Steve Jobs once said, "Innovation is the ability to see change as an opportunity – not a threat." Businesses need the ability to adapt, innovate, and stay creative to remain competitive in the dynamic world of e-commerce.
The way people shop is constantly changing. CEO of Luth Research, Roseanne Luth, joins Priscilla McKinney on Ponderings from the Perch Podcast to discuss how this rapidly changing consumer journey affects market research.
How it Started and Where it's Going
Roseanne is quick to reminisce about how she started Luth Research in 1977 – being the only woman in the room many times was something that took getting used to.
What once began as a door-to-door research firm, Luth Research now has 100 highly qualified and professional employees that utilize advanced behavioral tracking technology data.
From Samsung and Ford to Google and TikTok, Luth Research has a vast array of clientele.
Meeting the Needs of Consumers Over Time
As Roseanne recounts the history of methods Luth Research has used, she explains how effective marketing strategies and techniques are constantly in flux. Online surveys are no longer enough. Clients need the digital data along with the surveys to get to the why behind the behavior.
So, how do market researchers collect behavioral digital data? By going where the consumers are: online.
Now more than ever, consumers desire personalization and efficiency — the Luth Research team utilizes digital behavior tracking technology to discover how the customer journey is changing.
Not only does Luth Research strive to understand what people want to buy but what the journey looks like to get there.
"It doesn't matter if you're making a decision or making a purchase. There is a path that you're taking to make those decisions." - Roseanne Luth
Over the past 45 years, Luth Research has developed methodologies that interpret and analyze shopper data in the retail world, the streaming media space, the advertising scene, and other categories.
Whether it's observing why online customers are more likely to abandon items in their shopping cart rather than make purchases or how much time a customer spends on a product detail page Luth Research’s ZQ Intelligence technology provides the answers through shopper insight data collected from real customers.
Want to learn more?
Listen in for Roseanne’s take on consumer behavior and the entire shopper’s journey.