Episode 147

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Published on:

27th May 2025

147 - How JDE Peet’s Uses AI to Transform Market Research – with Sarah Snudden

In this episode, Greenbook’s Karen Lynch sits down with Sarah Snudden, Head of US Consumer Insights at JDE Peet’s, for a lively conversation spanning career journeys, coffee obsession, and cutting-edge AI innovation. Sarah shares how her path led from Clorox and Seventh Generation to premium beverage insights at JDE Peet’s, and how she’s using AI agents to explore white space innovation and generate impactful product names.

They also unpack key takeaways from IIEX North America, including the evolving role of emotion in insights, why AI must serve research—not define it—and how industry connections fuel continuous learning. A must-listen for insight pros navigating fast-changing tech and business needs.

Key Discussion Points:

  • Sarah’s career evolution from Clorox to Keurig to JDE Peet’s and her passion for premium coffee brands like L’OR and Tea Forté
  • Using AI agents for innovation: how One Strategy Studio’s modular model helps identify white space and accelerate naming
  • The changing conversation around AI in research: moving from hype to practical use cases
  • Takeaways from IIEX North America, including standout sessions, trends, and why human insight still matters
  • Advice for researchers ready to experiment with new tools: start small, focus on outcomes, and skip the tech jargon

Resources & Links:

You can reach out to Sarah Snudden on LinkedIn.


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

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About the Podcast

Greenbook Podcast
Exploring the future of market research and consumer insights
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.

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Greenbook Podcast