Research ROI
The Greenbook Podcast
Heineken’s Mary Beth Jowers on Driving Insights-Led Change
Mary Beth Jowers of Heineken shares how insights teams can drive change, influence decisions, and increase the ROI of research.
Karen Lynch
Chief Programming Officer at Greenbook
Know Your Dealer: Where is Your Speed Coming From?
5 min read
Learn why trusted AI insights require structured data, human verification, and research rigor, not just faster dashboards.
Stefanie Francis
Founder & CEO at Hootology
Overcoming Barriers to AI Adoption in Business
4 min read
AI hurdles like cost and skills are speed bumps, not walls. Start small, train teams, secure data, and act before competitors pull ahead.
Ruth Stanat
CEO at SIS International Research
The Power of Purpose: How Charitable Giving Strengthens the Insights Community
3 min read
Esomar Congress 2025 reminded us that impact isn’t just data—charitable giving and community leadership are reshaping the insights industry.
Ed Keller
Executive Director at Market Research Institute International (MRII)
Why Most Market Segmentations Fail - And How to Make Yours Work
8 min read
Customer segmentation should drive growth, yet most fail. Learn why segmentations break down and how to build one that actually works.
Seán McNally
Founder & Managing Director at Eris Strategy
Online vs. In-Person Focus Groups: Which Delivers the Best Value for Your Research?
6 min read
Compare online and in-person focus group costs, trade-offs, and ROI. Learn when each delivers better insights—and how to maximize value in both format...
Ashley Shedlock
Content Producer at Greenbook
How to Write a Great Case Study in the Insights and Analytics Industry
3 min read
Discover how impactful case studies connect data to decisions. Learn to craft compelling narratives that showcase research's vital role in driving bus...
Karen Lynch
Chief Programming Officer at Greenbook
Why Brand Building Is the Top Priority for CMOs in 2026
4 min read
CMOs are moving beyond ROI. With 62% tracking brand awareness, marketing is re-centering on brand as a critical growth driver.
Nicky Marks
CEO at Censuswide
Owning Our Destiny: A Strategic Response to Supplier Pressures
2 min read
The insights supply side faces structural shifts, not trends. Agencies must prove their value through sharper connection, creativity, and innovation.
Matthew Lintern
Global CEO at MMR Research
The Value of Time in Research: How AI Shifts the Equation
6 min read
The real ROI of research is insights per minute. AI-driven qual, quant, and synthetic data boost efficiency and elevate decision impact.
Jason Talwar
Principal VP, Methods & Innovation at NewtonX
The Hidden ROI of AI: Measuring Value Beyond the Balance Sheet
4 min read
AI’s biggest ROI is invisible. It prevents costly risks, automates work, fuels innovation, and strengthens long-term business competitiveness.
Ruth Stanat
CEO at SIS International Research
New Study Finds Marketing Leaders Need More Timely Data to Trust Intuition
3 min read
New research reveals why marketing leaders still struggle to turn data into action, highlighting barriers that limit the impact of business intelligen...
Ali Henriques
Head of Market Research at Qualtrics
Partner Content
Reimagining Pack Design Testing with myBehaviorally: Packaging Deserves a System Built for Decision Precision
4 min read
Packaging choices demand proof. Learn how insights guide brand teams and leaders toward designs that deliver ROI and sales impact.
Brent Snider
Managing Director of Global Business Development at Behaviorally
The Sea Change: Insights from the 2025 GRIT Business Outlook
4 min read
GRIT’s Business Outlook reveals a research industry at a crossroads—tech-driven, cost-conscious, and demanding insights that drive real decisions.
Elaine Riddell
Managing Director at Oaklins DeSilva+Phillips
The Sea Change Is Here: Adapt or Get Left Behind
2 min read
The insights industry is undergoing a seismic shift—AI, M&A, and tech-led models now define survival, growth, and dominance in a tighter budget era.
The 3 P’s of Going to Market: Set Up Your New Launch for Success
5 min read
A strong go-to-market plan is key to a successful launch. Maximize ROI and reduce risk with a clear roadmap for introducing your product or service.
Norbert Sari
CEO & Creative Director at Rodeo13
Revolutionizing Marketing and Ad Agencies: Embracing Early and Iterative Approaches in Modern Market Research
6 min read
Boost agility and reduce risk with iterative testing. Learn how to vet ideas before production, pivot quickly, and implement effective testing strateg...
Kristine Kliewer
Senior Production Design Manager at Orchard Insights
The Greenbook Podcast
Insights, Spirits, and Strategy: A Conversation with Suntory’s Paul Thomas
Join Karen Lynch and Paul Thomas as they explore the evolving role of client-side researchers, insights-driven ROI, and storytelling in the spirits in...
Karen Lynch
Chief Programming Officer at Greenbook
Market Research Dashboards 101
4 min read
Market Research Dashboards provide real-time insights, track trends, and guide strategic decisions with data visualization, helping businesses stay co...
Ashley Shedlock
Content Producer at Greenbook
4 Trends Shaping Market Research in 2025
8 min read
Explore 2025 market research trends: synthetic data, ROI focus, and custom research designs to tackle product complexity and thrive in a changing land...
Stephan Basson
Content Marketing Manager at Factworks
Partner Content
5 Ways Real Customers Are Better Than Gen Pop for Making Billion Dollar Business Decisions
5 min read
Trust real users for research to drive better insights, save costs, and build loyalty. Learn why customer-focused studies outperform general populatio...
How Much Do Mystery Shopping Companies Charge?
6 min read
Discover how mystery shopping companies charge with diverse fee structures. Evaluate costs, quality, and reputation for optimal business enhancement.
Ashley Shedlock
Content Producer at Greenbook
Audience Segmentation Is Getting a Bad Rep: Try Designing With End Use in Mind
5 min read
Discover how complex segmentation strategies hinder effective marketing. Learn to align segmentation with clear objectives for impactful consumer enga...
Katie Warwick
Partner at Hall & Partners
Partner Content
Reimagining Insight Communities: 3 Strategies to Maximize Engagement and Research ROI
5 min read
Discover the power of insight communities to enhance your research team's impact by optimizing recruitment, engagement, and distribution strategies.
Jennifer Reid
Co-CEO and Chief Methodologist at Rival Group
Elevating the Researcher Experience: It’s Time to Fix the Failings and Foster Success
3 min read
Research suppliers/partners must take the lead in successfully managing researchers through change, including when to adopt new technology and how to ...
Reed Cundiff
CEO at Sago