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The Great Reclassification
15 min read
The 2026 GRIT Report reveals an insights industry in transition, with value shifting toward scalable infrastructure, governance, and mid-sized service...
Lessons from the Past: Why AI Won't Break Market Research
What can past disruptions teach us about AI in market research? Explore why industry change can create opportunities for growth and innovation.
Stephan Sigaud
Chief Marketing Officer at Phase 5
Datacy and Enlightn Win at the IIEX West 2026 Insight Innovation Competition
Datacy won both the Experts' Choice and Audience Favorite Awards. Enlightn won the Industry Impact Award. All five finalists took on problems practiti...
Karen Lynch
Editor-in-Chief at Greenbook
The Greenbook Podcast
Special Edition: Career Transitions in Insights with Karen Goldstein and Matt O’Mara
Karen Goldstein and Matt O’Mara discuss career transitions, executive hiring, experienced talent, and networking in the insights industry.
Karen Lynch
Editor-in-Chief at Greenbook
Building an AI Operating System with Kay Iversen of HelloTwin.ai
Explore how Kay Iversen of HelloTwin.ai is transforming business operations with AI agents, connecte...
Not All Synthetic Data Is Created Equal
What's the difference between ML and LLM-generated synthetic data? Julian Highley explains how each approach impacts research reliability.
Julian Highley
EVP, Global Data Science and Product at MarketCast
Honed for More Than One Job: What the Swiss Army Knife Teaches Us About Career Resilience
Learn how the Swiss Army Knife approach to career development can help insights professionals build versatility and long-term resilience.
Lisa Courtade
Head of Global Data, Analytics, Insights & Competitive Intelligence at Organon
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.
Agents, Acquisitions and Who Owns the Data │The Exchange: Episode 155
November 9, 2026
IIEX Asia Pacific
Bangkok
Latest Content
GreenBook 2022 Future List Spotlight: Gareth Bowden
4 min read
An interview with 2022 Future List honoree Gareth Bowden (FlexMR).
Karen Lynch
Editor-in-Chief at Greenbook
75% Want More AI. Only 23% Trust It.
What does Salesforce's reported Listen Labs deal mean for market research? Explore AI tools, shoppin...
Only the Attentive Survive
Two decades of Research Industry Trends Reports continue to help researchers navigate change
Nelson Whipple
GRIT Senior Research Director at Greenbook
Partner Content
Beyond Dashboards: Why AI Agents Are Changing Social Intelligence Workflows
How can AI agents improve social listening? Discover how automated multi-brand analysis delivers faster insights and better business decisions.
Jade Becerra Arita
Marketing Manager LATAM at YouScan
Researching Gen Alpha Series
How should researchers study Gen Alpha? Discover why flexible, expressive methods can reveal more than adult-designed research.
Jaime Solórzano
Head of Insights at Q2Q Global
The Greenbook Podcast
Human Signals in the AI Era with Andrew Au of Intercept
Andrew Au of Intercept explores human data, synthetic audiences, agentic AI and the future of B2B marketing in an AI-driven world.
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
What AI Still Can’t Touch: Where Researcher Value Concentrates Now
Explore where human judgment matters most in AI-assisted market research, from consumer experiences to strategic decisions and accountability.
Ashley Shedlock
Content Producer at Greenbook
The Flywheel Part 3: The Diligence Framework
What makes an AI flywheel claim credible? Explore the due diligence questions investors, acquirers, and research leaders should ask.
Insight Innovation Ventures
Our Tools Can Think Faster. That Doesn’t Mean We Should Think Less
Who is accountable for AI-driven decisions? The Exchange explores human judgment, shopping agents, s...
The Governance Gap: Is Trust in AI Outpacing the Evidence?
Explore why AI confidence can outpace validation and how research teams can strengthen oversight, accountability, and trust in AI outputs.
Ashley Shedlock
Content Producer at Greenbook
The GLP-1 Adoption Paradox: What 1,000 Consumers Taught Us About Awareness, Trust and Readiness
What drives GLP-1 adoption? Explore how awareness, trust, access, and physician influence shape consumer readiness in the U.S. and India.
Sandeep Budhiraja
Founder and CEO at Spark Sensory AI
Partner Content
A Maturity Model for the Research Team of the Future
How mature is your research team? Discover how Qualtrics' maturity model evaluates technology, competency, and culture to drive impact.
Jordan Harper
Principal AI Thought Leader at Qualtrics
GreenBook 2022 Future List Spotlight: Gareth Bowden
4 min read
An interview with 2022 Future List honoree Gareth Bowden (FlexMR).
Karen Lynch
Editor-in-Chief at Greenbook
75% Want More AI. Only 23% Trust It.
What does Salesforce's reported Listen Labs deal mean for market research? Explore AI tools, shoppin...
Only the Attentive Survive
Two decades of Research Industry Trends Reports continue to help researchers navigate change
Nelson Whipple
GRIT Senior Research Director at Greenbook
Partner Content
Beyond Dashboards: Why AI Agents Are Changing Social Intelligence Workflows
How can AI agents improve social listening? Discover how automated multi-brand analysis delivers faster insights and better business decisions.
Jade Becerra Arita
Marketing Manager LATAM at YouScan
Researching Gen Alpha Series
How should researchers study Gen Alpha? Discover why flexible, expressive methods can reveal more than adult-designed research.
Jaime Solórzano
Head of Insights at Q2Q Global
The Greenbook Podcast
Human Signals in the AI Era with Andrew Au of Intercept
Andrew Au of Intercept explores human data, synthetic audiences, agentic AI and the future of B2B marketing in an AI-driven world.
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
What AI Still Can’t Touch: Where Researcher Value Concentrates Now
Explore where human judgment matters most in AI-assisted market research, from consumer experiences to strategic decisions and accountability.
Ashley Shedlock
Content Producer at Greenbook
The Flywheel Part 3: The Diligence Framework
What makes an AI flywheel claim credible? Explore the due diligence questions investors, acquirers, and research leaders should ask.
Insight Innovation Ventures
Our Tools Can Think Faster. That Doesn’t Mean We Should Think Less
Who is accountable for AI-driven decisions? The Exchange explores human judgment, shopping agents, s...
The Governance Gap: Is Trust in AI Outpacing the Evidence?
Explore why AI confidence can outpace validation and how research teams can strengthen oversight, accountability, and trust in AI outputs.
Ashley Shedlock
Content Producer at Greenbook
The GLP-1 Adoption Paradox: What 1,000 Consumers Taught Us About Awareness, Trust and Readiness
What drives GLP-1 adoption? Explore how awareness, trust, access, and physician influence shape consumer readiness in the U.S. and India.
Sandeep Budhiraja
Founder and CEO at Spark Sensory AI
Partner Content
A Maturity Model for the Research Team of the Future
How mature is your research team? Discover how Qualtrics' maturity model evaluates technology, competency, and culture to drive impact.
Jordan Harper
Principal AI Thought Leader at Qualtrics
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Featured Articles
Connecting the Dots: How an Unconventional Path Shaped Graham Steffen’s Career in Insights
5 min read
Explore Graham Steffen's career journey and how curiosity, adaptability, and diverse experiences led him into market research
Brian Fowler
Senior Executive Director at Insights Career Network
Structured Learning for the Agentic Insights Leader
7 min read
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)
Synthetic Data: A White Paper on Fundamentals
13 min read
Synthetic data is a powerful research tool when used wisely. Learn where it delivers value, where human research remains essential, and how to use it ...
Vijay Raj
Independent Consultant at Incite Growth
We Built a Faster Factory. Now What Are We Producing?
2 min read
The GRIT Report reveals a tension in research: teams want faster, cheaper methods, yet still rely on deep human insight to avoid losing quality.
Holland Martini
Chief Insights Officer at GoodQues
Explore more topics
The Greenbook Podcast
Special Edition: Career Transitions in Insights with Karen Goldstein and Matt O’Mara
Karen Lynch
Editor-in-Chief at Greenbook
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
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
Chief Advisor for Insights and Development at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
The Greenbook Podcast
Special Edition: Career Transitions in Insights with Karen Goldstein and Matt O’Mara
Karen Lynch
Editor-in-Chief at Greenbook
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
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
Chief Advisor for Insights and Development at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
Trending in Artificial Intelligence and Machine Learning
Trust as a Global Currency: Why the ICC-Esomar Partnership Matters More Than Ever
How can market research maintain trust in the age of AI? Andrew Wilson explores the role of ethical standards and the ICC-ESOMAR partnership.
Andrew Wilson
Deputy Secretary General at International Chamber of Commerce (ICC)
Lessons from the Past: Why AI Won't Break Market Research
What can past disruptions teach us about AI in market research? Explore why industry change can create opportunities for growth and innovation.
Stephan Sigaud
Chief Marketing Officer at Phase 5
Not All Synthetic Data Is Created Equal
What's the difference between ML and LLM-generated synthetic data? Julian Highley explains how each approach impacts research reliability.
Julian Highley
EVP, Global Data Science and Product at MarketCast
Partner Content
Beyond Dashboards: Why AI Agents Are Changing Social Intelligence Workflows
How can AI agents improve social listening? Discover how automated multi-brand analysis delivers faster insights and better business decisions.
Jade Becerra Arita
Marketing Manager LATAM at YouScan
What AI Still Can’t Touch: Where Researcher Value Concentrates Now
Explore where human judgment matters most in AI-assisted market research, from consumer experiences to strategic decisions and accountability.
Ashley Shedlock
Content Producer at Greenbook
The Governance Gap: Is Trust in AI Outpacing the Evidence?
Explore why AI confidence can outpace validation and how research teams can strengthen oversight, accountability, and trust in AI outputs.
Ashley Shedlock
Content Producer at Greenbook
Synthetic Research: When Are Findings Decision-Ready?
Learn how researchers validate synthetic findings, test their limits, and determine when results can support business decisions.
Ashley Shedlock
Content Producer at Greenbook
Partner Content
Beyond Distinctiveness: Building Meaning Through a System of Brand Assets
How do distinctive brand assets shape perception? Explore findings from 100 AI-moderated interviews across five QSR brands.
Dominic Michaelides
Insights Lead at Conveo
Trust as a Global Currency: Why the ICC-Esomar Partnership Matters More Than Ever
How can market research maintain trust in the age of AI? Andrew Wilson explores the role of ethical standards and the ICC-ESOMAR partnership.
Andrew Wilson
Deputy Secretary General at International Chamber of Commerce (ICC)
Lessons from the Past: Why AI Won't Break Market Research
What can past disruptions teach us about AI in market research? Explore why industry change can create opportunities for growth and innovation.
Stephan Sigaud
Chief Marketing Officer at Phase 5
Not All Synthetic Data Is Created Equal
What's the difference between ML and LLM-generated synthetic data? Julian Highley explains how each approach impacts research reliability.
Julian Highley
EVP, Global Data Science and Product at MarketCast
Partner Content
Beyond Dashboards: Why AI Agents Are Changing Social Intelligence Workflows
How can AI agents improve social listening? Discover how automated multi-brand analysis delivers faster insights and better business decisions.
Jade Becerra Arita
Marketing Manager LATAM at YouScan
What AI Still Can’t Touch: Where Researcher Value Concentrates Now
Explore where human judgment matters most in AI-assisted market research, from consumer experiences to strategic decisions and accountability.
Ashley Shedlock
Content Producer at Greenbook
The Governance Gap: Is Trust in AI Outpacing the Evidence?
Explore why AI confidence can outpace validation and how research teams can strengthen oversight, accountability, and trust in AI outputs.
Ashley Shedlock
Content Producer at Greenbook
Synthetic Research: When Are Findings Decision-Ready?
Learn how researchers validate synthetic findings, test their limits, and determine when results can support business decisions.
Ashley Shedlock
Content Producer at Greenbook
Partner Content
Beyond Distinctiveness: Building Meaning Through a System of Brand Assets
How do distinctive brand assets shape perception? Explore findings from 100 AI-moderated interviews across five QSR brands.
Dominic Michaelides
Insights Lead at Conveo
Video Library
Stream the latest expert insights
Building an AI Operating System with Kay Iversen of HelloTwin.ai
Explore how Kay Iversen of HelloTwin.ai is transforming business operations with AI agents, connecte...
75% Want More AI. Only 23% Trust It.
What does Salesforce's reported Listen Labs deal mean for market research? Explore AI tools, shoppin...
Our Tools Can Think Faster. That Doesn’t Mean We Should Think Less
Who is accountable for AI-driven decisions? The Exchange explores human judgment, shopping agents, s...
Statistical Rigor in Social Insights with askpolly’s Erin Kelly
askpolly CEO Erin Kelly discusses AI-powered social media research, unbiased consumer insights, and ...
AI Is Moving Faster Than Business Can Absorb It
Can businesses keep up with AI innovation? The Exchange explores adoption challenges, AI search, res...
Making Behavioral Science Actionable with Melina Palmer of The Brainy Business
Melina Palmer shares how behavioral science can improve research, storytelling, leadership, decision...
The $2 Billion Question Facing Market Research
Is market research becoming AI infrastructure or acquisition bait? Explore industry deals, data frau...
How AI Is Reshaping Health and Life Sciences Research
Explore AI in health and life sciences research, from knowledge retrieval and AI personas to trusted...
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...
Building an AI Operating System with Kay Iversen of HelloTwin.ai
Explore how Kay Iversen of HelloTwin.ai is transforming business operations with AI agents, connecte...
75% Want More AI. Only 23% Trust It.
What does Salesforce's reported Listen Labs deal mean for market research? Explore AI tools, shoppin...
Our Tools Can Think Faster. That Doesn’t Mean We Should Think Less
Who is accountable for AI-driven decisions? The Exchange explores human judgment, shopping agents, s...
Statistical Rigor in Social Insights with askpolly’s Erin Kelly
askpolly CEO Erin Kelly discusses AI-powered social media research, unbiased consumer insights, and ...
AI Is Moving Faster Than Business Can Absorb It
Can businesses keep up with AI innovation? The Exchange explores adoption challenges, AI search, res...
Making Behavioral Science Actionable with Melina Palmer of The Brainy Business
Melina Palmer shares how behavioral science can improve research, storytelling, leadership, decision...
The $2 Billion Question Facing Market Research
Is market research becoming AI infrastructure or acquisition bait? Explore industry deals, data frau...
How AI Is Reshaping Health and Life Sciences Research
Explore AI in health and life sciences research, from knowledge retrieval and AI personas to trusted...
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...
Greenbook Research Industry Trends (GRIT) Reports
Explore critical trends in market research and insights
2026 GRIT Insights Practice Report
How do insights pros meet business challenges? What role does innovation play and who is innovative?
Data collected
Q1 2026
2025 GRIT Business & Innovation Report
How do insights pros meet business challenges? What role does innovation play and who is innovative?
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Q3 2025
2025 GRIT Insights Practice Report
How do insights pros meet business challenges? What role does innovation play and who is innovative?
Data collected
Q1 2025
GRIT LATAM Report
How do insights pros meet business challenges? What role does innovation play and who is innovative?
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Q4 2022
2026 GRIT Insights Practice Report
How do insights pros meet business challenges? What role does innovation play and who is innovative?
Data collected
Q1 2026
2025 GRIT Business & Innovation Report
How do insights pros meet business challenges? What role does innovation play and who is innovative?
Data collected
Q3 2025
2025 GRIT Insights Practice Report
How do insights pros meet business challenges? What role does innovation play and who is innovative?
Data collected
Q1 2025
GRIT LATAM Report
How do insights pros meet business challenges? What role does innovation play and who is innovative?
Data collected
Q4 2022
Greenbook
Focus on APAC
Consumer trends, tech, and brand insights from Asia Pacific's top market research voices.
124 articles
The Prompt
Your guide to generative AI’s impact on market research, data analysis, and insights. Brought to you by Conveo.
83 articles
Market Research Institute International (MRII)
Executive Insights
Executive-level conversations shaping the future of market research — brought to you by MRII.
75 articles
Mindstate Group
Behavioral Insights Academy
Will Leach presents top content from behavioral research, economics, and design leaders.
47 articles
Greenbook
Focus on LATAM
A regional lens on how culture, context, and innovation define market research across Latin America and the Caribbean.
45 articles
Greenbook
Grow Your Insights Business
Actionable guidance for consultants and research firms on business development, client growth, and long-term growth.
39 articles
Greenbook
Healthcare Insights Edge
Exploring how research and analytics transform healthcare, pharma innovation, and patient-centered outcomes.
33 articles
Greenbook
Market Research & Insights Careers
Expert advice and industry trends to guide your career growth in market research and insights.
21 articles
Greenbook
Focus on APAC
Consumer trends, tech, and brand insights from Asia Pacific's top market research voices.
124 articles
The Prompt
Your guide to generative AI’s impact on market research, data analysis, and insights. Brought to you by Conveo.
83 articles
Market Research Institute International (MRII)
Executive Insights
Executive-level conversations shaping the future of market research — brought to you by MRII.
75 articles
Mindstate Group
Behavioral Insights Academy
Will Leach presents top content from behavioral research, economics, and design leaders.
47 articles
Greenbook
Focus on LATAM
A regional lens on how culture, context, and innovation define market research across Latin America and the Caribbean.
45 articles
Greenbook
Grow Your Insights Business
Actionable guidance for consultants and research firms on business development, client growth, and long-term growth.
39 articles
Greenbook
Healthcare Insights Edge
Exploring how research and analytics transform healthcare, pharma innovation, and patient-centered outcomes.
33 articles
Greenbook
Market Research & Insights Careers
Expert advice and industry trends to guide your career growth in market research and insights.
21 articles
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