2023 in Lists: Highlights and Must-Reads for Every Insights Professional

One of my professional responsibilities, as acting Editor-in-Chief of Greenbook's digital publication, is to review each article submitted to us for publication. This unique position gives me a bird's-eye view of emerging trends and pivotal discussions in the insights and analytics industry. And, it allows me to identify resources that are exceptionally valuable for our readers.

Also, as Head of Content, I track trends and topics in content marketing. Along these lines, it's well-known in content marketing circles that in today's fast-paced digital world, listicles have become a popular format for delivering information. They are concise, easy to digest, and offer practical insights in an engaging manner.

With these two facets of my job working in tandem, I've curated a list of Greenbook’s top five listicles from the past year -- articles that every consumer insights and market research professional should read in order to stay current, informed, and ahead of the curve.

12 Behavioral Science Books Every Consumer Insights Professional Must Read

Understanding behavioral science is pivotal in consumer insights work. The discipline helps us sort out the complex motivations and biases driving consumer decisions. By grounding strategies in this interdisciplinary knowledge, professionals can more accurately predict trends and craft effective, consumer-resonant marketing approaches.

This article, written by Melina Palmer and shared on Greenbook’s Expert Channel Behavioral Insights Academy (hosted by Will Leach), lists 12 books on behavioral science that are highly recommended for consumer insights professionals. These books provide valuable insights into human behavior and decision-making, helping professionals better understand and analyze consumer behavior.

It’s not just a reading list; it's a journey through the minds of consumers, offering insights that are crucial for anyone in our field. The books selected provide a blend of theoretical knowledge and practical application, making them invaluable for both newcomers and seasoned professionals.

10 Things You Should Know about Respect in the Gen Z World

It was a LinkedIn post written by Gary Rudman that had me reaching out and asking him if he’d like to write this article for us. I was fascinated by the dynamic he was pointing out to the world about the newest generation to hit the workplace.

I manage Gen Zers, there are Gen Zers in our audience at Greenbook, and I'm a mother to Gen Zers so it stands to reason that I'd personally like to stay aware of their varying values and expectations.

For all of us in business, and in the insights business specifically, understanding Gen Z is no longer optional but essential. This listicle sheds light on the unique perspectives and values of this influential demographic. It's a guide to not just understanding but respecting and engaging with a generation that is rapidly redefining consumer trends and market dynamics.

5 Ways Research can Help your Company Weather a Downturn

In an era marked by economic volatility and uncertainty, understanding how to navigate and leverage insights during downturns becomes crucial for businesses aiming to stay resilient and adaptive. Economic downturns are challenging, but they also present opportunities for growth and innovation.

This listicle offers strategic insights into how research can be a guiding light during uncertain times. It's about turning challenges into opportunities and ensuring that your business stays resilient and informed.

As author Liwen Xu says, “The data is clear—market research is necessary for not only a business’s success during an impending downturn, but also its survival. Here are a few tips on ensuring that you’re getting meaningful insights from your research that you can act on.”

3 Ways To Implement AI Into Your Market Research Today

In 2023, we learned that artificial intelligence is no longer the future; it's the present. This listicle, a great piece of partner content from quantilope, is a practical guide for integrating AI into market research. It demystifies AI and provides actionable steps for professionals looking to enhance their research methodologies with cutting-edge technology.

Two Questions Researchers Should Ask of Their AI Vendor

Choosing the right AI vendor is crucial. This listicle by Lisa Horwich, published this past month, is a must-read for anyone on the verge of this decision. It highlights critical questions that can help you assess and select an AI partner that aligns with your research objectives and ethical standards.

Let Reading These Lists Top Your Year-End to Do List

Each article I referenced above represents a wealth of knowledge and are a testament to the dynamic nature of our industry. They offer a blend of educational resources, cultural insights, strategic advice, and technological acumen. As professionals committed to staying at the forefront of consumer insights and market research, these readings are not just recommended; they are essential.

In the coming weeks, I encourage you to delve into these pieces, absorb the wealth of information they offer, and apply these insights to your professional practice. The landscape of consumer insights and market research is ever-evolving, and staying informed is key to our success and growth.