Insights Unlocked

Episode page: https://bit.ly/44hNGCc Episode description: In this episode of Insights Unlocked, Zoom CMO Kim Storin joins host Johann Wrede for a candid conversation about the realities of leading through transformation. Kim shares why change is harder than most leaders admit and how Zoom is evolving from a company known for meetings to a full multi-product collaboration platform. She also breaks down new Zoom + Deloitte research uncovering surprising gaps in how organizations measure collaboration ROI. From the power of curiosity and calculated risk-taking to the importance of authenticity and community in B2B marketing, Kim offers practical, human-centered guidance for anyone navigating rapid growth or organizational change. Key topics discussed: Why transformation is so challenging: “You can have the greatest strategy in the world, but the culture can make or break it.” Balancing optimism and pragmatism: Kim explains why optimism inspires progress—but only works when paired with realistic planning. Zoom’s evolution beyond meetings: From events to customer support to sales enablement, Zoom is building a more-than-meetings collaboration ecosystem. The collaboration paradox: Workers now spend 25 hours/week on meeting-related tasks—yet companies still struggle to see true productivity and ROI. Community as a competitive edge: Why users proudly say “I’m a Zoom user,” and how brands can build authentic connection at scale. The 3 traits of modern marketing leaders: Curiosity, agility, and the confidence to take calculated risks. Resources and links: Zoom CMO Kim Storin on LinkedIn (https://www.linkedin.com/in/kimberlystorin) Johann Wrede on LinkedIn (https://www.linkedin.com/in/johannwrede/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: Nexthttps://www.usertesting.com/podcast

Episode web page: https://bit.ly/49ucDxK Episode summary: In this episode of Insights Unlocked, UserTesting’s VP of Design Jason Giles sits down with Tessa Forshaw and Rich Braden—co-authors of Innovation-ish and longtime instructors of design thinking at Harvard and Stanford—to explore what truly drives innovation and why most people hesitate to participate in it. Tessa and Rich break down the science behind “innovation hesitation,” share tools for unlocking creativity, and explain how empathy, rapid prototyping, and metacognition can make innovation more human—and less intimidating. Whether you’re a product leader, designer, marketer, or team facilitator, this conversation provides practical strategies to build innovation habits, uncover deeper insights, and help teams think more creatively. What you’ll learn in this episode: Why so many people experience “innovation hesitation”—and how evolutionary wiring shapes our fear of ambiguity A practical framework for understanding innovation across a spectrum—from jump shots to moonshots How empathy physiologically changes the way our brains process information What separates real insights from surface-level feedback How to use rapid prototyping to gather evidence instead of relying on opinions Why metacognition (thinking about how you think) dramatically increases creativity and idea quality Tools and prompts to help teams collaborate, synthesize insights, and tell better innovation stories About the guests: Tessa Forshaw is a cognitive scientist and co-founder of Harvard’s Next Level Lab. She teaches design thinking, innovation, and creative problem solving at Harvard and previously at Stanford. Her research explores how empathy, cognition, and metacognition shape human-centered innovation. Rich Braden is a design strategist with a background that spans software engineering, marketing, and more than a decade of improv teaching. He teaches innovation and design thinking at Stanford and Harvard, blending creative methodologies with practical business experience. Together, Tessa and Rich are the authors of Innovation-ish: How Anyone Can Create Breakthrough Solutions to Real Problems in the Real World. Resources & links: Innovation-ish website – https://innovation-ish.com Tessa Forshaw on LinkedIn –https://www.linkedin.com/in/tessaforshaw/ Rich Braden on LinkedIn – https://www.linkedin.com/in/richardcoxbraden/ Jason Giles on LinkedIn – https://www.linkedin.com/in/jaygiles/ Harvard Next Level Lab – https://nextlevellab.gse.harvard.edu Nathan Isaacs on LinkedIn – https://www.linkedin.com/in/nathanisaacs/ Learn more about Insights Unlocked – https://www.usertesting.com/podcast About the show: Insights Unlocked is the go-to podcast for marketing, UX, product, and CX leaders. Each week, we feature candid conversations with the builders and thinkers behind today’s most impactful customer experiences. Brought to you by UserTesting.

Episode web page: https://bit.ly/3XIsfGJ ----------------------- Episode summary: In this episode of Insights Unlocked, Nathan Isaacs talks with marketing powerhouse Bill Macaitis—former CMO of Slack, Zendesk, and Salesforce—about how B2B companies can scale efficiently by prioritizing customer experience, building authentic brands, and embracing new go-to-market models. Bill shares lessons from his career and dives into the importance of customer-centric cultures, long-term thinking, and the strategic use of AI in modern marketing. What you’ll learn in this episode: Why capital-efficient growth beats “growth at all costs”—and how to build it The playbook for operationalizing customer centricity in a B2B environment How to align teams across marketing, product, and sales with shared metrics What most companies get wrong about attribution models How AI can empower marketers—without replacing them The secret to building a B2B brand people actually love (and talk about) Tips for individual contributors to challenge legacy playbooks and advocate for change About the guest: Bill Macaitis is an executive advisor and board member who has led marketing at some of the most iconic names in SaaS, including Slack, Zendesk, and Salesforce. Known for his customer-first approach and bold brand vision, Bill now advises AI startups on how to build scalable, loved companies from the ground up. Resources & Links: Bill Macaitis on LinkedIn (https://www.linkedin.com/in/bmacaitis/) SaaS CMO Pro website (https://www.saascmopro.com/) SaaS CMO Pro newsletter (https://saascmopro.substack.com/) Bill’s YouTube videos (https://www.youtube.com/@SaaSCMOPro/videos) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/49xoJWL ----------------------- Episode summary: What does it really mean for marketing to be "effective" in today’s complex, data-rich environment? In this episode of Insights Unlocked, Sorin Patilinet—PepsiCo’s Global Marketing Insights leader and author of Marketing Effectiveness—joins UserTesting CMO Johann Wrede for a deep dive into how marketers can shift from tactical fixes to strategic, system-wide thinking. Sorin unpacks the concept of marketing as a system, not just a set of disconnected tactics, and explains how AI and automation can enhance—not replace—human decision-making. From defining what effectiveness actually means within your organization to embracing consistency and simplifying the martech stack, this conversation is full of actionable insights for marketing leaders navigating change. Key themes and topics: Why marketing effectiveness must go beyond ad performance metrics Applying engineering-based systems thinking to brand strategy The evolving role of AI in enhancing marketing decision-making How to define "effectiveness" for your organization—and stick to it The power of creative effectiveness and the compounding impact of consistency Why marketers need to focus more on understanding customers than chasing channels Practical advice for internal stakeholder alignment and building a culture of insights Balancing innovation with simplification in a cluttered martech world Resources & Links: Sorin Patilinet on LinkedIn (https://www.linkedin.com/in/patilinet/) Sorin’s book Marketing Effectiveness (https://marketing-effectiveness.com/) UserTesting’s Johann Wrede on LinkedIn (https://www.linkedin.com/in/johannwrede/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast About the show: Insights Unlocked is the go-to podcast for marketing, UX, product, and CX leaders. Each week, we feature candid conversations with the builders and thinkers behind today’s most impactful customer experiences. Brought to you by UserTesting (https://usertesting.com/podcast)

Episode web page: https://bit.ly/4qwkj8C ----------------------- Episode summary: In this eye-opening episode of Insights Unlocked, host Mike Mace chats with Surojit Chatterjee—former Chief Product Officer at Coinbase and current founder and CEO of Ema—about the sweeping changes generative AI is bringing to the workplace. Surojit unpacks his vision of “AI employees”—intelligent agents that can handle complex workflows, adapt to company-specific processes, and act as true collaborators rather than just tools. Drawing on his leadership at Google, Coinbase, and now Ema, he explains why organizations must stop retrofitting AI into outdated workflows and instead embrace an “AI + human” model of work. From transforming enterprise functions like HR, finance, and customer support to challenging legacy software models, this conversation delivers sharp insights for leaders navigating the shift to AI-driven operations. Surojit also shares advice for companies just starting their AI journey, including the importance of experimentation, transparency, and reskilling teams. What you’ll learn in this episode: Why the next generation of software must adapt to the enterprise—not the other way around How AI can eliminate mundane tasks and unlock more meaningful human work What legacy tech companies risk if they don’t embrace a new AI-first paradigm The role of customer empathy and rapid experimentation in building Transformative AI products How to lead an “AI + human” business transformation, function by function Why trust and transparency are key to successfully integrating AI into your team Resources & Links: Surojit Chatterjee on LinkedIn (https://www.linkedin.com/in/surojitchatterjee/) Ema website (https://www.ema.co/) UserTesting’s Mike Mace on LinkedIn (https://www.linkedin.com/in/mikemace/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast About the show: Insights Unlocked is the go-to podcast for marketing, UX, product, and CX leaders. Each week, we feature candid conversations with the builders and thinkers behind today’s most impactful customer experiences. Brought to you by UserTesting.

Episode web page: https://bit.ly/4nZFApH ----------------------- Episode summary: How do you know when your content is hitting the mark? And once you do, how can you scale it efficiently and strategically? In this episode of Insights Unlocked, host Nathan Isaacs sits down with Ross Simmonds, CEO of Foundation, a B2B content marketing agency known for its bold distribution strategies. Ross breaks down how to move beyond guesswork in content marketing by identifying real signals of content-market fit and using those insights to fuel smarter, faster content creation. From mining Reddit threads to making your content "baby unicorns," Ross shares tactical strategies for understanding your audience, experimenting with purpose, and leveraging data to guide decision-making. He also discusses why marketers should embrace AI to scale their efforts and stay competitive—without losing the curiosity and creativity that drives meaningful engagement. Whether you're a solo content creator or part of a larger marketing team, this episode is packed with practical advice on how to produce content that resonates, distributes well, and drives real business results. What you'll learn in this episode: Why content, like products, needs to have a strong fit with your audience How to spot signals of content-market fit across platforms like Reddit, X (Twitter), LinkedIn, and more Why you need to slow down in order to move faster—and how to "be the meerkat" in your marketing strategy Tips for running quarterly content reviews and influencing stakeholders with data How one tweet became a foundational content pillar for Ross’s entire brand strategy The role of curiosity and experimentation in finding new content channels before they’re saturated How to embrace AI to boost efficiency, scale distribution, and improve as a marketer Resources & Links: Ross Simmonds on LinkedIn (https://www.linkedin.com/in/rosssimmonds/) Foundation (https://foundationinc.co/) Distribution.ai (http://Distribution.ai) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast About the show: Insights Unlocked is the go-to podcast for marketing, UX, product, and CX leaders. Each week, we feature candid conversations with the builders and thinkers behind today’s most impactful customer experiences. Brought to you by UserTesting

Episode web page: https://bit.ly/43n2Y89 ----------------------- Episode summary: In this episode of Insights Unlocked, host Nathan Isaacs sits down with Sara Fortier—founder and CEO of Outwitly, Silicon Valley design veteran, and author of the upcoming book Design Research Mastery. Together, they explore the enduring relevance of human-centered design in an age increasingly dominated by AI tools. Sara breaks down what human-centered design really means and why it remains essential, even as AI accelerates many aspects of product development. In this episode, you’ll learn: Why empathy and qualitative insights are irreplaceable, even with powerful AI tools at your fingertips How to win over skeptical stakeholders by speaking their language and showing business value What synthetic users can and can’t do in research workflows Tips for early-career designers on staying relevant and strategic in a rapidly evolving UX landscape How to balance AI efficiencies with the human touch in high-stakes product decisions Sara also explains how AI can give researchers back the time to do more meaningful work—if used wisely—and the kinds of soft skills every designer should prioritize to thrive in the coming decade. Resources & Links: Sara on LinkedIn (https://www.linkedin.com/in/sarafortier/) Outwitly website (https://outwitly.com/) Outwitly Academy (https://outwitlyacademy.thinkific.com/courses/design-research-mastery) Design Research Mastery Book - Preorders (https://a.co/d/apa6alB) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

In this episode of Insights Unlocked, host Nathan Isaacs sits down with Sangram Vajre—co-founder of Terminus and GTM Partners, bestselling author, and pioneer of the Flip My Funnel movement—to explore how customer-first thinking reshapes business growth. Sangram recounts the moment of inspiration that led to flipping the traditional sales funnel on its head and how that napkin sketch evolved into a movement that transformed B2B marketing. Sangram also shares insights from his MOVE framework (Market, Operations, Velocity, Expansion), offering a fresh lens for diagnosing go-to-market (GTM) challenges at every stage of business growth. He dives into the rise of fractional leadership, the role of AI in driving customer insight and product innovation, and why focusing on Net Revenue Retention (NRR) may be the single best way to align teams around growth. Whether you're in marketing, product, UX, or customer experience, this episode will challenge how you think about pipeline, growth, and what it really means to put the customer first. What you’ll learn in this episode:  The origin story behind Flip My Funnel and how it reshaped ABM and B2B marketing Why most marketing and sales funnels fail—and what to do instead The MOVE framework: a diagnostic tool for GTM strategy How Net Revenue Retention (NRR) is the ultimate measure of customer-centric growth The rise of fractional roles and what it means for the future of work How AI is changing the way we listen to and serve customers at scale Resources & Links: Sangram Vajre on LinkedIn (https://www.linkedin.com/in/sangramvajre/) GTM Partners (https://gtmpartners.com/) MOVE and other books (https://sangramvajre.com) GTM Mondays newsletter on Substack (https://gtmonday.substack.com/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/42dkHi0 ----------------------- Episode summary: In this thought-provoking episode of Insights Unlocked, host Lija Hogan sits down with Dr. John Whalen—cognitive scientist, author, and founder of Brilliant Experience—to explore how artificial intelligence is reshaping the way teams conduct customer research. With deep expertise at the intersection of UX and cognitive science, John shares how his team has integrated AI tools like synthetic users, AI moderators, and automated analysis into their research workflows. But rather than replacing human researchers, John makes the case for how AI can accelerate and augment our work, expand inclusivity, and even inspire better human-to-human interviews. He shares practical advice, lessons learned from hands-on experimentation, and the importance of skepticism, context, and strategic thinking when working with AI-powered tools. Whether you're excited or apprehensive about AI, this conversation offers a grounded, insightful look at the future of UX research and how to prepare for it. Key topics discussed: Why human-to-human research still matters in an AI-enhanced world The surprising effectiveness of AI-moderated interviews How synthetic users can support ideation and stakeholder engagement Using AI as a strategic tool for preparing, scaling, and synthesizing research Ethical considerations and the importance of context when interpreting AI-generated insights Future trends: continuous learning, new research workflows, and evolving team roles Why curiosity and prompt engineering are essential skills for modern researchers Episode Links: John Whalen on LinkedIn ( https://www.linkedin.com/in/johnwhalen/) Podcast: AI for UX ( https://bit.ly/ai-for-ux-podcast) Course: AI for Customer Research: https://maven.com/john-whalen/ai-skills-for-research Brilliant Experience website ( https://www.brilliantexperience.com/) Free Synthetic User Resource: https://maven.com/p/4d211a  Book: Design for How People Think https://bit.ly/dfhpt  Lija Hogan on LinkedIn ( https://www.linkedin.com/in/lija-hogan-894769/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/46shU5A ----------------------- Episode summary: Joe Pulizzi—bestselling author, founder of the Content Marketing Institute, and creator of the Content Inc model—joins host Nathan Isaacs to talk about redefining work, meaning, and success in the age of AI and economic uncertainty. From his transition after a successful business exit to founding The Tilt and launching Creator Economy Expo, Joe shares how content creation can unlock personal freedom and lasting impact. He discusses themes from his latest book, Burn the Playbook, and why now is the time for marketers and creators to lean into their unique edge—what he calls your “tilt.” What you’ll learn in this episode: Why marketers have all the skills needed to become entrepreneurs How to find and refine your “tilt” to stand out in a crowded digital space The difference between passion and monetizable expertise Why building an owned audience is more sustainable than relying on social platforms How to create meaningful work that aligns with your life goals—not just your job title Why Joe believes the best time to start is always right now Memorable quote: “Create before you consume. If you do that every day for 30 days, it will change your life.” — Joe Pulizzi Resources & Links: JoePulizzi.com (https://www.joepulizzi.com/) Burn the Playbook (https://www.joepulizzi.com/books/burn-the-playbook/) The Tilt newsletter (https://www.joepulizzi.com/signup/) [Creator Economy Expo (CEX)](https://www.creatoreconomyexpo.com) This Old Marketing podcast (https://www.thisoldmarketing.com/) Content Inc podcast Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/46FFJbA ----------------------- Episode summary: In this episode of Insights Unlocked, we dive deep into the intersection of customer research, growth strategy, and fast decision-making with Asia Orangio, founder and CEO of DemandMaven. Host Lija Hogan, principal of experience research strategy at UserTesting, guides the conversation as Asia shares how product-led SaaS companies can find traction by uncovering the real problems hiding behind the data. Key topics discussed: The art of understanding customers: Asia’s unexpected journey from oil painting to SaaS growth consultancy, and how her artistic background sharpened her skills in reading human behavior and motivation. Making KPIs talk: Why every important business metric can be unpacked through thoughtful customer conversations—and how to ask the right questions to get there. Dispelling research myths: Asia challenges the common belief that customer research is slow, expensive, or overly complex. Instead, she shows how fast and focused studies can lead to high-impact decisions. Interviewing for impact: Best practices for customer and churn interviews, including how to design research studies that align with your company’s stage and challenges. Getting buy-in through presence: Why having founders and executives attend research interviews can be the game-changer for turning insights into action. Prioritizing what matters: How to separate controllable vs. uncontrollable churn factors, and how to turn qualitative feedback into a roadmap of quick wins and long-term opportunities. Quotes worth highlighting: “Behind every KPI you want to improve, there’s a set of conversations you can have. You can make the number talk.” – Asia Orangio “Research doesn’t have to take six months. You can get meaningful insights in two weeks—or less.” – Asia Orangio Resources & Links: Asia Orangio on LinkedIn (https://www.linkedin.com/in/asiaorangio/) Lija Hogan on LinkedIn (https://www.linkedin.com/in/lija-hogan-894769/) DemandMaven website (https://demandmaven.io/) DemandMaven podcast (https://in-demand.castos.com/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/3K2NcZn ----------------------- Episode summary: In this episode of Insights Unlocked, Joe Chernov, a seasoned B2B marketing leader and Executive in Residence at Battery Ventures, joins host Johann Wrede to unpack the modern CMO’s biggest trap—playing out of position. Joe shares the pivotal career moment that pulled him from traditional PR into the world of content marketing, and explores how today’s marketing leaders can navigate the pressure to chase pipeline at the expense of long-term brand impact. From understanding your company's true expectations to balancing creativity with accountability, Joe offers hard-earned wisdom on what it really takes to succeed—and stay—in the CMO seat. He also dives into the role AI can play in strengthening personas, removing bias, and ultimately helping marketers become better strategic partners. If you’re a marketing leader feeling the pressure to prove value through short-term metrics, this episode will help you rethink your role, and how to future-proof your impact. Memorable quote: “I did my best work when I wasn’t afraid of getting fired.” – Joe Chernov What you'll learn in this episode: “Underpaid CROs”: Why many CMOs unknowingly mimic CROs, and how it’s limiting their influence Pipeline vs. brand: The need to balance immediate performance metrics with long-term brand stewardship Maslow’s hierarchy for marketers: Why predictable pipeline must come first—but can't be the end game AI’s new role in marketing: How artificial intelligence can reshape persona development and uncover hidden customer insights The spirit of your role: Why aligning with the reason you were hired—not just your KPIs—matters for lasting impact The power of brand moments: A surprising sneaker story that connects influencer gifting to big revenue wins Resources & Links: Joe Chernov on LinkedIn (https://www.linkedin.com/in/jchernov/) Johann Wrede on LinkedIn (https://www.linkedin.com/in/johannwrede/) Battery Ventures (https://www.battery.com/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/3UXulRJ ----------------------- Episode summary: In this episode of Insights Unlocked, host Lija Hogan sits down with Jake Burghardt, author of Stop Wasting Research and ex-Amazon and ex-Microsoft. Together, they dive into one of the most overlooked challenges in customer research: why so much valuable insight never gets used. Jake shares his framework of preparation, motivation, and integration for reducing research waste and turning overlooked findings into meaningful product impact. He and Lija explore the cultural and operational shifts teams need to make—beyond tools and repositories—to ensure insights are visible, reusable, and embedded in decision-making. The conversation touches on practical strategies for reusing past research, connecting insights across teams like marketing and customer success, and the opportunities and risks of AI in shaping research workflows. Jake also underscores the importance of keeping research human-centered, even as synthetic data and automation gain traction. Whether you’re a researcher, product leader, or marketer, this episode offers actionable guidance for making the most of the knowledge your teams already have—and ensuring customer insights don’t go to waste. Why so much customer research goes unused Jake’s framework for reducing research waste: preparation, motivation, integration How to make research insights more visible and reusable across an organization Ways to bridge silos between UX, marketing, and customer success teams The promise and pitfalls of AI in research operations Practical steps to keep research human-centered in an AI-driven world How leaders can run small experiments to unlock more impact from existing insights Resources & Links: Jake Burghardt on LinkedIn (https://www.linkedin.com/in/jakeburghardt/) Stop Wasting Research book; 15% off discount code SWR-POD will work through Dec 15, 2025, (https://rosenfeldmedia.com/books/stop-wasting-research/) Jake’s monthly newsletter (https://www.integratingresearch.com/newsletter) Lija Hogan on LinkedIn (https://www.linkedin.com/in/lija-hogan-894769/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/4fEzKXi ----------------------- Episode summary: In this thought-provoking episode of Insights Unlocked, host Lija Hogan is joined by Tara May, CEO of Spirit Tech—a pioneering tech company where more than 90% of the staff are autistic. Together, they explore what it truly means to create inclusive workplaces, the business value of kindness, and how small, thoughtful changes can make a big difference in employee well-being and productivity. Tara shares the inspiring origin of Aspiritech, founded to provide meaningful employment for autistic adults, and how the company scaled into a $6 million operation serving Fortune 500 clients. She introduces powerful ideas like the “ROI of kindness” and emphasizes that neurodiversity is not only already present in most workplaces but also a source of innovation when embraced thoughtfully. Listeners will gain insights into practical strategies for fostering psychological safety, debunking myths about working with neurodivergent individuals, and how companies can start their journey toward greater neuroinclusion—often with simple, cost-free adjustments. Tara also discusses how AI, if shaped by diverse perspectives, can either reinforce biases or help break them. Whether you're a team leader, HR professional, researcher, or product designer, this episode offers fresh perspectives on designing work environments where everyone can thrive. What you'll learn in this episode: Why neurodiversity is already part of your team, even if it's not talked about The real business impact of empathy and kindness What “the ROI of kindness” means and how it can drive innovation Misconceptions about working with autistic professionals Easy, low-cost accommodations that support all employees How neurodivergent perspectives are critical in shaping inclusive AI Actionable tips for starting or advancing your neuroinclusion efforts Resources & Links: Tara May on LinkedIn https://www.linkedin.com/in/taranmay/) Aspiritech website (https://aspiritech.org) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/4fEzKXi ----------------------- Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better?  Send me a voice message via email at podcast@usertesting.com ----------------------- Episode summary:This week on Insights Unlocked, Nathan Isaacs sits down with Gwen Hammes, co-CEO of CRO Metrics, to explore how brands can turn real customer behaviors into powerful, business-driving insights. With a career spanning top global agencies and now leading a growth experimentation firm, Gwen shares how her experience in different cultures, especially Mexico City, helped reshape her leadership style, making it more adaptable, empathetic, and outcome-focused. What you'll learn in this episode: Why conversion optimization is more than just a tactical fix—it’s a rich source of behavioral insight How cultural experiences can break rigid thinking and inspire more creative, human-centered problem-solving What symmetrical messaging is and why it’s one of the most overlooked opportunities for brands How to use experimentation to de-risk web redesigns and new capabilities Ways to reframe change to make it energizing for teams rather than destabilizing How CRO Metrics is adopting AI tools, not just for efficiency but to deepen client insights Why mentorship and community-building matter, and how Gwen is investing in the next generation of women in growth Resources & Links: Gwen Hammes on LinkedIn (https://www.linkedin.com/in/gwen-hammes/) The CRO Metrics website (https://crometrics.com/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/3Jjar14 ----------------------- Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better?  Send me a voice message via email at podcast@usertesting.com ----------------------- Episode summary:In this episode of Insights Unlocked, host Nathan Isaacs sits down with Talia Wolf—founder of GetUplift and author of Emotional Targeting—to explore how emotions drive conversions and why most teams overlook this critical factor in their optimization efforts. Talia shares her journey from social media marketing to creating her own emotional targeting framework, explaining how she discovered that every buying decision—whether for a luxury watch or a B2B SaaS tool—hinges on how customers feel. She calls out the “deadly hamster wheel” of CRO, where teams rely on best practices, competitor mimicry, and quick fixes instead of building strategies rooted in genuine customer insight. Listeners will learn: Why emotions are the foundation of all decisions—and how to identify the emotional triggers that influence your customers. How even “boring” products can connect on a deeply emotional level to boost conversions. Strategic questions to audit your digital experiences beyond surface-level UX fixes. How to prioritize CRO efforts when resources are limited, and why solving specific problems beats chasing generic best practices. The right way to integrate AI into your optimization process without losing the human touch. Steps leaders can take to embed emotional targeting into their team’s culture and win buy-in through small, high-impact experiments. Resources & Links: Tara Wolf on LinkedIn: https://www.linkedin.com/in/taliagw/ GetUpLift: https://getuplift.co/ Emotional Targeting book: https://taliawolf.com/book Tara Wolf’s personal website: https://taliawolf.com/ Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/45oE6gF ----------------------- Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better?  Send me a voice message via email at podcast@usertesting.com ----------------------- Episode summary: In this episode of Insights Unlocked, host Nathan Isaacs chats with Chris Silvestri, founder of Conversion Alchemy, about what really makes copy convert. And spoiler alert, it’s not about being clever with words. Chris unpacks the importance of research-driven messaging, sharing his journey from software engineering and UX to conversion copywriting. He reveals why 70% of his work is dedicated to research and how pattern recognition, user testing, and cross-team interviews uncover the insights needed to build impactful, customer-first messaging. You’ll learn: Why writing effective copy is about translating customer thinking, not sounding smart How to spot when teams are operating on assumptions instead of data The overlooked power of user testing videos for understanding customer behavior How to organize and scale research using an “iceberg” framework The promise (and pitfalls) of using synthetic personas for copy testing and stakeholder alignment Practical tips for using voice of customer data to clarify and strengthen your value proposition Resources & Links: Chris Silvestri on LinkedIn (https://www.linkedin.com/in/christophersilvestri/) Conversion Alchemy website (https://christophersilvestri.com/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: http://bit.ly/472L2m0 ----------------------- Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better?  Send me a voice message via email at podcast@usertesting.com ----------------------- What do magicians and marketers have in common? A lot more than you think. In this episode of Insights Unlocked, Nathan Isaacs chats with Jimi Gibson, Vice President of Brand Communication at Thrive Agency, to explore how lessons from the stage can radically transform how brands communicate and connect with customers. Jimi, a former professional magician turned messaging strategist, shares how the principles of illusion, empathy, and storytelling apply directly to customer experience design. Drawing from decades of experience—both on stage and in the boardroom—Jimi introduces his “magic script” framework, which walks brands through three emotional cues: connection, curiosity, and conversion. You’ll hear how brands can shift from “me-first” messaging to customer-centered narratives that actually resonate. Jimi also discusses why clarity beats cleverness, how to test messaging in the wild, and the powerful impact of customer feedback on creative strategy. From landing page makeovers to understanding the psychology of engagement, this episode is packed with insights you can act on right away. What you'll learn in this episode: Why great marketing is more like great theater than you’d think How the “magic script” uses brain chemistry to build deeper customer connection Why empathy, clarity, and insight should be the foundation of all messaging The power of message testing—before you go live Real-world examples of emotional storytelling in action Resources & Links: Jimi Gibson on LinkedIn https://www.linkedin.com/in/jimi-gibson/ Thrive Agency https://thriveagency.com/ Storynomics by Robert McKee Unreasonable Hospitality by Will Guidara Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/4kYTrdD ----------------------- Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better?  Send me a voice message via email at podcast@usertesting.com ----------------------- In this episode, we sit down with UX veteran and startup advisor Oksana Kovalchuk to explore the common pitfalls early-stage founders make when building digital products and how to avoid them. Drawing on two decades of design, development, and mentoring experience, Oksana shares why user experience must be prioritized from day one, and how building a product for your users, not yourself, is the key to startup survival. What you’ll learn: Why "you are not your user" is still the Golden Rule. Founders often build products based on their own logic and preferences. Oksana explains why that leads to UX failure, especially when designing for different demographics. The “more ideas than money” principle. Discover how Oksana helps startup teams focus their limited budgets on what matters most: getting the MVP right and learning from real users quickly. Fail fast, learn fast. Learn how iteration, feedback loops, and competitor reviews play a central role in UX design at the startup level. When UX is ignored, disaster follows. Hear a jaw-dropping real-world example of a fintech app with a 98% onboarding drop-off; all caused by a single UX decision. Measuring UX success. Explore metrics like time-to-value, drop-off rates, and support ticket trends that reveal how your product is really performing. Resources & Links: Oksana Kovalchuk on LinkedIn https://www.linkedin.com/in/oksanakovalchuk/ ANODA https://www.anoda.mobi/ Mike McDowell on Linkedin https://www.linkedin.com/in/mmcdowell1/ Mike’s YouTube channel: https://www.youtube.com/@mikedropvideos Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/4eZNwDS ----------------------- Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better?  Send me a voice message via email at podcast@usertesting.com ----------------------- What does it take to consistently deliver exceptional customer experiences? In this episode of Insights Unlocked, guest Mark Slatin—CX thought leader, educator, and host of The Delighted Customer podcast—shares how trust acts as the foundation for business transformation. Drawing on his Trusted Guide Framework, Mark explores how to operationalize customer experience, earn executive buy-in, and create lasting customer loyalty through empathy, listening, and collaboration. You’ll learn: Why every customer has an experience—whether or not you design for it The dangers of the “hero trap” in leadership and how to overcome it How to build a culture of trust within your team and organization Ways to get executive buy-in using stakeholder-centric storytelling Why empathy is the game-changer in closing the customer experience gap The role of AI in enhancing—but not replacing—human-centric CX strategies Resources & Links: Becoming a Trusted Guide™ (On Demand Course via CXPA) - https://www.pathlms.com/cxpa/courses/105144 The Trusted Guide Roadmap™ (Live Master Class) - https://www.empoweredcx.com/ The Delighted Customers Podcast - https://www.empoweredcx.com/podcast Mark Slatin on LinkedIn (https://www.linkedin.com/in/markslatin)  Bobby Meixner on LinkedIn (https://www.linkedin.com/in/bmeixner/) Nathan on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast