customer behavior
Why Most Customer Journey Maps Miss the Mark—and What to Do Instead
4 min read
Learn how customer journey mapping backed by research uncovers friction, reduces value leakage, and drives business growth.
Nitin Sharma
CEO at GOLD RESEARCH INC
Beyond the Market Research Report: Driving Commercial Impact in the AI Era
4 min read
Beyond AI hype, market research must focus on impact. Discover how behavioral science and new tools drive real business results.
Elys Roberts
Founder & CEO at BEESY
When Story Becomes Strategy: A New Lens for Journey Mapping
6 min read
Customers experience journeys as stories, not workflows. Learn how narrative psychology improves journey mapping and builds trust.
Tarik Covington
Founder & Chief Strategist at Covariate. Human-Centered Insights
On a Scale of…Can You Really Hate a Brand??
8 min read
Brand hate is often less about true hatred and more about disappointment, rejection, or personal experiences that trigger strong negative feelings tow...
Dave McCaughan
Founder & Storyteller at BIBLIOSEXUAL
The Human Algorithm: What Chime Teaches Us About Growth in the Age of Empathy
6 min read
Chime’s growth shows the future of finance lies in empathy, trust, and cultural fluency—not polished personas or traditional demographics.
Charlie Grinnell
Co-CEO at RightMetric
Partner Content
Walking the Tightrope Between Innovation and Customer Retention
4 min read
A hybrid research approach—combining customer and panel data—gives brands a fuller market view, unlocking deeper insights for smarter business decisio...
Nick White
Head of Strategic Research at Attest
Building Customer-Centricity: The Key to Driving Growth
2 min read
Knowing customer needs isn’t enough—learn how customer salience brings insights to life, driving growth and deeper engagement within organizations.
Lucy Davison
Founder & CEO at Keen as Mustard Marketing
8 Ways to Stand Out in a Competitive Insights Market
5 min read
Stand out in the crowded insights market by staying authentic. Align with your values and deliver ways to connect with customers and drive differentia...
Norbert Sari
CEO & Creative Director at Rodeo13
7 Projective Techniques for Discovering Hidden Customer Goals
5 min read
Explore the challenges of researchers to authentically capture the full voice of the customer to drive consumer-centric decisions in a complex landsca...
William Leach
Founder / Mindstate Group at Mindstate Group
Top Market Research Careers
7 min read
Learn how Market Research Analysts, Managers, and Consumer Insights Analysts drive business growth by decoding trends, aligning goals, and fostering i...
Ashley Shedlock
Content Producer at Greenbook
An Update on Walmart’s Data-Driven Revolution
5 min read
Explore Walmart's latest insights from the Inspire event. Walmart Luminate transforms into Scintilla, driving innovation in analytics for suppliers & ...
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Marketing Applied Part 4: Stop the Fluff, the Art of Positioning
4 min read
Discover the importance of positioning in communicating your company's defining factor. Clear messaging, consistency, and a strong value proposition a...
Iosetta Santini
Account Director at Keen as Mustard Marketing
The AI Revolution in Market Research: 9 Trends to Understand
6 min read
Explore the future of data analysis with AI-driven market research tools. These tools offer rapid insights from diverse sources and optimizing decisio...
Hiral Rana Dholakiya
Digital Marketing Consultant at Preceptist
The Future of Research Practices in Tech Companies: The Urgent Need to Evolve
4 min read
Explore the future of tech research practices as companies shift towards long-term profitability. Learn how researchers can adapt and lead in insightf...
Rajiv Ibrahim
Head of UX Research at Telkom Indonesia
The Greenbook Podcast
Emotional Insights for E-commerce Excellence: Lessons from Snapdeal's Rasika Mathur
Karen Lynch
Chief Programming Officer at Greenbook
The Rise of Mocktails and Its Impact on Alcohol Consumption Trends
5 min read
Stay informed on the lucrative business of alcohol consumption. From beer to spirits, learn about the significant growth in volume across global marke...
Rudly Raphael
CEO/Founder at Eyes4Research
Marketing Applied Part 2: What You Need to Know About Mental Availability
5 min read
Uncover the secrets behind marketers' fascination with brand awareness and delve into the realm of mental availability.
Iosetta Santini
Account Director at Keen as Mustard Marketing
Using Customer Salience to Improve Business Success
5 min read
Stay ahead in the market by utilizing Customer Salience, the ultimate solution for insight teams facing budget cuts and reduced stakeholder engagement...
Emily James
Insights Marketer at FlexMR
5 Ways Translation Enhances Customer Experience and Drives Repeat Sales
5 min read
Explore the benefits of translation for your business. Learn how translation can improve customer experience and drive repeat sales.
Catherine Schwartz
Marketing & E-commerce Specialist
The Greenbook Podcast
Beyond Buzzwords: Bridging the Gap with SurveyMonkey’s ‘Ask, Listen, Act’ Protocol
Karen Lynch
Chief Programming Officer at Greenbook
Fintech Marketing Insights: Leveraging Predictive Analytics
7 min read
In the rapidly evolving fintech industry, marketing plays an indispensable role, not just as a promotional tool but as a crucial component of survival...
3 Ways Sakura of America uses Agile Market Insights to Drive Consumer Led Innovation
4 min read
Taking a successful product into a new market can be daunting—especially when it’s been designed for a specific audience. Sakura, a Japan-based art an...
Liwen Xu
Product Marketing Manager at Momentive (maker of SurveyMonkey)
The Psychology of Trust: How to Build Trust and Credibility with Your Audience Using Psychology
2 min read
We all know that quickly building trust and credibility with your audience is essential to gain new customers, but with all the false advertising and ...
William Leach
Founder / Mindstate Group at Mindstate Group
The Greenbook Podcast
Beyond the Punchline: Applying Comedy Techniques to Research with Viket Benzesin
Karen Lynch
Chief Programming Officer at Greenbook
An Interview with Michel Feaster of Qualtrics
10 min read
Editor’s Note: While I was attending the QualtricsX4 Summit 2023, I had the opportunity to sit down with Michel Feaster, Global Head of Product Market...
Karen Lynch
Chief Programming Officer at Greenbook
Emotion: the Mandatory of Marketing – Part One: Behavior
7 min read
Time immemorial, the creative fraternity has been espousing the benefits of incorporating emotion into marketing communications. Perhaps it can be tr...
Ken Roberts
Chief Innovation Officer at Forethought
8 (More) Ways To Maximize The Value of Voice In Your Research
5 min read
People don’t always say what they think. If you want to better understand people, better predict behavior, and tell the story in the data in a compell...
Mike Page
Co-founder and CEO at Phebi.AI
The “S” Word – Part 2: One Selling Step at a Time People!
6 min read
Editor’s Note: For all of our partners with an insights industry product, platform, or service to sell, please read this piece. Simon talks about doin...
Simon Arrowsmith
Founder and Editor-in-Chief at Iambic Creative
Karen Lynch
Chief Programming Officer at Greenbook
The “S” Word – Part 1: Who’s afraid of the big bad “S”?
6 min read
Editor’s Note: Ah, Sales, the aforementioned “S” word. In GreenBook’s mission to connect research users with service suppliers, we’ve seen first hand ...
Simon Arrowsmith
Founder and Editor-in-Chief at Iambic Creative
The Role and Limitations of Consumer Data
4 min read
There’s no doubt that the more insights a business can get into its different customer segments – the more targeted and effective its marketing can be...
Kai Fuentes
President at Ebony Marketing Systems
The Insights Lighthouse
6 min read
In my career I have had the privilege of establishing an insights function from scratch twice, once for an Asia Pacific regional footprint in an estab...
Lara Truelove
Program Leader at SAP
The Market Research Industry’s Year in Review
3 min read
Editor’s Note: Usually to end the year we post predictions from a variety of industry leaders. However, this year we decided to take a different tack ...
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
The Influence of Live Streaming on Future Marketing
4 min read
The potential of live-streaming for online marketing.
Naomi Cook
Freelance Writer at Self-Employed
Why Marketers Should Be Excited About Apple’s iOS 15 Update
5 min read
Everything you need to know about Apple’s iOS 15 update.
Tim Parkin
President at Parkin Consulting
Unleashing the Value of Customer Intent and Intelligent Interventions
3 min read
Customer purchase intent in completing online shopping sessions.
Rogayeh Tabrizi
CEO at Theory+Practice(TAP)
The Paradox of Rising CX Investment and Modest Improvements
6 min read
Should digital transformation constitute CX investment?
Ken Roberts
Chief Innovation Officer at Forethought
Less is Best in CX – Rationing Centricity
4 min read
Driving customer success through memorable experiences.
Ken Roberts
Chief Innovation Officer at Forethought
Interdisciplinary Insights: Esoteric Descriptors Could Decrease Perceived Appeal of Products
4 min read
Unknown product descriptors have an effect on price and appeal.
Julia Maier,
Xpert Solutions Product Manager at Aytm
Want Better CX? Don’t Give Customers Your Best
3 min read
Why you really don’t want every customer to be completely satisfied.
Kenneth Peterson
President, Customer Experience at QuestionPro
Survival Of The Fittest: Adapt Or Die
3 min read
To compete in today’s environment, it is clear that brands need to work harder and represent much more than their product or service.
Samantha Bond