About Us

Who We Are

Founded in 2007 in Dallas/Fort Worth, Relevant Insights is a full-service market research and user research  (UX) agency that executes qualitative and quantitative research to guide corporate marketers, advertising agencies, non-profits, and trade organizations down the path of profitable decision-making.

Our expertise empowers clients to successfully discover:

  • New market opportunities
  • Facilitate product and service innovation
  • Develop winning customer retention and acquisition strategies

Clients and partners get easy access to Relevant Insights’ research experts who bring decades of experience in multiple verticals. We possess a unique awareness and sensitivity to international and cultural nuances that affect research outcomes. Our tenure as internal corporate researchers gives us the advantage of appreciating the dynamic perspectives of internal stakeholders.

Our Approach

We become personally committed to your success and provide:

Access to Experts
Direct access to senior-
level expertise

You are guaranteed that an experienced researcher is going to design the study, execute it, and analyze the results.

Turnkey Project Execution
Turnkey project execution or support for specific parts of a project

We will be responsible for any or all the phases of a research project,
quantitative or qualitative. You tell us
what you need. We can be an extension
of your marketing and research teams. Learn More

Actionable Research Insights
Actionable research

We design research to capture what you need to know to guide business and marketing strategy decisions.

Founded by an Experienced
Market Researcher

Michaela is one of the top market research professionals in the consumer goods and services industries. She has been the president of the market research firm Relevant Insights, LLC since founding it in 2007.

Michaela has more than 20 years of international hands-on market research experience in consumer-facing industries such as travel, entertainment, offline and online retail, automotive, franchise systems, fast-moving consumer goods, and restaurants.

She has conducted more than 400 market studies which include ad testing & tracking, new product concept testing, market segmentation, and customer satisfaction, as well as A&U, pricing research, copy testing, and user research, including usability testing.

Michaela has work experience from both the client-side and the supplier side in the U.S. and abroad. Before founding Relevant Insights, she managed the market research team at Blockbuster Online, where her work was instrumental in shaping the design and launch of BLOCKBUSTER Total Access™, and the doubling of its subscriber base from 1.5 million to 3 million in only nine months.

Prior to Blockbuster, Michaela led the research team at Match.com and was responsible for sales forecasting at Pro-Line International (the ethnic hair product division of Alberto Culver).

Michaela’s agency experience comes from working as a marketing science analyst at M/A/R/C Research, as a market research manager at Research International Sweden, and as a media research manager at the Cuban Institute of Radio and Television.

Michaela holds an M.S. in Marketing Research from The University of Texas at Arlington, an M.S. in Marketing, Advertising and Public Relations from Stockholm University, and a B.S. and M.S. in Psychology from Havana University. She also holds a Professional Researcher Certification (PRC) at the Expert Level, issued by the Marketing Research Association (MRA), and is fluent in English, Spanish, and Swedish.

Michaela is a columnist writer 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 and MRA’s Alert! Magazine and writes our critically acclaimed Relevant Insights Articles blog about market research and insights topics.


“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


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)