Amy Shields, PRC is the president and a partner of Nichols Research where she provides strategic leadership, sets best practices, runs the day-to-day operations and heads up the full-service division as a marketing research consultant. Prior to becoming a partner at Nichols Research in January of this year, Amy spent three years as a corporate researcher and industry magazine editor and three years as an independent consultant. Throughout her career, she has advocated for the marketing research profession as an industry spokesperson through publications, speaking engagements, work on industry standards and ethics and a variety of other championing efforts with organizations including the Qualitative Research Consultants Association (QRCA), the Advertising Research Federation and numerous universities. Amy began her career in marketing research in 1993…only a few years after her co-speakers were born. She’s definitely the veteran, but still considers herself a researcher of the future.