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 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...

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 ...

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...

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...

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...

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 ...

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 ...

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...

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 ...

$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...

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 ...

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...

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...

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...

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...

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 ...

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)...

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, ...

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...

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...

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...

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...

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...

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...

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...

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. ...

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...

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...

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...

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...

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...

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 ...

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...

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...

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....

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...

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...

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 ...

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 ...

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...

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...

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...

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...

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...

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...

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...

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...

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 ...

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...

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...

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...

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 ...

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 ...

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...

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...

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...

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...

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...

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...

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 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...

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...

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...

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 ...

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...

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...

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 ...

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, ...

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...

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...

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...

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...

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 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...

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 ...

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...

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...

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...

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 ...

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...

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...

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 ...

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...

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...

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...

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...

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...

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...

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...

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...

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,...

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...

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...

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...

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 ...

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...

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...

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...