Shugoll News: On the Record
Happy Autumn!

As you know, advertising methods and marketing messages are constantly being fine-tuned to appeal to consumers. This month, we focus on Generation Z and offer some tips on what should be emphasized when marketing to this very influential generation.

In Noteworthy News, we take a look at corporate leadership, ad testing, and how the market research industry can prepare for its future.

Marketing to Generation Z
For years, we have focused on the Millennial consumer and their wants and needs. Today, the newest generation – known as Generation Z and defined as those born after 1996 – are just beginning to enter the workforce. Though they currently only account for  five percent of the work force , this generation of consumers is going to quickly redefine the marketplace. They are expected to contribute  44 billion  dollars to the American economy and, by 2020, will account for  40 percent  of all consumers. So how can marketers reach the new Generation Z?
Noteworthy News
Corporate Leadership for the Next Generation

In order to pave the way for business growth and continuity for years to come, it is important to identify the characteristics of the new corporate leader.
Ad Testing: Real vs. Simulated Social Media Feeds

This recent article from Quirk's Media seeks to answer "how do you reexamine advertising testing and its distracted, advertising-avoidant consumers?" 
How Market Research Can Prepare for an AI Future

Market research hasn't seen a big technological shake-up in decades. However, according to this article from Quirk's Media, we are on the cusp of one.
Shugoll Research's
Commitment to the Arts
Mark your calendars! 

On October 29, Shugoll Research’s award winning ArtSpeak! arts education program returns with Tony Award winning actress Jessie Mueller. In addition to receiving the Tony Award for her portrayal of Carole King in  Beautiful , Ms. Mueller was also nominated for her roles in  Waitress Carousel , and  On a Clear Day … Last season, she appeared in  The Music Man  at the Kennedy Center.
Ms. Mueller will talk about her career, perform several songs, answer questions, and sign autographs for students. This event will be held at Quince Orchard High School in Gaithersburg, Maryland. The goal of this program is to excite students about theater and the arts. ArtSpeak! is free and open to all.