Former ICM Exec Launches Fieldwork Agency

Anna Noonan, formerly Qualitative Field Manager at ICM Direct, has launched her own face-to-face field agency called Strawberry Field, named after the London suburb where she lives.

Noonan (pictured) worked at ICM Direct for the past five years, before which she was a Project Manager at Leyhausen Field Services, Consumer Qual Project Manager at Harris Interactive, and a Field Executive at Viewpoint.

Her new company, which comprises a nationwide network of recruiters, interviewers, supervisors and suppliers, specialises in qual methodologies, but also offers a range of traditional quant services for clients in the consumer, B2B, pharmaceutical and medical sectors. Services include focus groups, accompanied shops, ethnography studies, eye-trackers, vox pops and mystery shops.

In addition, Strawberry Field provides full-service options, ranging from interviewer days in-store, to research project design, implementation and deliverables.

The new firm is online at: www.strawberryfield.org .