Michaela Mora

Michaela Mora is an Assistant Professor in the Department of Marketing at the Naveen Jindal School of Management, The University of Texas at Arlington, where she teaches courses in Marketing Research, Qualitative Research, and Customer Experience. With over two decades of industry experience, she bridges academic rigor with real-world insights, emphasizing mixed-method research, UX, and multicultural perspectives.

Her educational background includes an MS in Marketing Research from UTA, an MS in Marketing, Advertising & PR from Stockholm University, and dual BS and MS degrees in Psychology from Havana University. She also holds professional certifications in Insights (IPC) and UX (Nielsen Norman Group).

Michaela's research focuses on integrating market research and user experience to drive business decisions, with interests in segmentation, conjoint analysis, multicultural insights, and DEI in media. Her recent work explores the synergy between AI and human-centered research, the rise of UX, and actionable segmentation strategies.

Her presentations at ESOMAR, QRCA, UCLA Pulse, and other leading forums reflect a strong trend toward humanizing data, advancing research methodology, and promoting equity. She is recognized as a thought leader, evidenced by her 2023 Insights250 honor.

• Insights250 Winner, ESOMAR (2023)
• Beta Gamma Sigma Inductee, UTA (2000)

Michaela advises students through her teaching and mentorship in marketing research and UX. She has secured professional engagement through speaking roles and panel moderation at major industry events. Her industry experience includes founding Relevant Insights and leadership roles at Blockbuster, Match.com, and Kantar Sweden, demonstrating deep integration of research into business strategy.

She is actively involved in professional organizations including the Qualitative Research Consultants Association, Insights Association (South Central Chapter Board Member), and the American Marketing Association. Her blog and contributions to Quirks, QRCA Qual Power Blog, and Dallas Business Journal further extend her impact in the research community.