North America’s #1 Insights Conference

$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...

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...

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 ...

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 ...

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...

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 ...

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...

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...

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...

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 ...

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...

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 ...

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...

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...

$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...

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...

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...

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...

"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...

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...

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...

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...

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 ...

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...

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 ...

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...

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...

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...

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...

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...

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 ...

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...

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...

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...

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...

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 ...

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...

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...

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...

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...

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...

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 ...

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...

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...

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 ...

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...

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...

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...

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, ...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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 ...

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, ...

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...

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...