Harriet Swan, a UX Research Manager at Conversion, leads a team that merges UX research with A-B testing. She discusses the crucial union of quantitative and qualitative research in deciphering human motivation. Harriet highlights that while quantitative data offers hard stats, qualitative insights unveil deeper emotional context. The conversation dives into how this combination can significantly enhance user experiences and conversion rates, showcasing real client examples that underscore the power of informed decision-making.