Michaela Mora's guest appearances

Michaela Mora

Happy Market Research Podcast

Brave UX with Brendan Jarvis 🇺🇦

Steve Portigal

David Garcia

Teresa Torres

Laura Klein

Dan Brown

Sarah Doody

Steve Fisher

Louis Rosenfeld

Jared Spool

Laura Kalbag

Dylan Thomas

James Taylor

John Martin

Tom Anderson

Matt Lucas

OwlTail

Michaela Mora discusses the challenges of categorising race, why homogenous leadership is bad for businesses, and what UX researchers could learn from market research. Highlights include: ⭐ Why do we care about and continue to categorise race? ⭐ How does knowing things like race and gender lead to better products? ⭐ What is the most important decision a researcher can make?  ⭐ How does the homogenous nature of boards &amp; C-Suites affect design? ⭐ Why do UXers resist getting closer to ‘the business’? ====== Who is Michaela Mora? Michaela is the Founder and President of Relevant Insights, a full-service market and UX research firm that’s on a mission to help companies make profitable business decisions based on outstanding research insights. Prior to founding Relevant Insights in 2007, Michaela was the Market Research Director for Blockbuster Online 📼, where she was responsible for both qualitative and quantitative consumer and UX research, fielding more than 60 projects and delivering stellar business results. Michaela is also a founding member of the Multicultural Insights Collective, a partnership of veteran researchers from different racial, generational, and geographic backgrounds, who collaborate on large-scale multicultural research initiatives. ====== Find Michaela here: LinkedIn: https://www.linkedin.com/in/michaelamora/ Twitter: https://twitter.com/rinsights Website: https://relevantinsights.com/ YouTube: https://www.youtube.com/c/Relevantinsights ====== Liked what you heard and want to hear more? Subscribe and support the show by leaving a review on Apple Podcasts (or wherever you listen). Follow us on our other social channels for more great Brave UX content! YouTube: https://www.youtube.com/TheSpaceInBetween/ LinkedIn: https://www.linkedin.com/company/the-space-in-between/  Instagram: https://www.instagram.com/thespaceinbetw__n/  ====== Hosted by Brendan Jarvis: LinkedIn: https://www.linkedin.com/in/brendanjarvis/ Website: https://thespaceinbetween.co.nz/ Twitter: https://twitter.com/brendanjarvis/

Michaela Mora discusses the challenges of categorising race, why homogenous leadership is bad for businesses, and what UX researchers could learn from market research. Highlights include: ⭐ Why do we care about and continue to categorise race? ⭐ How does knowing things like race and gender lead to better products? ⭐ What is the most important decision a researcher can make?  ⭐ How does the homogenous nature of boards &amp; C-Suites affect design? ⭐ Why do UXers resist getting closer to ‘the business’? ====== Who is Michaela Mora? Michaela is the Founder and President of Relevant Insights, a full-service market and UX research firm that’s on a mission to help companies make profitable business decisions based on outstanding research insights. Prior to founding Relevant Insights in 2007, Michaela was the Market Research Director for Blockbuster Online 📼, where she was responsible for both qualitative and quantitative consumer and UX research, fielding more than 60 projects and delivering stellar business results. Michaela is also a founding member of the Multicultural Insights Collective, a partnership of veteran researchers from different racial, generational, and geographic backgrounds, who collaborate on large-scale multicultural research initiatives. ====== Find Michaela here: LinkedIn: <a href="https://www.linkedin.com/in/michaelamora/" rel="nofollow" target="_blank">https://www.linkedin.com/in/michaelamora/</a> Twitter: <a href="https://twitter.com/rinsights" rel="nofollow" target="_blank">https://twitter.com/rinsights</a> Website: <a href="https://relevantinsights.com/" rel="nofollow" target="_blank">https://relevantinsights.com/</a> YouTube: <a href="https://www.youtube.com/c/Relevantinsights" rel="nofollow" target="_blank">https://www.youtube.com/c/Relevantinsights</a> ====== Liked what you heard and want to hear more? Subscribe and support the show by leaving a review on Apple Podcasts (or wherever you listen). Follow us on our other social channels for more great Brave UX content! YouTube: <a href="https://www.youtube.com/TheSpaceInBetween/" rel="nofollow" target="_blank">https://www.youtube.com/TheSpaceInBetween/</a> LinkedIn: <a href="https://www.linkedin.com/company/the-space-in-between/" rel="nofollow" target="_blank">https://www.linkedin.com/company/the-space-in-between/ </a> Instagram: <a href="https://www.instagram.com/thespaceinbetw__n/" rel="nofollow" target="_blank">https://www.instagram.com/thespaceinbetw__n/ </a> ====== Hosted by Brendan Jarvis: LinkedIn: <a href="https://www.linkedin.com/in/brendanjarvis/" rel="nofollow" target="_blank">https://www.linkedin.com/in/brendanjarvis/</a> Website: <a href="https://thespaceinbetween.co.nz/" rel="nofollow" target="_blank">https://thespaceinbetween.co.nz/</a> Twitter: <a href="https://twitter.com/brendanjarvis/" rel="nofollow" target="_blank">https://twitter.com/brendanjarvis/</a>

Michaela Mora - Building a Bridge Between Market and UX Research

Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Michaela Mora, president of Relevant InsightsFind Michaela Online:LinkedInWebsite: https://www.relevantinsights.com [00:02]My guest today is Michaela Mora, President of Relevant Insights.  Those are my favorite kind of insights, by the way.  [00:10]    Yes, they are not any insights.  They are relevant.[00:13]I love that.  So, what do you think about the conference where Day 1 has ended at the NEXT Conference in Chicago?  Tell me what you think.    [00:21]Well, this is my first time coming to this conference.  This year I have been to several conferences, and I see some subjects coming up on a repeat.  It’s a lot about video and capturing data, more unstructured data and focus on tools at the same time figuring out how can we capture the full consumer or the full participant in many different areas.  And usually, the challenge of that is at the back-end.  Many tools are very good at capturing the front-end.  Then you go home and then you have to analyze.[01:12]Do the work.[01:13]   Yes.  And that’s where still...  I test a lot of tools and there’s still some time to go.   [01:23]Does one session stand out as your favorite?[01:25]      I really liked the one from “Who Murdered Advertising Effectiveness?”  Was a very good presentation, different style. [01:35]“Who Murdered Advertising Effectiveness?”  That was a very sassy title, wasn’t it? [01:40]Yes, it is.[01:41] That was Lucy, the speaker.  She’s from Keen as Mustard, I believe.[01:46]Yes.  Actually, it is a way to tell the story, to discuss a subject about elements that are affecting our industry.  It’s about changing times, and who is behind the changes and how we’re all involved in that.  And so, that was a different way of presenting and discussing market research issues.     [02:12]Tell me about Relevant Insights.  What do you guys do?[02:14]Well, we try to help clients to make profitable decisions.  It’s about finding the right questions so that we can come back and help the clients to make the decisions.  So we do both qualitative and quantitative, both in the more traditional research but also in the user experience, user research methods.[02:41]  Are seeing an increase in user experience?[02:44]  Oh, absolutely, absolutely.  There is these conversions between the customer experience field and the user experience.  They come from two different branches of research.  The customer experience, for me, is just a renaming of the traditional customer loyalty, voice of the customer field. [03:02]It totally feels like VoC, market research, yeah.[03:05]  Yeah, but the user research comes more from human factors.[03:11]Yep, products…  [03:12]Usability, interaction, ergonomics.  And in some companies, they are used interchangeably.  If you look at it as different focus on different areas of the customer journey, essentially...  Because the user experience right now has been mainly focused on how users are interacting whether on your website, your application but is going more towards the product and in a little more task base how you use that.  But that also has been an area where customer experience has come in like product testing, concept testing.  So it’s a lot of mixed terms.     [04:02]   One of the things that I find really interesting is it feels like a lot of the work that is actually being done between by a market researcher, which is my background, and user experience is stuff like...  I mean in 2001 or 2002, I was on-site at Intuit in Mountain View, California.  They had built usability labs, and we were doing eye-tracking and exercises where we would say,

Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Michaela Mora, president of Relevant Insights Find Michaela Online: LinkedIn Website: <a href="https://www.relevantinsights.com" rel="nofollow" target="_blank">https://www.relevantinsights.com</a> [00:02] My guest today is Michaela Mora, President of Relevant Insights.  Those are my favorite kind of insights, by the way.   [00:10]     Yes, they are not any insights.  They are relevant. [00:13] I love that.  So, what do you think about the conference where Day 1 has ended at the NEXT Conference in Chicago?  Tell me what you think.     [00:21] Well, this is my first time coming to this conference.  This year I have been to several conferences, and I see some subjects coming up on a repeat.  It’s a lot about video and capturing data, more unstructured data and focus on tools at the same time figuring out how can we capture the full consumer or the full participant in many different areas.  And usually, the challenge of that is at the back-end. Many tools are very good at capturing the front-end. Then you go home and then you have to analyze. [01:12] Do the work. [01:13]    Yes.  And that’s where still...  I test a lot of tools and there’s still some time to go.    [01:23] Does one session stand out as your favorite? [01:25]       I really liked the one from “Who Murdered Advertising Effectiveness?”  Was a very good presentation, different style.  [01:35] “Who Murdered Advertising Effectiveness?”  That was a very sassy title, wasn’t it?  [01:40] Yes, it is. [01:41]  That was Lucy, the speaker.  She’s from Keen as Mustard, I believe. [01:46] Yes.  Actually, it is a way to tell the story, to discuss a subject about elements that are affecting our industry.  It’s about changing times, and who is behind the changes and how we’re all involved in that. And so, that was a different way of presenting and discussing market research issues.      [02:12] Tell me about Relevant Insights.  What do you guys do? [02:14] Well, we try to help clients to make profitable decisions.  It’s about finding the right questions so that we can come back and help the clients to make the decisions.  So we do both qualitative and quantitative, both in the more traditional research but also in the user experience, user research methods. [02:41]   Are seeing an increase in user experience? [02:44]   Oh, absolutely, absolutely.  There is these conversions between the customer experience field and the user experience.  They come from two different branches of research. The customer experience, for me, is just a renaming of the traditional customer loyalty, voice of the customer field.  [03:02] It totally feels like VoC, market research, yeah. [03:05]   Yeah, but the user research comes more from human factors. [03:11] Yep, products…   [03:12] Usability, interaction, ergonomics.  And in some companies, they are used interchangeably.  If you look at it as different focus on different areas of the customer journey, essentially...  Because the user experience right now has been mainly focused on how users are interacting whether on your website, your application but is going more towards the product and in a little more task base how you use that.  But that also has been an area where customer experience has come in like product testing, concept testing. So it’s a lot of mixed terms.      [04:02]    One of the things that I find really interesting is it feels like a lot of the work that is actually being done between by a market researcher, which is my background, and user experience is stuff like...  I mean in 2001 or 2002, I was on-site at Intuit in Mountain View, California. They had built usability labs, and we were doing eye-tracking and exercises where we would say,

NEXT 2019 Conference Series - Michaela Mora - Relevant Insights