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...

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...

$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: 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...

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 ...

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)...

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...

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...

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...

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...

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. ...

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...

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, ...

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...

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...

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...

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...

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...

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...

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...

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 ...

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 ...

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...

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 ...

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...

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 ...

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...

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...

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...