Valerie Aylward (MMII) has over 20 years experience in market research. After completing the Marketing Institute of Ireland exams, she began her career in the research industry by joining TNS Worldpanel, (known as AGB Atwood at the time) as Field Co-Ordinator. During this time, Valerie gained extensive experience in developing and maintaining Ireland’s first household panel, whilst also developing essential skills in ad-hoc consumer research.
Following AGB’s merger with MRBI (now known as Ipsos MRBI), Valerie was appointed to the role of Field Manager. Within this role she managed, co-ordinated and supervised all projects from their inception to conclusion. During this time she worked extensively on flagship projects such as the JNLR (Joint National Listenership Research) and the Irish Times Political Polls. She was also responsible for the day to day management of the MRBI field department, recruiting and maintaining a team of loyal, efficient and highly professional interviewers throughout Ireland. In addition, it was Valerie’s responsibility to communicate and liaise across all functions within the company from Data Entry, Coding & Editing and Data Analysis, whilst also corresponding with Senior Account Managers and Account Directors.
After 5 years in this position, Valerie joined a small independent fieldwork agency as Field Director. At this agency she was responsible for all fieldwork commissioned in Ireland and UK. A central function of Valerie’s role within this agency was to establish and develop the Quantitative side of the business as well as maintain and grow the Qualitative business. She was responsible for the overall management of running the field team and implementation of the quality control system. One of her major duties as Field Director was improving and developing the business, project costing and scheduling. Valerie also liaised directly with clients from across a broad spectrum of markets and industries and advised and consulted on their recruitment requirements.
In 2007, Valerie established Rockview Field Resource and is responsible for all aspects of the business. Through the development of her own business, Valerie is determined to create an agency that works in harmony with her clients, ensuring that they obtain the most insightful and actionable results from fieldwork they commission. Her approach is at all times consultative drawing on her vast experience and in-depth knowledge of the local markets (encompassing the Republic of Ireland and Northern Ireland).