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North America’s #1 Insights Conference

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Featured Speakers in 2026

Mark Hardy

Head of Walmart Data Ventures

Walmart

Jess Vande Werken

Head of Design Research & Strategy

Rivian

Jennifer Matus

Sr. Manager, Market Insights

Docusign

David Iudica

Head of Global Measurement & Insights Analytics

Uber

Melissa Garvy

Director, Consumer Insights

Olipop

Aaron Bisman

SVP, Head of Marketing

Sesame Workshop

Mark Hardy

Head of Walmart Data Ventures

Walmart

Jess Vande Werken

Head of Design Research & Strategy

Rivian

Jennifer Matus

Sr. Manager, Market Insights

Docusign

David Iudica

Head of Global Measurement & Insights Analytics

Uber

Melissa Garvy

Director, Consumer Insights

Olipop

Aaron Bisman

SVP, Head of Marketing

Sesame Workshop

Show all speakers

2026 Session Highlights

Karen Lynch

Margaret Mariani

Opening Remarks

Join Karen and Margaret as they kick off IIEX North America with a warm welcome! They’ll share everything you need to know to make the most of your time at the ...

Karen Lynch

Margaret Mariani

Behavioral Science

Emotional Engagement

Manufacturing/Durables & Auto

Plenary

The Research Blind Spot: Humans are Irrational

Humans are irrational. Yet we research them as if they're not. The insights industry excels at measuring functional performance while missing the emotional driv...

Karen Lynch

Margaret Mariani

AI & Research Workflows

Research Technology (ResTech)

Plenary

Breakthrough or Breakdown: What the Next Generation of Research Actually L...

AI is reshaping research, but not every change is an improvement. Some approaches are creating real breakthroughs in speed, quality, and scale. Others are creat...

Karen Lynch

Margaret Mariani

Media

Marketing & Advertising

Plenary

From Ballpark to Battle for Attention: How the Toronto Blue Jays Are Compe...

In today’s attention economy, sports teams compete not only with each other but with every form of entertainment. In this fireside chat, the Toronto Blue Jays s...

Roben Allong

Innovation & Product Development

Trends & Culture

From Signals to Strategy: Building the Future of Innovation

True innovation starts with early cultural signals hidden in everyday conversation. This session explores how insights and R&D leaders can use cultural foresigh...

Sequoyah Glenn

AI & Research Workflows

Tech & Software Companies

Media

Marketing & Advertising

Creative Uses of AI to Accelerate Message Testing Research Workflows

Marketing teams rely on message testing to make critical decisions on strategy and resources. We will present a case study of how our team transformed our messa...

Lucy Davison

CPG/Food & Beverage

Future of Work

Leadership & Talent

Love of Learning: Global Data on Skills, Satisfaction & AI

MRII’s For the Love of Learning study debuts its fourth annual wave at IIEX North America. Attendees get a first look at new data, gathered from insights profes...

Danielle Gates

Data Quality

Manufacturing/Durables & Auto

Data Wars: Fighting Fraud in a Digital Galaxy

In a galaxy of rapid innovation, the Market Research Alliance faces a growing dark side: fraudulent data infiltrating our studies at lightspeed. Could the path ...

Kai Fuentes

Behavioral Science

The Answer Isn't Better Questions. It's Better Observation.

The next breakthrough in insights won't come from a new tool - it'll come from a new method. Join us to explore why traditional research is becoming a liability...

Kai Fuentes

Future of Work

Research Technology (ResTech)

A Research Practice Reimagined: The Shift to Continuous Understanding

The discrete research project is evolving into something better: continuous, conversational, and embedded insight. Ali will map the forces reshaping 2026, from ...

Danielle Gates

Research Communication & Storytelling

When Data Finds Its Voice: Research People Remember

Research only matters if people listen—and remember. This session explores how giving data a clear, creative voice helps research cut through, stick inside orga...

Roben Allong

AI in Qual & Quant

Inclusive Insights & Social Impact

Synthetic Data

Beyond the Hype: When Synthetic Sample Works

Synthetic sample is gaining momentum, but confusion remains around when it adds value. This session shares a real-world case study using GAN-based synthetic dat...

Sequoyah Glenn

AI & Research Workflows

AI in Qual & Quant

Innovation & Product Development

Tech & Software Companies

How Calendly Turns Insights into Breakthroughs with Listen

Research teams are expected to answer more business questions today than ever before, but few have found a way to do it without sacrificing quality. In this ses...

Lucy Davison

Responsible AI

Synthetic Data

Synthetic Data at a Tipping Point: Hype, Risk and the New Rules for Respon...

Synthetic data has moved from innovation labs into client decks, procurement conversations and live decision-making, requiring ever-stronger standards for guidi...

Danielle Gates

CPG/Food & Beverage

Innovation & Product Development

Marketing & Advertising

$37B Market, One Miss: Video Found True Sauce Needs

The sauce industry innovates on flavor. For Winland Foods analyzed over 40k+ consumer videos and discovered the real drivers of satisfaction and dissatisfaction...

Sequoyah Glenn

Brand & Growth Strategy

Emotional Engagement

The Human Spark: Bold Ideas for Brand Growth in the AI Era

Technology and AI have amplified consumer expectations and brand capabilities. Yet, as AI reshapes marketing, brands risk sliding into sameness: a loss of disti...

Lucy Davison

Brand & Growth Strategy

Customer Experience (CX)

What’s Next in Regulation: A Survival Guide for Insights

As U.S. privacy, AI, and data security restrictions laws expand at the federal and state levels, the insights industry faces a complex and fragmented regulatory...

Kai Fuentes

AI in Qual & Quant

CPG/Food & Beverage

Customer Journey Mapping

Redefining Pouches - How Nestlé Uses AI-led Research & Insights to Capture...

Nestlé Nutrition set out to redefine the shelf-stable applesauce & smoothie pouch category after recognizing the opportunity to bring in a new set of consumers ...

Roben Allong

AI Localization in MR: Evolution and Applications

This presentation explores how AI localization has evolved from basic translation tools into sophisticated cultural intelligence systems that are revolutionizin...

Sequoyah Glenn

Research Communication & Storytelling

Media

Marketing & Advertising

How CAA Used Real-Time Insights to Prove Experiential ROI

How do you know if an activation worked — while it's still happening? CAA partnered with Reach3 Insights to find out. Using the Brand Experience Predictor (BXP)...

Kai Fuentes

AI & Research Workflows

Inclusive Insights & Social Impact

Trends & Culture

2026 Insight Innovation Competition

Don’t miss the 2026 Greenbook Insight Innovation Competition at IIEX North America, where five finalists—AddMaple, BluePill AI, N-Infinite by Livepanel, Nichefi...

Danielle Gates

AI & Research Workflows

Customer Journey Mapping

Shopper & Retail

Beyond Journey Maps: Scaling Northern Tool with Dynamic AI

Traditional, static insight "maps" rarely spark action. Material and Northern Tool present an AI-driven approach that synthesizes complex data into an immersive...

Roben Allong

AI & Research Workflows

Qualitative Research

Tech & Software Companies

Fireside Chat

How AI Can Scale Research Without Losing Its Soul

AI is rewriting the rules of qualitative research, but it isn't replacing what makes the craft valuable. Prayag Narula and Maryam Maleki, Ph.D., will reveal how...

Danielle Gates

Brand & Growth Strategy

Consumer Behavior

B2B Buyers Are Human Too: A New Take on Segmentation

Traditional B2B segmentation assumes buyers make rational, System-2 decisions. But real B2B buying is far more human. In this session, Talk Shoppe and Faire sha...

Sequoyah Glenn

Quantitative Research

Media

Marketing & Advertising

Driving Results: How LIV Golf Tees Up Media Strategy with MMM

Go behind the scenes with Miix Analytics and LIV Golf as they apply marketing mix modeling to optimize media spend, boost ticket sales, and drive viewership acr...

Roben Allong

AI & Research Workflows

Qualitative Research

Tech & Software Companies

Role of Brand and Consumer Choice

Interbrand and Paradigm measured the role of brand and its impact on consumer preference. Our 2025 global study shows overall brand influence is declining, yet ...

Stephanie Vincent

AI & Research Workflows

Augmented Decision-Making

Research Technology (ResTech)

The Research Platform Your Team Never Opens

Most insights platforms assume the same workflow: log in, click through, export. We built one. It worked. Nobody opened it. In this talk, we'll share the patter...

Priscilla McKinney

Behavioral Science

Media

Marketing & Advertising

Snack versus Savour – The Neuroscience of How Content Format (Snack Conten...

As audiences increasingly “snack” on short form content, what do we lose when iconic scenes are consumed out of narrative context? This neuroscience-led study, ...

Bob Birdsell

Synthetic Data

The Synthetic Playbook: Which Use Cases Deliver and Why

Synthetic research is generating buzz, but most teams still lack a clear framework for when to use it and when not to. This session builds that framework. Qualt...

Will Leach

AI & Research Workflows

Research Technology (ResTech)

Fireside Chat

Art of the Possible—Science of the Now

The Insights world is undergoing rapid, radical change—first from automation and SaaS tools, now from AI disrupting everything. Susan Griffin chats with researc...

AJ Keirans

CPG/Food & Beverage

Mixed Methods

Qualitative Research

Tech Demo

Demo: How AI Can Make Qualitative Research More Human

As traditional in-person qualitative methods remain largely unchanged and AI-driven approaches risk stripping away humanity, McCormick and Finch Brands explored...

Stephanie Vincent

AI in Qual & Quant

Customer Experience (CX)

Customer Journey Mapping

Mapping the Fitness Journey with AI-Powered Conversations

Prospects, active members, churned customers — they each have a story to tell. Solidcore VP of Strategy & Insights Gillian Almeida joins Strella COO Priya Krish...

Will Leach

AI in Qual & Quant

Media

Marketing & Advertising

Front-Loading Insights with AI: Predict, Optimize, and Visualize Before La...

Generative AI has made creative execution effortless, but judgment hasn’t kept pace. As asset volumes explode, teams struggle to evaluate and decide effectively...

Priscilla McKinney

AI in Qual & Quant

Qualitative Research

Fireside Chat

From Claude to AI Interviews: AI in Research, Tested

You've heard a lot about AI in research. In this fireside chat, Sravanthi Kadali (The Insights Company) and Sharon Xiang (GlossGenius) get specific and honest a...

AJ Keirans

AI in Qual & Quant

Data Quality

Tech Demo

Demo: Building Quality Panels for the AI Research Era

Your insights get smarter with every conversation, shouldn't your panel? Join us for a conversation about how AI is transforming not just interviews, but recrui...

Bob Birdsell

Customer Experience (CX)

Qualitative Research

Research Communication & Storytelling

Research as Play: Unlocking Human Truths Through Immersion

What if deeper consumer understanding wasn't AI’s take on open-ended questions — it was a superhero secret lair? Inspired by a grandparent “getting on the carpe...

Will Leach

Inclusive Insights & Social Impact

Leadership & Talent

Panel

Female Founders Building the Future of Insights

In an industry where female entrepreneurs remain the exception rather than the rule, this panel brings together women who have built successful insights busines...

AJ Keirans

Brand & Growth Strategy

Data Analytics & Visualization

Tech Demo

Demo: How to Overcome the 5 Biggest Challenges in Brand Tracking

Brand trackers are essential but often limited by poor reach, inconsistent data, and unclear outcomes. Latana shows how innovative sampling, modular survey desi...

Bob Birdsell

AI & Research Workflows

Emotional Engagement

Responsible AI

Beyond Agents and Vibe: The Irreplaceable Human Role in AI

As Agentic AI rises, where does the “Human” fit? Applying the Truth, Beauty, and Justice framework, we map the optimal balance across the research workflow. Thr...

Priscilla McKinney

Customer Experience (CX)

Innovation & Product Development

Where You End Up Depends On Where You Start!

Over 90% of new customer products, services, and experiences fail. Why? Because firms only use the customer for passive reaction.  But what if you flipped the s...

Stephanie Vincent

Brand & Growth Strategy

Emotional Engagement

Manufacturing/Durables & Auto

The Science of Inspiration: A New Competitive Advantage

The future of competitive advantage lies in moving from manipulating consumers to inspiring them through emotional resonance. Brands in low emotional-involvemen...

AJ Keirans

AI in Qual & Quant

Food & Beverage

Tech Demo

Demo: Behavioral Database to AI Modeling: Predicting Winning Pack

This session will highlight how AI has the power to predict the sales impact of pack designs before launch. Behaviorally and Nestlé demonstrate how linking the ...

Priscilla McKinney

AI in Qual & Quant

Healthcare

Inclusive Insights & Social Impact

Qualitative Research

Voices - Breaking the Silence Around Stigmatized or Overlooked Health Issu...

From Women's Health, to HIV, Rare Diseases, or Cancer, these are conversations that are stigmatized and rarely conducted. In this case study, we reveal new rese...

Will Leach

Trends & Culture

Media

Marketing & Advertising

Search Has a New Homepage, Are You There?

Search behaviour has fundamentally shifted...and for a growing number of consumers, the journey now starts with short-form video, not a search bar. We quantifie...

Stephanie Vincent

AI & Research Workflows

Research Technology (ResTech)

The New Research Stack Isn't Just New Tools

AI solved fast, scalable research, but humans bring nuance and judgement that are core to insight. Outset is joined by customer, Material+, to share real case s...

Bob Birdsell

AI in Qual & Quant

Qualitative Research

Qual at Quant Scale: Why not do 100-person Focus Groups?

Focus groups deliver deep insights—but scaling them has always been impossible. Until now. Discover how AI transforms large-group research, enabling collection ...

AJ Keirans

AI & Research Workflows

Quantitative Research

Research Communication & Storytelling

Demo: From Quant Data to Story Slides with AI

Generative AI is transforming qualitative research, but quant analysis still relies on manual workflows. This session shows how AI can automate the journey from...

Will Leach

AI & Research Workflows

Responsible AI

Standing Up for Insights: Confidence in the Age of AI

Hear how Sky Insights (UK) inform one of the most ambitious research operations in the world, by co-creating Bayes Price’s AI-enhanced insights software “Platin...

Bob Birdsell

Future of Work

Leadership & Talent

Panel

What Makes You Valuable in Insights: Skills & Gaps Today

Think your skills are keeping up with what employers want? The insights landscape is changing fast—AI, business impact, and ROI are raising the bar. But candida...

Priscilla McKinney

Consumer Behavior

Trends & Culture

Made to Connect: Gen Alpha's Creation and Use of AI Personas

Findings from longitudinal study across US, Mexico, Colombia, Argentina, Brazil, UK, France, Germany, Italy, and Spain, exploring GenAlphas, their digital lives...

Stephanie Vincent

Future of Work

Inclusive Insights & Social Impact

Leadership & Talent

Frontier Innovations with Generation1.ca’s Immigrant Nations

What if the next trillion-dollar advantage isn’t AI, but global talent hiding in plain sight? Frontier Innovations reveals how runway conversations, boardrooms,...

Aryn O'Donnell Korpalski

Consumer Behavior

Inclusive Insights & Social Impact

Trends & Culture

$1.4T in Buying Power: LGBTQ+ Audiences Brands Can’t Ignore

As LGBTQ+ rights face growing cultural & political challenges, brands face real risk & opportunity with a community holding $1.4T in buying power. Ignoring this...

Norbert Sari

Data Quality

Ethics

Privacy & Trust

Built for Trust: Why Clients Should Demand a Layered Data Quality Strategy

In a world of increasingly sophisticated fraud, data trust is under pressure. This session pulls back the curtain on how research firms, brands and sample provi...

Sarah Snudden

Brand & Growth Strategy

Consumer Behavior

CPG/Food & Beverage

Beyond Mental Availability: Owning Moments That Truly Matter

Most marketers agree: mental availability drives growth yet few measure it well. Brands win when they come to mind in the right moment. In this eye-opening sess...

Scott Worthge

Synthetic Data

Tech & Software Companies

Show Me the Data: Real Results from Three Enterprise Synthetic Pilots

The synthetic research conversation has outpaced the evidence. This session closes the gap. Qualtrics' Kayla Schou and Derrick McLean share raw results from syn...

Peju Milne

CPG/Food & Beverage

Data Analytics & Visualization

Insight Multiplier: Connecting Data Dots to Drive Decisions

This session introduces the Insight Multiplier, a practical framework for turning siloed consumer, shopper, retail, and business data into decision‑ready intell...

Scott Worthge

Consumer Behavior

CPG/Food & Beverage

Innovation & Product Development

How Crunchy Hydration Found a Hit Flavor with MaxDiff + TURF

When Crunchy Hydration CEO and Founder Megan Riggs was urged to change flavors, can designs, and benefit claims just months after a major redesign, she hesitate...

Peju Milne

Quantitative Research

Synthetic Data

Panel

Synthetic Personas at Scale: Supercharging Innovation

Synthetic personas are disrupting the insights industry and accelerating decision making.  Toluna, Haleon, and Takasago will reveal how AI-generated quant respo...

Norbert Sari

Augmented Decision-Making

Shopper & Retail

Search to Strategy: Intelligence to Drive Business Impact

Insights teams generate extraordinary intelligence, yet critical decisions often happen without it. Why? Because accessibility, speed, and synthesis remain barr...

Aryn O'Donnell Korpalski

Inclusive Insights & Social Impact

Responsible AI

Trends & Culture

Can an Algorithm Feel the Culture? Why AI Struggles with Black Consumer Tr...

Can an algorithm feel the culture? AI is transforming market research, but documented studies show it often struggles with African American Vernacular English, ...

Sarah Snudden

Data Quality

Fighting Bionic Respondents: How AI Undermines Data Integrity

Behavioral fraud is now the fastest-growing threat to data quality, and it’s beating bots. Fraudsters mimic real respondents, use AI-generated open ends and eva...

Peju Milne

Brand & Growth Strategy

Media

Marketing & Advertising

Beyond the Gold: Why Awareness Isn’t Enough for Saatva’s Olympic Leap

Most brands settle for a spike in awareness after an Olympics investment, Saatva isn’t most brands. Join quantilope and Saatva to see why traditional tracking i...

Sarah Snudden

Data Quality

Synthetic Data

Comprehensive Quality Control for Synthetic Data Systems

After reviewing fifty-seven real-world use cases for Synthetic Data Systems, we developed a clear and practical way to describe how these systems work and how t...

Aryn O'Donnell Korpalski

CPG/Food & Beverage

Innovation & Product Development

Mixed Methods

Pasta Breaking the Rules: Blended Methods for New Categories

When products don’t fit neatly into existing categories, traditional research approaches can fall short. This session walks through a blended study design that ...

Norbert Sari

Augmented Decision-Making

Future of Work

Leadership & Talent

The Decision Engineer: The New Role at the Center of Every Great Business ...

Insights professionals have long delivered critical intelligence, yet their impact has often ended at the point of delivery. The Decision Engineer represents an...

Scott Worthge

AI in Qual & Quant

Quantitative Research

Talking to Your Data: Democratising Quant at JAB

AI has transformed qualitative research, but structured, statistical data remains hard to democratise. This session shows how JAB Pet Services enabled teams to ...

Peju Milne

AI & Research Workflows

Healthcare

Leadership & Talent

Collaborative Intelligence: The Research Future at Eli Lilly

In an era of AI experimentation and uneven ROI, Lilly’s research innovators and IA Collaborative built one of the company’s most impactful AI platforms — an AI ...

Aryn O'Donnell Korpalski

Customer Experience (CX)

Emotional Engagement

Innovation & Product Development

Qualitative Research

Building Empathy: The Insight AI Can't Deliver

In a world where we have so much data and information at our fingertips, we need to remember that true insight doesn't come from reports or data alone, it comes...

Norbert Sari

AI in Qual & Quant

Manufacturing/Durables & Auto

Qualitative Research

Scaling Qualitative Insight with Rigor and Speed at Scotts

Scotts Miracle-Gro faced overwhelming volumes of qualitative data across surveys, reviews, and service interactions. After testing multiple AI tools, the team c...

Scott Worthge

AI in Qual & Quant

Brand & Growth Strategy

Research Communication & Storytelling

Responsible AI

The Beige Problem: When AI Replaces Human Research

AI can analyze research faster than any team in history. It can even simulate consumers. But when companies start replacing human research with synthetic insigh...

Sarah Snudden

Consumer Behavior

CPG/Food & Beverage

Innovation & Product Development

Unlocking the Ready-To-Drink Consumer: From Home Habits to Innovation

The Ready-To-Drink beverage category is a crowded space, and consumers are rewriting the rules for the different functional and emotional roles these beverages ...

Karen Lynch

Margaret Mariani

Opening Remarks

Join Karen and Margaret as they kick off Day 2 of IIEX North America! They'll recap event highlights and give you a sneak peek at what’s in store for the rest o...

Karen Lynch

Margaret Mariani

CPG/Food & Beverage

Future of Work

Leadership & Talent

Plenary

The Future of Insights: Change Management

As AI hits I&A, the competitive advantage for I&A will no longer be generating business-driving insights—it will be driving sustainable change. The next era ask...

Karen Lynch

Margaret Mariani

Consumer Behavior

CPG/Food & Beverage

Shopper & Retail

Plenary

The Modern Value Equation: Loyalty, Trade-offs, and Trust

In uncertain economic times, brands and retailers face mounting pressure to compete on price — but shoppers tell a more complex story. Drawing on new research f...

Karen Lynch

Margaret Mariani

2026 Insight Innovation Competition: Presentation of Award

Join us for the 2026 Greenbook Insight Innovation Competition Awards Ceremony, where we’ll announce the winners following the live finalist pitches and recogniz...

Matt Gibbs

Behavioral Science

Customer Experience (CX)

Convenience: The Architecture of Ease

The Lovechild of Empathy and Accessibility, Convenience is the gift of mental space in a crowded world. Brands focused on satisfying experiences bring an ease t...

Norbert Sari

Responsible AI

Synthetic Data

Tech & Software Companies

Choosing Your Synthetic Partner: 3 Questions You Must Ask

The synthetic research market has exploded—over $1.5B in venture funding, a dozen platforms with compelling demos, and no shortage of impressive-sounding accura...

Kimberley Greenwood

Behavioral Science

CPG/Food & Beverage

Innovation & Product Development

Research Communication & Storytelling

Find the Story: When the Data Doesn't Agree With Your Plan

Founders lead with passion. Researchers lead with data. Trouble starts when the two don’t agree. When testing challenges a brand’s mission, most teams hear “no....

Sequoyah Glenn

AI & Research Workflows

Data Analytics & Visualization

Tech Demo

Demo: Stop Scrolling Through Dashboards – Just Ask AI

Enlyta’s AI Data Assistant lets you ask any question about your data—from “what’s shifted this wave?” to generating charts on the fly. Combined with AI Story Dr...

David Katz

Leadership & Talent

Future List Honoree

Go Outside. Come Back Better.

In our fast-moving, AI-powered industry, the human instincts behind great research are at risk. As speed and automation increase, depth, judgment, and intention...

Kimberley Greenwood

AI & Research Workflows

Healthcare

Innovation & Product Development

Embracing a Hybrid Future: Save Research a Seat at the Table

As budgets tighten and AI accelerates product cycles, the insights industry faces a crisis: evolve or be bypassed.  Digital twins and synthetic audiences offer ...

Norbert Sari

Inclusive Insights & Social Impact

Mixed Methods

Ethics

Privacy & Trust

Applying Global Segmentation to Combat Modern Slavery

Can audience segmentation change the course of history? We share key findings from an 8-country segmentation with International Justice Mission, a global organi...

Matt Gibbs

CPG/Food & Beverage

Innovation & Product Development

"All in" on Protein Chips

Protein is everywhere, but winning isn't. Whether you're eating protein, selling protein, or just trying to figure out why everything suddenly has protein in it...

David Katz

Future of Work

Leadership & Talent

Future List Honoree

The Future Belongs to the Brave

We are at a pivotal moment. As AI accelerates workflows, compresses timelines, and reshapes expectations, technical skill alone is no longer enough. The future ...

Sequoyah Glenn

AI & Research Workflows

Innovation & Product Development

Tech Demo

Demo: The AI Idea Flood – A Practical Demo for Front-End Innovation

AI can generate more ideas than teams can evaluate. The real challenge isn’t ideation—it’s deciding what’s worth pursuing. In this live demo, we’ll demonstrate ...

Kimberley Greenwood

Customer Journey Mapping

Mixed Methods

Quantitative Research

Tech & Software Companies

The $100B Delivery Funnel: How Uber Eats Shapes Choice

Decoding the modern path to purchase requires new tools & approaches. In a multimodal study with Uber Eats, Alter Agents combined large-scale quant with mobile ...

Sequoyah Glenn

AI in Qual & Quant

Qualitative Research

Tech Demo

Demo: Deeper Research with AI, Not Just Faster

AI can accelerate qualitative research, but speed alone doesn’t create insight. In this live demo, see how DoReveal helps researchers apply proven analysis fram...

Matt Gibbs

AI & Research Workflows

Behavioral Science

Future of Work

Leadership & Talent

Most AI Investments in the Insights Space Will Make Our Problems Worse, No...

Faster surveys. Automated analysis. Synthetic respondents. The industry is racing to build a more efficient version of the function that's already losing budget...

Norbert Sari

Data Quality

Shopper & Retail

Crossroads: Walmart Data Ventures’ New Path to Data Quality

When ~80% of new products fail, the cost of poor data is too high, eroding trust, customer experience & profitability. The industry is at a crossroads: continue...

David Katz

AI in Qual & Quant

Research Technology (ResTech)

Future List Honoree

AI in Recruiting: What's Working, What's Not, & What's Next

A practical look at where AI helps in respondent recruitment. And where human expertise still makes all the difference Key Takeaways: 1. AI is your assistant, ...

David Katz

Leadership & Talent

Trends & Culture

Panel

Future List Honoree

Shaping the Future of Insights in LATAM: Learning from 2026 Future List Ho...

Join three of Greenbook’s 2026 Future List Honorees from LATAM for a conversation on the future of insights leadership across the region. As rising voices in th...

Kimberley Greenwood

Augmented Decision-Making

Data Analytics & Visualization

Dashboards Are Dead - What’s Next?

Dashboards promised clarity. But in 2026, they’re often one of the biggest barriers to insight. Executives don’t need more charts; they need fewer blind spots. ...

Matt Gibbs

AI & Research Workflows

Augmented Decision-Making

Media, Marketing & Advertising

Synthetic Data

AI, Advertising, and the New Decision Economy

Advertising has shifted from a few big bets to continuous, high-frequency decision-making across channels—yet insights hasn’t kept pace. This session explores h...

Norbert Sari

Ethics

Privacy & Trust

GLP-1 and the Future of Snacking: Behavioral Design Meets AI

IFF applied Claira(tm), an AI-powered platform, to develop new snacks designed for GLP-1 users. Attendees will learn how to design products for behavioral impac...

Sequoyah Glenn

AI in Qual & Quant

Qualitative Research

Tech Demo

Demo: Scaling Insights Through AI Moderation on Dialogue

In this tech demo, Dialogue showcases how AI-powered moderation helps researchers scale qualitative insights without sacrificing rigor or nuance. See how automa...

Sequoyah Glenn

Mixed Methods

Qualitative Research

Tech Demo

Demo: The Human Edge: Do More Qual, Do It Better

In a market full of AI moderated solutions, foundational research that actually moves businesses forward is still deeply human, and what determines which brands...

Norbert Sari

Brand & Growth Strategy

Consumer Behavior

Media, Marketing & Advertising

How Buyers Find You in the Age of Zero-click Search

AI changes everything when prospects search for things to buy. SEO’s impact is waning, as we have entered the age of "zero-click search". Your customers may nev...

Kimberley Greenwood

Augmented Decision-Making

Emotional Engagement

Innovation & Product Development

Human-Centered Design in a High-Output World

It’s never been easier to create, but it's harder to create well. As output grows, quality is slipping, widening the gap between what gets built and what actual...

Matt Gibbs

Augmented Decision-Making

Tech & Software Companies

Stop Delivering Data. Start Driving Product Strategy.

Learn the research framework Docusign’s market strategy and monetization team uses to answer product’s questions and drive decision-making. By correctly definin...

Chris Hauck

Leadership & Talent

Tech & Software Companies

Panel

What Clients Want

Back, by popular demand! This panel of clients is an unfiltered conversation about what it takes to build partnerships that last. Expect candid views on client ...

Reggie Alston

Brand & Growth Strategy

Media

Marketing & Advertising

Beyond Elmo: Balancing Data & Creativity at Sesame Workshop

How a 56 year old legacy non-profit balances data and creativity to drive brand reach and relevance with today’s Gen Alpha viewers and Gen Z and Millennial fans...

Danielle Gates

AI & Research Workflows

Research Technology (ResTech)

Tech & Software Companies

What the Future of AI-Powered Insights Looks Like for HelloFresh

As budgets and teams get smaller, but the demand for insight grows across the organization, how can you adapt to the changing times? In this case study, HelloF...

Priscilla McKinney

Data Quality

Lessons from 50M+ Survey Clicks: A Deep Dive Into Mobile App

Using insights from 50M+ survey clicks, this session demystifies “normal” mobile app fraud. Learn how fraud rates vary by app and geography, the signals used to...

Maritza Matheus

Augmented Decision-Making

Leadership & Talent

From Researcher to Decision Architect: Building the Team and Tech for Cont...

The project-based research model isn't just slow—it's structurally mismatched to how organizations make decisions. Qualtrics market research COE leaders Ellen H...

Priscilla McKinney

AI & Research Workflows

CPG/Food & Beverage

Innovation & Product Development

Synthetic Data

Building a Hybrid Research Stack to Keep Humans at the Core

In today’s crowded “better-for-you” beverage landscape, innovation often outpaces consumer relevance. This session examines how Edelman, in partnership with Rem...

Reggie Alston

Behavioral Science

Innovation & Product Development

Food & Beverage

Creating an Active Intelligence System: Hormel’s AI Playbook

Join Hormel’s Dave Anderko and Market Logic’s Joseph Rini for a discussion on how Hormel is reshaping their consumer insights’ function. From interacting with s...

Chris Hauck

CPG/Food & Beverage

Innovation & Product Development

Shopper & Retail

If It Didn't Sell, Did the Insight Fail? Understanding the Retailers POV o...

Most CPG innovation is validated through the lens of insights teams—but it succeeds or fails through the reality of retailers. This session reframes innovation ...

Maritza Matheus

Future of Work

Leadership & Talent

Owning It: Take Charge of Your Career

Drawing inspiration from both business strategy and military leadership principles, this session explores the transformative power of ownership, and challenges ...

Danielle Gates

Behavioral Science

Consumer Behavior

Say vs. Do: Closing the Gap with Verified Buyers

Recent Research-on-Research analysis shows nearly 70% of consumers misreport purchase frequency, spend per trip, units per trip, and more—raising questions abou...

Maritza Matheus

Vision Models is Market Research: Closing the Say–do Gap

The oldest problem in market research is the say-do gap. For forty years we have patched it with better survey design, better incentives, and longer diaries. No...

Chris Hauck

Brand & Growth Strategy

Consumer Behavior

Manufacturing/Durables & Auto

Skin in the Game: How Ducati Used Prelaunch to Learn Signals

Ducati prelaunched the Desmo and asked riders to put down a refundable deposit, separating real intent from casual hype. Then we listened closely to those who c...

Priscilla McKinney

AI & Research Workflows

CPG/Food & Beverage

Emotional Engagement

Panel

What Value Human Emotions for Brands in the Age of AI

Dave, Stan & Stephen will explore the important and enduring role human emotions play for brands. They’ll discuss the latest research tools and techniques that ...

Reggie Alston

Customer Experience (CX)

Inclusive Insights & Social Impact

Innovation & Product Development

The Danger of the Big Lens: Why Public Institutions Often Fall Short at De...

Key Takeaways: 1. At public institutions, the departments that lead the organization are often not consumer-centric. 2. Biases toward quantitative, historical ...

Danielle Gates

CPG/Food & Beverage

Synthetic Data

Ethics

Privacy & Trust

How La Brea Bakery Solved the Innovator’s Paradox

Change how you make innovation decisions by scaling your intuition and validating it with behavioral science. Facing pressure to rapidly launch profitable new p...

Danielle Gates

AI & Research Workflows

Augmented Decision-Making

BEYOND AI - Pioneering The Post-AI Revolution

We report how worlds largest sports association double engagement with a method that multiplies growth impact of AI Key Takeaways: 1. AI only generates growth ...

Maritza Matheus

Behavioral Science

Data Quality

Research Communication & Storytelling

Battling Bias to Produce More Authentic Insights

We often fix consumer bias but forget our own. This quick, engaging talk reveals how our brains secretly shape what we “see” in the data - from confirmation bia...

Reggie Alston

AI & Research Workflows

CPG/Food & Beverage

AI Adoption is Table Stakes: ResTech ROI the Real Standard

You’re likely already paying for AI & research technology, but how do you define what you’re actually getting back from the investments? This session takes a ca...

Priscilla McKinney

Responsible AI

Ethics

Privacy & Trust

Signal vs Noise: Market Research as the Conscience of AI

As AI becomes the interface to organizational knowledge, research no longer informs one decision; it feeds systems shaping thousands. Yet AI cannot judge nuance...

Chris Hauck

Data Analytics & Visualization

Media

Marketing & Advertising

New Signals, New Standards: The Future of Measured Media

Measurement determines what gets valued, optimized, and scaled. In this session, Jim Ballas from Magellan AI and Brent Lightfoot from iHeartMedia show how new m...

Karen Lynch

Margaret Mariani

Brand & Growth Strategy

Leadership & Talent

Panel

Future List Honoree

Turning Insight Into Brand Growth: Learning from 2026 Future List Honorees

Join two of Greenbook’s 2026 Future List Honorees for a conversation on what it really means to be insight-led when it comes to brand growth. As rising leaders ...

Karen Lynch

Margaret Mariani

Data Quality

Tech & Software Companies

The Great Fraud Face-Off: Quality Data vs. Fool's Gold

Survey fraud is the fool’s gold of research. It looks good on the surface, but adds bias and error that make well-informed business decisions harder to reach. T...

Karen Lynch

Margaret Mariani

AI & Research Workflows

AI in Qual & Quant

Tech & Software Companies

Cracking the Code: AI Powered Open-End Analysis

This session offers a behind-the-scenes look at how we built AI-powered open-end coding tools at Amazon - covering what worked, what didn't, and the two-pronged...

Karen Lynch

Margaret Mariani

Opening Remarks

Join Karen and Margaret as they kick off IIEX North America with a warm welcome! They’ll share everything you need to know to make the most of your time at the ...

Karen Lynch

Margaret Mariani

Behavioral Science

Emotional Engagement

Manufacturing/Durables & Auto

Plenary

The Research Blind Spot: Humans are Irrational

Humans are irrational. Yet we research them as if they're not. The insights industry excels at measuring functional performance while missing the emotional driv...

Karen Lynch

Margaret Mariani

AI & Research Workflows

Research Technology (ResTech)

Plenary

Breakthrough or Breakdown: What the Next Generation of Research Actually L...

AI is reshaping research, but not every change is an improvement. Some approaches are creating real breakthroughs in speed, quality, and scale. Others are creat...

Karen Lynch

Margaret Mariani

Media

Marketing & Advertising

Plenary

From Ballpark to Battle for Attention: How the Toronto Blue Jays Are Compe...

In today’s attention economy, sports teams compete not only with each other but with every form of entertainment. In this fireside chat, the Toronto Blue Jays s...

Roben Allong

Innovation & Product Development

Trends & Culture

From Signals to Strategy: Building the Future of Innovation

True innovation starts with early cultural signals hidden in everyday conversation. This session explores how insights and R&D leaders can use cultural foresigh...

Sequoyah Glenn

AI & Research Workflows

Tech & Software Companies

Media

Marketing & Advertising

Creative Uses of AI to Accelerate Message Testing Research Workflows

Marketing teams rely on message testing to make critical decisions on strategy and resources. We will present a case study of how our team transformed our messa...

Lucy Davison

CPG/Food & Beverage

Future of Work

Leadership & Talent

Love of Learning: Global Data on Skills, Satisfaction & AI

MRII’s For the Love of Learning study debuts its fourth annual wave at IIEX North America. Attendees get a first look at new data, gathered from insights profes...

Danielle Gates

Data Quality

Manufacturing/Durables & Auto

Data Wars: Fighting Fraud in a Digital Galaxy

In a galaxy of rapid innovation, the Market Research Alliance faces a growing dark side: fraudulent data infiltrating our studies at lightspeed. Could the path ...

Kai Fuentes

Behavioral Science

The Answer Isn't Better Questions. It's Better Observation.

The next breakthrough in insights won't come from a new tool - it'll come from a new method. Join us to explore why traditional research is becoming a liability...

Kai Fuentes

Future of Work

Research Technology (ResTech)

A Research Practice Reimagined: The Shift to Continuous Understanding

The discrete research project is evolving into something better: continuous, conversational, and embedded insight. Ali will map the forces reshaping 2026, from ...

Danielle Gates

Research Communication & Storytelling

When Data Finds Its Voice: Research People Remember

Research only matters if people listen—and remember. This session explores how giving data a clear, creative voice helps research cut through, stick inside orga...

Roben Allong

AI in Qual & Quant

Inclusive Insights & Social Impact

Synthetic Data

Beyond the Hype: When Synthetic Sample Works

Synthetic sample is gaining momentum, but confusion remains around when it adds value. This session shares a real-world case study using GAN-based synthetic dat...

Sequoyah Glenn

AI & Research Workflows

AI in Qual & Quant

Innovation & Product Development

Tech & Software Companies

How Calendly Turns Insights into Breakthroughs with Listen

Research teams are expected to answer more business questions today than ever before, but few have found a way to do it without sacrificing quality. In this ses...

Lucy Davison

Responsible AI

Synthetic Data

Synthetic Data at a Tipping Point: Hype, Risk and the New Rules for Respon...

Synthetic data has moved from innovation labs into client decks, procurement conversations and live decision-making, requiring ever-stronger standards for guidi...

Danielle Gates

CPG/Food & Beverage

Innovation & Product Development

Marketing & Advertising

$37B Market, One Miss: Video Found True Sauce Needs

The sauce industry innovates on flavor. For Winland Foods analyzed over 40k+ consumer videos and discovered the real drivers of satisfaction and dissatisfaction...

Sequoyah Glenn

Brand & Growth Strategy

Emotional Engagement

The Human Spark: Bold Ideas for Brand Growth in the AI Era

Technology and AI have amplified consumer expectations and brand capabilities. Yet, as AI reshapes marketing, brands risk sliding into sameness: a loss of disti...

Lucy Davison

Brand & Growth Strategy

Customer Experience (CX)

What’s Next in Regulation: A Survival Guide for Insights

As U.S. privacy, AI, and data security restrictions laws expand at the federal and state levels, the insights industry faces a complex and fragmented regulatory...

Kai Fuentes

AI in Qual & Quant

CPG/Food & Beverage

Customer Journey Mapping

Redefining Pouches - How Nestlé Uses AI-led Research & Insights to Capture...

Nestlé Nutrition set out to redefine the shelf-stable applesauce & smoothie pouch category after recognizing the opportunity to bring in a new set of consumers ...

Roben Allong

AI Localization in MR: Evolution and Applications

This presentation explores how AI localization has evolved from basic translation tools into sophisticated cultural intelligence systems that are revolutionizin...

Sequoyah Glenn

Research Communication & Storytelling

Media

Marketing & Advertising

How CAA Used Real-Time Insights to Prove Experiential ROI

How do you know if an activation worked — while it's still happening? CAA partnered with Reach3 Insights to find out. Using the Brand Experience Predictor (BXP)...

Kai Fuentes

AI & Research Workflows

Inclusive Insights & Social Impact

Trends & Culture

2026 Insight Innovation Competition

Don’t miss the 2026 Greenbook Insight Innovation Competition at IIEX North America, where five finalists—AddMaple, BluePill AI, N-Infinite by Livepanel, Nichefi...

Danielle Gates

AI & Research Workflows

Customer Journey Mapping

Shopper & Retail

Beyond Journey Maps: Scaling Northern Tool with Dynamic AI

Traditional, static insight "maps" rarely spark action. Material and Northern Tool present an AI-driven approach that synthesizes complex data into an immersive...

Roben Allong

AI & Research Workflows

Qualitative Research

Tech & Software Companies

Fireside Chat

How AI Can Scale Research Without Losing Its Soul

AI is rewriting the rules of qualitative research, but it isn't replacing what makes the craft valuable. Prayag Narula and Maryam Maleki, Ph.D., will reveal how...

Danielle Gates

Brand & Growth Strategy

Consumer Behavior

B2B Buyers Are Human Too: A New Take on Segmentation

Traditional B2B segmentation assumes buyers make rational, System-2 decisions. But real B2B buying is far more human. In this session, Talk Shoppe and Faire sha...

Sequoyah Glenn

Quantitative Research

Media

Marketing & Advertising

Driving Results: How LIV Golf Tees Up Media Strategy with MMM

Go behind the scenes with Miix Analytics and LIV Golf as they apply marketing mix modeling to optimize media spend, boost ticket sales, and drive viewership acr...

Roben Allong

AI & Research Workflows

Qualitative Research

Tech & Software Companies

Role of Brand and Consumer Choice

Interbrand and Paradigm measured the role of brand and its impact on consumer preference. Our 2025 global study shows overall brand influence is declining, yet ...

Stephanie Vincent

AI & Research Workflows

Augmented Decision-Making

Research Technology (ResTech)

The Research Platform Your Team Never Opens

Most insights platforms assume the same workflow: log in, click through, export. We built one. It worked. Nobody opened it. In this talk, we'll share the patter...

Priscilla McKinney

Behavioral Science

Media

Marketing & Advertising

Snack versus Savour – The Neuroscience of How Content Format (Snack Conten...

As audiences increasingly “snack” on short form content, what do we lose when iconic scenes are consumed out of narrative context? This neuroscience-led study, ...

Bob Birdsell

Synthetic Data

The Synthetic Playbook: Which Use Cases Deliver and Why

Synthetic research is generating buzz, but most teams still lack a clear framework for when to use it and when not to. This session builds that framework. Qualt...

Will Leach

AI & Research Workflows

Research Technology (ResTech)

Fireside Chat

Art of the Possible—Science of the Now

The Insights world is undergoing rapid, radical change—first from automation and SaaS tools, now from AI disrupting everything. Susan Griffin chats with researc...

AJ Keirans

CPG/Food & Beverage

Mixed Methods

Qualitative Research

Tech Demo

Demo: How AI Can Make Qualitative Research More Human

As traditional in-person qualitative methods remain largely unchanged and AI-driven approaches risk stripping away humanity, McCormick and Finch Brands explored...

Stephanie Vincent

AI in Qual & Quant

Customer Experience (CX)

Customer Journey Mapping

Mapping the Fitness Journey with AI-Powered Conversations

Prospects, active members, churned customers — they each have a story to tell. Solidcore VP of Strategy & Insights Gillian Almeida joins Strella COO Priya Krish...

Will Leach

AI in Qual & Quant

Media

Marketing & Advertising

Front-Loading Insights with AI: Predict, Optimize, and Visualize Before La...

Generative AI has made creative execution effortless, but judgment hasn’t kept pace. As asset volumes explode, teams struggle to evaluate and decide effectively...

Priscilla McKinney

AI in Qual & Quant

Qualitative Research

Fireside Chat

From Claude to AI Interviews: AI in Research, Tested

You've heard a lot about AI in research. In this fireside chat, Sravanthi Kadali (The Insights Company) and Sharon Xiang (GlossGenius) get specific and honest a...

AJ Keirans

AI in Qual & Quant

Data Quality

Tech Demo

Demo: Building Quality Panels for the AI Research Era

Your insights get smarter with every conversation, shouldn't your panel? Join us for a conversation about how AI is transforming not just interviews, but recrui...

Bob Birdsell

Customer Experience (CX)

Qualitative Research

Research Communication & Storytelling

Research as Play: Unlocking Human Truths Through Immersion

What if deeper consumer understanding wasn't AI’s take on open-ended questions — it was a superhero secret lair? Inspired by a grandparent “getting on the carpe...

Will Leach

Inclusive Insights & Social Impact

Leadership & Talent

Panel

Female Founders Building the Future of Insights

In an industry where female entrepreneurs remain the exception rather than the rule, this panel brings together women who have built successful insights busines...

AJ Keirans

Brand & Growth Strategy

Data Analytics & Visualization

Tech Demo

Demo: How to Overcome the 5 Biggest Challenges in Brand Tracking

Brand trackers are essential but often limited by poor reach, inconsistent data, and unclear outcomes. Latana shows how innovative sampling, modular survey desi...

Bob Birdsell

AI & Research Workflows

Emotional Engagement

Responsible AI

Beyond Agents and Vibe: The Irreplaceable Human Role in AI

As Agentic AI rises, where does the “Human” fit? Applying the Truth, Beauty, and Justice framework, we map the optimal balance across the research workflow. Thr...

Priscilla McKinney

Customer Experience (CX)

Innovation & Product Development

Where You End Up Depends On Where You Start!

Over 90% of new customer products, services, and experiences fail. Why? Because firms only use the customer for passive reaction.  But what if you flipped the s...

Stephanie Vincent

Brand & Growth Strategy

Emotional Engagement

Manufacturing/Durables & Auto

The Science of Inspiration: A New Competitive Advantage

The future of competitive advantage lies in moving from manipulating consumers to inspiring them through emotional resonance. Brands in low emotional-involvemen...

AJ Keirans

AI in Qual & Quant

Food & Beverage

Tech Demo

Demo: Behavioral Database to AI Modeling: Predicting Winning Pack

This session will highlight how AI has the power to predict the sales impact of pack designs before launch. Behaviorally and Nestlé demonstrate how linking the ...

Priscilla McKinney

AI in Qual & Quant

Healthcare

Inclusive Insights & Social Impact

Qualitative Research

Voices - Breaking the Silence Around Stigmatized or Overlooked Health Issu...

From Women's Health, to HIV, Rare Diseases, or Cancer, these are conversations that are stigmatized and rarely conducted. In this case study, we reveal new rese...

Will Leach

Trends & Culture

Media

Marketing & Advertising

Search Has a New Homepage, Are You There?

Search behaviour has fundamentally shifted...and for a growing number of consumers, the journey now starts with short-form video, not a search bar. We quantifie...

Stephanie Vincent

AI & Research Workflows

Research Technology (ResTech)

The New Research Stack Isn't Just New Tools

AI solved fast, scalable research, but humans bring nuance and judgement that are core to insight. Outset is joined by customer, Material+, to share real case s...

Bob Birdsell

AI in Qual & Quant

Qualitative Research

Qual at Quant Scale: Why not do 100-person Focus Groups?

Focus groups deliver deep insights—but scaling them has always been impossible. Until now. Discover how AI transforms large-group research, enabling collection ...

AJ Keirans

AI & Research Workflows

Quantitative Research

Research Communication & Storytelling

Demo: From Quant Data to Story Slides with AI

Generative AI is transforming qualitative research, but quant analysis still relies on manual workflows. This session shows how AI can automate the journey from...

Will Leach

AI & Research Workflows

Responsible AI

Standing Up for Insights: Confidence in the Age of AI

Hear how Sky Insights (UK) inform one of the most ambitious research operations in the world, by co-creating Bayes Price’s AI-enhanced insights software “Platin...

Bob Birdsell

Future of Work

Leadership & Talent

Panel

What Makes You Valuable in Insights: Skills & Gaps Today

Think your skills are keeping up with what employers want? The insights landscape is changing fast—AI, business impact, and ROI are raising the bar. But candida...

Priscilla McKinney

Consumer Behavior

Trends & Culture

Made to Connect: Gen Alpha's Creation and Use of AI Personas

Findings from longitudinal study across US, Mexico, Colombia, Argentina, Brazil, UK, France, Germany, Italy, and Spain, exploring GenAlphas, their digital lives...

Stephanie Vincent

Future of Work

Inclusive Insights & Social Impact

Leadership & Talent

Frontier Innovations with Generation1.ca’s Immigrant Nations

What if the next trillion-dollar advantage isn’t AI, but global talent hiding in plain sight? Frontier Innovations reveals how runway conversations, boardrooms,...

Aryn O'Donnell Korpalski

Consumer Behavior

Inclusive Insights & Social Impact

Trends & Culture

$1.4T in Buying Power: LGBTQ+ Audiences Brands Can’t Ignore

As LGBTQ+ rights face growing cultural & political challenges, brands face real risk & opportunity with a community holding $1.4T in buying power. Ignoring this...

Norbert Sari

Data Quality

Ethics

Privacy & Trust

Built for Trust: Why Clients Should Demand a Layered Data Quality Strategy

In a world of increasingly sophisticated fraud, data trust is under pressure. This session pulls back the curtain on how research firms, brands and sample provi...

Sarah Snudden

Brand & Growth Strategy

Consumer Behavior

CPG/Food & Beverage

Beyond Mental Availability: Owning Moments That Truly Matter

Most marketers agree: mental availability drives growth yet few measure it well. Brands win when they come to mind in the right moment. In this eye-opening sess...

Scott Worthge

Synthetic Data

Tech & Software Companies

Show Me the Data: Real Results from Three Enterprise Synthetic Pilots

The synthetic research conversation has outpaced the evidence. This session closes the gap. Qualtrics' Kayla Schou and Derrick McLean share raw results from syn...

Peju Milne

CPG/Food & Beverage

Data Analytics & Visualization

Insight Multiplier: Connecting Data Dots to Drive Decisions

This session introduces the Insight Multiplier, a practical framework for turning siloed consumer, shopper, retail, and business data into decision‑ready intell...

Scott Worthge

Consumer Behavior

CPG/Food & Beverage

Innovation & Product Development

How Crunchy Hydration Found a Hit Flavor with MaxDiff + TURF

When Crunchy Hydration CEO and Founder Megan Riggs was urged to change flavors, can designs, and benefit claims just months after a major redesign, she hesitate...

Peju Milne

Quantitative Research

Synthetic Data

Panel

Synthetic Personas at Scale: Supercharging Innovation

Synthetic personas are disrupting the insights industry and accelerating decision making.  Toluna, Haleon, and Takasago will reveal how AI-generated quant respo...

Norbert Sari

Augmented Decision-Making

Shopper & Retail

Search to Strategy: Intelligence to Drive Business Impact

Insights teams generate extraordinary intelligence, yet critical decisions often happen without it. Why? Because accessibility, speed, and synthesis remain barr...

Aryn O'Donnell Korpalski

Inclusive Insights & Social Impact

Responsible AI

Trends & Culture

Can an Algorithm Feel the Culture? Why AI Struggles with Black Consumer Tr...

Can an algorithm feel the culture? AI is transforming market research, but documented studies show it often struggles with African American Vernacular English, ...

Sarah Snudden

Data Quality

Fighting Bionic Respondents: How AI Undermines Data Integrity

Behavioral fraud is now the fastest-growing threat to data quality, and it’s beating bots. Fraudsters mimic real respondents, use AI-generated open ends and eva...

Peju Milne

Brand & Growth Strategy

Media

Marketing & Advertising

Beyond the Gold: Why Awareness Isn’t Enough for Saatva’s Olympic Leap

Most brands settle for a spike in awareness after an Olympics investment, Saatva isn’t most brands. Join quantilope and Saatva to see why traditional tracking i...

Sarah Snudden

Data Quality

Synthetic Data

Comprehensive Quality Control for Synthetic Data Systems

After reviewing fifty-seven real-world use cases for Synthetic Data Systems, we developed a clear and practical way to describe how these systems work and how t...

Aryn O'Donnell Korpalski

CPG/Food & Beverage

Innovation & Product Development

Mixed Methods

Pasta Breaking the Rules: Blended Methods for New Categories

When products don’t fit neatly into existing categories, traditional research approaches can fall short. This session walks through a blended study design that ...

Norbert Sari

Augmented Decision-Making

Future of Work

Leadership & Talent

The Decision Engineer: The New Role at the Center of Every Great Business ...

Insights professionals have long delivered critical intelligence, yet their impact has often ended at the point of delivery. The Decision Engineer represents an...

Scott Worthge

AI in Qual & Quant

Quantitative Research

Talking to Your Data: Democratising Quant at JAB

AI has transformed qualitative research, but structured, statistical data remains hard to democratise. This session shows how JAB Pet Services enabled teams to ...

Peju Milne

AI & Research Workflows

Healthcare

Leadership & Talent

Collaborative Intelligence: The Research Future at Eli Lilly

In an era of AI experimentation and uneven ROI, Lilly’s research innovators and IA Collaborative built one of the company’s most impactful AI platforms — an AI ...

Aryn O'Donnell Korpalski

Customer Experience (CX)

Emotional Engagement

Innovation & Product Development

Qualitative Research

Building Empathy: The Insight AI Can't Deliver

In a world where we have so much data and information at our fingertips, we need to remember that true insight doesn't come from reports or data alone, it comes...

Norbert Sari

AI in Qual & Quant

Manufacturing/Durables & Auto

Qualitative Research

Scaling Qualitative Insight with Rigor and Speed at Scotts

Scotts Miracle-Gro faced overwhelming volumes of qualitative data across surveys, reviews, and service interactions. After testing multiple AI tools, the team c...

Scott Worthge

AI in Qual & Quant

Brand & Growth Strategy

Research Communication & Storytelling

Responsible AI

The Beige Problem: When AI Replaces Human Research

AI can analyze research faster than any team in history. It can even simulate consumers. But when companies start replacing human research with synthetic insigh...

Sarah Snudden

Consumer Behavior

CPG/Food & Beverage

Innovation & Product Development

Unlocking the Ready-To-Drink Consumer: From Home Habits to Innovation

The Ready-To-Drink beverage category is a crowded space, and consumers are rewriting the rules for the different functional and emotional roles these beverages ...

Karen Lynch

Margaret Mariani

Opening Remarks

Join Karen and Margaret as they kick off Day 2 of IIEX North America! They'll recap event highlights and give you a sneak peek at what’s in store for the rest o...

Karen Lynch

Margaret Mariani

CPG/Food & Beverage

Future of Work

Leadership & Talent

Plenary

The Future of Insights: Change Management

As AI hits I&A, the competitive advantage for I&A will no longer be generating business-driving insights—it will be driving sustainable change. The next era ask...

Karen Lynch

Margaret Mariani

Consumer Behavior

CPG/Food & Beverage

Shopper & Retail

Plenary

The Modern Value Equation: Loyalty, Trade-offs, and Trust

In uncertain economic times, brands and retailers face mounting pressure to compete on price — but shoppers tell a more complex story. Drawing on new research f...

Karen Lynch

Margaret Mariani

2026 Insight Innovation Competition: Presentation of Award

Join us for the 2026 Greenbook Insight Innovation Competition Awards Ceremony, where we’ll announce the winners following the live finalist pitches and recogniz...

Matt Gibbs

Behavioral Science

Customer Experience (CX)

Convenience: The Architecture of Ease

The Lovechild of Empathy and Accessibility, Convenience is the gift of mental space in a crowded world. Brands focused on satisfying experiences bring an ease t...

Norbert Sari

Responsible AI

Synthetic Data

Tech & Software Companies

Choosing Your Synthetic Partner: 3 Questions You Must Ask

The synthetic research market has exploded—over $1.5B in venture funding, a dozen platforms with compelling demos, and no shortage of impressive-sounding accura...

Kimberley Greenwood

Behavioral Science

CPG/Food & Beverage

Innovation & Product Development

Research Communication & Storytelling

Find the Story: When the Data Doesn't Agree With Your Plan

Founders lead with passion. Researchers lead with data. Trouble starts when the two don’t agree. When testing challenges a brand’s mission, most teams hear “no....

Sequoyah Glenn

AI & Research Workflows

Data Analytics & Visualization

Tech Demo

Demo: Stop Scrolling Through Dashboards – Just Ask AI

Enlyta’s AI Data Assistant lets you ask any question about your data—from “what’s shifted this wave?” to generating charts on the fly. Combined with AI Story Dr...

David Katz

Leadership & Talent

Future List Honoree

Go Outside. Come Back Better.

In our fast-moving, AI-powered industry, the human instincts behind great research are at risk. As speed and automation increase, depth, judgment, and intention...

Kimberley Greenwood

AI & Research Workflows

Healthcare

Innovation & Product Development

Embracing a Hybrid Future: Save Research a Seat at the Table

As budgets tighten and AI accelerates product cycles, the insights industry faces a crisis: evolve or be bypassed.  Digital twins and synthetic audiences offer ...

Norbert Sari

Inclusive Insights & Social Impact

Mixed Methods

Ethics

Privacy & Trust

Applying Global Segmentation to Combat Modern Slavery

Can audience segmentation change the course of history? We share key findings from an 8-country segmentation with International Justice Mission, a global organi...

Matt Gibbs

CPG/Food & Beverage

Innovation & Product Development

"All in" on Protein Chips

Protein is everywhere, but winning isn't. Whether you're eating protein, selling protein, or just trying to figure out why everything suddenly has protein in it...

David Katz

Future of Work

Leadership & Talent

Future List Honoree

The Future Belongs to the Brave

We are at a pivotal moment. As AI accelerates workflows, compresses timelines, and reshapes expectations, technical skill alone is no longer enough. The future ...

Sequoyah Glenn

AI & Research Workflows

Innovation & Product Development

Tech Demo

Demo: The AI Idea Flood – A Practical Demo for Front-End Innovation

AI can generate more ideas than teams can evaluate. The real challenge isn’t ideation—it’s deciding what’s worth pursuing. In this live demo, we’ll demonstrate ...

Kimberley Greenwood

Customer Journey Mapping

Mixed Methods

Quantitative Research

Tech & Software Companies

The $100B Delivery Funnel: How Uber Eats Shapes Choice

Decoding the modern path to purchase requires new tools & approaches. In a multimodal study with Uber Eats, Alter Agents combined large-scale quant with mobile ...

Sequoyah Glenn

AI in Qual & Quant

Qualitative Research

Tech Demo

Demo: Deeper Research with AI, Not Just Faster

AI can accelerate qualitative research, but speed alone doesn’t create insight. In this live demo, see how DoReveal helps researchers apply proven analysis fram...

Matt Gibbs

AI & Research Workflows

Behavioral Science

Future of Work

Leadership & Talent

Most AI Investments in the Insights Space Will Make Our Problems Worse, No...

Faster surveys. Automated analysis. Synthetic respondents. The industry is racing to build a more efficient version of the function that's already losing budget...

Norbert Sari

Data Quality

Shopper & Retail

Crossroads: Walmart Data Ventures’ New Path to Data Quality

When ~80% of new products fail, the cost of poor data is too high, eroding trust, customer experience & profitability. The industry is at a crossroads: continue...

David Katz

AI in Qual & Quant

Research Technology (ResTech)

Future List Honoree

AI in Recruiting: What's Working, What's Not, & What's Next

A practical look at where AI helps in respondent recruitment. And where human expertise still makes all the difference Key Takeaways: 1. AI is your assistant, ...

David Katz

Leadership & Talent

Trends & Culture

Panel

Future List Honoree

Shaping the Future of Insights in LATAM: Learning from 2026 Future List Ho...

Join three of Greenbook’s 2026 Future List Honorees from LATAM for a conversation on the future of insights leadership across the region. As rising voices in th...

Kimberley Greenwood

Augmented Decision-Making

Data Analytics & Visualization

Dashboards Are Dead - What’s Next?

Dashboards promised clarity. But in 2026, they’re often one of the biggest barriers to insight. Executives don’t need more charts; they need fewer blind spots. ...

Matt Gibbs

AI & Research Workflows

Augmented Decision-Making

Media, Marketing & Advertising

Synthetic Data

AI, Advertising, and the New Decision Economy

Advertising has shifted from a few big bets to continuous, high-frequency decision-making across channels—yet insights hasn’t kept pace. This session explores h...

Norbert Sari

Ethics

Privacy & Trust

GLP-1 and the Future of Snacking: Behavioral Design Meets AI

IFF applied Claira(tm), an AI-powered platform, to develop new snacks designed for GLP-1 users. Attendees will learn how to design products for behavioral impac...

Sequoyah Glenn

AI in Qual & Quant

Qualitative Research

Tech Demo

Demo: Scaling Insights Through AI Moderation on Dialogue

In this tech demo, Dialogue showcases how AI-powered moderation helps researchers scale qualitative insights without sacrificing rigor or nuance. See how automa...

Sequoyah Glenn

Mixed Methods

Qualitative Research

Tech Demo

Demo: The Human Edge: Do More Qual, Do It Better

In a market full of AI moderated solutions, foundational research that actually moves businesses forward is still deeply human, and what determines which brands...

Norbert Sari

Brand & Growth Strategy

Consumer Behavior

Media, Marketing & Advertising

How Buyers Find You in the Age of Zero-click Search

AI changes everything when prospects search for things to buy. SEO’s impact is waning, as we have entered the age of "zero-click search". Your customers may nev...

Kimberley Greenwood

Augmented Decision-Making

Emotional Engagement

Innovation & Product Development

Human-Centered Design in a High-Output World

It’s never been easier to create, but it's harder to create well. As output grows, quality is slipping, widening the gap between what gets built and what actual...

Matt Gibbs

Augmented Decision-Making

Tech & Software Companies

Stop Delivering Data. Start Driving Product Strategy.

Learn the research framework Docusign’s market strategy and monetization team uses to answer product’s questions and drive decision-making. By correctly definin...

Chris Hauck

Leadership & Talent

Tech & Software Companies

Panel

What Clients Want

Back, by popular demand! This panel of clients is an unfiltered conversation about what it takes to build partnerships that last. Expect candid views on client ...

Reggie Alston

Brand & Growth Strategy

Media

Marketing & Advertising

Beyond Elmo: Balancing Data & Creativity at Sesame Workshop

How a 56 year old legacy non-profit balances data and creativity to drive brand reach and relevance with today’s Gen Alpha viewers and Gen Z and Millennial fans...

Danielle Gates

AI & Research Workflows

Research Technology (ResTech)

Tech & Software Companies

What the Future of AI-Powered Insights Looks Like for HelloFresh

As budgets and teams get smaller, but the demand for insight grows across the organization, how can you adapt to the changing times? In this case study, HelloF...

Priscilla McKinney

Data Quality

Lessons from 50M+ Survey Clicks: A Deep Dive Into Mobile App

Using insights from 50M+ survey clicks, this session demystifies “normal” mobile app fraud. Learn how fraud rates vary by app and geography, the signals used to...

Maritza Matheus

Augmented Decision-Making

Leadership & Talent

From Researcher to Decision Architect: Building the Team and Tech for Cont...

The project-based research model isn't just slow—it's structurally mismatched to how organizations make decisions. Qualtrics market research COE leaders Ellen H...

Priscilla McKinney

AI & Research Workflows

CPG/Food & Beverage

Innovation & Product Development

Synthetic Data

Building a Hybrid Research Stack to Keep Humans at the Core

In today’s crowded “better-for-you” beverage landscape, innovation often outpaces consumer relevance. This session examines how Edelman, in partnership with Rem...

Reggie Alston

Behavioral Science

Innovation & Product Development

Food & Beverage

Creating an Active Intelligence System: Hormel’s AI Playbook

Join Hormel’s Dave Anderko and Market Logic’s Joseph Rini for a discussion on how Hormel is reshaping their consumer insights’ function. From interacting with s...

Chris Hauck

CPG/Food & Beverage

Innovation & Product Development

Shopper & Retail

If It Didn't Sell, Did the Insight Fail? Understanding the Retailers POV o...

Most CPG innovation is validated through the lens of insights teams—but it succeeds or fails through the reality of retailers. This session reframes innovation ...

Maritza Matheus

Future of Work

Leadership & Talent

Owning It: Take Charge of Your Career

Drawing inspiration from both business strategy and military leadership principles, this session explores the transformative power of ownership, and challenges ...

Danielle Gates

Behavioral Science

Consumer Behavior

Say vs. Do: Closing the Gap with Verified Buyers

Recent Research-on-Research analysis shows nearly 70% of consumers misreport purchase frequency, spend per trip, units per trip, and more—raising questions abou...

Maritza Matheus

Vision Models is Market Research: Closing the Say–do Gap

The oldest problem in market research is the say-do gap. For forty years we have patched it with better survey design, better incentives, and longer diaries. No...

Chris Hauck

Brand & Growth Strategy

Consumer Behavior

Manufacturing/Durables & Auto

Skin in the Game: How Ducati Used Prelaunch to Learn Signals

Ducati prelaunched the Desmo and asked riders to put down a refundable deposit, separating real intent from casual hype. Then we listened closely to those who c...

Priscilla McKinney

AI & Research Workflows

CPG/Food & Beverage

Emotional Engagement

Panel

What Value Human Emotions for Brands in the Age of AI

Dave, Stan & Stephen will explore the important and enduring role human emotions play for brands. They’ll discuss the latest research tools and techniques that ...

Reggie Alston

Customer Experience (CX)

Inclusive Insights & Social Impact

Innovation & Product Development

The Danger of the Big Lens: Why Public Institutions Often Fall Short at De...

Key Takeaways: 1. At public institutions, the departments that lead the organization are often not consumer-centric. 2. Biases toward quantitative, historical ...

Danielle Gates

CPG/Food & Beverage

Synthetic Data

Ethics

Privacy & Trust

How La Brea Bakery Solved the Innovator’s Paradox

Change how you make innovation decisions by scaling your intuition and validating it with behavioral science. Facing pressure to rapidly launch profitable new p...

Danielle Gates

AI & Research Workflows

Augmented Decision-Making

BEYOND AI - Pioneering The Post-AI Revolution

We report how worlds largest sports association double engagement with a method that multiplies growth impact of AI Key Takeaways: 1. AI only generates growth ...

Maritza Matheus

Behavioral Science

Data Quality

Research Communication & Storytelling

Battling Bias to Produce More Authentic Insights

We often fix consumer bias but forget our own. This quick, engaging talk reveals how our brains secretly shape what we “see” in the data - from confirmation bia...

Reggie Alston

AI & Research Workflows

CPG/Food & Beverage

AI Adoption is Table Stakes: ResTech ROI the Real Standard

You’re likely already paying for AI & research technology, but how do you define what you’re actually getting back from the investments? This session takes a ca...

Priscilla McKinney

Responsible AI

Ethics

Privacy & Trust

Signal vs Noise: Market Research as the Conscience of AI

As AI becomes the interface to organizational knowledge, research no longer informs one decision; it feeds systems shaping thousands. Yet AI cannot judge nuance...

Chris Hauck

Data Analytics & Visualization

Media

Marketing & Advertising

New Signals, New Standards: The Future of Measured Media

Measurement determines what gets valued, optimized, and scaled. In this session, Jim Ballas from Magellan AI and Brent Lightfoot from iHeartMedia show how new m...

Karen Lynch

Margaret Mariani

Brand & Growth Strategy

Leadership & Talent

Panel

Future List Honoree

Turning Insight Into Brand Growth: Learning from 2026 Future List Honorees

Join two of Greenbook’s 2026 Future List Honorees for a conversation on what it really means to be insight-led when it comes to brand growth. As rising leaders ...

Karen Lynch

Margaret Mariani

Data Quality

Tech & Software Companies

The Great Fraud Face-Off: Quality Data vs. Fool's Gold

Survey fraud is the fool’s gold of research. It looks good on the surface, but adds bias and error that make well-informed business decisions harder to reach. T...

Karen Lynch

Margaret Mariani

AI & Research Workflows

AI in Qual & Quant

Tech & Software Companies

Cracking the Code: AI Powered Open-End Analysis

This session offers a behind-the-scenes look at how we built AI-powered open-end coding tools at Amazon - covering what worked, what didn't, and the two-pronged...

Reasons to Attend

Who should Attend:

Brand-side Business Leaders
Brand-side Insights Professionals
Supplier-side Business Leaders
Supplier-side Insights Professionals
Marketing Professionals
Product Managers
Insights Startup Teams

What You’ll Explore:

Emerging themes such as Sample Quality: how to deal with diminishing sample quality.
Behavioural Economics: when predictions don’t match reality.
The Case for Insights: making the business case for investing in insights.
CX & UX Research: new methods enabling a key competitive advantage.
Mining Unstructured Data: as a complement to primary research.
AI & Data Collection: how AI improves data collection and fights fraud.
Automation & DIY: improved performance and expanded capabilities.
AI Ethics &-Governance: how far to push, how much to limit.
And many more: the programme offers 130+ sessions.

Why It Matters:

It’s a unique convergence of research, analytics and insights professionals focused on innovation, enabling you to get ahead of the curve in a rapidly evolving industry.
It provides tangible take-aways: the site reports strong attendee satisfaction and real usage of conference take-aways to influence strategic decisions.
It offers direct linkages between insight functions and business strategy: helping you build the business case for insights, justify investment, and integrate insights into broader organisational priorities.
For suppliers and service providers, it offers access to brand-side decision makers, new leads, thought leadership and visibility in the insights ecosystem.

Discover the IIEX North America Community

At IIEX North America, you’ll join the world’s most forward-thinking insights professionals, researchers, marketers, data scientists, and innovators who are redefining how brands understand people and drive growth across industries.

You’ll experience technologies already transforming the industry, get acquainted with real-world case studies and connect through powerful networking moments IIEX North America is where bold ideas take center stage, partnerships ignite, and the future of market research comes to life.

of attendees were HIGHLY SATISFIED
with speakers

of attendees would STRONGLY RECOMMEND IIEX to a colleague

of attendees used IIEX takeaways to INFLUENCE STRATEGIC DECISIONS

1,054

attendees

131

sessions

17,395

contact exchanges

20+

countries represented

More Than a Conference.
A Working Community

IIEX North America Experience

At IIEX North America, ideas move fast and connections feel real. You’ll see the newest technologies in action, hear stories from people who are changing how insights work, and walk away inspired to do things differently. It’s not just another event it’s where the future of research comes to life.

IIEX North America Community

The IIEX North America community is built on curiosity and collaboration. It’s a place for people who ask bold questions, share what works, and push each other to think bigger. Whether you’re new to the industry or shaping its next chapter, you’ll find your people here.

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What our attendees say

You often worry in a sales role if you are just a part of a transaction or if there are genuine connections. THANK YOU for reaffirming that while this is our career, we are building bonds and relationships that transcend research and insights.

AJ Keirans

Founder, Good Human Partners

Checking off my bucket list… my first ever insights conference! IIEX NA was a phenomenal learning experience that exceeded expectations of both content and community.

Julia Isaacs

Junior Strategist, KNow Research

[Greenbook’s IIEX Team] put together one of the best conferences I’ve been to in my career!

Kerry Hecht

Founder & CEO, 10K Humans

IIEX North America always provides a great opportunity to see the latest technology and approaches in market research. If you are focused on where the future of the industry is going, this is the place to find out.

Kelsey Saulsbury

Associate Dir. Market Research & Pricing, Johnson & Johnson

IIEX is a great event for gaining exposure to new players and startups in the res-tech ecosystem, interesting use cases where business challenges and methods come together in the form of solutions, and having the opportunity to network with some of the best minds in our industry.

Richard Scionti

VP Product Development & Innovation, Chadwick Martin Bailey

What I love most about IIEX is the energy! You really feel like you’re immersed in the beating heart of insights.

William Gibson

Customer & Client Insights Manager, Cadillac Fairview

The content at IIEX was outstanding and timely. The connections and time spent with fellow researchers was second to none.

Matt Valle

Vice President, MarketVision Research

[IIEX North America] is the only event I’ve ever been to where one moment you’re taking part in a killer roundtable with the best minds in business before find yourself rocking out at a punk show. I’m already looking forward to next year.

Daniel Berkal

SVP Research, The Palmerston Group

For suppliers

Grow your business with IIEX:
Explore sponsorship and exhibitor
opportunities

Explore sponsorship and exhibitor opportunities. Expand your audience reach and demonstrate your thought leadership by partnering with Greenbook for an upcoming virtual or in-person IIEX event.

2027 Title Sponsor

IIEX North America is supported by some of the most innovative insights & analytics companies, including our title sponsor The Logit Group.

2027 Title Sponsor