generative AI — Greenbook
generative AI
Artificial Intelligence and Machine Learning The New Innovation Bottleneck: Choosing What to Back in the Age of Gen AI
Learn how AI helps brands prioritize ideas, identify the best opportunities, and make smarter innovation decisions.
Kim Malcolm
VP, Product Solutions at Zappi
July 27, 2026
Research Methodologies Future Trends Emerging in Mixed-Method Marketing Research
Explore the future of mixed-method marketing research, including AI, synthetic data, continuous insights, and evolving research workflows.
Ashley Shedlock
Content Producer at Greenbook
July 20, 2026
Executive Insights Structured Learning for the Agentic Insights Leader
Build an AI learning agenda for insights leaders to develop the skills needed for AI-enabled research, decision-making, and knowledge work.
James Cummings
Board of Directors, Member at Market Research Institute International (MRII)
June 26, 2026
Inclusive Insights Hidden Bias in Synthetic Research: How GenAI Can Undermine DEI in Market Insights—And What To Do About It
Generative AI can transform research, but hidden bias risks distorting insights. Learn how inclusive data and oversight support fair, trustworthy outc...
Catherine Schwartz
Marketing & E-commerce Specialist
June 12, 2026
Artificial Intelligence and Machine Learning AI Is Not the Strategy: Turning Generative AI into Real Business Impact
Generative AI isn’t a strategy on its own. Learn how structured prompting and human judgment turn AI efficiency into meaningful research impact.
Tatiana Urrea
Analytics at Infotools
May 21, 2026
Partner Content
Beyond the Ranking: A New MaxDiff That Captures the Why
Generative AI isn’t a strategy on its own. Learn how structured prompting and human judgment turn AI efficiency into meaningful research impact.
Rhys Hillan
Researcher at Conveo
May 21, 2026
Executive Insights Optimistic, but Not Yet Ready: What Our Latest MRII Study Reveals about the Future of Insights
Market Research Institute International study finds an optimistic field despite AI lag and skill gaps. The future belongs to those who turn insights i...
Ed Keller
Executive Director at Market Research Institute International (MRII)
May 1, 2026
Partner Content
Scaling Human Insights with AI-Ethnographies. Dishwashing Tales.
AI video ethnography with 91 households in 2 days shows how AI moderators and multi-modal analysis cut cost, scale insight, and overcome fieldwork lim...
Niels Schillewaert
Head of Research and Methodologies at Conveo
March 27, 2026
The Exchange Speed vs. Judgment: How AI Is Reshaping Research Careers and Tools
Does AI make professionals more valuable through speed or judgment? Explore AI’s impact on research ...
March 5, 2026
Executive Insights High Tech, High Touch: Why the Future of Insights Will Be AI and Human
High tech demands high touch. Learn why AI is increasing—not replacing—the need for human judgment, context, and trust in insights.
Ed Keller
Executive Director at Market Research Institute International (MRII)
February 6, 2026
CEO Series From Data Silos to AI Strategy: Andy Frawley of Data Axle
Data Axle CEO Andy Frawley joins Leonard Murphy to discuss identity, data quality, AI governance, an...
January 15, 2026
Partner Content
The Past, The Present & The Possible of AI in Insights
From cheaper and faster research to a human insights AI ecosystem
Niels Schillewaert
Head of Research and Methodologies at Conveo
January 13, 2026
Focus on APAC Rethinking “Search” in the Era of Generative AI
Generative AI is reshaping search behavior. Learn how conversational AI is changing discovery in health, nutrition, finance, and marketing insights.
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Nina Pascual
Senior Insights and Analytics Business Partner at FrieslandCampina
December 23, 2025
Artificial Intelligence and Machine Learning An Alternative Approach to AI in Market Research to Hedge against a Potential AI Bubble Burst
Generative AI is disrupting market research. Discover how leaders are using AI responsibly without compromising confidence or professional standards.
Michael Howard
Head of Marketing at Infotools
December 16, 2025
Consumer Behavior GEO, from Search to Answers: The Shifting Landscape of Digital Consumer Journeys
From Gen Z to Boomers, passive meter data uncovers how generations navigate AI and search differently in the new digital landscape.
Enric Cid
Director Product Innovation & Development at Bilendi
November 18, 2025
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GRIT Bias-Free and Insight-Rich! Why Conversational AI Is the Future of Market Research
Even great moderators carry bias. Discover how phrasing and group dynamics quietly steer conversations and influence research outcomes.
Hanna Krazhan
Chief Commercial Officer at Yasna
November 17, 2025
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GRIT From Task Automation to Transformation: Aligning Leaders and ICs in the GenAI Era
Economic strain meets AI opportunity: GRIT and Qualtrics data show researchers adopting GenAI to automate tasks and sustain insights performance.
Ali Henriques
Head of Market Research at Qualtrics
November 17, 2025
Artificial Intelligence and Machine Learning When AI Learns to Think Like Us: The Rise of Behavioral Intelligence
At IIEX.AI, leaders revealed how behavioral science and AI merge to scale empathy, predict behavior, and drive more human-centered insights.
Ashley Shedlock
Content Producer at Greenbook
November 3, 2025
The Prompt AI for Insights Professionals: Redefining the Human Edge
IIEX.AI revealed how insights leaders are redefining work, creativity, and strategy through AI without losing the human edge that drives meaning.
Ashley Shedlock
Content Producer at Greenbook
October 23, 2025
Behavioral Insights Academy How the Next Wave of AI Can Transform Research and Insights
AI unites predictive, suggestive, and generative insights to create data-driven, continuously improving campaigns built on rapid, evidence-based creat...
Thomas Ramsøy
CEO & Chief Science Officer at Neurons
October 17, 2025
Partner Content
AI Is Transforming Insights: Where Are We Today and Are We Going?
The insights function is becoming a self-learning system. Explore how AI is reshaping research from dashboards to dynamic, decision-ready models.
Florian Hendrickx
CGO at Conveo
October 14, 2025
Artificial Intelligence and Machine Learning Unmasking Fraud as the Scariest AI Trend in Market Research
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
October 3, 2025
CEO Series Building AI Before It Was Cool: How Bad Data Quality Sparked a Revolution
From focus group translator to AI entrepreneur, Nexxt Intelligence CEO Kathy Cheng shares her journe...
August 28, 2025
Focus on APAC Are the Benefits of Insights Being Devalued by the Hype of Generative AI?
By 2025, GenAI reshapes data access—but human insight still matters. Learn 3 key differences between AI and traditional research, and how to combine b...
Marilyne Meesters Chew
Director, Project Management at Mastercard
July 23, 2025
Data Science The Secret Life of Synthetic Data: Why It’s Taking Over Research
How market researchers are using Gen AI to generate synthetic data, accelerate insights, and unlock new use cases while protecting privacy.
Ashley Shedlock
Content Producer at Greenbook
July 15, 2025
Advertising and Marketing Research Starbucks, Hoping for Growth
Starbucks’ brand faces a dual challenge: nostalgia-driven marketing and declining reputation. Can its revival plan reconnect with core brand drivers?
Ken Roberts
Chief Innovation Officer at Forethought
June 13, 2025
Artificial Intelligence and Machine Learning The Great AI Pivot: How Market Research Is Reinventing Itself (Without Losing Its Soul)
The 2025 GRIT Report reveals AI’s rise—and the trust crisis it brings. Can market research balance speed with authentic human understanding?
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
June 13, 2025
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GRIT Market Research in the Age of AI: Trends, Challenges, and Opportunities
AI is revolutionizing market research—powering personalization, segmentation, and strategy while reshaping how insights are created and applied.
Alain Briancon, PhD.
Vice President of Research & Data Science Research Sciences at Dynata
June 6, 2025
Grow Your Insights Business Turning Uncertainty into Advantage with Insights in 2025
In uncertain times, brands need insights teams to shift from reporting data to shaping strategy—blending tech and expertise for real business impact.
Thor Olof Philogène
CEO & Founder at Stravito
May 19, 2025
CEO Series Pivoting with Purpose: How Suzy Reinvented Consumer Insights with Matt Britton
Matt Britton shares Suzy’s origin, AI-driven pivot, and lessons on leadership, innovation, and build...
April 24, 2025
The Prompt Empathy in AI: When Conversational AI Turns into Agents of Empathy
AI can’t feel empathy, but it can simulate it. With human feedback and research principles, AI creates better conversations and drives deeper insights...
Phil Sutcliffe
Managing Partner at Nexxt Intelligence
March 28, 2025
CEO Series Building the Anthropological Internet: A Conversation with Quilt CEO Anurag Banerjee
Quilt CEO Anurag Banerjee joins Leonard Murphy to discuss AI-driven research, anthropology, and the ...
March 27, 2025
The Greenbook Podcast
Navigating AI, Data Science, and the Future of Insights with Deb from Sigmoid Analytics
Karen Lynch
Chief Programming Officer at Greenbook
March 20, 2025
Healthcare Insights Edge Why Healthcare Providers Need to Understand Attachment Styles (Part 2)
Discover how attachment styles improve patient-provider communication, health outcomes, and market research by revealing consumer behavior drivers.
Jana Rosewarne, PhD
Research Consultant at KJT
February 25, 2025
The Prompt Future-Proof Your GenAI Strategy for Qualitative Research
Learn how GenAI transforms qualitative research, from discussion guides to insights. Learn key considerations for choosing the right GenAI solution fo...
Jim Longo
Co-Founder & Chief Strategy Officer at Discuss
January 10, 2025
The Exchange AI Playlists, Bilingual Insights, and UX Trends You Need to Know!
Explore the trend of non-researchers engaging in research tasks and its implications for UX. Analyze...
October 15, 2024
The Prompt Chatbot and Virtual Assistants: Research Partners that Work 24/7 and Never Get Tired
AI-powered chatbots & virtual assistants optimize customer experience with personalized support & round-the-clock assistance for brand loyalty & effic...
Ashley Shedlock
Content Producer at Greenbook
September 17, 2024
The Prompt Creativity Is the Last Hope of Our Species: When “I’m Not a Robot” Doesn’t Cut It
Discover how the rise of predictable communication leads to people being mistaken for AI. Explore the role of AI in enhancing our creativity and human...
Ben Jenkins
Co-Founder at Okay Human
September 6, 2024
The Prompt Are the Hopes & Dreams of Your Business Hidden in Unstructured Data?
Unlock AI for business growth with image, video, voice, and text analysis. Gain insights in healthcare, e-commerce & more. Enhance customer understand...
Ashley Shedlock
Content Producer at Greenbook
August 29, 2024
The Prompt Gen Z Favors AI Over Humans: 6 Insights
Learn why Gen Z turns to AI for guidance, explore its effects on professional growth, and learn strategies to bridge the human-AI advice gap in the wo...
Matt Gullett
SVP, Insights Technology at Bellomy Research, Inc.
August 9, 2024
The Greenbook Podcast
Redefining Teamwork in Analytics with Nick Graham of Mondelez
Karen Lynch
Chief Programming Officer at Greenbook
July 18, 2024
The Exchange Navigating Innovations and Ethical Challenges
Stay informed on market research trends like partnerships, synthetic samples, generative AI, and eth...
July 16, 2024
Data Science Is Now The Time For Synthetic Sample?
Explore the world of synthetic data for decision-making. Fuel research with experiments and simulations while maintaining privacy and statistical prop...
Ashley Shedlock
Content Producer at Greenbook
July 16, 2024
The Prompt Stop AI Washing: Using AI as an Ingredient to Deliver Measurable Business Outcomes
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
July 12, 2024
The Prompt The Greatest Challenge Between Insight and Creative
Discover the future of advertising with GenAI revolutionizing the way ads are created. Embrace the momentum and explore the trajectory of this technol...
Ken Roberts
Chief Innovation Officer at Forethought
July 11, 2024
The Greenbook Podcast
Empathy in Analytics: Stephan Gans on Understanding Consumers at PepsiCo
Karen Lynch
Chief Programming Officer at Greenbook
June 13, 2024
The Prompt Caution: GenAI will Deliver Bad Creative Faster
Explore how GenAI is set to replace creative writing and revolutionize the industry. Dive into the power of AI and its impact on process, inputs, and ...
Ken Roberts
Chief Innovation Officer at Forethought
June 13, 2024
Future List Honorees Greenbook Future List Spotlight: Bill Valle
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
June 6, 2024
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GRIT Principles to Follow for Success with Synthetic Sample
Embrace the future of market research by combining human insights and reliable synthetic samples for unbiased research and enhanced brand perception.
Neil Dixit
Founder and CEO at Panoplai
May 28, 2024
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GRIT Embracing Innovation: The Transformative Impact of the ‘Hottest Technologies’ in Market Research
Discover the future of market research with chatbots and synthetic samples. Enhance insights, reduce costs, and overcome data collection challenges.
Kathryn Topp
Founder & CEO at Yabble
May 28, 2024
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