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We Built a Faster Factory. Now What Are We Producing?
2 min read
The GRIT Report reveals a tension in research: teams want faster, cheaper methods, yet still rely on deep human insight to avoid losing quality.
Holland Martini
Chief Insights Officer at GoodQues
The Greenbook Podcast
Human Signals in the AI Era with Andrew Au of Intercept
Andrew Au of Intercept explores human data, synthetic audiences, agentic AI and the future of B2B marketing in an AI-driven world.
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
What AI Still Can’t Touch: Where Researcher Value Concentrates Now
Explore where human judgment matters most in AI-assisted market research, from consumer experiences to strategic decisions and accountability.
Ashley Shedlock
Content Producer at Greenbook
The Flywheel Part 3: The Diligence Framework
What makes an AI flywheel claim credible? Explore the due diligence questions investors, acquirers, and research leaders should ask.
Insight Innovation Ventures
Our Tools Can Think Faster. That Doesn’t Mean We Should Think Less
Who is accountable for AI-driven decisions? The Exchange explores human judgment, shopping agents, s...
The Governance Gap: Is Trust in AI Outpacing the Evidence?
Explore why AI confidence can outpace validation and how research teams can strengthen oversight, accountability, and trust in AI outputs.
Ashley Shedlock
Content Producer at Greenbook
The GLP-1 Adoption Paradox: What 1,000 Consumers Taught Us About Awareness, Trust and Readiness
What drives GLP-1 adoption? Explore how awareness, trust, access, and physician influence shape consumer readiness in the U.S. and India.
Sandeep Budhiraja
Founder and CEO at Spark Sensory AI
Insights in Brief
Explore the latest in market research with Lenny Murphy and Karen Lynch.
Click here to attend the next live recording of The Exchange, on LinkedIn, this Friday.
What Happens When AI Agents Start Spending Your Budget? │The Exchange: Episode 153
October 26, 2026
IIEX Asia Pacific
Bangkok
Latest Content
Partner Content
A Maturity Model for the Research Team of the Future
How mature is your research team? Discover how Qualtrics' maturity model evaluates technology, competency, and culture to drive impact.
Jordan Harper
Principal AI Thought Leader at Qualtrics
Playing The Long Game
What makes a great strategic seller in market research? Discover why customer knowledge, market expertise, and trust matter most.
Heather Prekop
Strategic Advisor at Latana
Synthetic Research: When Are Findings Decision-Ready?
Learn how researchers validate synthetic findings, test their limits, and determine when results can support business decisions.
Ashley Shedlock
Content Producer at Greenbook
Partner Content
Beyond Distinctiveness: Building Meaning Through a System of Brand Assets
How do distinctive brand assets shape perception? Explore findings from 100 AI-moderated interviews across five QSR brands.
Dominic Michaelides
Insights Lead at Conveo
Why We Keep Choosing the Same Suppliers
How does supplier selection affect market research? Explore why familiar partnerships can create blind spots and limit research options.
Maria Butylina
Founder and CEO at SampleMine
Statistical Rigor in Social Insights with askpolly’s Erin Kelly
askpolly CEO Erin Kelly discusses AI-powered social media research, unbiased consumer insights, and ...
AI Is Moving Faster Than Business Can Absorb It
Can businesses keep up with AI innovation? The Exchange explores adoption challenges, AI search, res...
The Tech Stack Is Changing. Build Your Career Stack.
What skills will insights professionals need in the age of AI? Explore career lessons from nearly 90 Insights & Innovators podcast episodes.
Ed Keller
Executive Director at Market Research Institute International (MRII)
Beyond Synthetic Consumers: Building a Human + AI Model for Better Brand Decisions
When should brands use synthetic consumers? Explore how human research improves AI simulations, validation, and decision-making.
Ruchira Jain
Founder and Director at Elevate Insights
Partner Content
Your Best-Tested Claim Might Be the One Nobody Reads
How can brands improve on-pack claims testing? Discover why packaging context, shopper behavior, and shelf visibility matter.
Thibault Cousot
Chief Product and Technology Officer at Behaviorally
Not All Fraud Is Created Equal
Why understanding the people behind survey fraud is the first step toward improving data quality.
Mary Draper
VP, Strategic Accounts & Quality at EMI Research Solutions
The Three Biases That Slip Through Most Market Research.
Learn how to design shopper research that tests behavioral cues like social proof, scarcity, and authority instead of relying on surveys.
William Leach
Founder / Mindstate Group at Mindstate Group
Partner Content
A Maturity Model for the Research Team of the Future
How mature is your research team? Discover how Qualtrics' maturity model evaluates technology, competency, and culture to drive impact.
Jordan Harper
Principal AI Thought Leader at Qualtrics
Playing The Long Game
What makes a great strategic seller in market research? Discover why customer knowledge, market expertise, and trust matter most.
Heather Prekop
Strategic Advisor at Latana
Synthetic Research: When Are Findings Decision-Ready?
Learn how researchers validate synthetic findings, test their limits, and determine when results can support business decisions.
Ashley Shedlock
Content Producer at Greenbook
Partner Content
Beyond Distinctiveness: Building Meaning Through a System of Brand Assets
How do distinctive brand assets shape perception? Explore findings from 100 AI-moderated interviews across five QSR brands.
Dominic Michaelides
Insights Lead at Conveo
Why We Keep Choosing the Same Suppliers
How does supplier selection affect market research? Explore why familiar partnerships can create blind spots and limit research options.
Maria Butylina
Founder and CEO at SampleMine
Statistical Rigor in Social Insights with askpolly’s Erin Kelly
askpolly CEO Erin Kelly discusses AI-powered social media research, unbiased consumer insights, and ...
AI Is Moving Faster Than Business Can Absorb It
Can businesses keep up with AI innovation? The Exchange explores adoption challenges, AI search, res...
The Tech Stack Is Changing. Build Your Career Stack.
What skills will insights professionals need in the age of AI? Explore career lessons from nearly 90 Insights & Innovators podcast episodes.
Ed Keller
Executive Director at Market Research Institute International (MRII)
Beyond Synthetic Consumers: Building a Human + AI Model for Better Brand Decisions
When should brands use synthetic consumers? Explore how human research improves AI simulations, validation, and decision-making.
Ruchira Jain
Founder and Director at Elevate Insights
Partner Content
Your Best-Tested Claim Might Be the One Nobody Reads
How can brands improve on-pack claims testing? Discover why packaging context, shopper behavior, and shelf visibility matter.
Thibault Cousot
Chief Product and Technology Officer at Behaviorally
Not All Fraud Is Created Equal
Why understanding the people behind survey fraud is the first step toward improving data quality.
Mary Draper
VP, Strategic Accounts & Quality at EMI Research Solutions
The Three Biases That Slip Through Most Market Research.
Learn how to design shopper research that tests behavioral cues like social proof, scarcity, and authority instead of relying on surveys.
William Leach
Founder / Mindstate Group at Mindstate Group
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Featured Articles
Partner Content
“Always On” Customer Understanding
7 min read
Brands succeed by spotting change early. AI-led research delivers always-on customer insight, helping teams identify risks and emerging needs faster.
Niels Schillewaert
Head of Research and Methodologies at Conveo
The Infrastructure Barrier Is Gone: Why AI Is APAC's Best Moment for Small Research Agencies
4 min read
AI is collapsing the cost of research infrastructure, creating new opportunities for agile, expertise-led agencies to compete and grow.
Spyros Koutlelos
Managing Partner at Webcall International Research
Curiosity and Creativity Won’t Be Replaced by AI. They’ll Define Who Thrives Because of It
5 min read
AI will speed research, but human curiosity and creativity remain essential. Ed Keller explores the skills that will matter most in an AI-driven futur...
Ed Keller
Executive Director at Market Research Institute International (MRII)
The Quiet Infrastructure Behind Modern Insights
2 min read
Qualitative research remains a craft of deliberate choices. As analytics teams expand methods for scale, researchers continue to prioritize depth, con...
Laura Pulito
Vice President of Research at Recollective Inc.
Explore more topics
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
The Greenbook Podcast
Sentient Design and the Future of AI-Powered UX with Josh Clark and Veronika Kindred
Karen Lynch
Editor-in-Chief at Greenbook
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
The Greenbook Podcast
Sentient Design and the Future of AI-Powered UX with Josh Clark and Veronika Kindred
Karen Lynch
Editor-in-Chief at Greenbook
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
Karen Lynch
Editor-in-Chief at Greenbook
Trending in Artificial Intelligence and Machine Learning
What AI Still Can’t Touch: Where Researcher Value Concentrates Now
Explore where human judgment matters most in AI-assisted market research, from consumer experiences to strategic decisions and accountability.
Ashley Shedlock
Content Producer at Greenbook
The Governance Gap: Is Trust in AI Outpacing the Evidence?
Explore why AI confidence can outpace validation and how research teams can strengthen oversight, accountability, and trust in AI outputs.
Ashley Shedlock
Content Producer at Greenbook
Synthetic Research: When Are Findings Decision-Ready?
Learn how researchers validate synthetic findings, test their limits, and determine when results can support business decisions.
Ashley Shedlock
Content Producer at Greenbook
Partner Content
Beyond Distinctiveness: Building Meaning Through a System of Brand Assets
How do distinctive brand assets shape perception? Explore findings from 100 AI-moderated interviews across five QSR brands.
Dominic Michaelides
Insights Lead at Conveo
Beyond Synthetic Consumers: Building a Human + AI Model for Better Brand Decisions
When should brands use synthetic consumers? Explore how human research improves AI simulations, validation, and decision-making.
Ruchira Jain
Founder and Director at Elevate Insights
How AI Is Changing Survey Design: What Every Market Researcher Should Know
Learn how AI is changing survey design, from question development and adaptive probing to open-ended analysis and human validation.
Ashley Shedlock
Content Producer at Greenbook
ICC/Esomar Code: What Role Does It Play in Compliance and Transparency in the Age of AI Transformation?
How does the ICC/ESOMAR Code address AI in market research? Explore its role in transparency, accountability, and ethical practice.
Philippe Guilbert
Member, Professional Standards Committee at Esomar
Which Platforms Offer AI Solutions for Consumer Insights? A Practical Guide for Modern Researchers
5 min read
Discover top AI platforms for consumer insights and how to choose the right tools for research, CX, and analytics.
Ashley Shedlock
Content Producer at Greenbook
What AI Still Can’t Touch: Where Researcher Value Concentrates Now
Explore where human judgment matters most in AI-assisted market research, from consumer experiences to strategic decisions and accountability.
Ashley Shedlock
Content Producer at Greenbook
The Governance Gap: Is Trust in AI Outpacing the Evidence?
Explore why AI confidence can outpace validation and how research teams can strengthen oversight, accountability, and trust in AI outputs.
Ashley Shedlock
Content Producer at Greenbook
Synthetic Research: When Are Findings Decision-Ready?
Learn how researchers validate synthetic findings, test their limits, and determine when results can support business decisions.
Ashley Shedlock
Content Producer at Greenbook
Partner Content
Beyond Distinctiveness: Building Meaning Through a System of Brand Assets
How do distinctive brand assets shape perception? Explore findings from 100 AI-moderated interviews across five QSR brands.
Dominic Michaelides
Insights Lead at Conveo
Beyond Synthetic Consumers: Building a Human + AI Model for Better Brand Decisions
When should brands use synthetic consumers? Explore how human research improves AI simulations, validation, and decision-making.
Ruchira Jain
Founder and Director at Elevate Insights
How AI Is Changing Survey Design: What Every Market Researcher Should Know
Learn how AI is changing survey design, from question development and adaptive probing to open-ended analysis and human validation.
Ashley Shedlock
Content Producer at Greenbook
ICC/Esomar Code: What Role Does It Play in Compliance and Transparency in the Age of AI Transformation?
How does the ICC/ESOMAR Code address AI in market research? Explore its role in transparency, accountability, and ethical practice.
Philippe Guilbert
Member, Professional Standards Committee at Esomar
Which Platforms Offer AI Solutions for Consumer Insights? A Practical Guide for Modern Researchers
5 min read
Discover top AI platforms for consumer insights and how to choose the right tools for research, CX, and analytics.
Ashley Shedlock
Content Producer at Greenbook
Video Library
Stream the latest expert insights
Our Tools Can Think Faster. That Doesn’t Mean We Should Think Less
Who is accountable for AI-driven decisions? The Exchange explores human judgment, shopping agents, s...
Statistical Rigor in Social Insights with askpolly’s Erin Kelly
askpolly CEO Erin Kelly discusses AI-powered social media research, unbiased consumer insights, and ...
AI Is Moving Faster Than Business Can Absorb It
Can businesses keep up with AI innovation? The Exchange explores adoption challenges, AI search, res...
Making Behavioral Science Actionable with Melina Palmer of The Brainy Business
Melina Palmer shares how behavioral science can improve research, storytelling, leadership, decision...
The $2 Billion Question Facing Market Research
Is market research becoming AI infrastructure or acquisition bait? Explore industry deals, data frau...
How AI Is Reshaping Health and Life Sciences Research
Explore AI in health and life sciences research, from knowledge retrieval and AI personas to trusted...
More Data, Less Insight: AI's Value Problem
What happens when AI adoption outpaces trust? The Exchange explores digital twins, AI commerce, synt...
Angelique Taylor of AddMaple on Asking Better Questions
AddMaple CEO Angelique Taylor shares how better questions, AI-powered data exploration and evidence-...
Digital Twins, Synthetic Data, and the New Rules of Research
Explore how AI agents, digital twins, and synthetic data are changing trust, decision-making, and th...
AI Is Changing Research. But Can We Still Trust the Data?
What can researchers trust in the age of AI? The Exchange explores AI investment, fake polling data,...
Human Insight in the Age of AI with Cristina de Balanzo of Accenture Song
Cristina de Balanzo explores AI, behavioral science, human judgment, ethics, and the future of insig...
The Real Signal Behind This Week's Biggest Insights Industry Deals
The Exchange Episode 143 explores AI agents, synthetic research, ad verification, and the forces res...
From Advisor to Decision-Maker: AI's Next Power Move
Explore how AI is shifting from advisor to decision-maker across qualitative research, marketing mea...
Rob Key of Converseon: Making Unstructured Data AI-Ready
Converseon CEO Rob Key explores AI data quality, context engineering, unstructured data and the infr...
Who Owns the Data Behind the AI Boom in Market Research?
Who owns the data powering AI research? Explore funding, data ownership, AI interviews, guardrails, ...
What Happens When AI Starts Making the Buying Decisions
Discover how AI agents are changing the path to purchase, challenging measurement standards, and res...
Our Tools Can Think Faster. That Doesn’t Mean We Should Think Less
Who is accountable for AI-driven decisions? The Exchange explores human judgment, shopping agents, s...
Statistical Rigor in Social Insights with askpolly’s Erin Kelly
askpolly CEO Erin Kelly discusses AI-powered social media research, unbiased consumer insights, and ...
AI Is Moving Faster Than Business Can Absorb It
Can businesses keep up with AI innovation? The Exchange explores adoption challenges, AI search, res...
Making Behavioral Science Actionable with Melina Palmer of The Brainy Business
Melina Palmer shares how behavioral science can improve research, storytelling, leadership, decision...
The $2 Billion Question Facing Market Research
Is market research becoming AI infrastructure or acquisition bait? Explore industry deals, data frau...
How AI Is Reshaping Health and Life Sciences Research
Explore AI in health and life sciences research, from knowledge retrieval and AI personas to trusted...
More Data, Less Insight: AI's Value Problem
What happens when AI adoption outpaces trust? The Exchange explores digital twins, AI commerce, synt...
Angelique Taylor of AddMaple on Asking Better Questions
AddMaple CEO Angelique Taylor shares how better questions, AI-powered data exploration and evidence-...
Digital Twins, Synthetic Data, and the New Rules of Research
Explore how AI agents, digital twins, and synthetic data are changing trust, decision-making, and th...
AI Is Changing Research. But Can We Still Trust the Data?
What can researchers trust in the age of AI? The Exchange explores AI investment, fake polling data,...
Human Insight in the Age of AI with Cristina de Balanzo of Accenture Song
Cristina de Balanzo explores AI, behavioral science, human judgment, ethics, and the future of insig...
The Real Signal Behind This Week's Biggest Insights Industry Deals
The Exchange Episode 143 explores AI agents, synthetic research, ad verification, and the forces res...
From Advisor to Decision-Maker: AI's Next Power Move
Explore how AI is shifting from advisor to decision-maker across qualitative research, marketing mea...
Rob Key of Converseon: Making Unstructured Data AI-Ready
Converseon CEO Rob Key explores AI data quality, context engineering, unstructured data and the infr...
Who Owns the Data Behind the AI Boom in Market Research?
Who owns the data powering AI research? Explore funding, data ownership, AI interviews, guardrails, ...
What Happens When AI Starts Making the Buying Decisions
Discover how AI agents are changing the path to purchase, challenging measurement standards, and res...
Greenbook Research Industry Trends (GRIT) Reports
Explore critical trends in market research and insights
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Executive-level conversations shaping the future of market research — brought to you by MRII.
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Will Leach presents top content from behavioral research, economics, and design leaders.
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Consumer trends, tech, and brand insights from Asia Pacific's top market research voices.
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Your guide to generative AI’s impact on market research, data analysis, and insights. Brought to you by Conveo.
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Will Leach presents top content from behavioral research, economics, and design leaders.
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A regional lens on how culture, context, and innovation define market research across Latin America and the Caribbean.
45 articles
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Actionable guidance for consultants and research firms on business development, client growth, and long-term growth.
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Exploring how research and analytics transform healthcare, pharma innovation, and patient-centered outcomes.
32 articles
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21 articles
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