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my $string = qw!"This is \"data\""!;

$string =~ /"((?:\\"|[^"])*)"/;

$string =~ /"           # first quote
             (          # capture to $1
...
               )*       #   end grouping (zero or more of above)
             )          # end capture
            "/x;        # last quote

$string =~ /"((?:\\["\\]|[^"])*)"/;