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Why Most Customer Journey Maps Miss the Mark—and What to Do Instead
Learn how customer journey mapping backed by research uncovers friction, reduces value leakage, and drives business growth.
Nitin Sharma
CEO at GOLD RESEARCH INC
Adding a Further Perspective: The Consumption Layer
As analytics becomes infrastructure, the next shift is how insights are consumed: conversational, AI-driven, and built for faster human understanding.
Torbjörn Andersson
Global Senior Vice President & GM - Delivery & Market Research at Forsta
Partner Content
Brand Collaboration Is More Than A Logo: What Bridgerton Viewers Taught Us About Brand Partnerships
Discover what makes entertainment brand collaborations succeed using AI-moderated interviews and consumer insights.
Niels Schillewaert
Head of Research and Methodologies at Conveo
Karen Lynch
Chief Programming Officer at Greenbook
How to Trust AI in Research Without Trusting It Too Much
Learn how market researchers can verify AI-generated insights, avoid false confidence, and build trust through calibrated validation.
Ashley Shedlock
Content Producer at Greenbook
Tucker Mitchell on Curiosity, Consumer Connection, and Leading with Insight
Future List Honoree Tucker Mitchell shares perspectives on consumer insights, innovation, leadership, and balancing AI with human connection.
Karen Lynch
Chief Programming Officer at Greenbook
Future Trends Emerging in Mixed-Method Marketing Research
Explore the future of mixed-method marketing research, including AI, synthetic data, continuous insights, and evolving research workflows.
Ashley Shedlock
Content Producer at Greenbook
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.
The Synthetic Respondent Problem Nobody's Talking About │The Exchange: Episode 139
July 20, 2026
IIEX.AI
Virtual
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Ultra-Processed Data: Are We Heading for an Insights Health Crisis?
Learn the risks of synthetic data and why high-quality human data remains essential for trusted market research insights.
Phil Sutcliffe
Managing Partner at Nexxt Intelligence
Connecting the Dots: How an Unconventional Path Shaped Graham Steffen’s Career in Insights
Explore Graham Steffen's career journey and how curiosity, adaptability, and diverse experiences led him into market research
Brian Fowler
Senior Executive Director at Insights Career Network
Fixing Sample Quality: Adrien Vermeirsch on Fraud, Profiling, and the Future of Human Data
Enlightn CEO Adrien Vermeirsch discusses sample quality, respondent fraud, AI-moderated research, an...
Beyond Engagement Metrics: How Market Researchers Can Measure Trust in AI-Generated Insights
Learn how market researchers can measure trust in AI-generated insights through validation, adoption, confidence, and governance metrics.
Ashley Shedlock
Content Producer at Greenbook
Why Your Insights Team Already Has the Answers (And Can't Find Them)
Discover how AI-powered knowledge management helps research teams unlock existing insights and drive better business decisions.
Daniel Graff-Radford
CEO at Discuss
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Why the Model Behind Your Synthetic Research Tool Matters
Learn how to evaluate synthetic research tools and build confidence in AI-generated data for better business decisions.
Derrick McLean, PhD
Product Scientist, Edge COE at Qualtrics
Know Your Dealer: Where is Your Speed Coming From?
Learn why trusted AI insights require structured data, human verification, and research rigor, not just faster dashboards.
Stefanie Francis
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Karen Lynch
Chief Programming Officer at Greenbook
Your Next Competitor Might Be an AI Agent
AI is reshaping market research. Hear the latest product launches, funding, and trends transforming ...
Cyndhia Varshni on Human Judgment, Curiosity, and the Future of Strategic Insights
Future List Honoree Cyndhia Varshni shares perspectives on AI, human judgment, and the future of strategic insights.
Karen Lynch
Chief Programming Officer at Greenbook
Insight Storytelling & Data Narratives: Why Research Teams Are Rebuilding How Insights Reach the Business
See how Voxpopme, Marvin, and Maze are reshaping insight storytelling, AI narratives, and stakeholde...
Patrick Comer on Building the Infrastructure Behind Modern Market Research
Patrick Comer discusses AI, research quality, synthetic data, leadership, and how Cint is shaping th...
Ultra-Processed Data: Are We Heading for an Insights Health Crisis?
Learn the risks of synthetic data and why high-quality human data remains essential for trusted market research insights.
Phil Sutcliffe
Managing Partner at Nexxt Intelligence
Connecting the Dots: How an Unconventional Path Shaped Graham Steffen’s Career in Insights
Explore Graham Steffen's career journey and how curiosity, adaptability, and diverse experiences led him into market research
Brian Fowler
Senior Executive Director at Insights Career Network
Fixing Sample Quality: Adrien Vermeirsch on Fraud, Profiling, and the Future of Human Data
Enlightn CEO Adrien Vermeirsch discusses sample quality, respondent fraud, AI-moderated research, an...
Beyond Engagement Metrics: How Market Researchers Can Measure Trust in AI-Generated Insights
Learn how market researchers can measure trust in AI-generated insights through validation, adoption, confidence, and governance metrics.
Ashley Shedlock
Content Producer at Greenbook
Why Your Insights Team Already Has the Answers (And Can't Find Them)
Discover how AI-powered knowledge management helps research teams unlock existing insights and drive better business decisions.
Daniel Graff-Radford
CEO at Discuss
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Why the Model Behind Your Synthetic Research Tool Matters
Learn how to evaluate synthetic research tools and build confidence in AI-generated data for better business decisions.
Derrick McLean, PhD
Product Scientist, Edge COE at Qualtrics
Know Your Dealer: Where is Your Speed Coming From?
Learn why trusted AI insights require structured data, human verification, and research rigor, not just faster dashboards.
Stefanie Francis
Founder & CEO at Hootology
Karen Lynch
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Your Next Competitor Might Be an AI Agent
AI is reshaping market research. Hear the latest product launches, funding, and trends transforming ...
Cyndhia Varshni on Human Judgment, Curiosity, and the Future of Strategic Insights
Future List Honoree Cyndhia Varshni shares perspectives on AI, human judgment, and the future of strategic insights.
Karen Lynch
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Insight Storytelling & Data Narratives: Why Research Teams Are Rebuilding How Insights Reach the Business
See how Voxpopme, Marvin, and Maze are reshaping insight storytelling, AI narratives, and stakeholde...
Patrick Comer on Building the Infrastructure Behind Modern Market Research
Patrick Comer discusses AI, research quality, synthetic data, leadership, and how Cint is shaping th...
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Featured Articles
Trend Fatigue: Why Local Beauty Brands Need to Stop Chasing and Start Listening
Indonesia’s beauty market is booming. Local brands win by deeply understanding consumers—an edge multinationals can’t easily replicate.
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Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
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Brand Collaboration Is More Than A Logo: What Bridgerton Viewers Taught Us About Brand Partnerships
Discover what makes entertainment brand collaborations succeed using AI-moderated interviews and consumer insights.
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How to Trust AI in Research Without Trusting It Too Much
Learn how market researchers can verify AI-generated insights, avoid false confidence, and build trust through calibrated validation.
Ashley Shedlock
Content Producer at Greenbook
Fixing Sample Quality: Adrien Vermeirsch on Fraud, Profiling, and the Future of Human Data
Enlightn CEO Adrien Vermeirsch discusses sample quality, respondent fraud, AI-moderated research, an...
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Learn how market researchers can measure trust in AI-generated insights through validation, adoption, confidence, and governance metrics.
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Discover how AI-powered knowledge management helps research teams unlock existing insights and drive better business decisions.
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Learn how to evaluate synthetic research tools and build confidence in AI-generated data for better business decisions.
Derrick McLean, PhD
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Know Your Dealer: Where is Your Speed Coming From?
Learn why trusted AI insights require structured data, human verification, and research rigor, not just faster dashboards.
Stefanie Francis
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See how Voxpopme, Marvin, and Maze are reshaping insight storytelling, AI narratives, and stakeholde...
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Brand Collaboration Is More Than A Logo: What Bridgerton Viewers Taught Us About Brand Partnerships
Discover what makes entertainment brand collaborations succeed using AI-moderated interviews and consumer insights.
Niels Schillewaert
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How to Trust AI in Research Without Trusting It Too Much
Learn how market researchers can verify AI-generated insights, avoid false confidence, and build trust through calibrated validation.
Ashley Shedlock
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Enlightn CEO Adrien Vermeirsch discusses sample quality, respondent fraud, AI-moderated research, an...
Beyond Engagement Metrics: How Market Researchers Can Measure Trust in AI-Generated Insights
Learn how market researchers can measure trust in AI-generated insights through validation, adoption, confidence, and governance metrics.
Ashley Shedlock
Content Producer at Greenbook
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Discover how AI-powered knowledge management helps research teams unlock existing insights and drive better business decisions.
Daniel Graff-Radford
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Why the Model Behind Your Synthetic Research Tool Matters
Learn how to evaluate synthetic research tools and build confidence in AI-generated data for better business decisions.
Derrick McLean, PhD
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Know Your Dealer: Where is Your Speed Coming From?
Learn why trusted AI insights require structured data, human verification, and research rigor, not just faster dashboards.
Stefanie Francis
Founder & CEO at Hootology
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See how Voxpopme, Marvin, and Maze are reshaping insight storytelling, AI narratives, and stakeholde...
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Brand Collaboration Is More Than A Logo: What Bridgerton Viewers Taught Us About Brand Partnerships
Discover what makes entertainment brand collaborations succeed using AI-moderated interviews and consumer insights.
Niels Schillewaert
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Why the Model Behind Your Synthetic Research Tool Matters
Learn how to evaluate synthetic research tools and build confidence in AI-generated data for better business decisions.
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Video Library
Stream the latest expert insights
Fixing Sample Quality: Adrien Vermeirsch on Fraud, Profiling, and the Future of Human Data
Enlightn CEO Adrien Vermeirsch discusses sample quality, respondent fraud, AI-moderated research, an...
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Patrick Comer discusses AI, research quality, synthetic data, leadership, and how Cint is shaping th...
How AI Agents Are Changing Market Research in 2026
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Rhiannon Price explores how AI is transforming qualitative research, empathy, and human insight in t...
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Enlightn CEO Adrien Vermeirsch discusses sample quality, respondent fraud, AI-moderated research, an...
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AI Agents Are Changing Everything. Are Insights Firms Ready?
With IIEX Europe approaching, explore the forces reshaping insights—from agentic AI and industry dis...
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