Laura Duguid, Qualitative Research and Innovation Specialist
An open-minded researcher and creative group expert, Laura takes a custom approach to every project to generate the best possible results for clients. Referencing her 20+ years of qualitative experience with myriad consumer product, service and business to business clients, plus her extensive study and performance of ensemble improvisation, she uses her distinctive savvy to unearth rich, multi-dimensional insights and ideas.
Laura prides herself in not being afraid to break away from the norm and go outside of the group room if it means a better way to gather information. Whether visiting consumers’ homes to explore prototype air fresheners in action, tapping a children’s theater school for new product ideation, or gathering groups of neighbors at a home to talk about cheese, she always has one eye outside of the box.
Prior to joining Doyle Research, Laura was creative-qualitative consulting partner for MotorBrains, Inc.; a senior staff member for Super GroupTM Creative Services (now a division of TNS) — a pioneer in creative group process application for commercial qualitative; and a CPG senior account director for Edelman Public Relations Worldwide. She studied with Chicago’s famed iO comedy school, Second City trained improv instructors at the Comedy Shrine in Aurora, IL, and performed with a professional improv troupe for five years. Laura is a graduate of the University of Iowa and holds a B.A. in Communications Studies with a Journalism minor. She is a member of the Creative Education Foundation and has attended the Creative Problem Solving Institute. In her free time, Laura enjoys spending time with her husband and two teens, running a vintage business, and ice dancing.