Karen Lynch

The best insights do more than explain consumers — they help businesses solve real challenges. In this fireside chat, Yola Khoreva will share her perspective on using consumer understanding to inform business decision-making, from shaping concept development to guiding stronger innovation. Drawing on a case study from her earlier career, she’ll illustrate how a powerful human insight became the foundation for a successful brand by making consumers feel seen, understood, and respected. The conversation will explore how ideas are tested and refined, and offer practical advice for insights professionals looking to make their work more useful, persuasive, and actionable for the teams they support.

Don’t miss the 2026 Greenbook Insight Innovation Competition at IIEX Europe, where five finalists will take the stage to present their pitches live. Voting will close following the lunch break at 4:00 PM. Winners will be announced on Day Two of IIEX, Wednesday, June 24th at 10:10 AM on the Blue Stage, with three awards presented: Experts’ Choice, Audience Favorite, and Industry Impact.

Join us for the 2026 Greenbook Insight Innovation Competition Awards Ceremony, where we’ll announce the winners following the live finalist pitches and recognize the innovations shaping the future of insights. Three awards will be presented: Experts’ Choice, Audience Favorite, and Industry Impact.