Bethesda, MD, June 11, 2015 – Merrill Shugoll, president of Shugoll Research, was among the short list of recipients for the 2015 Brava! Awards presented to 40 of Greater Washington’s top women business leaders by Washington SmartCEO. Shugoll, along with the other honorees, will be profiled in the July/August issue of SmartCEO magazine and recognized at an awards ceremony on July 30, 2015.
The Brava! Awards honor female CEOs, nonprofit leaders and high-impact executives who combine an entrepreneurial spirit with a passion for giving back to the community. Winners have a demonstrated track record of encouraging local philanthropy, mentoring up-and-coming leaders and setting their companies on the path to tremendous growth. This year’s class of Brava Award winners collectively generates more than $2.49 billion in annual revenue and employs 7,958 individuals.
“I feel privileged to stand beside this impressive list of women and am truly humbled by this honor,” said Shugoll. “What started as a family business has provided me with a platform to give back to my industry, pursue philanthropic causes that matter to me, and usher in a new generation of savvy marketers.”
A widely respected marketing researcher with 40 years of experience, Shugoll provides comprehensive qualitative and quantitative research that helps shape the strategic planning of major corporations, not-for-profit organizations, trade and professional associations and government agencies. She is a nationally known moderator who has conducted over 5,000 in-person and online qualitative sessions and a contributor for diverse industry and mass media publications including The Washington Post. An expert in consumer behavior theories and psycholinguistics, Shugoll created the consulting division of Shugoll Research with market research pioneer and mother-in-law Joan Shugoll in 1984 and currently leads the company's qualitative practice. Under her tenure as president, the firm has grown to $8 million in billings. Prior to forming Shugoll Research, Shugoll spent nearly a decade as the Senior Executive Officer of the research subsidiary of HJK&A, a major communications firm headquartered in Washington, D.C.
Shugoll currently sits on the Board of Directors of the Council of American Survey Research Organizations (CASRO) and is active in the Qualitative Research Consultants Association (QRCA). She has served as president for both the National Board of Directors of the Marketing Research Association (MRA) and the Washington, D.C. Metropolitan Chapter of the American Marketing Association, where she founded the chapter’s Health Care Division. In 2013, the MRA bestowed Shugoll with its highest honor, the Honorary Lifetime Membership Award, which recognizes a lifetime commitment of outstanding individual service not only to the association but also to the marketing research profession as a whole. In addition, she is the 1991 recipient of the prestigious Frank H. Weitzel Award for her dedication of corporate resources to the American Cancer Society’s research needs.
At the event Shugoll shared her thoughts on change, listening and leadership.
Competition for market share among department stores, boutiques and discount stores, grocery and warehouse clubs, restaurants, specialty shops and e-tailers has never been fiercer than it is today. Some of the critical issues our clients have been addressing through research include eroding brand loyalty, increased pricing competition and the trend...