About — McDougald Research

At McDougald Research, our heartfelt mission is to uncover the true essence of consumer experiences through thoughtful design research, guiding our clients towards strategic decisions.

At McDougald Research, we strive to be the ultimate trusted partner to our clients, fostering empathy, connection, and advancement throughout their organizations. Our mission is to elevate qualitative experience-based research as the driving force for cultivating empathetic decision-making and customer-centric cultures. We are driven to be the preferred partner for organizations of all sizes seeking to understand their customers authentically.

Our team has an innate curiosity about the human experience; we are passionate about people. We work with our clients to help them achieve goals that lead to meaningful change.

By immersing ourselves deeply in our partners’ business initiatives and strategic vision, we provide a genuine understanding of unmet needs with actionable impact.

Leah McDougald
Founder + Principal

Meet Our Leadership Team

Leah is a seasoned Design Researcher with 20 years of expertise, specializing in qualitative research methodologies and innovation. She excels in translating consumer insights into actionable design solutions, focusing on both emotional and functional aspects.

With a degree in Sociology and Women's Studies from The Ohio State University, Leah's early career in the non-profit sector involved leading empowerment courses for survivors of abuse, shaping her commitment to understanding human needs. Her journey led her to the forefront of design research, conducting international ethnographic studies in Asia and Europe, providing a global perspective to her work.

In 2014, Leah founded McDougald Research, reflecting her entrepreneurial spirit and dedication to advancing the field. Her extensive experience includes collaborating with Fortune 500 companies, where she leverages her skills in qualitative research to uncover valuable consumer insights and inform design strategies.

Beyond her role as a sought-after expert, Leah is actively engaged in public speaking, guest lecturing, and mentoring, contributing to industry development and fostering the growth of emerging professionals.

Mackenzie Shaw
VP, Client Services, Business Operations, and CX Strategy

Mackenzie is an experienced strategist, researcher, design thinker, and problem solver with over twenty years of professional experience. Armed with an Industrial Design degree from OSU (’02), her career spans both corporate and agency environments where she has led design, research, and strategy teams. With the ability to navigate the intersection of user needs and business objectives, Mackenzie has an expertise in aligning stakeholders, influencing priorities and strategy, and inspiring design.

She currently holds a leadership role at McDougald Research, overseeing client services and business operations. Outside of her professional commitments, Mackenzie dedicates her nights and weekends to fundraising and volunteering for cancer research through Pelotonia, as well as planning and executing music festivals and events, and attending her son’s sporting events. Additionally, she contributes to her family farm, participating in the raising of cattle and cultivation of crops.

Interested in joining our team?
We have positions open!