# Karen Lynch

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180 - Rethinking Insights Impact with Nadine van Rooyen of WEX

What if an insight doesn’t lead to action? Does that mean it failed? In this episode of the Greenbook Podcast, Karen Lynch speaks with Nadine van Rooyen, Senior Effectiveness Manager at WEX, about challenging one of the insights industry’s most persistent assumptions: that value is defined by actio…

148 - AI Is Moving Faster Than Business Can Keep Up

AI innovation isn’t slowing down—but can businesses keep up? In this episode of The Exchange, Karen Lynch and Lenny Murphy unpack the billions flowing into AI, measurement, and research tech, from Profound’s $1.8 billion valuation to major moves from YouGov, NIQ, Salesforce, Google, and emerging sy…

Angelique Taylor of AddMaple on Asking Better Questions

What happens when a founder treats her own business idea like a research question? In this episode of the CEO Series, Karen Lynch speaks with Angelique Taylor, founder and CEO of AddMaple, about building a research technology company by testing assumptions, gathering evidence, and letting the produ…

140 - AI Is Getting Cheaper. Judgment Is Getting Pricier

AI can move faster, work cheaper, and handle more than ever—but human judgment is still the differentiator. In this episode of The Exchange, Karen Lynch and Lenny Murphy unpack why “cognitive surrender” is the real AI risk, the growing gap between AI capabilities and adoption, and how insights is b…

181 - IIEX AI Recap: What’s Next for Research with Sarah Snudden

Fresh from IIEX AI, Karen Lynch and Sarah Snudden unpack the ideas that stood out across two packed days of conversations about AI and the future of research. They explore why AI’s biggest opportunity isn’t simply greater speed or productivity, but creating more room for strategic thinking, stronge…

Making Behavioral Science Actionable with Melina Palmer of The Brainy Business

What does it take to turn behavioral science into something businesses can actually use? Karen Lynch sits down with Melina Palmer, CEO of The Brainy Business, to explore her journey from marketing and entrepreneurship to becoming a leading voice in applied behavioral economics. Melina shares how Th…

182 - Vazen’s Charlotte Kiddle & Yasmin Ayoub Sanusi on Smarter Retail Data

What if one of retail’s most valuable datasets has been hiding in plain sight? In this episode of the Greenbook Podcast, Karen Lynch sits down with Charlotte Kiddle and Yasmin Ayoub Sanusi of Vazen, formerly Virtual Store Trials, following their double win at IIEX Europe’s Insight Innovation Compet…

151 - Your Next Customer Might Be a Bot

Would you trust a synthetic audience with your next ad test? Would you let an agent buy your holiday gifts? In episode 151 of The Exchange, Karen Lynch and Lenny Murphy get into the deals, the tools, and the uncomfortable questions reshaping research, and they make the case that good data still nee…

152 - Title The AI Shopping Gap Nobody Is Talking About

Lots of people now ask AI what to buy. Almost none let it complete the purchase. In episode 152 of The Exchange, Karen Lynch and Lenny Murphy dig into why that gap exists, what retailers are doing to control it, and why the data behind personalized shopping is becoming the real prize. Along the way…

Statistical Rigor in Social Insights with askpolly’s Erin Kelly

Social media conversations offer a wealth of consumer insights, but separating meaningful data from online noise requires more than traditional social listening. In this episode of the CEO Series, host Karen Lynch sits down with Erin Kelly, CEO of askpolly, to explore how the company is bringing st…