Why empathy still wins in an AI-powered world with Sara Fortier from Outwitly
Episode web page: https://bit.ly/43n2Y89
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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
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35:45
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35:45
Flipping the funnel starts with knowing your customers with Sangram Vajre
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
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46:35
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46:35
All the questions you had about synthetic users but were afraid to ask
Episode web page: https://bit.ly/42dkHi0
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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
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42:51
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42:51
Build your Plan B: How content entrepreneurship can unlock freedom and meaning
Episode web page: https://bit.ly/46shU5A
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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
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43:52
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43:52
Unlocking SaaS growth with fast, focused customer research with Asia Orangio
Episode web page: https://bit.ly/46FFJbA
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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
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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