How We Got Here: A Brief History of Shugoll Research

I am proud to lead a third-generation, family-owned, female-led business. We’ve worked hard to build a successful, sustainable business at the forefront of market research in the United States. It’s been a long and rewarding journey made all the more so because we’ve done it as a family. 

Lately, I’ve been asked more and more about how we balance business and family, so for those curious: here’s a bit about how we got here, and a little taste of what we’ve learned.

When my mentor and mother-in-law, Joan Shugoll, founded Shugoll Research at her kitchen table in 1957, she was among the first in the nation to offer a full range of field interviewing services and facilities, including a one-way mirror for focus groups. Before the adoption of the one-way mirror, focus group participants would sit in the middle of her dining room, surrounded by client observers around the periphery. Distracting to say the least.

After moving Shugoll Research to Washington, DC, Joan recognized an opportunity to pair her data collection business with full-service consulting to expand the company’s offerings. That’s where I came in. In 1983, I was president of the Market Research Bureau, a subsidiary company of a major communications firm in Washington DC that was one of Joan's largest clients. It was an easy decision. I came on board full time in 1984, followed by my husband, Mark Shugoll, who in 1986 specialized in survey research. A full-service marketing research company was created. 

With three Shugolls on board at the time, as well as three other key (non-related by blood) employees, we had to think deliberately about what it meant to work together as colleagues rather than family members. First, we hired an on-call mediator in case an issue came up between family members. At work, we learned to constantly remind ourselves to treat each other as if we were members of a staff rather than a family. This helped cultivate a culture of professionalism, at least most of the time. 

Second, as we grew in number, in space, and in the complexity of our practice—we assigned various parts of the business to each of us. Based on experience and passion, I chose to manage our qualitative practice, Mark chose to manage our quantitative practice and Rick Seale (who joined us in 1990) along with our founder Joan Shugoll managed our Facilities and Recruiting Services division. This meant no one stepped on anyone’s toes.

Third, our eldest daughter, Cara Shugoll Wilken, Vice President is now being groomed to step up to manage the business alongside Rick for whenever Mark and I decide we are ready for the next professional chapter of our lives. Because we strongly encouraged her to do so, she got her early experience from a very large marketing research company, received her MBA from a top-tier school and then worked for a well-respected client-side package goods company prior to joining Shugoll Research. These experiences coupled with her experience working in a closely held family business for over 10 years now makes her very well equipped to lead Shugoll Research forward.  Finally, much like her older sister, we encouraged our younger daughter Lianne to join the business, but told her she had to start at the beginning just like everyone else. She’s doing really well providing great customer service to our clients using Shugoll Research’s focus facilities and field division. 

I am incredibly proud of the business and reputation three generations of Shugolls have built. Over 62 years, we are a successful company with two locations in the Washington, DC Metropolitan area (Bethesda, MD and Alexandria, Virginia) that houses eight state-of-the-art focus group suites, a call center, and our design and analytical team. We service a diverse client base that makes life and work fun, challenging, and rewarding.

I am honored and humbled to have learned from Joan Shugoll, a woman who, before her passing in 2018, was universally respected and loved across the market research industry. The company she founded has been repeatedly recognized by its peers, including receiving the Market Research Association Award of Excellence in 2008, the Corporate Citizen Award in 2017,  and the 2018 AARP Supplier of the Year award for Diversity and Inclusion as a woman-owned business. 

Our family values and traditions have, in so many ways, blended with our work to ensure Shugoll Research stays tied inextricably with the community that supported and nurtured its growth.  For example, in 1997, influenced by our love and work in the visual and performing arts fields, we created ArtSpeak!, a program that generates interest in the arts among middle and high school students and their parents by bringing leading Broadway, jazz, classical music, dance and design artists into public schools to discuss their careers, answer questions and perform. We like to think this program is a perfect expression of Shugoll Research as a company and a family. 

Running a family business comes with its own unique set of challenges and opportunities. In the end, family comes first no matter what. Like Walt Disney once said, "A man should never neglect his family for business." Luckily for me, my role as daughter, wife, and mother have only strengthened my role as leader—and vice versa. 

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What has been your experience building a business? I know every journey is unique, and I’d love to hear about yours. Get in touch. I’d love to talk.