As a third generation Shugoll Researcher, marketing research is in Cara Shugoll's blood. Her love of marketing began as a young girl when she chatted with her parents over dinner about what they did for a living at Shugoll Research. Cara's passion for understanding the consumer only grew as she entered young adulthood and attended Washington University in St. Louis where she majored in psychology and minored in business. Most recently, Cara was able to further explore her career interest in marketing while earning her MBA from the Ross School of Business at the University of Michigan.
While Cara enjoys designing and executing quantitative research studies, her true love is qualitative research (just like her mother, Merrill Shugoll). Trained by both her parents and the RIVA training institute, Cara has become an expert focus group and in-depth interview moderator over the course of her career.
Before joining Shugoll Research, Cara was an Assistant Brand Manager at the Wm. Wrigley Jr. Company where she helped execute the in-market roll-out of the Orbit brand's new, "best in class" packaging and its related integrated marketing campaign. Prior to business school, Cara was a Research Manager at Ipsos ASI where she interpreted ad tracking and brand equity data to provide key insights and actionable recommendations to clients across multiple industries including CPG, media, retail and healthcare.
Outside of the office, Cara loves to sing a cappella and she has founded several semi-professional a cappella groups over the last couple of years. In addition, she is an avid sports fan and can often be found cheering on her two favorite teams; the Michigan Wolverines (Go Blue!) and the Washington Capitals.