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.