Thomas Hein on User Research, Psychological Behaviors, and AI in CRO (Episode #3 - CRO Hour)

Join us on the latest episode of The CRO Hour series! 🎧

Our host Subho sits down with Thomas Hein, Research & Insights Lead at REO Digital, who brings years of experience in psychology and user research. 🎯

Known for his clear, actionable approach to problem-solving, Thomas dives into the nuts and bolts of what makes user research impactful in today’s fast-paced CRO landscape.

Thomas also holds a PhD in Psychology from Goldsmiths, University of London, which adds a strong foundation to his research expertise. 📚

Thomas dives into:
🔍 Top research methods and tools like session recordings, and user testing
🧠 Key psychological factors that drive online behavior
💡 How to turn complex research findings into clear, digestible insights
🤖 How AI fits into the CRO process and what it means for the future of UX research
📈 Low-hanging fruits to kickstart user research

Prepare for a conversation packed with practical advice, expert insights, and a fresh look at the tools and techniques that make research a game-changer in CRO.

🎙️ Tune in now and elevate your CRO game!

[00:00] A quick sneak peek into the episode
[02:19] Thomas and Subho kickstart the conversation
[03:20] Early aspirations and whether entering CRO was always the plan
[04:52] Process of conducting research and collecting insights at REO
[07:09] Tools used for conducting research
[08:38 ]Exploring the role of technology, people, and processes in driving CRO success
[10:42] Psychological factors that impact how users make choices online
[15:29] Surprising behavioral insights Thomas discovered while doing user research for clients
[19:17] Simplifying complex findings for the team to understand and act on
[22:54] Key steps for transitioning from collecting insights to developing a robust research capability
[27:46] Current state of digital accessibility among UK and European businesses
[33:48] Impact of AI on research and its role in the overall CRO process
[40:52] Low-hanging fruits businesses should focus on for leveraging research and insights
[46:14] Rapid-fire round - Go-to travel destination in Europe
[46:28] One thing you would do differently if you were starting a career in CRO today
[46:54] Books that you would recommend to VWO Podcast listeners
[49:03] One CRO metric people should stop obsessing over
[49:48] One thing AI will replace in the next 3 years
[50:42] If not a CRO specialist, what other profession would you have chosen?
[51:54] A dream or goal you want to achieve in the next 3 years
[53:12] Final thoughts or messages to share with the audience
[53:53] Thomas and Subho sign off