In this episode of the Greenbook Podcast, Karen Lynch sits down with Morgan Williams, Director of Qualitative Insights and Strategy Operations at CMB and a 2026 GreenBook Future List honoree. Morgan shares her career journey from advertising and quantitative research into qualitative insights, and explains how curiosity, empathy, and a “can-do” mindset shaped her path.

The conversation explores the role of strategy operations in research, how qualitative teams can better support stakeholders, and why the future of insights may become more human, not less, as AI takes on more friction-filled tasks. Morgan also reflects on resilience, mentorship, and the joy that keeps researchers connected to the people behind the data. It’s a thoughtful, energizing discussion about leadership, research design, and what it means to truly help clients make better decisions.

Key Discussion Points:

1. Morgan’s path from advertising and quantitative research into qualitative insights
2. What strategy operations means in a research environment and why it matters
3. How qualitative researchers can amplify the voice of the consumer for stakeholders
4. Why “speed anxiety” and trust are universal across industries
5. How AI can reduce bottlenecks and create more space for human judgment and insight

Resources & Links:

1. CMB
2. Greenbook Future List
3. IIEX Events

You can reach out to Morgan Williams on LinkedIn.

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