Luth Research
Luth Research is a privately held, founder-led market research firm (founded 1977) that combines a patented 3M+ member global consumer panel with proprietary passive behavior tracking technology to deliver omnichannel consumer insights and event-level behavioral data feeds to Fortune 100 enterprise clients.
- Company typePrivate
- Founded1977
- HeadquartersSan Diego, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Luth Research does
Luth Research is a privately held market research firm founded in 1977 in San Diego, California, by CEO Roseanne Luth. The company operates an integrated research platform combining a patented global consumer panel (SurveySavvy®, 3M+ members across 190+ countries) with proprietary passive digital behavior tracking (ZQ Intelligence®), enabling 24/7 single-source omnichannel measurement across PCs, mobile, and tablets for 250,000+ households. Its technology stack captures event-level clickstream, app usage, video streaming (including SVOD title-level data), online retail interactions, location, and ad exposure, feeding derived products such as Behavioral Data Feeds, the Shopper Insights Dashboard, ZQ AdMomentum (ad effectiveness), ZQ "In the Moment" Surveys, and ZQ Digital Tribe (custom audience building).
The company serves Fortune 100 enterprise clients across CPG, technology, streaming media, ecommerce, and research agency verticals, with named client testimonials from a "Streaming Media Platform," "Ecommerce Brand," "CPG Brand," "Research Agency," and "Tech Giant." Its revenue model is hybrid: professional services (Full Service Research spanning quantitative, qualitative, and 38+ CATI telephone stations), data monetization (event-level Behavioral Data Feeds), and recurring panel access (SurveySavvy). Pricing is project-based with multi-year contracts and custom quotes. Go-to-market is sales-led with direct enterprise engagement, supported by content marketing, webinars, case studies, and educational resources. The company holds WBENC Women's Business Enterprise certification and complies with Safe Harbor, CASRO, ESOMAR, COPPA, CCPA, and BBBOnLine frameworks.
Luth Research is founder-controlled, with no disclosed institutional funding or M&A history. Two offices (San Diego HQ and Irving, TX) support U.S.-led operations with international panel reach. Operating geographies include the USA, Canada, UK, India, Australia, China, and Singapore. Headcount is reported at 100+ with founder family members in senior leadership (Lisa Luth, SVP Business Development).
Luth Research firmographics
Firmographics- Name
- Luth Research
- Legal name
- Luth Research, LLC
- Website
- https://luthresearch.com
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Luth Research is a privately held, founder-led market research firm (founded 1977) that combines a patented 3M+ member global consumer panel with proprietary passive behavior tracking technology to deliver omnichannel consumer insights and event-level behavioral data feeds to Fortune 100 enterprise clients.
- Ownership category
- akta.pro rank
Luth Research industry classification
Industry- Product category
- Market Research Services
- NAICS
- Marketing Research and Public Opinion Polling (54191), Marketing Consulting Services (541613)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Market Research & Consumer Insights (BPAHALAA)
- akta.pro secondary industries
- Social & Digital Insights (Social Listening, Online Community Research) (MPAAALAK), Competitive Intelligence & Benchmarking (BPAHALAB)
Keywords
Where Luth Research is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Luth Research business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- Full Service Research: Comprehensive research services including quantitative studies, qualitative exploration, and hybrid approaches. Team manages every aspect from design to delivery.
- Behavioral Data Feeds: Event level behavioral data feeds covering web browsing, app usage, online retail interactions, video streaming, and location tracking. Customized data deliveries available daily.
- Panel Access: Access to SurveySavvy panel for standalone sample or full-service project support. Panel reaches over 3 million individuals across 190+ countries.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom research solutions tailored to client requirements |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Luth Research product offering
Product offeringCore offering
Luth Research provides market research services and consumer intelligence solutions powered by its proprietary ZQ Intelligence behavioral tracking platform. The company operates a patented global online research panel (SurveySavvy) reaching over 3 million individuals across 190+ countries, and delivers event-level behavioral data, custom research studies, ecommerce shopper insights dashboards, and ad effectiveness measurement to enterprise clients.
Product overview
Luth Research offers an integrated suite of market research products centered on its proprietary ZQ Intelligence® technology platform. The core offering combines SurveySavvy® (a patented global research panel with 3M+ members across 190+ countries) with passive behavioral tracking through SavvyConnect and event-level Behavioral Data Feeds. Additional modules include the Shopper Insights Dashboard for ecommerce insights, Full Service Research encompassing quantitative, qualitative, and telephone methodologies, ZQ AdMomentum for ad effectiveness measurement, ZQ "In the Moment" Surveys for real-time feedback, and ZQ Digital Tribe™ for custom audience building. The company also offers SavvyShares® for panel ownership. All products leverage the unified ZQ Intelligence® infrastructure for cross-platform consumer behavior tracking.
Differentiator
Problem solved
Functional benefit
Brands
- SurveySavvy: Proprietary research panel reaching millions of individuals across 190+ countries, with patented referral system and cash rewards program.
- ZQ Intelligence
- SavvyConnect
- SavvyShares
- ZQ Shopper Insights Dashboard
- ZQ AdMomentum
- ZQ Digital Tribe
- ZQ 'In the Moment' Surveys
Products and services
- ZQ Intelligence® Proprietary single-source omnichannel behavior tracking technology that passively tracks permission-based panel users 24/7 across multiple devices, providing granular insights into consumer path to purchase including clickstream, app usage, video streaming, and purchase data. Designed for enterprise brands seeking cross-platform consumer intelligence.
- SurveySavvy® Proprietary global research panel reaching over 3 million individuals across 190+ countries, built on a patented referral system and cash rewards program that ensures high response rates and quality data. Used as a sample source for market research buyers.
- Behavioral Data Feeds
Quantifiable outcome
- Frequency of ad exposure on Network was found to be significant positive influencing factor on category purchases, demonstrating ad ROI measurement capability
- +1 more outcomes
Companies that use Luth Research
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
Luth Research technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Luth Research partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- SavvySharesminorSavvyShares is a panel owned exclusively by members, empowering them to exchange their data and opinions for company shares. This appears to be a separate initiative from Luth Research rather than a strategic partnership.
- SavvyConnectcoreSavvyConnect is Luth Research's proprietary passive digital tracking application that captures real-world online behavior including search activity, purchase patterns, and media consumption from consenting panel members.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Luth Research competitors and assessment
Company assessmentDirect peers
- Dynata: Dynata operates one of the world's largest first-party data and research panels, offering survey sample, ad effectiveness, and audience targeting. Directly comparable to Luth's full-service research and SurveySavvy panel access business.
- Cint: Cint is a research panel exchange and programmatic sample provider linking buyers to global panel supply. Comparable to Luth's SurveySavvy panel monetization stream, though Cint operates an exchange rather than its own proprietary consumer panel.
- Numerator: Numerator provides omni-channel purchase data, panel-based behavioral insights, and ad effectiveness measurement. Highly comparable to Luth's SurveySavvy + ZQ Intelligence combination and competing directly for the same Fortune 500 CPG, retail, and ecommerce clients.
- Toluna: Toluna runs a global online panel and survey research platform serving market research buyers worldwide. It overlaps with Luth on panel access, quantitative research delivery, and B2B/B2C sample provision.
Broad incumbents
- Comscore: Comscore is a publicly-traded digital audience measurement and consumer insights company with cross-platform ratings, panel data, and ad effectiveness solutions. Overlaps significantly with ZQ Intelligence's cross-device measurement and Audience Insights offerings, but at much larger scale.
- Ipsos: Ipsos is a top-five global market research firm with quantitative, qualitative, and behavioral research capabilities plus proprietary panels. Comparable to Luth's Full Service Research and SurveySavvy offerings, but with deeper geographic and vertical reach.
- Nielsen: Nielsen is the largest global consumer and media measurement company, providing panel-based ratings, audience insights, and ad effectiveness. Comparable in category and customer base, though Nielsen serves far broader use cases and has dramatically larger scale than Luth.
- Kantar: Kantar is a global market research and analytics business serving CPG, retail, media, and tech clients. Comparable buyer overlap and panel + behavioral measurement positioning, though backed by Bain Capital with substantially larger scale.
- Savishor Insights (formerly GfK): GfK (now operating under ownership changes as part of NIQ) is a global consumer research firm with deep CPG panel expertise and shopper insights. Highly comparable to Luth's Shopper Insights Dashboard and CPG-focused customer base, but at significantly larger scale.
Emerging players
- Similarweb: Similarweb provides digital behavior and audience analytics using panel-based and observed web/app data. Comparable to ZQ Intelligence's behavioral data feeds, though Similarweb focuses more on observed web traffic than opt-in single-source panels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Luth Research social profiles
Digital presenceLuth Research financial estimates
Financial estimateRevenue estimate
Valuation estimate
Luth Research leadership team
Management profileNumber of profiles
Profiles11 records
Luth Research funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Luth Research M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Luth Research
What does Luth Research do?
Luth Research provides market research services and consumer intelligence solutions powered by its proprietary ZQ Intelligence behavioral tracking platform. The company operates a patented global online research panel (SurveySavvy) reaching over 3 million individuals across 190+ countries, and delivers event-level behavioral data, custom research studies, ecommerce shopper insights dashboards, and ad effectiveness measurement to enterprise clients.
Is Luth Research a public or private company?
Luth Research is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Luth Research founded?
Luth Research was founded in 1977. It employs 101 to 250 people.
Where is Luth Research based?
Luth Research is headquartered in San Diego, United States, in the North America region.
How does Luth Research make money?
Three revenue lines are on record. Full Service Research is the primary driver. The others are behavioral Data Feeds and panel Access.
Who are Luth Research's main competitors?
Direct peers on record are Dynata, Cint, Numerator and Toluna. Broad incumbents are Comscore, Ipsos, Nielsen, Kantar and Savishor Insights (formerly GfK). Similarweb is listed as an emerging player.
Does Luth Research have an API?
No public API is recorded for Luth Research.
What industry is Luth Research in?
Luth Research's product category is Market Research Services. Its primary akta.pro industry code is BPAHALAA, Market Research & Consumer Insights, with a secondary code of MPAAALAK, Social & Digital Insights (Social Listening, Online Community Research). Its NAICS code is 54191 and its SIC code is 8742.