Michaela Mora, the founder of Relevant Insights (relevantinsights.com), is an insights professional with a diverse background and more than 20 years of experience in market research, UX research, and multicultural research in industries such as entertainment, technology, retail, automotive, CPG, travel, hospitality, restaurants, financial services, subscription services, among others. With strong analytical skills and a solid understanding of qualitative and quantitative research methodologies, Michaela has worked on hundreds of studies to support decisions related to new product development, customer experience improvement, pricing strategy, new market segment opportunities, and brand positioning and marketing strategies.
Michaela has working experience from both the client-side and the supplier-side in the U.S. and abroad. Before founding Relevant Insights in 2007, she managed the research team at Blockbuster Online, and Match.com. She also managed sales forecasting at Pro-Line International, the ethnic hair product division of Alberto Culver, and content research for the Cuban Institute of Radio and Television. Her agency experience comes from manager and analyst positions at M/A/R/C Research and Research International Sweden.
Michaela is a founding member of the Multicultural Insights Collective, which conducts multicultural research into best practices to help brands speak both internally and externally on topics related to racial justice, diversity, equity, inclusion, and representation. Michaela earned a master’s degree in Marketing Research from The University of Texas at Arlington, a master’s degree in Marketing, Advertising & PR from Stockholm University, and bachelor’s and master’s degrees in Psychology from Havana University. She also holds an Insights Professional Certification (IPC), issued by the Insights Association (IA), and a UX Master Certification with User Research and Interaction Design specialties from the Nielsen Norman Group. Michaela has written for the Dallas Business Journal on market research and customer insights, matters of interest to entrepreneurs and small businesses. She has published articles in Quirks’ Marketing Research Review, MRA’s Alert! Magazine, QRCA’s QualPower Blog, and PPAI’s Promotional Products Business Magazine. She also writes a blog about market research that has received praise for providing valuable and educational articles. She is considered among the top influencers in the market research field by her market research peers.