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      Brand & Advertising Research

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      Customer Experience & User Research

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      • Quantitative Usability Testing
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      Market Segmentation & Customer Research

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Relevant Insights Approach to Customer ResearchRelevant Insights Approach to Customer Research

Insights That Matter For
Smart Business Decisions.

Most of the time, instincts are not enough.

We provide business decision guidance by researching what customers need.

Learn More

Brand and Advertising Research Market Segmentation and Customer Research Product and Price Research Customer Experience and User Research

Our Expertise

Relevant Insights focuses on customer experience research, market research, and user research (UX), using a variety of quantitative and qualitative analysis techniques depending on the business objectives and target population.

We offer turnkey project execution from research design to the delivery of actionable insights for companies interested in conducting consumer and business-to-business research.

Customer Experience and User Research Expertise

Customer Experience & User Research

Understand the user experience at every interaction customers have with your company including your website, apps, stores, buying and using your products, and customer service. Learn More

Brand and Advertising Research Expertise

Brand & Advertising Research

Check brand awareness, perceptions, test brand positioning concepts, and measure advertising effectiveness. Learn More

Market Segmentation and Customer Research Expertise

Market Segmentation & Customer Research

Segment your target market, profile your customers and prospects, and find what drives customer satisfaction. Learn More

Product and Price Research Expertise

Product & Price Research

Test new product concepts and optimize your product configurations and prices. Learn More

Hispanics Research Expertise

Multicultural Research

Learn how to reach diverse and multicultural segments with your products and services. Learn More

Our Process

Relevant Insights focuses on customer experience research and market research, using a variety of quantitative and qualitative analysis techniques depending on the research objectives and target population. We offer turnkey project execution from research design to the delivery of actionable insights for companies interested in conducting consumer and business-to-business research.

Learn More

Relevant Insights Service Process

Our Clients

Ambit EnergyAmerican Cancer SocietyAmerican Marketing AssociationBenefitMallBlockbusterBodyBuilding.com
Bustin & CoCarnival CorporationConstellation EnergyCosco ProductsCVS PharmacyDallas Independent School District
The Dallas Morning NewsDallas Areas Rapid TransitDelta FaucetDallas Forth Worth International AirportDynataE & J Gallo Winery
EZCORPFamily ChristianFresh & EasyFrito LayFrontier CommunicationsGenghis-Grill
General MotorsGovernmentJobs.comHail MerryHilton WorldwideHumana Behavioral Health LifeSyncIESO Digital Health
iHireIntegral Care Mental Health ServicesInvisalignMoneyGramNest LabsNelsons Skin Care
NutrisystemNorth Lake CollegeMGMAMegaFoodMary KayNaturallyCurly.com
NTTALALA FoodsTEXpress LanesKaiser PermanenteOncorPavlov Agency
PellaPepsicoPlumlifePPAI - Promotional Products Association InternationalQuickBooksRent-A-Center
Red MangoSAHA - San Antonio Housing AuthoritySauconyHomeGoSignet JewelersTravelocity
US Auto Parts NetworkWaterfilters.net
Dynata Testimonial

“Michaela has deep knowledge in the market research space and I trust her methodological expertise. She brings a solution-oriented, practical approach to marketing research projects and has proven to be exceptionally reliable and thoughtful."

Chris WallaceFormer Vice President, Client Development at Dynata (previously Research Now)
MoneyGram

"Michaela is a great market researcher who I enjoyed and learned working with her. She provided MoneyGram with insightful presentations and incredible results!"

Irene JofreFormer Global Senior Manager, Consumer and Market Research at MoneyGram International. Currently Sr. Manager, Global Consumer Insights at Carnival Corp.,
HomeAdvisor.com

“Michaela is a smart, thorough and pragmatic researcher who brings a wide variety of research experience to each project. She is a hands on researcher who rolls her sleeves up and digs into the data to find relevant insights. She can tackle smaller ad hoc projects as nimbly and effectively as larger, longer term assignments. If you need an honest, non-sugar coated research assessment, Michaela can deliver.”

Chris TerrillFormer CEO of HomeAdvisor.com
Humana Behavioral Health LifeSync

"We came to Michaela with a project that had a very tight budget and deadline. Given the constraints, Michaela did such an excellent job! I really like Michaela’s responsiveness and the quality of work she delivers!"

Varun KukrejaBusiness Strategy & Market Intelligence at LifeSynch/Humana
Hilton Worldwide

"Although I've only worked with Michaela once to date, I was impressed with her obvious knowledge of research methodologies and survey design, attention to detail, analytical skills."

William NealManager, Customer Research at Hilton Worldwide

Certifications

IPC - Insights Professional Certification by Insights Association

Insights
Research
Professional
Principal (IPC)

UX-Master Certification by Nielsen Norman Group

UX Master,
User Research
& Interaction Design

SBE, DBE Certification by NCTRCA - North Central Texas Region Certification Agency

Small Business
Enterprise (SBE) &
Disadvantaged Business
Enterprise (DBE)

MBE Certification by NMSDC - National Minority Supplier Diversity Council

Minority Business
Enterprise (MBE) &
Small Business
Enterprise (SBE)

HUB Certification by Texas State

Historically
Underutilized
Business (HUB)

WBE Certification by WBENC - Women Business Enterprise National Council

Women’s
Business
Enterprise (WBE)

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Recent Articles

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When Using Focus Groups Makes Sense

March 12, 2023

Focus groups have their place in the research toolbox. Like any other research method, they have advantages and disadvantages. They are not a good fit for every research need.

How to Make Segmentation Research Actionable

March 4, 2023

Segmentation research allows companies to find target segments that can propel their growth and profitability. Many variables may be part of the mix of criteria that differentiate between segments. Segmentation studies may have little impact on organizational decision-making unless some conditions needed for insights implementation are in place.

How To Integrate Market Research and UX Research for Desired Business Outcomes

February 22, 2023

Watch Michaela Mora, founder of Relevant Insights, at the 2022 X Event Conference by the Insights Association, discussing the current state of the relationship between market research and UX research, misconceptions about market research, and introducing integrated research insights framework that helps strengthen the value of research to support business outcomes.

How To Get Value Out of Your Research Budget

January 10, 2023

Research budget allocation is about investment decisions to support desired business outcomes. It often reflects how management values the research function and its customers. To get the most value out of the research budget, certain conditions are required.

Recent Videos

Watch All
Integrating Market Research and UX Research for Better Business Outcomes
How To Integrate Market Research and UX Research for Desired Business Outcomes
Advanced Concept Testing Approaches To Guide Product Development and Business Decisions. Presentation at the Advancing Research 2022 Conference by Rosenfeld Media
Concept Testing for UX Researchers
UX Geeks Podcast, Episode 8
UX Research Geeks Podcast – Using Market Research for Better Context in UX
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