Insights Unlocked

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