Shugoll News: On the Record
We always enjoy sending this newsletter with helpful business tips and trends. This month, our feature article highlights the value of quality market research when used as a tool to guide decision-making.

We also introduce the concept of "people analytics" and demonstrate how companies are using employee data to place individuals in the appropriate sales roles. In addition, we share an informative article from Business.com that discusses the benefits of using data to shape your PR strategy. And finally, we provide tips on how to promote and sustain innovation within your organization.

As always, please  contact me  if you have any questions about the services we offer at Shugoll Research.

~ Merrill Shugoll
Using Market Research to Guide Decision Making
Market research is a powerful planning and guidance tool. When you need unbiased information from real-world scenarios, it is difficult to look past the nuggets gleaned from qualitative and the hard numbers from survey research for guidance.

Many managers also turn to market research because certain information can only be obtained via this marketing tool, such as:

  • The Market: You believe the world cannot live without your product. Does the world agree?
  • Targeting Demographics: The one-size-fits-all approach to products rarely works anymore.
  • Optimum Pricing: Setting a compelling price range without compromising profits.
  • Product/Service Evolution: Incorporate feedback to keep abreast of shifting consumer needs.
  • Justify Investments: Show why that new program offering is essential to continued growth.

When conducted by seasoned professionals, there is simply no substitute for the value of the insights gleaned from market research.
Noteworthy News
A Data-Driven Approach to Improve Sales

"People analytics" is helping the world's largest corporations understand their staff, tweak their performance, and deploy individuals in sales roles to produce the most profitable results.
3 Reasons Why You Should Use Data in Your PR Strategy

Successful marketing comes down to accurate research. Do you know the type of content your target audience likes, or the major talking points in your industry right now? Business.com shares three reasons why you should use data to shape your PR strategy.
Creating an Atmosphere of Innovation

The ability to innovate is essential for an organization's survival. Innovation isn't just about coming up with the next "big idea." Innovation is about owning, executing, and seeing the idea through to the end. This is how an innovative idea becomes a success.
Industry Spotlight: Health Care and Medical
Shugoll Research has specialized knowledge and experience in helping health care organizations, pharmaceutical companies, biotech firms and medical device companies make critical business decisions in a highly competitive industry. We’ve provided critical analyses on the trends and issues that are significantly affecting profitability and the quality of customer care.
A Snapshot of Shugoll's Research Applications
  • Advertising Tracking, Concept And Copy Testing
  • Awareness, Attitude And Usage Studies
  • Brand Awareness, Loyalty, Positioning
  • Customer Profiling And Segmentation
  • Customer Satisfaction
  • Name Testing
  • New Product & Service Testing
  • Package Testing
  • Pricing Research
  • Social Media Listening
  • Website Usability Testing
  • Market Feasibility And Needs Assessments
What Our Clients Say About Us
“The brand perception study that Shugoll Research conducted for us yielded a trove of valuable insights. Their analysis was on point, thorough and well-presented. We also appreciated the principals’ flexibility and creativity in scoping a project that met our research objectives while staying within our budget.”

- Rob Shapiro, Chief Marketing Officer
DecisionHealth, a UCG Company
Partners & Professional Affiliations