Aoife is obsessed with people and loves getting out and about chatting about anything and everything.

Doing things differently is a core part of what Aoife believes in, and she firmly believes in avoiding the ‘one size fits all approach’ and being as dynamic and creative as possible during each and every research process and project.

Whilst she started her career as a dualist she soon realised that she was a quallie at heart and then enjoyed a meteoric rise up to the role of Head of Qualitative in one of Ireland’s biggest agencies. She continues to pursue her qualitative dream in the specialist qualitative agency, SparkQual.

She has a passion for fitness and employs many of her motivational techniques from the fitness industry to the research environment - so be warned!

She is also the current Chairperson of the Marketing Society of Ireland. Her areas of expertise include brand reviews, advertising and creative development and social research.