Greenbook Podcast

In this episode of the Greenbook Podcast, Lenny Murphy chats with Matt Powell, Managing Director of North America at B2B International. With over 20 years at the company, Matt shares his journey from phone-room interviewer to senior leadership and offers an insider’s perspective on the evolving world of B2B market research. The conversation dives deep into how emotional drivers have overtaken rational ones in B2B decision-making, the rising demand for trustworthy data, and the role of synthetic data and AI in delivering faster insights. Matt also discusses how B2B International’s integration into Dentsu and the launch of Dentsu B2B is reshaping end-to-end research, strategy, and execution. For anyone navigating the intersection of business insights and innovation, this is a must-listen. Key Discussion Points: * Matt Powell’s 20-year career journey at B2B International and lessons from the phone room * How emotion and trust are now leading drivers in B2B decision-making * The role of AI, synthetic data, and rapid insights in modern B2B research * Importance of data quality and human validation in high-stakes B2B studies * Dentsu B2B’s integrated model: combining media, creative, CX, and insights Resources & Links: * B2B International [https://www.b2binternational.com/] * Merkle (Dentsu) [https://www.merkle.com/] * Greenbook GRIT Report [https://www.greenbook.org/grit] You can reach out to Matt Powell on LinkedIn [https://www.linkedin.com/in/powellmatthew/]. Many thanks to Matt Powell 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 speaks with Joel Renkema, Global Head of Insights at Inter IKEA Group. From foundational lessons at Procter & Gamble to shaping strategy at one of the world’s most iconic retail brands, Joel shares how IKEA integrates insights across its entire value chain—from supply and logistics to retail and communication. The conversation covers the power of ethnographic research, IKEA’s unique approach to segmentation and innovation, and how foresight planning informs sustainable, long-term strategies. Joel also discusses how empathy, immersion, and activation are essential for future-proofing insights teams and keeping research human in an AI-driven world. Key Discussion Points: * Joel’s career journey from P&G to Inter IKEA and what he learned at each stop * How IKEA uses ethnographic research and employee-led home visits to fuel innovation * A reframing of segmentation—designing for life stages and universal needs rather than narrow targets * The strategic role of foresight in planning for climate, mobility, and urbanization * Why empathy and business immersion matter more than perfect data in impactful insights work Resources & Links: * Inter IKEA Group [https://www.inter.ikea.com/] * IKEA Life at Home Report [https://lifeathome.ikea.com/] You can reach out to Joel Renkema on LinkedIn [https://www.linkedin.com/in/joelrenkema06/]. Many thanks to Joel Renkema 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 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 work * How to structure ambiguity using tools like logic models and the Five Whys * Defining true mixed methods—and how to select the right sequence * The irreplaceable role of “emotional squishiness” in a world leaning on AI * What makes insights actionable in high-stakes decision-making Resources & Links: * Beneath the Why [https://brandvalue.carrd.co/] – Christopher Brace’s workshop referenced in the episode You can reach out to Megan Ruxton on LinkedIn [https://www.linkedin.com/in/megan-ruxton-phd/]. 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 insights * Shifting categories: from Warner Bros. to Pernod Ricard * Cultural nuance and the art of connecting with diverse audiences * AI’s evolving role in qualitative research workflows * Why the future of insights depends on deep strategic partnership Resources & Links: * Pernod Ricard USA [https://www.pernod-ricard-usa.com/] * Jameson Whiskey [https://www.jamesonwhiskey.com/] * Greenbook's IIEX North America [https://www.iiex-na.com/] You can reach out to Kira Greenberg on LinkedIn [https://www.linkedin.com/in/kiragreenberg/]. 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 Forté * Using AI agents for innovation: how One Strategy Studio’s modular model helps identify white space and accelerate naming * The changing conversation around AI in research: moving from hype to practical use cases * Takeaways from IIEX North America, including standout sessions, trends, and why human insight still matters * Advice for researchers ready to experiment with new tools: start small, focus on outcomes, and skip the tech jargon Resources & Links: * JDE Peet’s [https://www.jdepeets.com/] * One Strategy Studio [https://www.onestrategystudio.com/] * IIEX North America [https://www.iiex-na.com/] You can reach out to Sarah Snudden on LinkedIn [https://www.linkedin.com/in/sarah-snudden-6a753b1/]. Many thanks to Sarah Snudden for being our guest. Thanks also to our production team and our editor at Big Bad Audio.