Washington, DC, January 29, 2013 – The Marketing Research Association (MRA) has appointed veteran marketing researcher Amy Shields, PRC, as director of research, a new position for the Washington, DC-based association.

Shields has held a variety of positions over nearly 20 years in the industry, including that of independent research consultant/moderator, executive vice president at New York-based research firm Advanced Focus and vice president of operations at California-based full service firm Nichols Research. She also has been active for more than 10 years as an industry committee volunteer, as well as previously serving on the MRA’s Board of Directors. She most recently chaired the Industry Relations Committee of the Qualitative Research Consultants Association (QRCA). Shields was a charter beneficiary of the Professional Researcher Certification (PRC) program. [INSERT LINK TO PRC]

“Our members are fortunate to directly benefit from Amy’s depth and energy,” said David W. Almy, MRA’s CEO. “Amy will be making the best use of her longtime research and industry expertise to expand MRA’s resources to support MRA member success.”

In her new role, Shields will continue as editor of MRA’s Alert! magazine, [INSERT LINK TO ALERT] as well as contributing editor of MRA Update, act as an industry spokesperson, develop and implement marketing research standards, and create online training programs. Other initiatives will include internal research as well as overseeing data collection, analysis and reporting of industry metrics such as MRA’s Research Industry Index. [INSERT LINK TO RII]

“To say that I’m excited about this challenging new role would be an understatement,” Shields said. “Research quality, standards and education are initiatives that matter to all good practitioners, regardless of discipline or area of expertise. I’m honored to play such an important role advocating for the marketing research profession and our members,” she added.

Shields will be based near Dallas with regular visits to MRA’s Washington, DC headquarters, as well as a daily presence in online industry forums and industry events.

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Founded in 1957 and based in Washington, DC, the Marketing Research Association is the leading and largest association of the opinion and marketing research profession, which delivers insights and intelligence to guide the decisions of companies providing products and services to consumers and businesses. For further information, please contact Ann Morgan at Ann.morgan@marketingresearch.org or (202) 800-2545.