Amy Shields

President/Partner

Nichols Research

As the president and partner of Nichols Research (NR) Amy Shields is responsible for overseeing day-to-day company operations of NR’s four focus group facilities and its recruiting. She also led the development of NR’s online qual platform and leads NR’s team of research experts, providing strategic leadership and setting best practices. 

Amy is an expert at creative and co-creation research, usability testing, mixed methodological approaches, storytelling deliverables, research material development, and preparing for the unexpected! She has over 25-years’ experience in the marketing research industry, and has been an executive at Advanced Focus and was the editor on publications for the Insights Association. Amy has been the grateful recipient of several industry awards and has appeared on numerous media outlets including NBC’s The Today Show, ABC30’s Action News and NBC’s KSEE24 News.