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Greenbook PodcastExploring the future of market research and consumer insights Author: The Greenbook Podcast Network
Immerse yourself in the evolving world of market research, insights and analytics, as hosts Lenny Murphy and Karen Lynch explore factors impacting our industry with some of its most innovative, influential practitioners. Spend less than an hour weekly exploring the latest technologies, methodologies, strategies, and emerging ideas with Greenbook, your guide to the future of insights. Language: en Genres: Business, Careers, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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164 - Bridget Dalton of Truth Consulting on Reading the Future Through Culture
Episode 164
Monday, 2 February, 2026
Dr. Bridget Dalton, Head of Truth Futures at Truth Consulting and a 2026 Greenbook Futurist honoree, joins host Karen Lynch to unpack what it really means to “understand the future through culture.” With a background spanning academia, poetry, and semiotics, Bridget shares how cultural analysis can act as connective tissue across quant, qual, and AI-powered unstructured data to create sharper strategic direction.They explore how scenario planning builds confident “what next?” decisions, why multi-method work should surface productive tension (not identical answers), and how Truth Changemakers partners with the Ashoka network to learn from social entrepreneurs already building the future. Bridget also speaks candidly about dyslexia, neurodiversity, and evolving standards of “credible communication” in insights. Key Discussion Points:Why culture is “future-baked” and how semiotics helps make instinct make senseMoving from curiosity (“why”) to action (“so what”) with scenario planningBlending semiotics, qual/quant, and AI-driven unstructured data for stronger foresightTruth Changemakers + Ashoka: learning from social entrepreneurs with a “pre-detection lens”Neurodiversity in insights: reframing credibility, communication, and talentResources & Links:Truth Consulting (learn more about the consultancy and Truth Futures): Ashoka (global network of social entrepreneurs)You can reach out to Bridget Dalton on LinkedIn.Many thanks to Bridget Dalton for being our guest. Thanks also to our production team and our editor at Big Bad Audio.
