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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Industry Spotlight

Entertainment, Culture & Sports Spotlight

Entertainment, Culture & Sports

At Shugoll Research, we’re not too modest to say we do research for entertainment, culture and sports concerns better than anyone else. It has been a major focus of our business since its inception. And it is a passion for us — one we pursue through volunteerism in our spare time....

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