CORPORATE: Mark Shugoll, Ph.D. is CEO of Shugoll Research, the Washington, DC area’s largest full service/field service market research company. Headquartered in Bethesda, MD, with additional offices in Alexandria, VA , the company is one of the top market research firms in the U.S. and is known for its highly rated quality and customer service according to an industry survey.
PROFESSIONAL: Dr. Shugoll is skilled at both quantitative and qualitative research. He is an expert in all elements of research design, and has taught questionnaire design, project management and data analysis at market research industry workshops. On the quantitative side, Dr. Shugoll is skilled in diverse multivariate techniques and developed Shugoll Research's proprietary price testing tool, the Power Pricing Index (PPI) as well as its Sponsorship Index Metrics (SIMS) to measure the return on sports and arts sponsorships. On the qualitative side, Dr. Shugoll has moderated nearly 1,000 focus groups and thousands of in-depth interviews and telephone depth interviews. Dr. Shugoll conducts research for a variety of corporate 500 firms, small businesses, non-profits and industry associations. He founded Shugoll Research's nationally known Arts Division, which conducts research for non-profit theaters, performing arts groups, symphonies, opera companies, dance companies, choral groups and industry associations, and produces the widely quoted Triennial Survey of Arts Giving in America.
INDUSTRY BOARDS: Dr. Shugoll served on the Board of the Council of American Survey Research Organizations (CASRO) for 5 years. During that time he founded and became the first Chancellor of CASRO University, the internal training program for the industry. Dr. Shugoll instructed many CASRO training programs and was its highest evaluated teacher. He was honored at CASRO's Annual Meeting with its Community Leadership Award for Promoting the Arts Through Research and School Outreach.
MARKET RESERACH PUBLISHING AND SPEECHES: Recent research conducted by Dr. Shugoll has been published in the Council of American Survey Research (CASRO) Journal, American Theatre Magazine, The Voice (journal of Chorus America), Opera America Magazine and Alert! (magazine of the Marketing Research Association). His studies have been cited in such publications as U.S. News and World Report, The Economist and the book Entering Cultural Communities: Diversity and Change in The Nonprofit Arts (Grams And Farrell, 2008). He is in great demand as a speaker and has given presentations at the National Performing Arts Convention and the Theatre Communications Group Fall Forum as well as the annual meetings of Theatre Communications Group, Opera America, Association of Performing Arts Presenters, Americans for the Arts, the Council of American Survey Research Organizations and many more.
SHUGOLL RESEARCH AND THE ARTS: Under Dr. Shugoll’s leadership, Shugoll Research has been an active supporter of the arts. It was twice named to "The BCA 10" as one of the “10 Best Companies Supporting the Arts in America,” by Americans for the Arts. Each year, the company provides a significant level of pro bono and discounted market research for arts organizations. For this contribution, Shugoll Research received the Business in the Arts Commitment Award, sponsored by the Business Committee for the Arts. The company has created a series of breakthrough arts education programs. ArtSpeak! is nationally known and brings performing artists into schools for an “up close and personal” experience. Over 2,000 people attend these programs each year to see artists such as the late Marvin Hamlisch, Brian Stokes Mitchell, Lea Michele, Sutton Foster, Audra McDonald and Kristin Chenoweth. The company has also underwritten theater tickets for students and created a voice scholarship fund for students of color. Shugoll Research was honored with its second Business in the Arts Award for these arts education programs, the Innovation Award. It also is the recipient of the Washington Post Award for Innovative Leadership in the Theatre Community, the Founders Award from the Cultural Alliance of Greater Washington, Washington Performing Arts Society’s Alexine Clement Jackson Award for Volunteer Leadership and numerous Circle of Community Investors awards from the Washington Business Journal as one of the top 20 most philanthropic businesses in the DC area.
ARTS BOARDS: Dr. Shugoll is Immediate Past Chair of the Arena Stage Board and continues to serve on its Board. In addition, he is a member of the Arts at Mason Board at George Mason University and Business Committee for the Arts Board of Americans for the Arts . He recently completed a 6-year term on the Theatre Communications Group (TCG) Board and service on the Helen Hayes Awards (DC) Board.
COMMUNITY: Dr. Shugoll has always been extremely active in the community, doing everything from coaching a girl’s youth basketball team to serving as President of his children’s schools PTAs and creating and conducting an elementary school chorus. He has received a number of community service awards including the Fairfax District PTA’s Volunteer of the Year, the Fairfax County Volunteer Service Award and the Annandale Community Coalition Service Award.
ACADEMIC: Dr. Shugoll received his BA from Union College (NY) (1973), a Master’s in Public Administration (MPA) from The American University (1974) and a Ph.D. in Political Science/Policy Analysis from The American University (1979). He has published articles in a variety of academic and professional journals including The Journal of Vocational Education Research, Association for Educational Data Systems (AEDS) Journal and the Journal of Criminal Justice. He was honored by The American Education Finance Association and The National Education Association with the Jean Flanigan Dissertation Award for outstanding research in the field of education finance.