North America’s #1 Insights Conference

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...

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 ...

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 ...

From Clips to Clarity: Video-First Insights in Action

Today’s consumers express real needs through short-form video, not surveys. This session shows how AI-powered video intelligence uncovers emotion, context, ritu...

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...

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 $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 ...

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...

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...

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 ...

Disruption Fatigue: Staying Relevant in a Changing World

From FemTech to AI, I’ve navigated multiple waves of change while building women’s health solutions across the U.S. and India. In this session, I’ll share pract...

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 ...

$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...

Decoding Behavioral Blindness in the Heat of Tax Season

Data reveals the what, but it rarely explains the why. At the height of a high-stakes tax season, TurboTax and Nailbiter went beyond traditional analytics to so...

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...

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...

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 ...

How Visual Surveys Made Crunchy Hydration’s New Flavor a Hit

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...

Are You Trusted by Your Customers? The Impact of Trust on Your Brand and P...

Understanding how to measure trust in a world were misinformation and distrust is at an all time high. We need to increase trust, but you can't increase what yo...

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...

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 ...

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...

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...

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...

Survey Fraud: Leadership Lessons from the Frontlines

Dive into our journey of combating survey fraud, where leadership and a little bit of caffeine have kept us at the forefront. Join us to explore how we’re tackl...

The Death of the Dashboard

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. ...

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...

Research 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 ...

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 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...

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, ...

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...

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....

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...

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...

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 ...

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...

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 ...

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...

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...

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 ...

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 ...

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...

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 ...

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...

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...

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...

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...

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 ...

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 ...

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...

Welcome 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...

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...

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...

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...

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,...

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...

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...

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 ...