Michaela Mora

Michaela Mora is the founder of Relevant Insights, LLC, a market research company. Prior to starting their own company, Mora worked as the Market Research Director for Blockbuster Online. In this role, they were responsible for designing, programming, fielding, and analyzing the results of over 60 in-house research projects. These projects saved the company more than $1 million in research costs and reduced research results delivery time by over 60%.

In addition to their work on in-house research projects, Mora also oversaw all strategic research for the launch of Blockbuster's new Total Access service. This launch resulted in a subscriber base growth of 140%, from 1.5 million to 3.6 million subscribers, and an increase of Blockbuster Online's market share by 13% points in 9 months.

Mora also introduced the Conversion Model framework and established a customer satisfaction research tracking program that provided key performance indicators for the business. Michaela also designed and coordinated a segmentation study for the movie rental market, which supported marketing expenditure and increased awareness of Blockbuster Online by over 50%.

In addition to their work on research projects, Mora also managed a team of analysts and oversaw the setup of an onsite usability lab. Michaela conducted numerous usability tests on a regular basis to support product development strategies.

Michaela Mora has a Master's Degree in Market Research from The University of Texas at Arlington, a Master's Degree in Marketing, Advertising, and Public Relations from Stockholm University, and a Bachelor's & Master's Degree in Psychology from the University of Havana. Michaela is also certified from Section4 as a Certified Brand Strategist, from Nielsen Norman Group as a UX Master Certificate - UX Research & Interaction Design Specialties, from University of Denver as a User Experience Research Certificate, and from Insights Association as an Insights Professional Certification (IPC).