Luth Research

Luth Research is a market research firm specialising in the path to purchase. Founded in San Diego, California in 1977, it combines traditional research methods with digital intelligence to turn behavioural data into commercial insight for businesses across industries, among them technology, e-commerce, consumer packaged goods, streaming media and advertising. Its clients include Fortune 100 companies.

Central to the firm's work is ZQ Intelligence®, a proprietary behavioural data collection technology and single-source omnichannel platform. It tracks five data types in granular detail: clickstream behaviour, app usage, location data, online shopping habits and video streaming patterns. Alongside it sits a global consumer research panel, spanning more than 190 countries, which supports standalone surveys, qualitative interviews and full digital tracking studies. The panel is grown daily through a patented referral system and cash rewards programme.

A team of data scientists provides customised analysis and consultation, helping clients identify key performance indicators and market trends in real time and linking behavioural findings to measurable outcomes such as conversion and sales. Work sits at the intersection of behavioural data collection, clickstream and location analytics, data science and consumer insights.

After almost five decades in operation, the firm retains the entrepreneurial character of its origins - it was started at a card table - and continues to build its own technology rather than rely on off-the-shelf tools.