Valerie Will

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).                    

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).

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.

• Qualitative research methods training
• Marketing research
• Equestrian journalism

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.

Any involved in the provision of equestrian services