Episode web page: https://bit.ly/4fEzKXi

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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

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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 [email protected]

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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:

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

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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 [email protected]

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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

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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 [email protected]

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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

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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 [email protected]

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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

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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 [email protected]

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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

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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 [email protected]

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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

Episode web page: https://bit.ly/3U80YeU

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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 [email protected]

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In this episode of Insights Unlocked, Devora Rogers, Chief Strategy Officer at Alter Agents and co-author of Influencing Shopper Decisions, joins us to challenge outdated assumptions about how people shop. Devora shares her unconventional journey from storytelling to strategy and offers a fresh lens on consumer behavior, loyalty, and the importance of continuous human insights.

Drawing on decades of experience helping top brands like Google and Snapchat, Devora explains why fewer than 5% of shoppers follow a linear path to purchase and why loyalty is no longer a given. She introduces a behavioral segmentation model—including loyalists, defectors, ambivalents, and impulse buyers—and explores how brands can tailor experiences for each type. Plus, we unpack the problem with “brand narcissism” in research and why brands must prioritize relevance over vanity metrics.

What you’ll learn in this episode:

Why shoppers often start from scratch with every buying decision—and what that means for loyalty programs

The four shopper mindsets and how to design experiences for each

How real-time insights and tools like video feedback are transforming market research

Why most brand trackers fail to deliver meaningful insight

The power of storytelling in research and decision-making

Where AI fits in—and where human feedback still reigns supreme

Resources & Links:

Alter Agents (https://alteragents.com/)

Devora Rogers on LinkedIn (https://www.linkedin.com/in/devorarogers/)

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

Episode web page: https://bit.ly/4lcY2tG

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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 [email protected]

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What does it take to make marketing truly meaningful? In this episode of Insights Unlocked, we sit down with Steven Sakach, co-founder of AI CMO and CEO of Zero Company, to explore how businesses can create deeper emotional connections by putting empathy and purpose at the heart of their marketing. With decades of experience spanning journalism, digital media, and consciousness studies, Steven shares insights on the evolution of conscious capitalism, the role of AI in marketing with intention, and how brands can avoid the pitfalls of performative messaging.

Discover how companies like Patagonia and Dove have created enduring emotional impact, and learn how to articulate your own organization’s higher purpose to guide authentic, customer-first campaigns. Whether you're part of a lean marketing team or leading a larger brand, this episode offers actionable strategies to align your marketing with what truly matters.

What you’ll learn in this episode:

Why empathy and purpose are becoming essential pillars of effective marketing

How AI can help small teams scale emotionally intelligent campaigns

The concept of “building love into scalable systems” and why it matters

Lessons from brands that got it right—and those that got it wrong

How to discover and articulate your business’s authentic higher purpose

Resources & Links:

Steven on LinkedIn (https://www.linkedin.com/in/stephen-sakach-3181aa28b/)

Zero Company (https://www.zerocompany.com/)

aiCMO (https://aicmo.io/home_

Bliss Business podcast (https://www.theblisspodcast.com/)

Nathan on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)

Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/4lhHPCW

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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 [email protected]

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In this episode of Insights Unlocked, Rand Fishkin, co-founder of SparkToro and marketing industry icon, joins hosts Mike McDowell and Nathan Isaacs to unpack one of the most disruptive shifts in digital marketing today: the death of attribution.

Rand explains how platforms like Google, Facebook, and Reddit are cutting off referral data and turning into "walled gardens," effectively ending marketers' ability to track where traffic and conversions truly originate. This change calls for a radical new playbook—one that trades attribution modeling for brand lift, and prioritizes native content that meets audiences where they are.

What you'll learn in this episode:

Why attribution modeling no longer works—and what to focus on instead

The rise of zero-click marketing and how to succeed with it

How brands can build influence in a closed-platform world

The role of audience intelligence tools like SparkToro in top-of-funnel strategy

Why empathy and behavior observation are more powerful than ever for product and marketing decisions

How customer insights led to SparkToro’s recent product relaunch—and a major growth rebound

Resources & Links:

SparkToro: https://sparktoro.com/

Rand on LinkedIn: https://www.linkedin.com/in/randfishkin/

Snackbar Studio: https://snackbarstudio.com/

Mike on LinkedIn: https://www.linkedin.com/in/mmcdowell1/

Mike’s YouTube channel: https://www.youtube.com/@mikedropvideos

Learn more about Insights Unlocked: https://www.usertesting.com/podcast