149 - Megan Ruxton on Mixed Methods in Market Research

In this episode of the Greenbook Podcast, host Karen Lynch sits down with mixed methods researcher Megan Ruxton—most recently with the FDA and previously with Vibrant Health—to explore how researchers can turn ambiguity into action. From academia to public health to tech, Megan’s career has been driven by a passion for applied behavioral research. She shares how mixed methods can uncover the “unpredictable magic” of human behavior—insights that AI alone can’t capture.

The conversation touches on building structure from chaos, navigating stakeholder resistance, the future role of AI in research, and why researchers must embrace both the messy and the measurable. Megan’s blend of optimism, experience, and human-centered thinking offers a refreshing perspective on what’s next for the insights industry.

Key Discussion Points:

• Why applied research brings more impact than theoretical work
• How to structure ambiguity using tools like logic models and the Five Whys
• Defining true mixed methods—and how to select the right sequence
• The irreplaceable role of “emotional squishiness” in a world leaning on AI
• What makes insights actionable in high-stakes decision-making

Resources & Links:

• Beneath the Why – Christopher Brace’s workshop referenced in the episode

You can reach out to Megan Ruxton on LinkedIn.

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