In this episode of the Greenbook Podcast, Karen Lynch sits down with Haley Kiernan, Insights Manager at Mars Petcare and a 2026 Greenbook Future List honoree, to explore the evolving realities of modern research. Haley shares how behavioral science shapes her approach to understanding “pet parents,” and why the infamous say-do gap continues to challenge even the most sophisticated studies.

The conversation dives deep into one of the industry’s most pressing issues: data quality in the age of AI. From bots infiltrating survey responses to the surprising rise of “too-good” open-ended answers, Haley offers a candid look at what’s changing—and what researchers can do about it. She also reflects on mentorship, feedback, and the growing role of AI as both a powerful tool and a complex unknown in the future of insights.

Key Discussion Points:

  • The role of behavioral science in bridging the “say-do gap” in research
  • Why traditional data quality checks are breaking down in the age of AI
  • Practical strategies for improving data integrity (behavioral data, video responses, triangulation)
  • The tradeoff between speed and quality in modern insights workflows
  • Mentorship, feedback, and building adaptability in early-career researchers


Resources & Links:


You can reach out to Haley Kiernan on LinkedIn.

Many thanks to Haley Kiernan for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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