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Meet Roseanne Luth and Janeen Hazel of Luth Research in Downtown

Today we’d like to introduce you to Roseanne Luth and Janeen Hazel.

Thanks for sharing your story with us Roseanne, Janeen. So, let’s start at the beginning and we can move on from there.
Luth Research began in 1977 as a data collection company. We were one of many small companies throughout the US who supplied insights to clients by interviewing consumers and businesses. We conducted surveys using traditional methodologies starting with door to door, telephone interviewing and also did recruiting to support on-site focus groups at our facility.

Our growth has been driven by the addition of technology to advance in new methods of data collection. Besides adding CATI capabilities to expand and electronically capture data in our phone room, our most impressive shift was the launch of the platform to host surveys on the internet.

Simultaneously, we incorporated a referral system (patent #______) to drive sign-ups to the SurveySavvy panel which amassed over 7 million people globally to participate in our online surveys for our various clients. This new methodology doubled the company revenue in 3 years. And over time, the cash payments for surveys amounted to millions of dollars.

In 2010 and with the widespread indifference to participating in surveys, Luth Research doubled-down once again and developed a proprietary technology/app (SavvyConnect) that would track our panelist’s behaviors. Currently and permission-based, we track over 30,000 people on multiple devices to provide clients with rich data. The client-facing product, ZQ Technology is poised to deliver digital insights and combine with traditional (combining the “what” online to the “why). Our current focus on grocery shopper behavior is having great success.

We provide an industry-first look at how AmazonFresh and other leading grocery platforms are performing, how consumers shop in the online grocery environment, and what drives purchases. Develop “need-to-know” behavior-based insights for brands and retailers striving to capitalize on the rising e-commerce momentum.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Personally, there were many instances when I feel I put my business ahead of family.

Juggling was my life and I did not always do a good job of juggling both (like the times I forgot to pick up the carpool and other mom’s had to rally) However, my husband started his own construction business a year after I started Luth Research and we also had a business together (we installed all the bus shelters in San Diego.) He had a small crew and I did all the books setting up the office in my laundry room. For sure our family dinners centered around business first and school and social second.

And for the business. There have been the normal obstacles of people, systems, competition and money. For Luth, the focus has been to remain in business for 42 years without the benefit of outside funding or support. Which leads to another financial phenomenon. The competition with tech companies who are valued due to the amount of money that is borrowed; whether or not they are profitable.

The biggest challenge is recent and driven by the swift adoption of digital; both social and commercial. The market research industry continues to ignore the rapidly changing consumer technology habits to adopt this new behavior technology tool let alone advocate for it. Our business model has changed drastically to go outside of our normal market research clients and sell to media and brands. We have had to hire a different level of technicians to support ZQ; data scientists, data analysts, and senior market research practitioners willing to be creative and innovative to support our new clients.

In my social circle I do dread the predictable question: “Why don’t you or when do you plan to retire?”

We’d love to hear more about your business.
Longevity. I am the person who drives the business with my oversight of all the departments. I am fortunate to have loyal dedicated staff who believe in the need to shift their thinking and take risks. As the CEO, I am most proud of the staff we have had the opportunity to foster and mentor over the years.

We are an organization that cares first and foremost for our clients. Luth is responsive 24/7 and we put the client and quality first before anything else including the money.

What were you like growing up?
I come from a large family – very disjointed with the inconsistency of a small degree or no parenting. My family of 6 are all successful and were a support for me in growing up. I was impatient and extremely independent. I lived with all my older brothers and sisters (they are half-siblings from a former marriage) but spent the most time living with my brother, Bob Baker – his name still opens some doors for me. I was married at 17 and had 2 children before I was 22. I started my business when my kids were young. Both my girls were and continue to be supportive of me.

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