Insights Unlocked Optimize with empathy: Gwen Hammes on turning behavior into brand impact
Episode web page: https://bit.ly/4fEzKXi
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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:
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Why conversion optimization is more than just a tactical fix—it’s a rich source of behavioral insight
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How cultural experiences can break rigid thinking and inspire more creative, human-centered problem-solving
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What symmetrical messaging is and why it’s one of the most overlooked opportunities for brands
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How to use experimentation to de-risk web redesigns and new capabilities
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Ways to reframe change to make it energizing for teams rather than destabilizing
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How CRO Metrics is adopting AI tools, not just for efficiency but to deepen client insights
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Why mentorship and community-building matter, and how Gwen is investing in the next generation of women in growth
Resources & Links:
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Gwen Hammes on LinkedIn (https://www.linkedin.com/in/gwen-hammes/)
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The CRO Metrics website (https://crometrics.com/)
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Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)
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Learn more about Insights Unlocked: https://www.usertesting.com/podcast