generative AI
The New Innovation Bottleneck: Choosing What to Back in the Age of Gen AI
4 min read
Learn how AI helps brands prioritize ideas, identify the best opportunities, and make smarter innovation decisions.
Kim Malcolm
VP, Product Solutions at Zappi
Future Trends Emerging in Mixed-Method Marketing Research
7 min read
Explore the future of mixed-method marketing research, including AI, synthetic data, continuous insights, and evolving research workflows.
Ashley Shedlock
Content Producer at Greenbook
Structured Learning for the Agentic Insights Leader
7 min read
Build an AI learning agenda for insights leaders to develop the skills needed for AI-enabled research, decision-making, and knowledge work.
James Cummings
Board of Directors, Member at Market Research Institute International (MRII)
Hidden Bias in Synthetic Research: How GenAI Can Undermine DEI in Market Insights—And What To Do About It
9 min read
Generative AI can transform research, but hidden bias risks distorting insights. Learn how inclusive data and oversight support fair, trustworthy outc...
Catherine Schwartz
Marketing & E-commerce Specialist
AI Is Not the Strategy: Turning Generative AI into Real Business Impact
5 min read
Generative AI isn’t a strategy on its own. Learn how structured prompting and human judgment turn AI efficiency into meaningful research impact.
Tatiana Urrea
Analytics at Infotools
Partner Content
Beyond the Ranking: A New MaxDiff That Captures the Why
6 min read
Generative AI isn’t a strategy on its own. Learn how structured prompting and human judgment turn AI efficiency into meaningful research impact.
Rhys Hillan
Researcher at Conveo
Optimistic, but Not Yet Ready: What Our Latest MRII Study Reveals about the Future of Insights
5 min read
Market Research Institute International study finds an optimistic field despite AI lag and skill gaps. The future belongs to those who turn insights i...
Ed Keller
Executive Director at Market Research Institute International (MRII)
Partner Content
Scaling Human Insights with AI-Ethnographies. Dishwashing Tales.
6 min read
AI video ethnography with 91 households in 2 days shows how AI moderators and multi-modal analysis cut cost, scale insight, and overcome fieldwork lim...
Niels Schillewaert
Head of Research and Methodologies at Conveo
Speed vs. Judgment: How AI Is Reshaping Research Careers and Tools
Does AI make professionals more valuable through speed or judgment? Explore AI’s impact on research ...
High Tech, High Touch: Why the Future of Insights Will Be AI and Human
5 min read
High tech demands high touch. Learn why AI is increasing—not replacing—the need for human judgment, context, and trust in insights.
Ed Keller
Executive Director at Market Research Institute International (MRII)
From Data Silos to AI Strategy: Andy Frawley of Data Axle
Data Axle CEO Andy Frawley joins Leonard Murphy to discuss identity, data quality, AI governance, an...
Partner Content
The Past, The Present & The Possible of AI in Insights
5 min read
From cheaper and faster research to a human insights AI ecosystem
Niels Schillewaert
Head of Research and Methodologies at Conveo
Rethinking “Search” in the Era of Generative AI
2 min read
Generative AI is reshaping search behavior. Learn how conversational AI is changing discovery in health, nutrition, finance, and marketing insights.
An Alternative Approach to AI in Market Research to Hedge against a Potential AI Bubble Burst
3 min read
Generative AI is disrupting market research. Discover how leaders are using AI responsibly without compromising confidence or professional standards.
Michael Howard
Head of Marketing at Infotools
GEO, from Search to Answers: The Shifting Landscape of Digital Consumer Journeys
4 min read
From Gen Z to Boomers, passive meter data uncovers how generations navigate AI and search differently in the new digital landscape.
Enric Cid
Director Product Innovation & Development at Bilendi
Bias-Free and Insight-Rich! Why Conversational AI Is the Future of Market Research
3 min read
Even great moderators carry bias. Discover how phrasing and group dynamics quietly steer conversations and influence research outcomes.
Hanna Krazhan
Chief Commercial Officer at Yasna
From Task Automation to Transformation: Aligning Leaders and ICs in the GenAI Era
2 min read
Economic strain meets AI opportunity: GRIT and Qualtrics data show researchers adopting GenAI to automate tasks and sustain insights performance.
Ali Henriques
Head of Market Research at Qualtrics
When AI Learns to Think Like Us: The Rise of Behavioral Intelligence
5 min read
At IIEX.AI, leaders revealed how behavioral science and AI merge to scale empathy, predict behavior, and drive more human-centered insights.
Ashley Shedlock
Content Producer at Greenbook
AI for Insights Professionals: Redefining the Human Edge
5 min read
IIEX.AI revealed how insights leaders are redefining work, creativity, and strategy through AI without losing the human edge that drives meaning.
Ashley Shedlock
Content Producer at Greenbook
How the Next Wave of AI Can Transform Research and Insights
10 min read
AI unites predictive, suggestive, and generative insights to create data-driven, continuously improving campaigns built on rapid, evidence-based creat...
Thomas Ramsøy
CEO & Chief Science Officer at Neurons
Partner Content
AI Is Transforming Insights: Where Are We Today and Are We Going?
16 min read
The insights function is becoming a self-learning system. Explore how AI is reshaping research from dashboards to dynamic, decision-ready models.
Florian Hendrickx
CGO at Conveo
Unmasking Fraud as the Scariest AI Trend in Market Research
6 min read
AI fraud is distorting research data for over a third of businesses. Discover its impact and strategies to protect your insights from risk.
Lisa Ricard
Senior Account Manager at Communities Research, NA Ipsos
Building AI Before It Was Cool: How Bad Data Quality Sparked a Revolution
From focus group translator to AI entrepreneur, Nexxt Intelligence CEO Kathy Cheng shares her journe...
Are the Benefits of Insights Being Devalued by the Hype of Generative AI?
5 min read
By 2025, GenAI reshapes data access—but human insight still matters. Learn 3 key differences between AI and traditional research, and how to combine b...
Marilyne Meesters Chew
Director, Project Management at Mastercard
The Secret Life of Synthetic Data: Why It’s Taking Over Research
6 min read
How market researchers are using Gen AI to generate synthetic data, accelerate insights, and unlock new use cases while protecting privacy.
Ashley Shedlock
Content Producer at Greenbook
Starbucks, Hoping for Growth
5 min read
Starbucks’ brand faces a dual challenge: nostalgia-driven marketing and declining reputation. Can its revival plan reconnect with core brand drivers?
Ken Roberts
Chief Innovation Officer at Forethought
The Great AI Pivot: How Market Research Is Reinventing Itself (Without Losing Its Soul)
5 min read
The 2025 GRIT Report reveals AI’s rise—and the trust crisis it brings. Can market research balance speed with authentic human understanding?
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Market Research in the Age of AI: Trends, Challenges, and Opportunities
2 min read
AI is revolutionizing market research—powering personalization, segmentation, and strategy while reshaping how insights are created and applied.
Alain Briancon, PhD.
Vice President of Research & Data Science Research Sciences at Dynata
Turning Uncertainty into Advantage with Insights in 2025
5 min read
In uncertain times, brands need insights teams to shift from reporting data to shaping strategy—blending tech and expertise for real business impact.
Thor Olof Philogène
CEO & Founder at Stravito
Pivoting with Purpose: How Suzy Reinvented Consumer Insights with Matt Britton
Matt Britton shares Suzy’s origin, AI-driven pivot, and lessons on leadership, innovation, and build...
Empathy in AI: When Conversational AI Turns into Agents of Empathy
3 min read
AI can’t feel empathy, but it can simulate it. With human feedback and research principles, AI creates better conversations and drives deeper insights...
Phil Sutcliffe
Managing Partner at Nexxt Intelligence
Building the Anthropological Internet: A Conversation with Quilt CEO Anurag Banerjee
Quilt CEO Anurag Banerjee joins Leonard Murphy to discuss AI-driven research, anthropology, and the ...
The Greenbook Podcast
Navigating AI, Data Science, and the Future of Insights with Deb from Sigmoid Analytics
Karen Lynch
Chief Programming Officer at Greenbook
Why Healthcare Providers Need to Understand Attachment Styles (Part 2)
5 min read
Discover how attachment styles improve patient-provider communication, health outcomes, and market research by revealing consumer behavior drivers.
Jana Rosewarne, PhD
Research Consultant at KJT
Future-Proof Your GenAI Strategy for Qualitative Research
5 min read
Learn how GenAI transforms qualitative research, from discussion guides to insights. Learn key considerations for choosing the right GenAI solution fo...
Jim Longo
Co-Founder & Chief Strategy Officer at Discuss
AI Playlists, Bilingual Insights, and UX Trends You Need to Know!
Explore the trend of non-researchers engaging in research tasks and its implications for UX. Analyze...
Chatbot and Virtual Assistants: Research Partners that Work 24/7 and Never Get Tired
7 min read
AI-powered chatbots & virtual assistants optimize customer experience with personalized support & round-the-clock assistance for brand loyalty & effic...
Ashley Shedlock
Content Producer at Greenbook
Creativity Is the Last Hope of Our Species: When “I’m Not a Robot” Doesn’t Cut It
4 min read
Discover how the rise of predictable communication leads to people being mistaken for AI. Explore the role of AI in enhancing our creativity and human...
Ben Jenkins
Co-Founder at Okay Human
Are the Hopes & Dreams of Your Business Hidden in Unstructured Data?
10 min read
Unlock AI for business growth with image, video, voice, and text analysis. Gain insights in healthcare, e-commerce & more. Enhance customer understand...
Ashley Shedlock
Content Producer at Greenbook
Gen Z Favors AI Over Humans: 6 Insights
5 min read
Learn why Gen Z turns to AI for guidance, explore its effects on professional growth, and learn strategies to bridge the human-AI advice gap in the wo...
Matt Gullett
SVP, Insights Technology at Bellomy Research, Inc.
Karen Lynch
Chief Programming Officer at Greenbook
Navigating Innovations and Ethical Challenges
Stay informed on market research trends like partnerships, synthetic samples, generative AI, and eth...
Is Now The Time For Synthetic Sample?
9 min read
Explore the world of synthetic data for decision-making. Fuel research with experiments and simulations while maintaining privacy and statistical prop...
Ashley Shedlock
Content Producer at Greenbook
Stop AI Washing: Using AI as an Ingredient to Deliver Measurable Business Outcomes
5 min read
Discover the impact of AI Washing on business and society. Learn about responsible AI applications and the importance of human input in this insightfu...
Billee Howard
CEO and Founder at Brandthro
The Greatest Challenge Between Insight and Creative
3 min read
Discover the future of advertising with GenAI revolutionizing the way ads are created. Embrace the momentum and explore the trajectory of this technol...
Ken Roberts
Chief Innovation Officer at Forethought
Karen Lynch
Chief Programming Officer at Greenbook
Caution: GenAI will Deliver Bad Creative Faster
4 min read
Explore how GenAI is set to replace creative writing and revolutionize the industry. Dive into the power of AI and its impact on process, inputs, and ...
Ken Roberts
Chief Innovation Officer at Forethought
Greenbook Future List Spotlight: Bill Valle
5 min read
Discover how Bill Valle, Senior Director of Innovation at Quid, revolutionizes market research with Generative AI, delivering actionable insights effi...
Karen Lynch
Chief Programming Officer at Greenbook
Principles to Follow for Success with Synthetic Sample
3 min read
Embrace the future of market research by combining human insights and reliable synthetic samples for unbiased research and enhanced brand perception.
Neil Dixit
Founder and CEO at Panoplai
Embracing Innovation: The Transformative Impact of the ‘Hottest Technologies’ in Market Research
2 min read
Discover the future of market research with chatbots and synthetic samples. Enhance insights, reduce costs, and overcome data collection challenges.
Kathryn Topp
Founder & CEO at Yabble