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What Actually Sells a Sneaker Collab
What drives sneaker purchases? AI-moderated research finds design and wearability matter more than celebrity collaborations.
Meera Sawkar
Research Impact Lead at Conveo
Partner Content
How To Build Your Research Team of the Future
As AI automates research tasks, learn why insights teams must own decisions and outcomes to remain valuable to the C-suite.
Jordan Harper
Principle AI Thought Leader at Qualtrics
The Quiet Infrastructure Behind Modern Insights
2 min read
Qualitative research remains a craft of deliberate choices. As analytics teams expand methods for scale, researchers continue to prioritize depth, con...
Laura Pulito
Vice President of Research at Recollective Inc.
More Data, Less Insight: AI's Value Problem
What happens when AI adoption outpaces trust? The Exchange explores digital twins, AI commerce, synt...
Are We Cleaning Too Much? The Missing Signals in Post-Survey Review
How can AI improve survey data cleaning? Learn how richer fieldwork signals can reduce false positives and increase confidence.
Karine Pepin
Co-Founder at The Research Heads
Partner Content
What Actually Sells a Sneaker Collab
What drives sneaker purchases? AI-moderated research finds design and wearability matter more than celebrity collaborations.
Meera Sawkar
Research Impact Lead at Conveo
Angelique Taylor of AddMaple on Asking Better Questions
AddMaple CEO Angelique Taylor shares how better questions, AI-powered data exploration and evidence-...
Insights in Brief
Explore the latest in market research with Lenny Murphy and Karen Lynch.
Click here to attend the next live recording of The Exchange, on LinkedIn, this Friday.
The Exchange: Episode 148
September 25, 2026
IIEX West
San Francisco
Latest Content
Digital Twins, Synthetic Data, and the New Rules of Research
Explore how AI agents, digital twins, and synthetic data are changing trust, decision-making, and th...
The Flywheel Part 1: What Actually Compounds in the Insights Industry
What creates a durable AI advantage? Explore why insights companies need more than proprietary data to build a true flywheel.
Insight Innovation Ventures
The Career Case for Pro Bono Research
Discover how to choose, scope, and pitch pro bono research projects that build skills, strengthen your resume, and advance your career.
Shawn Keys
Coordinator at KNow Research
The Most Dangerous Person in the Marketing Meeting Is the Customer Who Isn’t There
Customer data isn't enough. Explore how behavioral biases influence marketing decisions and why customer presence matters.
William Leach
Founder / Mindstate Group at Mindstate Group
The Greenbook Podcast
Rethinking Insights Impact with Nadine van Rooyen of WEX
Nadine van Rooyen of WEX explains why insights value goes beyond actionability to better decisions, stakeholder influence, and business impact.
Karen Lynch
Editor-in-Chief at Greenbook
Julia Mittermayr on Data Quality, Bold Leadership, and Building a More Transparent Insights Industry
Future List Honoree Julia Mittermayr shares perspectives on data quality, bold leadership, AI, and building a more transparent insights industry.
Karen Lynch
Editor-in-Chief at Greenbook
How to Build the Insight Edge with Vivek Banerji
Better insights start with the right problem. Learn how empathy, uncertainty, and human judgment help researchers get more from AI.
Ed Keller
Executive Director at Market Research Institute International (MRII)
AI Is Changing Research. But Can We Still Trust the Data?
What can researchers trust in the age of AI? The Exchange explores AI investment, fake polling data,...
Consumer Insights vs. Market Research: What's the Real Difference?
Market research vs. consumer insights: learn the key differences, when to use each, and how both support better business decisions.
Ashley Shedlock
Content Producer at Greenbook
How to Test Whether AI-Powered Customer Interactions Build or Break Trust
Learn practical ways to test whether AI-powered customer interactions build trust, improve credibility, and strengthen customer confidence.
Ashley Shedlock
Content Producer at Greenbook
The Segment Describes. The Persona Decides
Discover how outcome-driven segmentation can reveal what drives behavior and turn customer segments into actionable decisions.
Greg Streatfield
Founder at Knowsis
Human Insight in the Age of AI with Cristina de Balanzo of Accenture Song
Cristina de Balanzo explores AI, behavioral science, human judgment, ethics, and the future of insig...
Digital Twins, Synthetic Data, and the New Rules of Research
Explore how AI agents, digital twins, and synthetic data are changing trust, decision-making, and th...
The Flywheel Part 1: What Actually Compounds in the Insights Industry
What creates a durable AI advantage? Explore why insights companies need more than proprietary data to build a true flywheel.
Insight Innovation Ventures
The Career Case for Pro Bono Research
Discover how to choose, scope, and pitch pro bono research projects that build skills, strengthen your resume, and advance your career.
Shawn Keys
Coordinator at KNow Research
The Most Dangerous Person in the Marketing Meeting Is the Customer Who Isn’t There
Customer data isn't enough. Explore how behavioral biases influence marketing decisions and why customer presence matters.
William Leach
Founder / Mindstate Group at Mindstate Group
The Greenbook Podcast
Rethinking Insights Impact with Nadine van Rooyen of WEX
Nadine van Rooyen of WEX explains why insights value goes beyond actionability to better decisions, stakeholder influence, and business impact.
Karen Lynch
Editor-in-Chief at Greenbook
Julia Mittermayr on Data Quality, Bold Leadership, and Building a More Transparent Insights Industry
Future List Honoree Julia Mittermayr shares perspectives on data quality, bold leadership, AI, and building a more transparent insights industry.
Karen Lynch
Editor-in-Chief at Greenbook
How to Build the Insight Edge with Vivek Banerji
Better insights start with the right problem. Learn how empathy, uncertainty, and human judgment help researchers get more from AI.
Ed Keller
Executive Director at Market Research Institute International (MRII)
AI Is Changing Research. But Can We Still Trust the Data?
What can researchers trust in the age of AI? The Exchange explores AI investment, fake polling data,...
Consumer Insights vs. Market Research: What's the Real Difference?
Market research vs. consumer insights: learn the key differences, when to use each, and how both support better business decisions.
Ashley Shedlock
Content Producer at Greenbook
How to Test Whether AI-Powered Customer Interactions Build or Break Trust
Learn practical ways to test whether AI-powered customer interactions build trust, improve credibility, and strengthen customer confidence.
Ashley Shedlock
Content Producer at Greenbook
The Segment Describes. The Persona Decides
Discover how outcome-driven segmentation can reveal what drives behavior and turn customer segments into actionable decisions.
Greg Streatfield
Founder at Knowsis
Human Insight in the Age of AI with Cristina de Balanzo of Accenture Song
Cristina de Balanzo explores AI, behavioral science, human judgment, ethics, and the future of insig...
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Featured Articles
The CMO Doesn’t Have a Marketing Problem. They Have a Prediction Problem
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Why most consumer research was never designed to answer the only question that matters.
William Leach
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AI is improving individual research projects, but the real opportunity is continuous intelligence—bridging the gaps between studies and dormant insigh...
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A 2026 industry survey explores how AI-enabled agencies are reshaping market research, from workflows and skills to client expectations and value crea...
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Beyond Insights: Shaping Business Decisions and Strategy with Vijay Raj
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In Market Research Institute International’s Insights and Innovators podcast, Vijay Raj shares how insights teams can evolve from research providers t...
Ed Keller
Executive Director at Market Research Institute International (MRII)
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Karen Lynch
Editor-in-Chief at Greenbook
The Greenbook Podcast
Sentient Design and the Future of AI-Powered UX with Josh Clark and Veronika Kindred
Karen Lynch
Editor-in-Chief at Greenbook
Leonard Murphy
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Karen Lynch
Editor-in-Chief at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
Karen Lynch
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Karen Lynch
Editor-in-Chief at Greenbook
Karen Lynch
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The Greenbook Podcast
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Karen Lynch
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Leonard Murphy
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Karen Lynch
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Karen Lynch
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Karen Lynch
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Karen Lynch
Editor-in-Chief at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
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How AI Is Changing Market Research in 2026: What Practitioners Need to Know
See how AI is changing market research, from AI-moderated interviews and synthetic respondents to faster analysis and always-on insights.
Ashley Shedlock
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Partner Content
What Actually Sells a Sneaker Collab
What drives sneaker purchases? AI-moderated research finds design and wearability matter more than celebrity collaborations.
Meera Sawkar
Research Impact Lead at Conveo
Partner Content
How To Build Your Research Team of the Future
As AI automates research tasks, learn why insights teams must own decisions and outcomes to remain valuable to the C-suite.
Jordan Harper
Principle AI Thought Leader at Qualtrics
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What creates a durable AI advantage? Explore why insights companies need more than proprietary data to build a true flywheel.
Insight Innovation Ventures
How to Build the Insight Edge with Vivek Banerji
Better insights start with the right problem. Learn how empathy, uncertainty, and human judgment help researchers get more from AI.
Ed Keller
Executive Director at Market Research Institute International (MRII)
How to Test Whether AI-Powered Customer Interactions Build or Break Trust
Learn practical ways to test whether AI-powered customer interactions build trust, improve credibility, and strengthen customer confidence.
Ashley Shedlock
Content Producer at Greenbook
Hello Human, Are You There? The Authenticity Advantage
What makes research trustworthy in the age of AI? Explore the role of provenance, authenticity, and verified human voices.
Vinay Ahuja
VP of Analytics & Insights at P&G Europe
How to Be Memorable When AI Is Churning Out Blah Blah Content
Discover why a unique point of view is essential in the insights industry. Learn how to make your research stand out amidst AI-generated content.
Iosetta Santini
Account Director at Keen as Mustard Marketing
How AI Is Changing Market Research in 2026: What Practitioners Need to Know
See how AI is changing market research, from AI-moderated interviews and synthetic respondents to faster analysis and always-on insights.
Ashley Shedlock
Content Producer at Greenbook
Partner Content
What Actually Sells a Sneaker Collab
What drives sneaker purchases? AI-moderated research finds design and wearability matter more than celebrity collaborations.
Meera Sawkar
Research Impact Lead at Conveo
Partner Content
How To Build Your Research Team of the Future
As AI automates research tasks, learn why insights teams must own decisions and outcomes to remain valuable to the C-suite.
Jordan Harper
Principle AI Thought Leader at Qualtrics
The Flywheel Part 1: What Actually Compounds in the Insights Industry
What creates a durable AI advantage? Explore why insights companies need more than proprietary data to build a true flywheel.
Insight Innovation Ventures
How to Build the Insight Edge with Vivek Banerji
Better insights start with the right problem. Learn how empathy, uncertainty, and human judgment help researchers get more from AI.
Ed Keller
Executive Director at Market Research Institute International (MRII)
How to Test Whether AI-Powered Customer Interactions Build or Break Trust
Learn practical ways to test whether AI-powered customer interactions build trust, improve credibility, and strengthen customer confidence.
Ashley Shedlock
Content Producer at Greenbook
Hello Human, Are You There? The Authenticity Advantage
What makes research trustworthy in the age of AI? Explore the role of provenance, authenticity, and verified human voices.
Vinay Ahuja
VP of Analytics & Insights at P&G Europe
How to Be Memorable When AI Is Churning Out Blah Blah Content
Discover why a unique point of view is essential in the insights industry. Learn how to make your research stand out amidst AI-generated content.
Iosetta Santini
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Partner Content
What Actually Sells a Sneaker Collab
What drives sneaker purchases? AI-moderated research finds design and wearability matter more than celebrity collaborations.
Meera Sawkar
Research Impact Lead at Conveo
Partner Content
How To Build Your Research Team of the Future
As AI automates research tasks, learn why insights teams must own decisions and outcomes to remain valuable to the C-suite.
Jordan Harper
Principle AI Thought Leader at Qualtrics
Video Library
Stream the latest expert insights
More Data, Less Insight: AI's Value Problem
What happens when AI adoption outpaces trust? The Exchange explores digital twins, AI commerce, synt...
Angelique Taylor of AddMaple on Asking Better Questions
AddMaple CEO Angelique Taylor shares how better questions, AI-powered data exploration and evidence-...
Digital Twins, Synthetic Data, and the New Rules of Research
Explore how AI agents, digital twins, and synthetic data are changing trust, decision-making, and th...
AI Is Changing Research. But Can We Still Trust the Data?
What can researchers trust in the age of AI? The Exchange explores AI investment, fake polling data,...
Human Insight in the Age of AI with Cristina de Balanzo of Accenture Song
Cristina de Balanzo explores AI, behavioral science, human judgment, ethics, and the future of insig...
The Real Signal Behind This Week's Biggest Insights Industry Deals
The Exchange Episode 143 explores AI agents, synthetic research, ad verification, and the forces res...
From Advisor to Decision-Maker: AI's Next Power Move
Explore how AI is shifting from advisor to decision-maker across qualitative research, marketing mea...
Rob Key of Converseon: Making Unstructured Data AI-Ready
Converseon CEO Rob Key explores AI data quality, context engineering, unstructured data and the infr...
Who Owns the Data Behind the AI Boom in Market Research?
Who owns the data powering AI research? Explore funding, data ownership, AI interviews, guardrails, ...
What Happens When AI Starts Making the Buying Decisions
Discover how AI agents are changing the path to purchase, challenging measurement standards, and res...
Sascha Eder of NewtonX on Trust in Synthetic Personas
NewtonX CEO Sascha Eder explores synthetic research, AI innovation, entrepreneurship, resilient team...
The Synthetic Respondent Problem Nobody's Talking About
Explore the research industry's trust crisis, from measurement standards and MRC accreditation to AI...
The Quiet Shift Reshaping Market Research
Discover how AI is reshaping market research through workflow automation, sampling, and responsible ...
The Future of Market Research: 13 AI and Insights Innovations to Watch
Explore 13 emerging AI and market research technologies transforming insights, automation, synthetic...
Staying Relevant in the Age of AI with Aksel Bedikyan
Aksel Bedikyan explores AI, brand relevance, human insight, qualitative research, and the entreprene...
Fixing Sample Quality: Adrien Vermeirsch on Fraud, Profiling, and the Future of Human Data
Enlightn CEO Adrien Vermeirsch discusses sample quality, respondent fraud, AI-moderated research, an...
More Data, Less Insight: AI's Value Problem
What happens when AI adoption outpaces trust? The Exchange explores digital twins, AI commerce, synt...
Angelique Taylor of AddMaple on Asking Better Questions
AddMaple CEO Angelique Taylor shares how better questions, AI-powered data exploration and evidence-...
Digital Twins, Synthetic Data, and the New Rules of Research
Explore how AI agents, digital twins, and synthetic data are changing trust, decision-making, and th...
AI Is Changing Research. But Can We Still Trust the Data?
What can researchers trust in the age of AI? The Exchange explores AI investment, fake polling data,...
Human Insight in the Age of AI with Cristina de Balanzo of Accenture Song
Cristina de Balanzo explores AI, behavioral science, human judgment, ethics, and the future of insig...
The Real Signal Behind This Week's Biggest Insights Industry Deals
The Exchange Episode 143 explores AI agents, synthetic research, ad verification, and the forces res...
From Advisor to Decision-Maker: AI's Next Power Move
Explore how AI is shifting from advisor to decision-maker across qualitative research, marketing mea...
Rob Key of Converseon: Making Unstructured Data AI-Ready
Converseon CEO Rob Key explores AI data quality, context engineering, unstructured data and the infr...
Who Owns the Data Behind the AI Boom in Market Research?
Who owns the data powering AI research? Explore funding, data ownership, AI interviews, guardrails, ...
What Happens When AI Starts Making the Buying Decisions
Discover how AI agents are changing the path to purchase, challenging measurement standards, and res...
Sascha Eder of NewtonX on Trust in Synthetic Personas
NewtonX CEO Sascha Eder explores synthetic research, AI innovation, entrepreneurship, resilient team...
The Synthetic Respondent Problem Nobody's Talking About
Explore the research industry's trust crisis, from measurement standards and MRC accreditation to AI...
The Quiet Shift Reshaping Market Research
Discover how AI is reshaping market research through workflow automation, sampling, and responsible ...
The Future of Market Research: 13 AI and Insights Innovations to Watch
Explore 13 emerging AI and market research technologies transforming insights, automation, synthetic...
Staying Relevant in the Age of AI with Aksel Bedikyan
Aksel Bedikyan explores AI, brand relevance, human insight, qualitative research, and the entreprene...
Fixing Sample Quality: Adrien Vermeirsch on Fraud, Profiling, and the Future of Human Data
Enlightn CEO Adrien Vermeirsch discusses sample quality, respondent fraud, AI-moderated research, an...
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