Mimi Nichols

Since starting the company in 1978, Mimi has steadily grown Nichols Research from a small consulting business managed from home to a true industry leader and one of the 100 largest woman owned businesses in the San Francisco Bay Area. Headquartered in Silicon Valley since its inception, Nichols Research has always been at the forefront of technology which has enabled Mimi to design some of the most advanced research facilities in the business. As a result of Mimi's foresight and commitment to customer service and research excellence, today Nichols Research is consistently rated as "One of the World's Best" by the Impulse Survey. Mimi is a natural-born leader whose involvement and contributions to the marketing research industry have made an indelible impression on future generations of research professionals. Mimi's involvement has included serving as President of the national Marketing Research Association (MRA), President of the San Francisco chapter of the American Marketing Association (AMA), Secretary / Treasurer of the Council for Marketing and Opinion Research (CMOR), and numerous positions in local industry association's chapters. Mimi is one of the founders of GroupNet, the largest network of independent marketing research companies, and serves on the Executive Board. In 2007, Mimi was given the very prestigious Honorary Lifetime Membership Award by the Marketing Research Association.

PRC certified at the expert level, Mimi is a highly sought after research consultant and RIVA-trained moderator focusing primarily on consumer research and B2B. Over the years, Mimi has conducted countless focus groups on a myriad of subjects on everything from computer chips to potato chips.

Aaron Nichols

As President of Nichols Research, Aaron oversees all business operations and strategic planning for NRI's five research facilities in the Bay Area and Central California. Before stepping into the lead position at Nichols, Aaron served as Vice President and managed all business development, finance, marketing, and planning functions which focused on the continued revenue growth of the company's qualitative, quantitative, and consultancy services. Aaron is a seasoned research professional and RIVA-trained moderator who consults to Fortune 500, small business, and start-up companies providing research design and analysis services at all phases of the research process. Prior to Nichols Research, Aaron held various positions and senior roles in the banking and financial services industry for companies such as Smith Barney, American Express, Charles Schwab, and U.S. Trust Company.

PRC certified at the expert level, Aaron also holds a Bachelor of Science Degree in Journalism from San Jose State University in San Jose, CA.

Jane Rosen

Jane began her career with Nichols Research, Inc. in 1984. She became Vice President of the company in 1990, making her responsible for business development, financial management, staff development, coordinating company-wide projects and strategic planning. She is an active member of the Marketing Research Association (MRA) and has served as a board member of both local and national chapters.

PRC certified at the expert level, Jane has also earned a BS degree from the University of Arizona and an MPA from Cal State University-Chico.

Amy Shields

A true people person, Amy brings over 15 years of marketing research experience and passion as Vice President of Operations for Nichols Research. In her role, Amy manages all day-to-day operations for the company's research facility and phone center in Fresno. Additionally, Amy directs many of the company's larger operational streamlining and business development initiatives. Amy currently serves on the Marketing Research Association's (MRA) National Board of Directors as the Chair of the Membership and Chapter Workgroup and is the proud recipient of several industry awards, including the Chapter Service Award in 2002 and the Shining Star Award in 2005. Amy is a regular guest lecturer at Fresno State University and other learning institutions in the San Francisco Bay Area.

PRC Certified at the expert level, Amy has an extensive background in qualitative/quantitative research and analysis and is also responsible for managing many of NRI's online qualitative/quantitative research, remote location testing, and multi-cultural studies.