Discover the past, present, and future of market research in our captivating conversation with industry legend Larry Friedman. With nearly 50 years of experience under his belt, Larry offers invaluable perspective on the evolving landscape of research and how generative AI is transforming the industry. We explore the power and potential of generative AI, emphasizing the importance of a scientific approach and understanding of potential risks. Larry also discuss the changing dynamics as larger companies like strategic consultancies, marketing agencies, and ad agencies become major buyers of market research services. Find out how big brands like Walmart, Amazon, and Target might provide bespoke research solutions and acquire research technology companies, while strategy consultancies offer essential second opinions to prevent bias in research.You can reach out to Larry on LinkedIn. Many thanks to Larry for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.Mentioned in this episode:Join us at an IIEX Event!Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.