About Shugoll

Beyond the family name lies a tradition of excellence in market research.

In 1957 on Long Island, Joan Shugoll started one of the original "cottage industries." She confidently guided high-level advertising and corporate executives past family heirlooms and photos, seating them comfortably in her living room. They came to listen to their customers, who were seated around Joan's dining room table, talking about products and ad campaigns. Not long after, Joan became one of the first to use a one-way mirror, helping to define the future of focus group research.

After numerous successes in NY, Joan moved to Washington, DC, where she established new offices. Her business thrived for more than two decades while Merrill Shugoll, Joan's daughter-in-law, was steadily building her own reputation in qualitative marketing research working for a major ad agency in the DC area. After 9 years on the agency side, Merrill decided to open her own qualitative research practice. And when she told Joan of her plans, Joan suggested they join forces instead, changing the firm into a full-service research company. A year later, Dr. Mark Shugoll, Joan's son and a leading social scientist, joined the firm to launch the quantitative division of the company.

Today, Shugoll Research is at the forefront of providing innovative and customized marketing research solutions to a national roster of clients.  The company is distinguished with one of the highest client satisfaction ratings among industry firms (CASRO).  We maintain a company-wide commitment to excellence and the highest level of customer service by having principals and senior level staff manage client projects.  In addition, Shugoll Research staff are committed to serving our industry associations and to actively giving back to our community.


Joan was much loved by her staff, highly respected by her industry peers and a huge inspiration to other women starting their own businesses.  While she enjoyed all parts of the business, the call center was her special place. After her passing on April 15, 2018, Shugoll Research renamed its call center to honor Joan’s memory.  It is now and will forever be known as the Joan Shugoll Call Center.

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Associations & Not-For-Profits Spotlight

Associations & Not-For-Profits

Shugoll Research is uniquely qualified to help associations and not-for-profit organizations optimize their business decisions to address challenges and make the most of opportunities. We have helped numerous trade, consumer and professional associations identify ways to grow membership and boost satisfaction and involvement among existing members.

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