Why brand matters and how CMOs are playing out of position
Episode web page: https://bit.ly/3K2NcZn
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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
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42:38
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42:38
How to stop wasting research and turn customer insights into action with Jake Burghardt
Episode web page: https://bit.ly/3UXulRJ
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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
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37:35
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37:35
Creating workplaces that work for all to thrive with Tara May
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
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38:44
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38:44
Optimize with empathy: Gwen Hammes on turning behavior into brand impact
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
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30:57
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30:57
Every (buying) decision is emotional with Talia Wolf
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
What does it take to create experiences customers love, craft campaigns that captivate, and drive measurable results?
Insights Unlocked features candid conversations with the builders, creators, and innovators driving some of the world’s most impactful digital transformations. Tailored for marketing, product, UX and CX leaders, each episode delivers actionable insights to help you create customer-first strategies and stay ahead in today’s competitive landscape. Each episode is about 30 minutes long.
From optimizing product launches to leveraging AI for smarter workflows, Insights Unlocked is your go-to resource for designing experiences that resonate, drive loyalty, and achieve business results. Guests include influential leaders like Brian Solis, April Dunford, Kate Towsey, Jacob Nielsen, Teresa Torres, and Judd Antin among others, offering their expertise in CX, UX, and innovation. The podcast also highlights strategies and success stories from leading brands such as Verizon, Signet Jewelers, Figma, Microsoft, Tesco Bank, and more.
UserTesting leaders and industry experts join as guest hosts, alongside show producer Nathan Isaacs, award-winning journalist and Senior Manager of Content Production at UserTesting.
Brought to you by UserTesting, the leader in human insights and proactive customer experience strategies, Insights Unlocked empowers CMOs and marketing teams to craft experiences that drive growth, loyalty, and impact.
Listen and subscribe wherever you get your podcasts. Show notes, curated clips and more at usertesting.com/podcast.
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