148 - Cultural Relevance in Branding with Kira Greenberg

In this episode of the Greenbook Podcast, host Karen Lynch sits down with mixed methods researcher Megan Ruxton—most recently with the FDA and previously with Vibrant Health—to explore how researchers can turn ambiguity into action. From academia to public health to tech, Megan’s career has been driven by a passion for applied behavioral research. She shares how mixed methods can uncover the “unpredictable magic” of human behavior—insights that AI alone can’t capture.The conversation touches on building structure from chaos, navigating stakeholder resistance, the future role of AI in research, and why researchers must embrace both the messy and the measurable. Megan’s blend of optimism, experience, and human-centered thinking offers a refreshing perspective on what’s next for the insights industry.Key Discussion Points:Why applied research brings more impact than theoretical workHow to structure ambiguity using tools like logic models and the Five WhysDefining true mixed methods—and how to select the right sequenceThe irreplaceable role of “emotional squishiness” in a world leaning on AIWhat makes insights actionable in high-stakes decision-makingResources & Links:Beneath the Why – Christopher Brace’s workshop referenced in the episodeYou can reach out to Megan Ruxton on LinkedIn.Many thanks to Megan Ruxton for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Kira Greenberg, Senior Manager of Brand Insights for Jameson at Pernod Ricard USA. With a background in anthropology and deep qualitative research, Kira brings a unique perspective to brand strategy and cultural relevance. She shares how storytelling functions not just as a tool for communication but as a foundation for strategic brand decisions.The conversation spans her category shift from media to spirits, working within a multinational matrix, and the nuanced role of AI in modern research. If you're in insights, marketing, or strategy, this episode will leave you thinking differently about how research connects people, culture, and brands.Key Discussion Points:The power of storytelling in strategic brand insightsShifting categories: from Warner Bros. to Pernod RicardCultural nuance and the art of connecting with diverse audiencesAI’s evolving role in qualitative research workflowsWhy the future of insights depends on deep strategic partnershipResources & Links:Pernod Ricard USAJameson WhiskeyGreenbook's IIEX North AmericaYou can reach out to Kira Greenberg on LinkedIn.Many thanks to Kira Greenberg for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode, Greenbook’s Karen Lynch sits down with Sarah Snudden, Head of US Consumer Insights at JDE Peet’s, for a lively conversation spanning career journeys, coffee obsession, and cutting-edge AI innovation. Sarah shares how her path led from Clorox and Seventh Generation to premium beverage insights at JDE Peet’s, and how she’s using AI agents to explore white space innovation and generate impactful product names.They also unpack key takeaways from IIEX North America, including the evolving role of emotion in insights, why AI must serve research—not define it—and how industry connections fuel continuous learning. A must-listen for insight pros navigating fast-changing tech and business needs.Key Discussion Points:Sarah’s career evolution from Clorox to Keurig to JDE Peet’s and her passion for premium coffee brands like L’OR and Tea FortéUsing AI agents for innovation: how One Strategy Studio’s modular model helps identify white space and accelerate namingThe changing conversation around AI in research: moving from hype to practical use casesTakeaways from IIEX North America, including standout sessions, trends, and why human insight still mattersAdvice for researchers ready to experiment with new tools: start small, focus on outcomes, and skip the tech jargonResources & Links:JDE Peet’sOne Strategy StudioIIEX North AmericaYou can reach out to Sarah Snudden on LinkedIn.Many thanks to Sarah Snudden for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode, Karen Lynch sits down with Sofia Gomez-Garcia, Executive Director of Innovation, Special Projects, and Global Community Management at Warner Bros. Discovery. Sofia shares the behind-the-scenes story of managing the A-List—WBD’s long-standing, non-incentivized insights community of over 45,000 fans—and how fandom fuels research agility and engagement.She unpacks how WBD expands globally while preserving local relevance, and dives into groundbreaking studies like the company’s biometric research on nostalgia-driven content discovery. Plus, hear why Sofia is bullish on experimentation, gamification, and AI’s potential to elevate both speed and quality in insights.Key Discussion Points:The evolution and impact of the Warner Bros. A-List communityWhy a non-incentivized panel works—and how fandom drives participationThe strategic use of sub-communities (e.g., Harry Potter, DC)Expanding globally: launching in Japan, France, and GermanyBiometric research on nostalgia, content browsing, and emotional responseBalancing innovative and traditional methodologiesSofia’s forward-looking take on AI, synthetic data, and research integrityResources & Links:Warner Bros. DiscoveryNeuralSense (biometric research partner)You can reach out to Sofia Gomez Garcia on LinkedIn.Many thanks to Sofia Gomez Garcia for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of the Greenbook Podcast, Karen Lynch sits down with Kalindi Mehta, Global VP of Consumer Foresight, Strategy, and Predictive Analytics at Estée Lauder Companies. Kalindi shares how the beauty industry’s emotional, cultural, and highly personalized nature requires real-time consumer insight and constant innovation.She discusses how AI is transforming the end-to-end insights process—from sensing trends and matching products to co-creating with influencers and optimizing business results. Kalindi also dives into the skills and mindset insights professionals need to thrive in an AI-driven future, and offers practical leadership advice for driving transformation within organizations. A must-listen for anyone navigating the evolving intersection of data, creativity, and consumer foresight.Key Discussion Points:How Estée Lauder uses AI to drive consumer foresight and innovationThe cultural and emotional complexity of beauty consumersBuilding insights capabilities that scale across global teamsWhy AI enhances—rather than replaces—human expertiseSkills and leadership strategies for thriving in AI-powered insights workResources & Links:Estée Lauder CompaniesYou can reach out to Kalindi Mehta on LinkedIn.Many thanks to Kalindi Mehta for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode, host Karen Lynch welcomes Ali Henriques, Global Director at Qualtrics Edge, for a deep dive into the transformation of research services at Qualtrics and how AI is shaping the future of insights. Ali shares her journey from cruise industry research to leading a $120M insights division, revealing how Qualtrics Edge is democratizing access to data through Instant Insights and synthetic audiences.The conversation explores how synthetic data enhances agility, why continuous model hydration is critical, and how companies like Booking.com are already testing these capabilities. With humor, passion, and deep expertise, Ali offers a clear-eyed look at the future of market research and how teams can start exploring AI-driven solutions—today.Key Discussion Points:What Qualtrics Edge is and how it reimagines traditional research servicesInstant Insights: Merging syndicated data with real-time behavioral signalsSynthetic audiences: Training proprietary LLMs to scale insight generationBooking.com’s pilot study and lessons learned from synthetic data comparisonsThe future of research: fast-twitch insights, agentic AI, and democratized decision-makingResources & Links:Qualtrics Edge OverviewBooking.comQualtrics X4 Experience SummitGreenbook IIEX EventsYou can reach out to Ali Henriques on LinkedIn.Many thanks to Ali Henriques for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this inspiring episode of The Greenbook Podcast, host Karen Lynch is joined by Katie O’Connor, incoming SVP of Key Accounts at Behaviorally, to celebrate the 2025 Greenbook Future List honorees. Together, they explore the importance of innovation, mentorship, and visibility in shaping the future of insights.Katie reflects on her career journey, the qualities that fuel success in the research industry, and why Behaviorally chose to sponsor this year’s Future List. The conversation highlights emerging leaders, powerful quotes from honorees, and how industry-wide collaboration is shaping a more inclusive and dynamic future.Key Takeaways:The Greenbook Future List honors early-career professionals driving innovation, strategy, and community impact.Behaviorally’s commitment to nurturing talent and future-facing solutions.Qualities like passion, resilience, creativity, and strategic thinking are consistent markers of rising stars.Mentorship plays a critical role in personal growth and industry transformation.Supporting initiatives like the Future List is an investment in the future of insights.Resources & Links:Learn more about BehaviorallyDiscover the 2025 Greenbook Future List HonoreesExplore Greenbook Events and get involvedYou can reach out to Katie O’Connor on LinkedIn.Many thanks to Katie O’Connor for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of The Greenbook Podcast, host Lenny Murphy sits down with Deb, Director of Data Science at Sigmoid Analytics and a 2025 Greenbook Future List Honoree. Deb shares insights into solving complex data challenges, the evolving role of Gen AI in analytics, and how companies are integrating AI-driven efficiencies. They discuss the future of data science, the shift towards strategic problem-solving, and the importance of upskilling talent in an AI-powered world. Tune in for a thought-provoking discussion on how organizations are embracing AI while navigating unknowns in the industry.Key Takeaways:AI is revolutionizing data analytics, but strategic thinking and human expertise remain essential.Organizations must embrace unknowns and invest in future-proof AI strategies.The industry is shifting from traditional statistical models to AI-driven insights with LLMs and automation.The future of analytics will prioritize business impact over technical complexity.Developing strong problem-solving skills is critical for the next generation of data scientists.Resources & Links:Learn more about Sigmoid AnalyticsYou can reach out to Debapriya Das on LinkedIn.Many thanks to Debapriya Das for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode, Greenbook Podcast host Karen Lynch sits down with Val Pastrana, Global Consumer Science Lead for the AMEA region at Sanofi. With a career spanning leading CPG giants like P&G, Unilever, and Mondelēz, Val shares his journey in insights, innovation, and consumer science.He discusses the importance of embedding consumer-centricity in pharmaceutical product development, the balance between AI-driven research and human-led insights, and the value of a global perspective in shaping innovation. Val also delves into his leadership philosophy, emphasizing authenticity, psychological safety, and fostering individual strengths. Tune in for an engaging discussion on the future of insights and the role of technology in shaping consumer research.Key Takeaways:Consumer insights should be embedded in R&D for true innovation.A global perspective helps balance market-specific needs with scalable solutions.AI is a valuable tool but cannot replace human observation and context.Understanding the deeper motivations behind consumer behavior leads to better innovation.Leadership is about authenticity, nurturing strengths, and fostering psychological safety.Future-back innovation identifies trends by studying extreme consumers.Resources & Links:Learn more about Sanofi Consumer HealthcareYou can reach out to Val Pastrana on LinkedIn.Many thanks to Val Pastrana for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

In this episode of The Greenbook Podcast, host Karen Lynch sits down with Aeton Lim, an Innovation Consulting Manager at Nielsen IQ and a 2025 Future List honoree. Aeton shares his global perspective on market insights, innovation strategy, and how organizations can future-proof their decision-making.He discusses his expertise in emerging markets, the role of corporate governance, sustainability, and his leadership in DEI initiatives. Tune in to gain valuable insights on how businesses can align strategy with external market forces and leverage thought leadership for competitive advantage.Topics Covered:Aeton Lim’s role at Nielsen IQ and global consulting experienceStrategic decision-making and innovation’s role in corporate growthThe importance of aligning business strategy with external market forcesKey trends in emerging markets and consumer behavior shiftsThe role of corporate governance and sustainability in business successThe impact of DEI initiatives and the benefits of reverse mentoringLuxury market trends and digital transformation in e-commerceFuture-proofing insights and innovation for sustainable growthResources & Links:Visit Aeton Lim’s websiteLearn more about Nielsen IQYou can reach out to Aeton Lim on LinkedIn.Many thanks to Aeton for being our guest. Thanks also to our production team and our editor at Big Bad Audio.