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: 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...
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:
Website: 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,