Insights Unlocked

Episode web page: https://bit.ly/4k9H4fT Episode summary: In this episode of Insights Unlocked, Nathan Isaacs chats with Natalie Nixon, creativity strategist, author, and CEO of Figure 8 Thinking, about her transformative framework for redefining productivity in the modern workplace. Drawing from her latest book, Move, Think, Rest, Natalie shares how integrating movement, reflection, and rest into your day-to-day work can unlock creativity, boost innovation, and lead to measurable business outcomes. Natalie explains why our current obsession with speed and efficiency is rooted in outdated models from the Industrial Age, and how adopting a more human-centered, both/and approach helps teams thrive in today’s complex environment. She dives into her “Wonder+Rigor” method, the power of daydreaming, and how leaders can spot burnout before it becomes a crisis. The conversation also touches on how intuition and lived experience can—and should—complement data in decision-making, and why AI should be treated as a co-creator rather than a creativity killer. You’ll learn: Why productivity needs to evolve beyond speed and output How the “Move, Think, Rest” framework supports creative work Tips for integrating micro-rest and movement into busy schedules The connection between creativity and business ROI Why curiosity, collaboration, and intuition are essential to innovation How to work with AI as a co-creator, not a replacement Resources & links Natalie Nixon on LinkedIn (https://www.linkedin.com/in/natalienixonphd/) Natalie’s Figure 8 Thinking (https://www.figure8thinking.com/) Move, Think, Rest (https://www.figure8thinking.com/published-and-featured/) 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/3LR63bd Episode summary: In this special episode, guest host Kate Towsey—ResearchOps thought leader and founder of the Cha-Cha Club—sits down with Baran Erkel, Chief Strategy Officer at UserTesting, and Basel Fakhoury, CEO and co-founder of User Interviews, to unpack the recent acquisition of User Interviews by UserTesting. Together, they dive into the strategy, vision, and community impact behind the merger, addressing head-on the questions and emotions stirred within the UX and research communities.  Listeners will gain insight into why now was the right time, what the future holds for both platforms, and how this partnership aims to strengthen the researcher-first values that User Interviews is known for. Whether you're part of a large enterprise or a one-person research team, this episode sheds light on how the two companies plan to maintain openness, improve integration, enhance tools like Research Hub, and invest in a future where research plays a central role in shaping customer experiences. Key topics discussed: Why UserTesting acquired User Interviews and what it means for researchers How the platforms will remain open, flexible, and independently accessible Future investments in Research Hub and panel innovation Ensuring a positive experience for participants remains a priority The evolving role of research in an AI-driven future What researchers—from solo practitioners to large teams—can expect going forward Lessons from past acquisitions and why humility and customer-centricity matter Resources & links Kate Towsey on LinkedIn (https://www.linkedin.com/in/katetowsey/) Baran Erkel on LinkedIn (https://www.linkedin.com/in/baranerkel/) Basel Fakhoury on LinkedIn (https://www.linkedin.com/in/baselfakhoury/) Kate’s book Research that Scales (https://rosenfeldmedia.com/books/research-that-scales/) Kate’s website (https://katetowsey.com/) Press Release about the acquisition of User Interviews (https://www.usertesting.com/company/newsroom/press-releases/usertesting-acquires-user-interviews) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page:  Episode summary: In this episode of Insights Unlocked, host Nathan Isaacs sits down with Amy Wigdahl, principal solution marketing manager at UserTesting, to discuss the trends transforming the banking and fintech landscape as we approach 2026. Amy shares how financial institutions are moving beyond basic digital convenience to create more empathetic, personalized experiences powered by AI and customer insight. Key themes and takeaways: AI-driven personalization with a human touch: Banks are leveraging generative AI to make digital interactions feel more personal, aiming to replicate the warmth and familiarity of in-branch experiences. The goal is to use technology to support customers at critical life moments—without coming across as intrusive or robotic. From broad strategies to precision targeting: With profit pressures rising and competition intensifying, banks are shifting from generic, one-size-fits-all approaches to hyper-targeted experiences. Success hinges on understanding the unique needs, motivations, and emotions of specific customer segments. Loyalty in the age of choice: As most consumers now use multiple financial providers, customer loyalty is fragile. Trust, clarity, and relevance are emerging as the new drivers of loyalty—outpacing even new product offerings. Amy emphasizes that customer experience must be clear, emotionally reassuring, and responsive to evolving financial pressures. The importance of customer insight: Truly understanding customer needs is at the heart of effective personalization. Insights gathered from real users inform everything from onboarding processes to new service design, ensuring banks stay relevant and build lasting trust. Actionable advice: Banks and fintechs should continuously gather and apply customer insights to design experiences that build trust and reduce friction. Executives and product leaders are encouraged to “walk in their customers’ shoes”—try opening an account or using a service themselves to spot opportunities for improvement. Resources & links Amy Wigdahl on LinkedIn (https://www.linkedin.com/in/amywigdahl/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) The CSAT playbook for modern banks (https://www.usertesting.com/resources/guides/csat-playbook-for-banks) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/3Ys2J9d Episode description:  In this episode of Insights Unlocked, Phillip Jackson, CEO and co-founder of Future Commerce, joins the show to explore how commerce is fundamentally shaped by culture, not just technology. Phillip dives into how leading brands use AI in retail to enhance customer experiences quietly and authentically, why friction in the customer journey isn’t always a bad thing, and how brands can stand out in a sea of sameness. Key themes and takeaways Commerce is culture, not just tech. Phillip explains that what we buy and how we buy it are deeply tied to identity and culture. The smartest brands are those who see commerce as part of daily life, not just a transaction. The invisible hand of AI in retail. AI can transform retail experiences, but its best applications are often invisible. Using examples like Taco Bell, Phillip discusses how AI can quietly make things easier and more delightful for customers—without being intrusive. Friction’s hidden value. Not all friction is bad. While reducing unnecessary pain is important, Phillip argues that some friction helps customers make better decisions, reduces returns, and actually builds trust. Personalization: meaningful, not just flashy. True personalization goes beyond using someone’s name. Phillip suggests it’s about understanding intent and context, and that surface-level personalization often falls flat or feels invasive. Standing out from e-commerce sameness. E-commerce platforms have made shopping easier, but also more homogenous. Phillip shares research showing that when branding is stripped away, many sites are indistinguishable—and that differentiation is key to long-term loyalty. Clean data is your AI superpower. Brands that want to unlock the full power of AI need holistic, clean data. Phillip shares how brands like Kith leverage years of clean purchase data to launch ambitious customer programs. Invest in what matters. Rather than chasing every trend, Phillip encourages brands to focus on practical, high-value areas—like smarter search, better recommendations, and strong post-purchase support—that truly solve customer pain points. Resources & links Phillip on LinkedIn (https://www.linkedin.com/in/philwinkle/) Mike on LinkedIn (https://www.linkedin.com/in/mmcdowell1/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Future Commerce website (https://www.futurecommerce.com/) UserTesting’s 2026 2026 State of AI in Retail Experiences Report (https://bit.ly/4sy3awg) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/4jpvb55 Episode description: In this episode of Insights Unlocked, I flip the mic on two of the podcast’s regular co-hosts: Lija Hogan and Amrit Bhachu, both Principals of Experience Research Strategy here at UserTesting. Together, they dive into the evolving conversations they’re having with customers as we head into 2026. From the rise of AI to the expanding role of UX researchers, Lija and Amrit unpack what’s keeping experience teams up at night—and what’s inspiring them. They explore how researchers are experimenting with AI to optimize workflows, the importance of validating generative outputs, and the new expectations being placed on teams to demonstrate impact across the business. The episode also explores the shift toward conversational interfaces and the operational challenges of supporting research at scale. Topics covered: How AI is changing research and design workflows The “garbage in, garbage out” risk with AI and how to overcome it Why researchers must become stronger business storytellers Building cross-functional empathy through insights Voice, gesture, and multimodal experiences as the next UX frontier Why research ops is critical to scaling insights across the org Advice for validating AI-driven outputs before they go public Whether you’re a researcher, designer, or product leader, this episode will leave you with practical ways to experiment with AI and bring more human-centered thinking into your work. Resources & links Lija on LinkedIn (https://www.linkedin.com/in/lija-hogan-894769/) Amrit on LinkedIn (https://www.linkedin.com/in/amritsbhachu/) 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/3MWTjzQ Episode description:  In this forward-looking episode of Insights Unlocked, Mike McDowell returns to the mic to share what’s ahead for UserTesting in 2026—and it’s all about speed, scale, and smarter insights. Mike and host Nathan Isaacs dive into the latest developments in AI-powered research, from automated test creation and participant feedback to enhanced report generation and seamless integrations with tools like Figma. As always, Mike brings a ton of energy and clarity to what these innovations mean not just for researchers, but for anyone trying to get closer to their customers. Whether you're a product manager, designer, or marketer, this episode will leave you inspired by what’s possible when AI meets human insight. Key takeaways AI-enhanced test creation: Just type what you want to learn, and AI builds the test plan for you—making customer feedback more accessible to non-researchers than ever. New Figma plug-in: Beta users can now launch usability tests directly from Figma, without leaving the design environment. Automated insight generation: From smart analysis to video summaries and report creation, AI is speeding up the time from question to answer. Smarter screener tools: AI-powered fraud detection and screener guidance ensure better participant quality and more reliable feedback. Customer empathy at scale: Mike emphasizes the power of embedding customer videos in tools like Jira, Confluence, and Figma to build buy-in and challenge internal assumptions. Resources & links Mike on LinkedIn (https://www.linkedin.com/in/mmcdowell1/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode page: https://bit.ly/3KT962a As we head into 2026, design is no longer just about aesthetics—it’s about strategy, collaboration, and customer empathy. In this episode of Insights Unlocked, Nathan Isaacs sits down with Lacey Fabrizio, Principal Solution Marketing Manager at UserTesting, to discuss the major shifts happening in the design and product space. Lacey shares three key trends reshaping the field: Designers are moving upstream and playing a more strategic role in defining problems—not just polishing solutions. AI is becoming a powerful brainstorming partner, helping designers break creative patterns and explore new directions. Teams are adopting continuous, lightweight feedback loops to stay tightly connected to customer needs and avoid designing in the dark. Whether you're in design, product, or marketing, this conversation offers valuable insight into how to embrace these changes and design with more intention. What you’ll learn: How designers are gaining influence earlier in product development Why AI is most powerful as a creative collaborator The importance of fast, continuous user feedback to improve outcomes How these trends are shaping a more empowered, customer-first design culture Resources & links: Lacey Fabrizio on LinkedIn Nathan Isaacs on LinkedIn The 2026 Experience Survival Guide: scaling human insight across every team — This on-demand webinar explores how AI and connected workflows help teams gather and act on customer feedback faster, smarter, and at scale across UX, product, design, and marketing. How to enhance design efficiency through continuous user feedback — This guide shows how continuous user feedback helps designers move faster, make smarter decisions, and reduce rework by testing early and iterating often. How to transform your UX design process with continuous customer feedback — an Insights Unlocked episode about building continuous customer interview programs to support the product development life cycle. How design teams leverage user feedback in design to transform products — This blog post explains how user feedback bridges intention and real experience to elevate design outcomes and reduce costly revisions.

Episode web page: https://bit.ly/3KUDMzV Episode description: In this episode of Insights Unlocked, host Amrit Bhachu sits down with Mario Callegaro, founder of Callegaro Research and a leading expert in survey methodology and AI-augmented research. Mario brings a wealth of experience from his 15 years at Google and shares practical, thoughtful guidance on how to responsibly integrate AI tools into UX, market, and survey research workflows. From the evolving role of the researcher to the risks and potential of synthetic users, this episode unpacks what’s changing, what to be cautious of, and what skills are now essential in the age of AI. What you’ll learn How AI supports every phase of the research workflow: planning, execution, and activation The role of prompt engineering in getting better insights from AI tools Why synthetic users and synthetic data can't yet replace real human participants What researchers are gaining—and potentially losing—by relying on AI The current limitations of large language models in capturing nuance and variability Practical advice on testing and validating AI tools with known datasets Why transparency, iteration, and responsible experimentation are key Resources & links Mario on LinkedIn (https://www.linkedin.com/in/mcallegaro/) Amrit on LinkedIn (https://www.linkedin.com/in/amritsbhachu/) Callegaro Research (https://callegaroresearch.com/) Quantitative User Experience Association (https://www.quantuxcon.org/) There’s an AI for that (https://theresanaiforthat.com/) Mike 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

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