Insights & Innovators Podcast from MRII

Episodes

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  Beyond the Hype: Real Evidence from AI-Moderated Research with Matteo Cera 30.07.2026 27m

  A human connection may build more rapport, but it may not change what people disclose. In this episode, host Zontziry “Z” Johnson, Founder of MRXplorer, talks with Matteo Cera, CEO, Glaut, about independent studies testing AI-moderated interviews against human-moderated interviews and traditional surveys. They unpack biometric findings from Curtin University on comfort, stress, and disclosure, plus controlled experiments from the University of Mannheim and Human Highway showing longer, more varied responses and more themes than static surveys. They also discuss when humans still matter most, the role of voice vs text, built-in detection of uncooperative respondents during fieldwork, and why AMIs may be better framed as an evolution of survey methodology rather than “qual at scale.”00:00 Big Question Setup00:36 Meet the Guest01:14 Rapport vs Disclosure02:20 Anxiety and Biometrics03:29 When Humans Matter04:26 Independent Study Design07:31 Why Not Qual at Scale10:47 Richer Data KPIs12:23 Voice vs Text Findings13:33 Honesty and Openness15:03 Data Quality and Cleaning17:14 Respondent Experience Wins20:23 Industry Impact and ROI22:02 Researchers Role and Myths24:36 Wrap Up and Subscribe#MarketResearch #MarketResearchTrends #InsightsForBusiness#AIMarketResearch #MarketResearchSkillsInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  Building Human Connections in the Era of AI with Stacy Taffet 23.07.2026 29m

  If everything becomes perfectly optimized, it all starts to look the same, and that’s where brand building dies. In this episode, Nick Graham, Founder of Vertemis, speaks with Stacy Taffet, Chief Growth Officer at The Hershey Company, about keeping marketing and insights deeply human in an AI-shaped world. They discuss why true consumer centricity is about understanding the “why,” not just dashboards; how insights teams can shift from reporting to shaping decisions through synthesis and conviction; and how to build an embedded foresight muscle that connects short-term performance with long-term signals. Stacy shares where AI helps with precision and scale, where it falls short on emotion and cultural resonance, and what leaders can do to create clarity, calm, and focus under pressure.00:00 Curiosity And Conviction00:22 Podcast Intro And Guest03:16 Consumer Centricity Beyond Data05:36 Future Of Insights Teams08:19 Building A Foresight Muscle11:34 Trends Redefining Food Needs14:12 AI Versus Creativity18:22 Human Connection Wins20:33 Leading With Clarity23:44 Career Advice For Insights26:34 Wrap Up And Subscribe#MarketResearch #MarketResearchTrends #InsightsForBusiness#AIMarketResearch #MarketResearchSkills Subscribe to our Podcast, MRII Insights & InnovatorsInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  Trust But Verify: Validating AI in the Insights Industry with Christopher Barnes 09.07.2026 31m

  In this Insights and Innovators Podcast episode, host Niels Schillewaert (Head of Research, Conveo.ai) speaks with Christopher Barnes, President of Escalent, about how market research organizations are approaching AI, why many fail to rigorously validate AI outputs, and how persuasive, energy-efficient model changes can increase risk. Barnes argues insights teams must become “insights and action” professionals, tighten the distance between findings and business impact, and adopt strong validation practices using human data and human-in-the-loop review. He shares examples of risky AI misuse, explains how to separate valuable tools from hype through piloting and showing work, and highlights near-term value in persona bots and research process agents. Barnes also describes Escalent’s mandatory AI certification and the need to prove measurable growth impact for clients.00:00 AI Training Mandate00:34 Podcast Welcome01:04 Three AI Adoption Camps03:03 Ahead Versus Risky04:19 Why Validation Lags07:07 Validation Best Practices09:44 Persuasive AI Pitfalls10:47 Who Owns Validation13:00 Hype Versus Value14:32 High Value Use Cases16:46 Upskilling The Team20:24 From Research To Advice21:50 Skills For The Shift24:21 Pollster Mindset Advice26:15 Proving Business Impact26:51 Closing And SubscribeExplore more episodes and resources → https://www.greenbook.org/podcast-network Learn more about MRII → https://mrii.org/
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  Beyond the Hype: Making AI Work in Insights with Pankaj Chopra 02.07.2026 33m

  Most AI projects fail when teams treat AI like a plug-in tool instead of a fully integrated system embedded in real workflows. In this episode, Nick Graham, Founder of Vertemis, speaks with Pankaj Chopra, VP & head of Data, Analytics & AI at Edgewell Personal Care, about the biggest myths in AI for insights and why pilots often never scale. They unpack what it takes to move from ad hoc experimentation to measurable business impact, including starting with clear business questions, building a robust proof of concept tied to ROI, making smart build-versus-buy tech decisions, and assembling the right mix of talent to support governance and translation. Pankaj also explains why adoption is the real marker of success and how insights teams can stay valuable through technical fluency, curiosity, and stronger storytelling.00:00 Why AI Tools Fail00:20 Podcast Intro and Guest02:48 AI Myths in Insights06:44 Tools vs Systems09:53 Roadmaps and Value Chain13:38 From Pilots to Scale14:50 Three Enablers to Scale21:54 AI as Teammate24:47 Future Skills for Insights30:21 Closing TakeawaysInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  How Can Insights Agencies Grow and Become Indispensable with Paul Griffiths 25.06.2026 28m

  “If we can’t demonstrate our value, we may not deserve to exist.” Paul Griffiths, Founder, Client Advocates, joins host Nick Graham, Founder, Vertemis, to unpack what insights agencies must do to grow in a disrupted market. They discuss why agencies often sell process over commercial outcomes, and how competitors like consultancies win by linking research to decision confidence and business impact. Paul argues the biggest growth opportunity is in the gaps between projects through consistent, value-driven communication, stakeholder mapping, and better packaging of insights (exec summaries, short videos, quarterly syntheses). He outlines making everyone accountable for relationship building via account activation, being less bashful about proactive outreach, using AI to test hypotheses about client pressures, and developing “what, so what, now what” storytelling that drives action.00:00 Stakeholders First Mindset00:26 Podcast Intro and Guest01:45 Why Value Matters Now02:57 Process vs Commercial Impact05:18 Grow by Deepening Clients07:55 Account Activation for All10:13 Be Bold in Outreach11:48 From Supplier to Partner14:17 Personal Rapport Skills16:31 AI for Proactive Ideas18:22 Build Brand Salience20:46 Tell Better Insight Stories22:42 Leadership Advice and WrapInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  How Biases and Blindspots Block Great Marketing with Roger Jackson & Dr. Tim Holmes 11.06.2026 40m

  Some of the biggest barriers to great marketing aren’t in consumers’ minds, but in marketers’ own blind spots and biases. In this episode, Nick Graham, Founder, Vertemis, speaks with Roger Jackson, CEO, Shopper Intelligence and Dr. Tim Holmes, Neuroscientist, Researcher, and Author, about their book The Nursery Rhyme Conundrum and why we routinely overestimate how clearly we communicate. They explore why teams default to safe, forgettable work, how “being nice” and groupthink weaken feedback, and why leaders should separate the idea from the person to protect risk-taking. The conversation also looks at how AI can amplify authority bias, shrink the client–agency challenge gap, and even create biased “artificial participants,” making human judgment and evidence-driven insights roles more critical.00:00 Separate Ideas From People00:33 Podcast Intro And Guests02:36 Why Marketers Misjudge Themselves06:31 Nursery Rhyme Conundrum Explained10:13 Feedback Loops And Being Nice16:42 Risk Aversion Makes Marketing Forgettable19:50 Insights Role Evidence And Groupthink25:01 AI Authority Bias And Bubble Risks32:02 Advice For Next Gen Insights Leaders37:12 Closing Takeaways And OutroInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  How to Manage Culture with Tara Marotti 04.06.2026 27m

  Culture won’t move at the speed of strategy, so leaders have to back up the message with consistent actions. In this episode, Jon Last, President, Sports and Leisure Research Group, talks with Tara Marotti, President & CEO, Burke Inc., about leading a 95-year legacy organization through rapid change as it evolves into a global, data-driven consultancy. Tara shares how AI, client budget pressure, and faster decision cycles are reshaping the insights industry, and why leadership alignment and a steady communication cadence matter. They discuss transparency and the “why” behind change, creating psychological safety, and leaning into tough conversations. Tara also covers hybrid culture-building, training teams to experiment with AI, and how employee ownership influences trust, stability, and long-term transformation.00:00 Consistency Through Communication00:15 Podcast Welcome and Theme01:02 Meet Tara and the Challenge01:42 Industry Shifts and AI Pressure02:49 Holding Vision and Priorities04:02 Legacy Meets Innovation04:50 One Voice Leadership06:14 Team Alignment Tactics09:21 Cadence and Transparency12:36 Authenticity and Explaining Why14:29 Bringing People Along Daily16:03 AI Training and Employee Agency17:24 Reading the Room on Change19:36 Culture in a Hybrid World20:55 Intentional Culture and Values22:27 ESOP Ownership and Transformation24:20 Closing Advice for Leaders25:46 Wrap Up and SubscribeInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  Burning Bright Without Burning Out with Jing Mertoglu 28.05.2026 32m

  Energy is “oxygen for leadership,” and it’s a choice you make in every interaction. Jing Mertoglu, Global VP Insights and Analytics, Suntory Global Spirits, joins host Nick Graham, Founder, Vertemis, to talk about burning bright without burning out. They explore heliotropic leadership and why teams naturally gravitate toward leaders who bring light rather than drain it, even during tough conversations. Jing shares practical ways to deliver difficult feedback with empathy and preparation, build trust and psychological safety, and protect your energy through boundaries, perspective, and self-kindness. They also discuss using passion points to guide career decisions, staying honest about what motivates you, and feeding curiosity through thought leaders, books, and podcasts while keeping a healthy life outside of work.00:00 Energy Beyond Work00:25 Podcast Intro Burnout Theme01:06 Meet Jing Urtulu02:06 Energy Is Leadership Oxygen04:21 Heliotropic Leadership Light08:40 Kind Yet Accountable09:37 Difficult Feedback With Empathy12:41 Protecting And Resetting Energy17:28 Passion As Career Filter22:00 Learning Curiosity Sources25:17 Advice For Emerging Leaders28:39 Closing Takeaways And WrapInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  The New Research Architecture with Carol Haney 14.05.2026 31m

  “Don’t let AI make you stupid” is the warning at the center of this conversation about how research is changing. Carol Haney, Head of Data Science, Statistics & Research at Qualtrics, joins host Niels Schillewaert, Head of Research at Conveo.ai, to discuss whether declining survey response rates signal a temporary dip or a structural shift in market research and CX. They cover practical survey fundamentals (shorter surveys, fewer “kitchen sink” questions, and consistent follow-up on open ends), the rise of ambient listening from call and chat transcripts, and how organizations are blending surveys, social data, and AI into composite metrics. Carol also explains how AI can speed questionnaire design, fielding, and analytics while still requiring strong methodology and critical thinking.00:00 Stats Meets Agentic AI00:18 Podcast Intro and Big Question02:55 Are Surveys Still Relevant06:29 Fixing Survey Fundamentals08:15 How Companies Are Adapting10:28 Business Impact and ROI14:14 Ambient Listening Explained16:23 Composite Metrics and Indexing18:55 Researcher Skills in the AI Era22:00 Using AI Without Losing Rigor26:35 Future of Insights Teams27:55 Key Takeaways and ClosingInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  How To Turn Insights Into Real Business Impact with Elizabeth Oates 07.05.2026 32m

  If your insights are only “interesting,” they can easily get ignored, so start with the business choice you’re trying to influence. In this episode, Nick Graham, Founder, Vertemis, talks with Elizabeth Oates, VP Consumer Insights, Molson Coors Beverage Company, about turning research into action and building insights functions that drive decisions. Elizabeth shares the moment that led her to write More Than Just Interesting and explains how to reframe requests by asking: what action is being considered, why it isn’t happening yet, and what success looks like. They discuss measuring impact by whether insights has a seat at key decision tables, planning ahead for business cycles, and strengthening communication and partnership skills. Elizabeth also frames AI as an incremental way to extend reach when time and budget are constrained.00:00 Why Communication Matters00:26 Podcast Welcome and Guest Intro02:29 Why She Wrote the Book05:28 Never Be Interesting06:41 From Insight to Action08:25 Start With the Decision13:37 Measuring Insights Impact19:07 Proactive Partnership Skills22:12 AI and the Real Threat25:42 New Role at Molson Coors27:10 Advice for Rising Leaders28:11 Key Takeaways and Wrap UpInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  How Insights Drive Disruption with Vineet Mehra 30.04.2026 27m

  “Today is the worst AI we’ll ever have,” and that shift is rewriting what insights teams must deliver. In this episode, Vineet Mehra, Chief Growth & Marketing Officer, Chime, joins host Nick Graham, Founder, Vertemis, to discuss what the C-suite values most from insights: not reporting, but synthesis that connects product value to real human needs. Vineet shares how Chime used segmentation, ethnographic research, and jobs-to-be-done to build product-market fit and a brand platform, including a pivotal shift from “financial peace of mind” to progress and ambition. They also cover why a cross-industry career builds transferable advantage, and how AI, synthetic research, and automation will speed up analytics while raising expectations for strategic recommendations.00:16 Podcast Welcome01:31 Golden Age Marketing04:01 Real Value of Insights06:55 How Chime Disrupts09:20 Feels Like Progress10:45 Mission Shift Nugget13:59 Career Jungle Gym19:13 AI Disrupts Insights24:51 Wrap Up and ThanksInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  How to Build the Insight Edge with Vivek Banerji 16.04.2026 34m

  More information doesn’t automatically lead to better insights, and the relationship between data and insight is nonlinear. Vivek Banerji, Author & Founder, Insight Dojo, joins host Niels Schillewaert, Head of Research, Conveo.ai, to unpack why organizations often conflate insight with information and stay “data rich but insights poor.” They discuss what leaders and insights teams miss most often: clearly defining the real problem, acknowledging uncertainty, and avoiding the trap of confirming leadership hypotheses. Vivek shares a case where ethnographic work with doctors overturned a plausible assumption and helped drive a 40% sales increase through a clearer mechanism story. The conversation also explores the “pragmatic polymath” mindset, micro-mastery for skill building, and how AI works best when paired with real-world experience, judgment, and human-centered thinking.00:00 Polymathic Teaser00:20 Podcast Welcome01:26 Data Rich Insights Poor03:09 Insight vs Information05:07 Building the Insight Edge08:35 Has Insight Improved10:52 What Counts as Insight12:28 Ethnography Case Study19:08 Pragmatic Polymath23:46 Cultivating Polymath Skills27:11 AI and Human Judgment29:53 Career Habits for Insight31:49 Wrap Up and SubscribeInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  Stop Shipping Decks, Start Shipping Decisions with Oksana Sobol 09.04.2026 43m

  What we deliver isn’t insights or models, it’s growth ideas and better business decisions. Oksana Sobol, Vice President, Insights and Decision Intelligence, The Clorox Company, joins host Nick Graham, Founder, Vertemis, to explain how expectations for insights and analytics are shifting as organizations become faster, flatter, and more AI-enabled. They discuss moving from a “function” to an always-on capability embedded across the business, reallocating effort toward problem shaping and activation, and reframing outputs from 20-page decks to decision-focused narratives. Oksana shares how Clorox is upskilling teams and business partners, dynamically deploying resources, and democratizing consumer knowledge with gen AI tools. They also cover the skills that matter most now: data fluency, understanding and predicting human behavior, and stronger influencing to drive outcomes.00:00 Growth Ideas and Decisions00:13 Podcast Intro and Guest02:00 Why Insights Must Evolve05:53 From Function to Capability08:17 Clorox Transformation Playbook11:38 Stop Shipping Decks15:19 Problem Shaping and Activation18:23 Democratizing Consumer Knowledge22:06 Skills for Modern Insights27:55 How Teams Upskill30:25 AI and the Human Role34:22 Career Advice and T-Shapes39:01 Optimism and Wrap-UpInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  Cultivating Relationships vs. Selling Research Projects with Eileen Campbell 02.04.2026 33m

  If you have perfect data but politics still block action, your job is to help overcome those forces, not just point to the dataset. Eileen Campbell, Founder of Womintuition, joins host Jon Last, President of Sports and Leisure Research Group, to discuss why the insights industry is shifting from selling one-off projects toward becoming ongoing decision partners. They cover market bifurcation between DIY platforms and high-value relationships, breaking down silos to deliver horizontal, cross-category context, and hiring for curiosity and creativity. The conversation explores how AI can mine organizational knowledge while humans add judgment, pattern recognition, and the ability to challenge internal biases. They also address pricing beyond time-and-materials, making insights more visible through design thinking and storytelling, and a case example of research elevating the value of IMAX messaging for studios.00:00 Data Meets Politics00:14 Show Intro and Guest01:33 Projects to Partners04:06 Why Change Is Hard05:46 Decision Partner Model07:27 Hiring for Curiosity09:15 DIY Research Pressure12:03 AI Plus Human Insight15:31 New Capabilities and Pricing19:24 Pattern Recognition Edge25:17 Client Side Leadership Tips28:11 CMO Story IMAX Impact31:04 Key Takeaways and WrapInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  How Gen AI is Revolutionizing Market Research with Stefano Puntoni 19.03.2026 42m

  How Gen AI is Revolutionizing Market Research with Stefano PuntoniGenAI should not just help market research teams do today’s work faster, but enable “better things,” including work they are not doing at all. Stefano Puntoni, Co-Director, Wharton Human-AI Research, The Wharton School, joins host Nick Graham, Founder, Vertemis, to reframe GenAI’s impact from productivity to effectiveness, discussing just-in-time insights, synthetic data as an alternative to “no data,” and reaching hard-to-sample or restricted audiences. They unpack misconceptions and identity threat, argue for hybrid approaches combining human and synthetic inputs, and distinguish synthetic personas from true digital twins built from data on real individuals. The conversation also covers where LLMs may excel (belief estimation) versus struggle (context-driven experimental responses), how leaders can map use cases across the research workflow, and why accessible coding agents may accelerate experimentation.00:00 Beyond Efficiency00:20 Podcast Welcome01:38 Reframing Gen AI Value03:10 New Research Frontiers08:43 Better Things Not Faster09:55 Synthetic Data Basics10:45 Misconceptions And Threats15:47 When To Trust Synthetic21:22 Digital Twins Explained24:23 Can AI Model Humans31:57 What Leaders Should Do36:12 Staying Sane And Ahead38:07 Future Developments39:20 Key Takeaways OutroInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  How to Practice Authentic, Multicultural Research with Kai Fuentes 12.03.2026 29m

  “The first mistake people make is not hiring the people who look like who you’re trying to talk to.” In this episode, Kai Fuentes, President & CEO, Ebony Marketing Systems, joins host Zontziry “Z” Johnson, Founder, MRXplorer, to unpack what culturally aligned research really requires. They discuss why moderator–respondent alignment can unlock deeper insights, when it matters most (like hair, food, and lifestyle), and how nuance shows up as early as recruiting and screening across subgroups within broad demographics. Kai shares how Ebony builds cultural nuance into analysis, why speed expectations are changing, and how relationship-building and sharing findings back can strengthen trust with communities. They also explore training teams for diverse learning styles and lessons from Kai’s journey as a founder.00:00 Biggest Cultural Mistake00:22 Meet The Host And Guest01:28 Haircare Case Study05:57 Recruiting And Segments10:34 Cultural Nuance In Analysis12:35 Building Community Trust15:19 Training For Learning Styles20:11 Founder Lessons And Pivoting26:28 Wrap Up And ThanksInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  How Can Insights Partner Better with Data and Analytics with Michelle Gansle 05.03.2026 37m

  If insights teams don’t become best buddies with data science and AI, they risk getting sidelined. In this episode, host Nick Graham, Founder of Vertemis, is joined by Michelle Gansle, former Chief Data & Analytics Officer, McDonald’s, to talk about why insights needs to partner better with data and analytics instead of competing for control, budget, or credit. They discuss how big data created silos, why teams still rarely collaborate without being forced to, and how bringing consumer insights, business insights, and data science together early can create “one plus one equals three” outcomes. They explore practical ways to build bridges, from “day in the life” sharing to cross-conference learning, and how AI can support critical thinking, storytelling, and stakeholder-ready recommendations.00:00 Big Data Shockwave00:23 Meet the Host and Guest02:10 Is Insights Losing Ground02:48 Why Teams Compete07:19 AI as Common Cause10:08 Collaboration That Works13:42 Reframing Insights Role17:44 AI Tools and Hacks25:11 Future Skills for Leaders28:30 Practical Bridge Building32:35 Advice for Next Gen35:06 Wrap Up and SubscribeInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  The Evolving Role of Insights in Business with Pavi Gupta 19.02.2026 34m

  Join us as Pavi Gupta, former VP of Insights & Analytics at Chobani, shares his extensive experience in the insights industry with host Stan Sthanunathan, CEO of i-Genie.AI. In this episode, they delve into the evolving role of insights in business, the importance of balancing technological innovation with domain expertise, and the critical difference between collaboration and consensus. Pavi also discusses the importance of curiosity, continuous learning, and the potential and pitfalls of AI in the market research field. Tune in to gain valuable perspectives on driving business impact through insightful leadership.00:00 Introduction and Tech Collaboration00:36 Welcome to the Podcast01:00 Guest Introduction: Pavi Gupta02:05 Pavi's Career Journey06:09 The State of the Insights Industry08:32 Balancing Perfection and Progress12:44 AI's Role in the Future of Insights19:45 Leadership and Influence in Insights29:10 Advice for Newcomers in the AI Era32:26 Conclusion and Final ThoughtsInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/
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  Driving Decision Making and Impact at Scale with Kalindi Mehta 12.02.2026 34m

  Empowering consumer centricity across all levels is critical in today's rapidly evolving business environment. Join Kalindi Mehta, Global VP, Head of Insights, The Estée Lauder Companies, as she sits down with host Jon Last, President of the Sports and Leisure Research Group, to discuss strategies for embedding consumer insights into decision-making processes. This episode dives deep into the significance of democratizing consumer-centric decisions, leveraging AI and technology, and fostering a culture of shared ownership within organizations. Learn how to navigate the complexities of influencing decisions without formal authority and ensuring insights translate to tangible business results.00:00 Introduction to Business Language and Insights00:24 Welcome to the Podcast00:43 Guest Introduction: Kalindi Mehta01:24 Driving Decision Making and Impact at Scale02:30 The Evolution of Consumer-Centric Decisions03:30 Empowering Decision Makers with Consumer Insights06:16 Building Decision-Backed Systems09:20 Influencing Decisions at Scale15:15 The Role of Technology and AI17:27 Defining Success in Insights18:46 Organizational Structure and Insights21:28 Cultural Shifts for Consumer-Centricity22:49 Influencing Without Formal Authority24:09 Aligning Teams Across Markets25:48 Advice for Insights Professionals28:56 Advice for Agencies and Partners30:23 Conclusion and Key Takeaways
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  Unpacking Synthetic Data and Digital Twins with Koen Pauwels 05.02.2026 33m

  In this episode, we dive into the fascinating world of synthetic data and digital twins in marketing research. Host Niels Schillewaert of Conveo.ai is joined by Koen Pauwels, Associate Dean of Research at Northeastern University, who shares key insights from his recent conference at Columbia University. Learn about the practical applications of AI-generated data, why senior executives might over-rely on AI, and how synthetic data should augment human insights rather than replace them. Tune in to explore the benefits, pitfalls, and the future of synthetic data in marketing.00:00 Introduction: Overreliance on AI by Senior Executives00:33 Welcome to Tori's Insights and Innovators Podcast00:47 Introducing Today's Topic and Guest02:43 Understanding Synthetic Data and Digital Twins04:58 Comparing Traditional and Modern Research Tools06:41 Lessons from the Columbia University Conference08:57 The Role of Human Insight in AI11:52 Strategic Decision-Making with AI18:57 Addressing Bias in Digital Twins22:05 Combining AI with Human Input25:41 Practical Implementation Framework28:15 Future of Synthetic Data in Marketing30:14 Final Thoughts and AdviceInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/