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Synthetic Hype vs. Reality: Where AI in Insights Is Actually Heading
In the Exchange episode 127, Karen Lynch and Lenny Murphy unpack synthetic data, AI limits, and the ...
Who Really Decides (For Now)? Mapping the Power Structure Behind Insights Decisions
Technology is transforming who knows the customer best. Amid AI and data floods, human-centered insights remain brands’ strongest advantage.
Andrew Reid
CEO and Founder at Rival Group
Karen Lynch
Head of Content at Greenbook
Deployment Is the New Battleground: What OpenAI and Anthropic’s PE JVs Signal for Insights
The AI race shifts to deployment. How OpenAI and Anthropic are scaling real-world adoption and redefining where value is created.
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From Panel to People: Practical Strategies for Building Inclusive and Bias-Free Research in 2026
In 2026, research teams move beyond AI adoption. Learn how to build inclusive panels, reduce bias, and deliver more credible, representative insights.
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Optimistic, but Not Yet Ready: What Our Latest MRII Study Reveals about the Future of Insights
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)
Laura Gonzalez Quijano on Human-Centered Innovation, Emotion, and the Future of Insights
Future List Honoree Laura Gonzalez Quijano explores empathy, AI, and human-centered innovation in shaping the future of insights.
Karen Lynch
Head of Content 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.
When Consumer Behavior Moves Faster Than Your Business Model │ The Exchange: Episode 130
April 27, 2026
IIEX Europe
Amsterdam
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The Future Role of the Researcher Is Taking Shape
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Synthetic research is evolving fast. Beyond the hype, what can it truly do well today — and where does it still fall short for insights teams?
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B2B mystery shopping falls short. Track real in-market buyers with AI moderation to scale authentic insights across the full decision journey.
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Explore how AI, behavioral data, and agentic commerce are reshaping the consumer journey and what it...
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Speed alone makes CX feel cold. Discover digital empathy, designing tech that builds trust, confidence, and inclusion beyond faster interfaces.
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In the Age of AI, "Point of View" is the Only Moat Left
As AI commoditizes research, traditional moats fade. Stand out by owning a clear point of view—not offering everything to everyone.
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Who Do You Trust? Rethinking Data, AI, and Decision Making
Synthetic data is becoming core infrastructure. Explore new tools, AI agents, and the real challenge...
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The Future Role of the Researcher Is Taking Shape
As AI accelerates research, the insights role isn’t disappearing, it’s evolving. Discover how researchers shift from creators to guardians of quality ...
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Head of Content at Greenbook
The Battle for Verified Humans: AI's Data Quality Reckoning
AI is consolidating fast. Explore enterprise strategies, hybrid models, and the race for verified hu...
Partner Content
GLP-1 Is Not Just Shrinking the Grocery Basket — It Is Reshaping It
GLP-1s are reshaping demand—less snacking, more protein. AI interviews reveal why behavior is shifting and what scanner data misses.
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CEO and Co-Founder at Pogo
What Synthetic Research Can Do Now, and What It Still Can’t
Synthetic research is evolving fast. Beyond the hype, what can it truly do well today — and where does it still fall short for insights teams?
Karen Lynch
Head of Content at Greenbook
No Actors, No Scripts: The End of Simulated B2B Research
B2B mystery shopping falls short. Track real in-market buyers with AI moderation to scale authentic insights across the full decision journey.
Alexandra Gil
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From Behavioral Data to AI Commerce: Why the Consumer Journey Is Breaking (and Being Rebuilt)
Explore how AI, behavioral data, and agentic commerce are reshaping the consumer journey and what it...
Digital Empathy: When Technology Stops Being Cold and Starts Being Kind
Speed alone makes CX feel cold. Discover digital empathy, designing tech that builds trust, confidence, and inclusion beyond faster interfaces.
Lolitta Suffian
Senior Vice President, Customer Experience at Bank Simpanan Nasional
In the Age of AI, "Point of View" is the Only Moat Left
As AI commoditizes research, traditional moats fade. Stand out by owning a clear point of view—not offering everything to everyone.
Norbert Sari
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AI Agents Are Already Making Your Decisions For You
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Segments are Convenient. They're Also Wrong.
How neuroscience exposes the limits of demographic thinking in advertising.
Thomas Ramsøy
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Featured Articles
Energizing Insights, Leading with Empathy, and Turning Understanding into Action: A Conversation with Nitesh Priyadarshi
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Karen Lynch
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Karen Lynch
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Karen Lynch
Head of Content at Greenbook
Karen Lynch
Head of Content at Greenbook
Karen Lynch
Head of Content at Greenbook
Karen Lynch
Head of Content at Greenbook
Karen Lynch
Head of Content at Greenbook
Karen Lynch
Head of Content at Greenbook
Karen Lynch
Head of Content at Greenbook
Karen Lynch
Head of Content at Greenbook
Karen Lynch
Head of Content at Greenbook
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Head of Content at Greenbook
Karen Lynch
Head of Content at Greenbook
Karen Lynch
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Synthetic Hype vs. Reality: Where AI in Insights Is Actually Heading
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Chief Advisor for Insights and Development at Greenbook
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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
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The Future Role of the Researcher Is Taking Shape
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In the Age of AI, "Point of View" is the Only Moat Left
As AI commoditizes research, traditional moats fade. Stand out by owning a clear point of view—not offering everything to everyone.
Norbert Sari
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Your Market Research is Already Outdated—Here’s How AI Changes That
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Synthetic Hype vs. Reality: Where AI in Insights Is Actually Heading
In the Exchange episode 127, Karen Lynch and Lenny Murphy unpack synthetic data, AI limits, and the ...
Karen Lynch
Head of Content at Greenbook
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Market Research Institute International study finds an optimistic field despite AI lag and skill gaps. The future belongs to those who turn insights i...
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The Future Role of the Researcher Is Taking Shape
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AI is consolidating fast. Explore enterprise strategies, hybrid models, and the race for verified hu...
In the Age of AI, "Point of View" is the Only Moat Left
As AI commoditizes research, traditional moats fade. Stand out by owning a clear point of view—not offering everything to everyone.
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Video Library
Stream the latest expert insights
Synthetic Hype vs. Reality: Where AI in Insights Is Actually Heading
In the Exchange episode 127, Karen Lynch and Lenny Murphy unpack synthetic data, AI limits, and the ...
The Battle for Verified Humans: AI's Data Quality Reckoning
AI is consolidating fast. Explore enterprise strategies, hybrid models, and the race for verified hu...
From Behavioral Data to AI Commerce: Why the Consumer Journey Is Breaking (and Being Rebuilt)
Explore how AI, behavioral data, and agentic commerce are reshaping the consumer journey and what it...
Who Do You Trust? Rethinking Data, AI, and Decision Making
Synthetic data is becoming core infrastructure. Explore new tools, AI agents, and the real challenge...
AI Agents Are Already Making Your Decisions For You
AI agents are reshaping work and shopping. Explore startups, OpenAI, and Salesforce racing to own ag...
AI in Market Research: How Leadership and Insights Are Evolving
How AI is reshaping market research, leadership, and decision-making—plus what it means for the futu...
From Scrolling to Signal: How AI Is Turning Video Into Decision Intelligence
Explore how agentic and conversational AI turn video feedback into structured insights, enabling fas...
From Bots to Breakthroughs: The New Playbook for Market Research
Karen Lynch and Lenny Murphy unpack AI disruption in research, from agentic tools and survey fraud t...
AI, Chaos, and the Next Phase of Innovation
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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 ...
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Watch agentic and conversational AI in action. See live demos transforming qualitative research, pan...
When AI Takes the Wheel: The Future of Consumer Intelligence
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Synthetic Hype vs. Reality: Where AI in Insights Is Actually Heading
In the Exchange episode 127, Karen Lynch and Lenny Murphy unpack synthetic data, AI limits, and the ...
The Battle for Verified Humans: AI's Data Quality Reckoning
AI is consolidating fast. Explore enterprise strategies, hybrid models, and the race for verified hu...
From Behavioral Data to AI Commerce: Why the Consumer Journey Is Breaking (and Being Rebuilt)
Explore how AI, behavioral data, and agentic commerce are reshaping the consumer journey and what it...
Who Do You Trust? Rethinking Data, AI, and Decision Making
Synthetic data is becoming core infrastructure. Explore new tools, AI agents, and the real challenge...
AI Agents Are Already Making Your Decisions For You
AI agents are reshaping work and shopping. Explore startups, OpenAI, and Salesforce racing to own ag...
AI in Market Research: How Leadership and Insights Are Evolving
How AI is reshaping market research, leadership, and decision-making—plus what it means for the futu...
From Scrolling to Signal: How AI Is Turning Video Into Decision Intelligence
Explore how agentic and conversational AI turn video feedback into structured insights, enabling fas...
From Bots to Breakthroughs: The New Playbook for Market Research
Karen Lynch and Lenny Murphy unpack AI disruption in research, from agentic tools and survey fraud t...
AI, Chaos, and the Next Phase of Innovation
The insights industry is being rebuilt by AI. Learn how new tools, pricing models, and market moves ...
What Happens When AI Becomes the Baseline for Insights?
In an AI-first era, advantage comes from strategy, not tools. Discover what will define winning insi...
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 ...
Eileen Campbell on AI, Brand Building, and the Future of Market Research in 2026
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What Happens When Machines Start Making Our Decisions?
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From Hype to Hands-On: What Agentic & Conversational AI Really Means for Research
Watch agentic and conversational AI in action. See live demos transforming qualitative research, pan...
When AI Takes the Wheel: The Future of Consumer Intelligence
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