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:

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