James Forr — Greenbook
James Forr
Head of Insights at Olson Zaltman
James Forr is Head of Insights at Olson Zaltman. He has presented at conferences including IIEX, QRCA, Qual360, and Intellus and led research for clients such as Amazon, P&G, Intuit, and MolsonCoors.
Artificial Intelligence and Machine Learning AI is an Opportunity. The Problem is IA—Insight Atrophy
The danger isn’t AI, but losing insight skills. Reclaim storytelling, imagination, and intuition to keep human insight at the center.
December 9, 2025
Latest from James Forr
Insights Industry News Your Logo is a Storyteller
Weighing in on descriptive vs. non-descriptive logos.
March 29, 2022
Research Methodologies ‘Living’ Brands: Getting Macs and Avoiding Noids
In advertising, personification can say what words can’t.
August 17, 2021
Behavioral Science How COVID Has Molded Consumers’ Memories
Memory is fragile and flexible, which presents challenges for consumer researchers, but also great opportunities for marketers.
February 16, 2021