Seeing the Faces Behind the Figures with Lisa Payne, Global Director of UX Research at Condé Nast

The most valuable research doesn’t always come from large sample sizes, but from the ability to surface patterns, stories, and moments of clarity.

In this episode, Lisa Payne, Global Director of UX Research at Condé Nast, explores how qualitative insights, often overlooked or undervalued, can serve as a critical driver of strategic clarity. She shares how human stories, when surfaced and scaled effectively, can move beyond anecdote to influence decisions at the highest levels.

We also discuss:

• How to scale human stories using video and verbatim.
• Strategies for connecting insight teams and unifying research outputs.
• What “intent-first thinking” looks like in practice.
• The importance of embedding insights into decision-making at every level, including the C-suite.

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