Valerie Will

Valerie Will



Research activity per year

Personal profile


A Lecturer in Marketing with special interest and expertise in Service Quality in the Equestrian Industry, Social (not-for-profit) Marketing, the Marketing of 'Experiences' and Research Methods.

Outside of work, I am active in equestrianism and occasionally equestrian journalism.  I am also involved in charitable work with the Guide Dogs organisation (among others).                    

Area of academic expertise - outline

Topics: equestrian marketing; the marketing of services as 'experiences'; emotional and aesthetic labour; services as embodied practice; service quality.

Methods: qualitative including ethnography, focus groups, interviewing, content analysis, thematic analysis, interpretative phenomenological analysis (IPA).

Current research activities

My main research area is rural enterprise and within that, my PhD work was an ethnographic exploration of service experience in the Scottish (and wider) equestrian industry.  I'm also interested in emotional and aesthetic labour, particularly in sporting contexts.

Desired research direction

As an experienced qualitative researcher, I'm interested in projects involving qualitative methods in general, but particularly any in relation to the equestrian industry (or other rural enterprise areas).

With a background in social (not-for-profit) marketing research, I’m also interested in researching and working with third sector organisations, including social enterprises; health and social marketing agencies and charities.

Other areas of expertise available for knowledge exchange

  • Qualitative research methods training
  • Marketing research
  • Equestrian journalism

Target collaborative companies

I would be interested to work with equestrian (and other) organisations in order to review and develop the quality of their service provision and their customer service experience.

Target collaborative organisations

Any involved in the provision of equestrian services

External positions

External Examiner, University of Salford

Oct 2018Sept 2022

External Examiner, University of Hertfordshire

Sept 2014Sept 2018


Dive into the research topics where Valerie Will is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
  • 1 Similar Profiles