Liabilities / Assets
55th percentile
Higher debt load relative to assets than 55% of similar nonprofits.
Marketing Research Associates Inc Sw Chapter
990EZ • Fiscal year 2024 • EIN 94-2936757
Siviq Scores
Precomputed percentiles for this filing year versus similar nonprofits in the same peer cohort.
0.01x
Liabilities / Revenue
62nd percentile
Higher debt load relative to revenue than 62% of similar nonprofits.
Net Margin
4th percentile
Higher net margin than 4% of similar nonprofits.
Top Officer Pay
74th percentile
Higher top officer pay than 74% of similar nonprofits.
Top officer pay equals 0.0% of source-year revenue.
Asset Growth
14th percentile
Faster asset growth than 14% of similar nonprofits.
Revenue Growth
6th percentile
Faster revenue growth than 6% of similar nonprofits.
Balance Sheet
Assets
Down$108,810
Down $40,991 (-27%) from 2023
Net Assets
Down$107,649
Down $42,152 (-28%) from 2023
Liabilities
$1,161
No earlier filing loaded for comparison.
Revenue And Expenses
Revenue
Down$50,895
Down $46,104 (-48%) from 2023
Expenses
Up$93,047
Up $35,669 (+62%) from 2023
Net Income
Down-$42,152
Down $81,773 (-206%) from 2023
Historical Trend
Jump To
Filing Snapshot
- Filing Period
- Jan 1, 2024 to Dec 31, 2024
- Signed
- Jun 18, 2025
- Return Version
- 2024v5.0
- Gross Receipts
- $50,895
Mission and Program Overview
Mission
The organization advances, protects and promotes knowledge, standards, excellence, ethics, professional development and innovation for the global marketing and opinion research profession.
Program Services
| Description | Grants | Expenses |
|---|---|---|
| THE ORGANIZATION CONDUCTS MEETINGS AND CONFERENCES (INCLUDING TELECONFERENCES) TO PROMOTE UNITY, TO PLAN EVENTS, CONFERENCES, AND EDUCATIONAL OPPORTUNITIES FOR MEMBERS AND TO DO STRATEGIC PLANNING FOR THE ORGANIZATION. | - | - |
Compensation and Service Providers
Employees
| Name | Title | Full / Part Time | Base | Other | Total |
|---|---|---|---|---|---|
| JOSEPH WYLIE | Former Presi | - | $0 | - | - |
| BRITTANY NICHOLS | Secretary | - | $0 | - | - |
| GEOFF NORBY | Director | - | $0 | - | - |
| BETHANY MOFFETT | Director | - | $0 | - | - |
| BJ GERJES | Treasurer | - | $0 | - | - |
| JEB BULLIS | Treasurer El | - | $0 | - | - |
| MICHELLE VRUDHULA | President | - | $0 | - | - |
| EDUARDO DE LA GARZA | Director Hou | - | $0 | - | - |
| STEVE BAST | Director Pho | - | $0 | - | - |
| CHRISTOPHER CONNOLLY | Director Den | - | $0 | - | - |
| KRISTEN COLEMAN | Director-Au | - | $0 | - | - |
| KATIE ZIPF | Director | - | $0 | - | - |
| QUYEN KOSSICK | Director Reg | - | $0 | - | - |
| JAMES CANGA | Director | - | $0 | - | - |
| ANGELA QUINN | Director | - | $0 | - | - |
Filing and Contact Details
Filer
- Filer Name
- Insights Association
- EIN
- 94-2936757
- Phone
- 9176765886
- Address
- 135 SOUTH GUADALUPE, SAN MARCOS, TX 78666
Signing Officer
- Name
- Michelle Vrudhula
- Title
- President
- Phone
- 5124700469
- Signed
- 2025-06-18
- Discuss with paid preparer
- Yes
Preparer
- Firm
- Sigrist Cheek Potter & Huyser Pllc
- Address
- 8110 E CACTUS RD STE 110, SCOTTSDALE, AZ 85260
- Preparer
- Michael Lewis
- Phone
- 4807301569
Supplemental Narrative
Additional Explanations
Form 990-ez, Part I, Line 16
“Expenses marketing 1,342 advertising/promotional 312 sponsorships 3,000 las vegas conference 14,701 las vegas conference marketin 3,032 las vegas hotel and food 39,218 las vegas revenue share 3,829 metro event expense 3,911 bank service fee 312 licenses and permits 10 paypal fees 108 msmr event 1,300 pod cast fee 1,400 accounting 228 square fees 50 uncategorized expense 1,161 las vegas refund 19,122 total 93,036”
Form 990-ez, Part II, Line 24
“1,083 1,083 less accumulated depreciation 1,083 1,083 total 0 0”
Form 990-ez, Part II, Line 26
“Chase credit card 0 1,161”
Form 990-ez, Part III
“The organization advances, protects and promotes knowledge, standards, excellence, ethics, professional development and innovation for the global marketing and opinion research profession.”
Form 990-ez, Part III, Line 28
“The organization conducts meetings and conferences (including teleconferences) to promote unity, to plan events, conferences, and educational opportunities for members and to do strategic planning for the organization.”
Raw XML Appendix150 raw XML fields
This appendix keeps the raw XML leaves available for debugging and edge-case review. The human report above is the primary experience.
| Path | # | Value |
|---|---|---|
| IRS990EZ/ActivitiesNotPreviouslyRptInd | 0 | false |
| IRS990EZ/BooksInCareOfDetail/PersonNm | 0 | MICHELLE VRUDHULA |
| IRS990EZ/BooksInCareOfDetail/PhoneNum | 0 | 9176765886 |
| IRS990EZ/BooksInCareOfDetail/USAddress/AddressLine1Txt | 0 | 135 SOUTH GUADALUPE |
| IRS990EZ/BooksInCareOfDetail/USAddress/CityNm | 0 | SAN MARCOS |
| IRS990EZ/BooksInCareOfDetail/USAddress/StateAbbreviationCd | 0 | TX |
| IRS990EZ/BooksInCareOfDetail/USAddress/ZIPCd | 0 | 78666 |
| IRS990EZ/CashSavingsAndInvestmentsGrp/BOYAmt | 0 | 149801 |
| IRS990EZ/CashSavingsAndInvestmentsGrp/EOYAmt | 0 | 108810 |
| IRS990EZ/ChgMadeToOrgnzngDocNotRptInd | 0 | false |
| IRS990EZ/DonorAdvisedFndsInd | 0 | false |
| IRS990EZ/ExcessOrDeficitForYearAmt | 0 | -42152 |
| IRS990EZ/ForeignFinancialAccountInd | 0 | false |
| IRS990EZ/ForeignOfficeInd | 0 | false |
| IRS990EZ/Form1120PolFiledInd | 0 | false |
| IRS990EZ/Form990TotalAssetsGrp/BOYAmt | 0 | 149801 |
| IRS990EZ/Form990TotalAssetsGrp/EOYAmt | 0 | 108810 |
| IRS990EZ/GrossReceiptsAmt | 0 | 50895 |
| IRS990EZ/GroupExemptionNum | 0 | 9104 |
| IRS990EZ/InfoInScheduleOPartIIIInd | 0 | X |
| IRS990EZ/InfoInScheduleOPartIIInd | 0 | X |
| IRS990EZ/InfoInScheduleOPartIInd | 0 | X |
| IRS990EZ/InvestmentIncomeAmt | 0 | 6 |
| IRS990EZ/MadeLoansToFromOfficersInd | 0 | false |
| IRS990EZ/MethodOfAccountingCashInd | 0 | X |
| IRS990EZ/NetAssetsOrFundBalancesBOYAmt | 0 | 149801 |
| IRS990EZ/NetAssetsOrFundBalancesEOYAmt | 0 | 107649 |
| IRS990EZ/NetAssetsOrFundBalancesGrp/BOYAmt | 0 | 149801 |
| IRS990EZ/NetAssetsOrFundBalancesGrp/EOYAmt | 0 | 107649 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 0 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 1 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 2 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 3 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 4 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 5 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 6 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 7 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 8 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 9 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 10 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 11 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 12 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 13 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt | 14 | 000.00 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 0 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 1 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 2 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 3 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 4 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 5 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 6 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 7 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 8 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 9 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 10 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 11 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 12 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 13 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt | 14 | 0 |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 0 | JOSEPH WYLIE |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 1 | BRITTANY NICHOLS |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 2 | GEOFF NORBY |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 3 | BETHANY MOFFETT |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 4 | BJ GERJES |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 5 | JEB BULLIS |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 6 | MICHELLE VRUDHULA |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 7 | EDUARDO DE LA GARZA |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 8 | STEVE BAST |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 9 | CHRISTOPHER CONNOLLY |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 10 | KRISTEN COLEMAN |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 11 | KATIE ZIPF |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 12 | QUYEN KOSSICK |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 13 | JAMES CANGA |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm | 14 | ANGELA QUINN |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 0 | FORMER PRESI |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 1 | SECRETARY |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 2 | DIRECTOR |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 3 | DIRECTOR |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 4 | TREASURER |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 5 | TREASURER EL |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 6 | PRESIDENT |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 7 | DIRECTOR HOU |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 8 | DIRECTOR PHO |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 9 | DIRECTOR DEN |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 10 | DIRECTOR-AU |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 11 | DIRECTOR |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 12 | DIRECTOR REG |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 13 | DIRECTOR |
| IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt | 14 | DIRECTOR |
| IRS990EZ/OperateHospitalInd | 0 | false |
| IRS990EZ/Organization501cInd | 0 | X |
| IRS990EZ/OrganizationDissolvedEtcInd | 0 | false |
| IRS990EZ/OrganizationHadUBIInd | 0 | false |
| IRS990EZ/OtherExpensesTotalAmt | 0 | 93036 |
| IRS990EZ/PoliticalCampaignActyInd | 0 | false |
| IRS990EZ/PrimaryExemptPurposeTxt | 0 | THE ORGANIZATION ADVANCES, PROTECTS AND PROMOTES KNOWLEDGE, STANDARDS, EXCELLENCE, ETHICS, PROFESSIONAL DEVELOPMENT AND INNOVATION FOR THE GLOBAL MARKETING AND OPINION RESEARCH PROFESSION. |
| IRS990EZ/PrintingPublicationsPostageAmt | 0 | 11 |
| IRS990EZ/ProgramServiceRevenueAmt | 0 | 50889 |
| IRS990EZ/ProgramSrvcAccomplishmentGrp/DescriptionProgramSrvcAccomTxt | 0 | THE ORGANIZATION CONDUCTS MEETINGS AND CONFERENCES (INCLUDING TELECONFERENCES) TO PROMOTE UNITY, TO PLAN EVENTS, CONFERENCES, AND EDUCATIONAL OPPORTUNITIES FOR MEMBERS AND TO DO STRATEGIC PLANNING FOR THE ORGANIZATION. |
| IRS990EZ/ProhibitedTaxShelterTransInd | 0 | false |
| IRS990EZ/RelatedOrganizationCtrlEntInd | 0 | false |
| IRS990EZ/ScheduleBNotRequiredInd | 0 | X |
| IRS990EZ/SubjectToProxyTaxInd | 0 | false |
| IRS990EZ/SumOfTotalLiabilitiesGrp/EOYAmt | 0 | 1161 |
| IRS990EZ/TanningServicesProvidedInd | 0 | false |
| IRS990EZ/TotalExpensesAmt | 0 | 93047 |
| IRS990EZ/TotalRevenueAmt | 0 | 50895 |
| IRS990EZ/TransactionWithControlEntInd | 0 | false |
| IRS990EZ/TypeOfOrganizationCorpInd | 0 | X |
| IRS990EZ/WebsiteAddressTxt | 0 | WWW.SWMRA.ORG |
| IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt | 0 | EXPENSES MARKETING 1,342 ADVERTISING/PROMOTIONAL 312 SPONSORSHIPS 3,000 LAS VEGAS CONFERENCE 14,701 LAS VEGAS CONFERENCE MARKETIN 3,032 LAS VEGAS HOTEL AND FOOD 39,218 LAS VEGAS REVENUE SHARE 3,829 METRO EVENT EXPENSE 3,911 BANK SERVICE FEE 312 LICENSES AND PERMITS 10 PAYPAL FEES 108 MSMR EVENT 1,300 POD CAST FEE 1,400 ACCOUNTING 228 SQUARE FEES 50 UNCATEGORIZED EXPENSE 1,161 LAS VEGAS REFUND 19,122 TOTAL 93,036 |
| IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt | 1 | 1,083 1,083 LESS ACCUMULATED DEPRECIATION 1,083 1,083 TOTAL 0 0 |
| IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt | 2 | CHASE CREDIT CARD 0 1,161 |
| IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt | 3 | THE ORGANIZATION ADVANCES, PROTECTS AND PROMOTES KNOWLEDGE, STANDARDS, EXCELLENCE, ETHICS, PROFESSIONAL DEVELOPMENT AND INNOVATION FOR THE GLOBAL MARKETING AND OPINION RESEARCH PROFESSION. |
| IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt | 4 | THE ORGANIZATION CONDUCTS MEETINGS AND CONFERENCES (INCLUDING TELECONFERENCES) TO PROMOTE UNITY, TO PLAN EVENTS, CONFERENCES, AND EDUCATIONAL OPPORTUNITIES FOR MEMBERS AND TO DO STRATEGIC PLANNING FOR THE ORGANIZATION. |
| IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc | 0 | FORM 990-EZ, PART I, LINE 16 |
| IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc | 1 | FORM 990-EZ, PART II, LINE 24 |
| IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc | 2 | FORM 990-EZ, PART II, LINE 26 |
| IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc | 3 | FORM 990-EZ, PART III |
| IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc | 4 | FORM 990-EZ, PART III, LINE 28 |
| ReturnHeader/BuildTS | 0 | 2025-03-06 01:10:19Z |
| ReturnHeader/BusinessOfficerGrp/DiscussWithPaidPreparerInd | 0 | true |
| ReturnHeader/BusinessOfficerGrp/PersonNm | 0 | MICHELLE VRUDHULA |
| ReturnHeader/BusinessOfficerGrp/PersonTitleTxt | 0 | PRESIDENT |
| ReturnHeader/BusinessOfficerGrp/PhoneNum | 0 | 5124700469 |
| ReturnHeader/BusinessOfficerGrp/SignatureDt | 0 | 2025-06-18 |
| ReturnHeader/Filer/BusinessName/BusinessNameLine1Txt | 0 | INSIGHTS ASSOCIATION |
| ReturnHeader/Filer/BusinessName/BusinessNameLine2Txt | 0 | SOUTH CENTRAL CHAPTER |
| ReturnHeader/Filer/BusinessNameControlTxt | 0 | INSI |
| ReturnHeader/Filer/EIN | 0 | 942936757 |
| ReturnHeader/Filer/PhoneNum | 0 | 9176765886 |
| ReturnHeader/Filer/USAddress/AddressLine1Txt | 0 | 135 SOUTH GUADALUPE |
| ReturnHeader/Filer/USAddress/CityNm | 0 | SAN MARCOS |
| ReturnHeader/Filer/USAddress/StateAbbreviationCd | 0 | TX |
| ReturnHeader/Filer/USAddress/ZIPCd | 0 | 78666 |
| ReturnHeader/IRSResponsiblePrtyInfoCurrInd | 0 | false |
| ReturnHeader/PreparerFirmGrp/PreparerFirmEIN | 0 | 710924428 |
| ReturnHeader/PreparerFirmGrp/PreparerFirmName/BusinessNameLine1Txt | 0 | SIGRIST CHEEK POTTER & HUYSER PLLC |
| ReturnHeader/PreparerFirmGrp/PreparerUSAddress/AddressLine1Txt | 0 | 8110 E CACTUS RD STE 110 |
| ReturnHeader/PreparerFirmGrp/PreparerUSAddress/CityNm | 0 | SCOTTSDALE |
| ReturnHeader/PreparerFirmGrp/PreparerUSAddress/StateAbbreviationCd | 0 | AZ |
| ReturnHeader/PreparerFirmGrp/PreparerUSAddress/ZIPCd | 0 | 85260 |
| ReturnHeader/PreparerPersonGrp/PhoneNum | 0 | 4807301569 |
| ReturnHeader/PreparerPersonGrp/PreparationDt | 0 | 2025-06-18 |
| ReturnHeader/PreparerPersonGrp/PreparerPersonNm | 0 | MICHAEL LEWIS |
| ReturnHeader/ReturnTs | 0 | 2025-06-25T18:29:49-04:00 |
| ReturnHeader/ReturnTypeCd | 0 | 990EZ |
| ReturnHeader/TaxPeriodBeginDt | 0 | 2024-01-01 |
| ReturnHeader/TaxPeriodEndDt | 0 | 2024-12-31 |
| ReturnHeader/TaxYr | 0 | 2024 |
Document Assets
No mirrored PDF or thumbnail assets are attached yet.
Filings
Displayed year
2024 • Form 990EZDetailed filing. Detailed filing data is available for this year.
- Assets
- $108,810
- Liabilities
- $1,161
- Net assets
- $107,649
- Revenue
- $50,895
- Expenses
- $93,047
- Net income
- -$42,152