March 2015

Shugoll Research On the Record
On the Record is Shugoll Research's regular examination of marketing research in Washington, DC and around the country. Join us online to browse previous editions of On The Record and for further information on our services.

Get Lucky at PMRG

Meet us March 15-17 at the Gaylord Resort in National Harbor, Maryland for PMRG Connect. The resort is located just five miles from our Alexandria facility and Executive Vice President Rick Seale will be attending. Connect with him to learn about the research services Shugoll provides on behalf of pharma and medical device research consultants and their clients around the country. Stop by to learn why DC is an excellent market for conducting medical and health research.

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Thanks for Going On the Town with Us 

Mark Shugoll Alysha Umphress at Quirk's 2015Mark Shugoll Angela Lorinchak Rick Seale Alysha Umphress at Quirk's 2015

Thank you for joining us at the Quirk's Event. Hopefully you had an opportunity to meet our special guest, Alysha Umphress, star of Broadway's On the Town. Supporting artists is an important part of the work we do. Below you can read Dr. Mark Shugoll’s comments on why market research is important for arts organizations. If you missed an opportunity to connect with us please reach out on LinkedIn:
Mark Shugoll LinkedIn
Dr. Mark Shugoll, CEO
Rick Seale LinkedIn
Rick Seale, Executive
Vice President
Angela Lorinchak LinkedIn
Angela Lorinchak, Senior
Vice President of Marketing
and Business Development

Market Research in the Arts

Market research firms work in a large variety of industries: package goods,
technology, health care, telecommunications, financial services and many more. Few can count arts organizations in their client base. Do the arts have the same needs for marketing research as these other industries?

Shugoll Research has found the answer to this question is yes and has built the largest practice in arts market research in the U.S. Why do arts organizations need research? Just like these other industries, they have customers and prospective customers. They need to build loyalty among their current customer base, increasing the frequency with which they consume their product. To stay healthy, they need to build their business base by attracting new customers to sample what they do and, potentially, become ongoing customers. To maintain their customers and build new ones they must develop a clear and exciting brand identity, communicate effectively with their customers and increase engagement with them. In all of these ways, arts organizations are like other industries. And, as in these other industries, marketing research can help arts organizations understand what their customers want from the arts going experience, determine levels of customer satisfaction and areas important for improvement, identify why customers purchase their tickets and prospective customer do not, evaluate their awareness, image and brand identity and assess the most effective media to use in communicating with customers and prospects.

Do all arts organizations conduct market research? Again, like other industries, that answer is no. In the case of the arts, many are non-profits and feel that don't have the resources to invest in research. As a result, Shugoll Research believes that arts research must be very actionable, producing implementable strategies that can increase revenues. The market research we do for arts organizations should pay for itself several times over, making it a great value. But for those that still can't afford it, Shugoll Research has conducted pro bono and heavily discounted research in the arts. This is part of Shugoll Research's overall commitment to the arts and our company's primary philanthropic interest.
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