Shugoll Thoughts

Segmentation Strategies to Successfully Target Consumers


Segmentation Strategies to Successfully Target Consumers

A segmentation strategy is essential for businesses with a desire to fully understand the preferences of their target market, as well as the decisions being made by their consumer audience. By being able to ascertain these insights through segmentation strategies, organizations can more effectively shape marketing communication, help guide product innovation, achieve business objectives, and more. . More...


The Importance of User Research in Product Development and Product Lifecycle


The Importance of User Research in Product Development and Product Lifecycle

Employing user research to gain insight into how people understand and use products in their lives can be invaluable in both new product development as well as evaluation of a product's lifecycle. This article takes a look at what user research is and why it is effective. More...


The Importance of Focus Groups in Market Research


The Benefits of Primary Research

One chief drawback of technology is that it is slowly eroding away the time we spend interacting face to face. According to a recent Pew Research survey, nearly 70 percent of Americans use technology and/or social media to connect with one another and share information. However, one market research tool is bucking the trend - the focus group. More...


The Benefits of Primary Research


The Benefits of Primary Research

In the age of the Internet, it is easy to take market research for granted. There is no shortage of published papers, journals, and formal analyses by experts on which to craft company strategy. The downside to the ease of access to secondary research is its tendency to discourage primary research. More...


The Future of Market Research


The Future of Market Research

Widespread access to high-speed internet, and the resulting boost it gives to social media, offers brands exciting new avenues for direct customer engagement. From the rise of mobile research to being able to react quickly to client sentiments, here is what the future of market research may hold. More...


Merrill Shugoll and Shugoll Research Honored with AARP Supplier of the Year Award


Merrill Shugoll and Shugoll Research Honored with AARP Supplier of the Year Award

In recognition of this business commitment, AARP hosts an annual awards and recognition program. This year, Shugoll Research was honored with the Supplier of the Year Award. The award was presented to Merrill Shugoll at AARP's Annual Supplier Diversity Awards and Recognition Program held on June 19, 2019, in Washington, D.C. More...


Social Media Marketing Strategies that Deliver


The Power of Influencers as Part of a Branding Strategy

A marketer's job is never done. There is always another product to launch, another customer to approach or retain, and another channel on which to connect with them. Don't be overwhelmed by the multitude of possibilities - here is a list of social media marketing strategies that deliver exponential results for the effort you invest. More...


The Power of Influencers as Part of a Branding Strategy


The Power of Influencers as Part of a Branding Strategy

Marketing is always a challenge. Convincing someone to part with their hard-earned money requires skill, experience, and a healthy understanding of psychology. One of the most effective psychological traits to utilize as a marketer is the human need for social validation. The newest iteration of this trait in the marketing world is the use of Influencer Marketing. More...


The Food Industry's Latest Focus: Generation Z


The Food Industry's Latest Focus: Generation Z

There are currently over 80 million Americans born between 1995 and 2010. With more than $44 billion in purchasing power already , they are emerging as the most important demographic to watch. The food industry is sitting up and taking notice. More...


Summer Beach Reads for Business Leaders


Summer Beach Reads for Business Leaders

The second half of the year is upon us - are you halfway through your reading goals yet? Here are seven books to motivate, inspire and entertain you from now until Labor Day (or later). More...


Is Behavioral Advertising Effective?


Is Behavioral Advertising Effective?

Every moment that we use our smart devices, we hemorrhage personal information to data aggregators. The rationale behind the tradeoff is simple: share your personal data and enjoy a personalized online (mainly shopping) experience. Meanwhile, ad agencies justify higher advertising fees by telling advertisers that targeted behavioral advertising increases sales. More...


Sharing Her Experience: Merrill Shugoll on "Through the Noise"


Sharing Her Experience: Merrill Shugoll on Through the Noise

Merrill Shugoll, president of Shugoll Research, recently had the privilege of appearing on the podcast "Through the Noise," a weekly podcast that explores the challenges and successes that nonprofits and associations face. The podcast features discussions with industry thought-leaders and decision-makers and provides a light and entertaining exploration of "the business of communicating." More...


How will Generation Z Transform Marketing?


How will Generation Z Transform Marketing?

Born in the mid-90s and 2000s, Gen Z can be summed up in one phrase: tech-savvy. Having grown up with virtually uninterrupted internet connectivity, they switch effortlessly between multiple devices like smartphones, tablets, laptops and smart TVs. However, Gen Z is not just about connection but interconnection - they are nodes in a vast network of family, friends, associates, colleagues. More...


The Art of Storytelling


The Art of Storytelling

From 40,000-year-old cave paintings to online video streaming channels today, human existence is a tale of tales. Even our remembered heritage is called his-story. The appeal of storytelling lies in its power to unify us through universal themes, common challenges and shared victories. More...


Marketing in the Age of Uncertainty


Marketing in the Age of Uncertainty

Today's uncertain times create an opportunity for savvy companies to build creative campaigns that address the multitude of issues in our current environment, from a volatile stock market and data privacy concerns to global political unrest. Whether brands focus on global issues or not, it's important to be cognizant of them while developing marketing strategies and campaigns. Here are some tips for success. More...


How to Become a Transformational Leader


How to Become a Transformational Leader

A growing number of companies are looking to hire transformational leaders. These are the people who create positive changes in their employees and companies. Transformational leaders are billed as leaders of the future who can help their companies through turbulent times full of change and innovation. But what does it mean to be a transformational leader and how can you become one? More...


From Mistake to Motivation: Turning Failures into Successes


From Mistake to Motivation: Turning Failures into Successes

Being a business leader can sometimes be draining. You not only have to keep yourself motivated, but also ensure your team stays fully engaged. Further, overseeing all the work and striving never to miss--or make--a mistake is an intimidating mandate. More...


Creating an Atmosphere of Innovation


Creating an Atmosphere of Innovation

The ability to innovate is essential for an organization's survival. Successful innovation isn't just about coming up with the next "big idea." Innovation is about owning, executing, and seeing the idea through to the end. This is how an innovative idea becomes a success. More...


Using Market Research to Guide Decision Making


Using Market Research to Guide Decision Making

Market research is a powerful planning and guidance tool. It is also not a magic solution - the world of business is so fluid that it is impossible to produce universally applicable results. Some leaders tend to downplay research in favor of lessons learned on the job or from their seniors. More...


A Data-Driven Approach to Improve Sales


A Data-Driven Approach to Improve Sales

"People analytics" has generally been an outward-looking metric, one that collects and deciphers client data. That focus is shifting and there is general consensus that employee data, when understood and applied correctly, can deliver even greater returns. More...


Building Trust: How to Humanize Your Brand


Building Trust: How to Humanize Your Brand

How long would you be friends with someone who constantly takes money from you? That is the inherent challenge of running a business: building customer loyalty when the flow of cash is exclusively one-way. More...


Preventing Non-Response Bias in Market Research


Preventing Non-Response Bias in Market Research

We have all been there - working our way through a winding questionnaire only to abandon it halfway through. There is often a correlation between factors such as a respondent's age, sex, and social status, and whether they finish the survey. These factors can also determine if an individual chooses to participate in the first place. More...


How to Make Customer Relationship Management Successful


How to Make Customer Relationship Management Successful

A customer relationship management (CRM) system and the data it collates are powerful tools to have at your disposal. These three strategies reveal an implementation pathway to generate revenue so that, in time, the system pays for itself. More...


Motivating Creative Employees


Motivating Creative Employees

Creativity is one of the most desirable traits that an employee can bring to the table. Just one individual's ability to innovate and think laterally enhances the entire team's capacity to achieve its goals. Identify the creatives in your midst. More...


The New Rule in Business: Customer Engagement


The New Rule in Business: Customer Engagement

Technology has made it easier for businesses today to communicate with their customers than ever before. It is ironic, then, that communicating meaningfully seems increasingly to be a lost art. More...


Using Analytics to Align Sales and Marketing


Using Analytics to Align Sales and Marketing

For most companies, it's the marketing department's job to generate leads and the sales department's job to turn those leads into customers. However, for best results, these two departments need to work together, taking shared responsibility for increasing their return on investment (ROI). More...


Meaningful Knowledge is Power


Meaningful Knowledge is Power

Knowledge is dispassionate; it is compiled facts and figures, research and data. While entirely accurate and true, mere knowledge lacks direction and cannot bring about real change on its own. Only when it is honed with purpose and shared with the right people, through the right channels, does it transform into meaningful knowledge. More...


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