’s human-centric philosophy. They dig into BoltChatAI and why AI-moderated qual only works when it’s trained on real human interviews and supported by rigorous human-in-the-loop checkpoints. The conversation explores Bolt’s Dynamic Personas—living profiles that refresh with ongoing human input—plus the limits of synthetic data for innovation. Finally, Hakan lays out a “Jarvis-style” vision for an AI assistant insights officer, and the duo reflects on what this shift means for trust, ethics, and the evolving role of researchers as strategists and storytellers. Key Discussion Points: more with the same Resources & Links: Bolt InsightBoltChatAI features: Dynamic Personas and Meta-Analysis.2025 GRIT Business & Innovation Report You can reach out to Hakan Yurdakul on LinkedIn. Many thanks to Hakan Yurdakul for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Jairus Lofton, Senior Manager of Strategic Insights at Panera Bread, to unpack how human-centered insights power menu innovation in QSR and fast casual. Jairus traces his journey from Hershey to Sonic, McDonald’s, and now Panera, sharing a behind-the-scenes case study on rebuilding Sonic’s core burger from the ground up using guest feedback, quant modeling, and rigorous testing. He explains how culinary inspiration, trend data, and real-world operations come together to decide what actually makes it onto the menu—and stays there. Jairus also talks about serving younger consumers like Gen Z without chasing every shiny trend, why brand authenticity matters more than ever, how AI fits (and doesn’t) into his process, and the philosophy of “flexibility with rigor” that guides his work and advice for other insights professionals. Key Discussion Points: Resources & Links: Panera Bread – Brand & MenuThe Hershey CompanyCAVA7 Brew Coffee You can reach out to Jairus Lofton on LinkedIn. Many thanks to Jairus Lofton for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

Survey fraud is having a moment—and not the good kind. Karen Lynch sits down with Steven Snell, PhD, Head of Research at Rep Data, to unpack findings from the forthcoming State of Fraud 2025 initiative, which analyzed 4.1B+ survey attempts. Steven explains how Research Defender detects evolving tactics (from hyperactivity spikes to location spoofing and batch fraud), why inattentiveness isn’t the same as fraud, and what varies across B2C vs. B2B and by region. Most importantly, he shares a pragmatic three-part playbook for researchers: better design, always-on fraud prevention, and principled data cleaning. If you care about data quality, respondent trust, and keeping your insights credible, this conversation will help you stay one step ahead—and a lot smarter than the fraudsters. Key Discussion Points: Resources & Links: Rep DataResearch Defender“The State of Fraud” Q&A highlightsResearch on Research hub (methodology deep dives) You can reach out to Steven Snell on LinkedIn. Many thanks to Steven Snell for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

Conveo co-founder & CPO Hendrik Van Hove joins Lenny Murphy to unpack how AI is reshaping market research—from the rapid normalization of AI moderation to new agency business models and always-on consumer access. Hendrik traces Conveo’s origin (McKinsey to Y Combinator), the importance of bringing veteran researchers into the loop, and why enterprise teams are shifting from “fewer, bigger” studies to many rapid, compounding projects that speed impact (e.g., Unilever sprint examples). The conversation ranges into what’s next: privacy-centric data ownership, wearables that enable seamless voice/video qual at the shelf, and building living consumer models (digital twins) that connect research directly to decisions. If you’re navigating AI adoption, panel strategy, or the future of insights workflows, this one’s a blueprint. Key Discussion Points: From idea to YC:AI moderation is table stakes:Agency & enterprise transformation:Data ownership & privacy:What’s next: Resources & Links: ConveoY CombinatorESOMARMRIIGRIT Insights Practice ReportMeta Ray-Ban smart glasses You can reach out to Hendrik Van Hove on LinkedIn. Many thanks to Hendrik Van Hove for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

Visa’s Paula Guarín, Head of Consumer Insights & Marketing Analytics for Latin America & the Caribbean (LAC), joins Karen Lynch to unpack how a 13-person team blends primary research with transactional data to drive brand and business results. Paula shares her career path from agency intern to regional leader, explains why embedding insights leaders in-country matters, and breaks down six priority areas—from agile testing to say-do correlation and ROI on insights. She also spotlights region-specific dynamics (Brazil/Argentina vs. Mexico/DR), double-digit e-commerce growth, and how agentic AI may reshape purchase behavior. Plus: building revenue by selling research to clients, Visa University’s role in upskilling, “five trends in five minutes,” and fresh learnings on ultra-affluent travelers and category liquidity. A masterclass in impact, communication, and human-centered research at scale. Key Discussion Points: Team design:Data fusion:Core priorities:Regional nuance:Trends: Resources & Links: VisaIIEX LATAMWalmart Luminate You can reach out to Paula Guarin on LinkedIn. Many thanks to Paula Guarin for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Matt O’Mara, President of Cranbrook Search Consultants, to discuss the state of hiring and career development in the insights industry. With more than 30 years of experience spanning client, supplier, and recruiting roles, Matt offers an insider’s view on the opportunities and challenges shaping today’s job market. From the advantages of working with a search firm, to misconceptions about recruiters, to the growing role of AI in hiring and candidate preparation, this conversation is packed with timely advice. Whether you’re an active job seeker, a hiring manager navigating a slow market, or a researcher thinking about your next career step, Matt’s perspectives on networking, skill-building, and the future of work will leave you with actionable takeaways. Key Discussion Points: Resources & Links: Cranbrook Search ConsultantsInsights Career NetworkFreakonomics Radio (Stephen Dubner’s podcast)The Prof G Pod with Scott GallowayMarketplace with Kai RyssdalInsights on the Brink by Tim Hoskins You can reach out to Matt O’Mara on LinkedIn. Many thanks to Matt O’Mara for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Bethan Blakeley, Research & CX Manager at SimpliSafe UK, to discuss her journey from agency-side researcher to client-side insights leader. Bethan shares what it’s like to be a research team of one, balancing strategic priorities with stakeholder demands, and how she builds trust with both agencies and internal partners. She also opens up about work-life balance as a parent of two, the importance of transparent communication, and why trust is at the heart of successful client–agency partnerships. From shaping TV ad campaigns to instilling customer-centricity across her organization, Bethan reveals how insights come to life when researchers are empowered. Key Discussion Points: Resources & Links: SimpliSafe UKSimpliSafe USZappiAURA UK You can reach out to Bethan Blakeley on LinkedIn. Many thanks to Bethan Blakeley for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch sits down with longtime friend and industry veteran Michelle Finzel, Senior Manager of Consumer Insights at DAP Global. Michelle shares her unique career journey — from growing up in her mother’s market research business, to running Maryland Marketing Source for nearly a decade, to making the leap into corporate life at a leading home improvement manufacturer. She reflects on navigating the challenges of COVID, letting go of business ownership, and discovering new fulfillment and balance in an in-house role. Along the way, Michelle offers valuable lessons on transferable skills, building collaborative teams, streamlining vendor relationships, and embracing change with confidence. Key Discussion Points: Resources & Links: DAP GlobalQualitative Research Consultants Association (QRCA) You can reach out to Michelle Finzel on LinkedIn. Many thanks to Michelle Finzel for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Lenny Murphy sits down with Tamanna Dhamija, Co-founder and CEO of Convosight and ConvoTrack, to explore the power of AI-driven video intelligence in modern brand building. From her investment banking roots to leading one of the most innovative platforms in consumer insights, Tamana shares her journey of curiosity, problem-solving, and purpose. She explains how brands can extract real-time, unprompted insights from consumer-generated video content—and why this capability is reshaping how teams across marketing, insights, and even sales make decisions. The conversation touches on AI's role in accelerating action, the rise of one-person "AI-augmented" companies, and why democratizing data access might be the key to staying competitive. If you’re in market research, brand strategy, or digital innovation—don’t miss this one. Key Discussion Points: Resources & Links: ConvoTrackConvosight You can reach out to Tamanna Dhamija on LinkedIn. Many thanks to Tamanna Dhamija for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, Lenny Murphy chats with Matt Powell, Managing Director of North America at B2B International. With over 20 years at the company, Matt shares his journey from phone-room interviewer to senior leadership and offers an insider’s perspective on the evolving world of B2B market research. The conversation dives deep into how emotional drivers have overtaken rational ones in B2B decision-making, the rising demand for trustworthy data, and the role of synthetic data and AI in delivering faster insights. Matt also discusses how B2B International’s integration into Dentsu and the launch of Dentsu B2B is reshaping end-to-end research, strategy, and execution. For anyone navigating the intersection of business insights and innovation, this is a must-listen. Key Discussion Points: Resources & Links: B2B InternationalMerkle (Dentsu)Greenbook GRIT Report You can reach out to Matt Powell on LinkedIn. Many thanks to Matt Powell for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch speaks with Joel Renkema, Global Head of Insights at Inter IKEA Group. From foundational lessons at Procter & Gamble to shaping strategy at one of the world’s most iconic retail brands, Joel shares how IKEA integrates insights across its entire value chain—from supply and logistics to retail and communication. The conversation covers the power of ethnographic research, IKEA’s unique approach to segmentation and innovation, and how foresight planning informs sustainable, long-term strategies. Joel also discusses how empathy, immersion, and activation are essential for future-proofing insights teams and keeping research human in an AI-driven world. Key Discussion Points: Resources & Links: Inter IKEA GroupIKEA Life at Home Report You can reach out to Joel Renkema on LinkedIn. Many thanks to Joel Renkema for being our guest. Thanks also to our production team and our editor at Big Bad Audio.