With technology moving so quickly these days, it's easy to make changes to websites, campaigns, and programs at the click of a button. But that ease can also create complications and allow for the implementation of unvetted ideas so we've invited Merrill Shugoll to the show to talk about her expertise in market research. Merrill Shugoll is the President of Shugoll Research, a marketing research firm based in Bethesda, MD, just outside DC and she helps nonprofits and private companies test their ideas in front of focus groups before launching. Though it might seem like an unnecessary or luxurious expenditure, she covers the reasons why the research is an invaluable investment that can save you a lot of time and money in the long run. If your organization is considering any major changes, you won't want to miss the episode before you roll them out for the public.