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Having joined Luth Research in 2006, Candice is instrumental in the evolution of Luth’s business offerings.  As Senior Vice President of New Products, she is responsible for innovation initiatives including leading New Product Sales, Client Service and Account Executive teams. Her involvement in the development of ZQ Intelligence, Luth’s cross platform digital measurement solution, positions Luth at the forefront of technology innovation for business intelligence. ZQ is permission-based and passively monitors 24/7 digital activity on a target audience. Combined with survey research on the same individuals, Candice and team deliver richer, more meaningful insights to clients than ever before.

Candice works with brands and publishers to address a myriad of key business questions from the impact of digital tools on customer path to purchase, to how digital influences in-store behavior. She works with some of the nation’s most beloved companies including Ford Motor, Target, Hilton, POM Wonderful, Starz Entertainment, NetJets and Dr. Pepper Snapple Group. She has a Masters of Science in Executive Leadership from the University of San Diego and holds degrees in both Political Science and Communicative Technology from the University of Southern California.

With extensive academic training in media effects and innovation diffusion, Becky brings unique perspectives in a wide array of research practices, particularly in the areas of cross-platform digital measurement, path to purchase research, advertising effectiveness, new product development, media measurement, and branding and marketing strategies.

Becky is the co-inventor of Luth Research’s ZQ Intelligence™ cross-platform digital behavior measurement platform. She drives innovative research solutions in integrating digital behavior data, survey data and other data sources to deliver fresh and meaningful insights. Her consultancy to clients also includes multivariate methodologies and statistical modeling ranging from segmentation analysis, multivariate analysis, price sensitivity analysis, to predictive modeling.

Among others, Becky has advised and worked closely with leading brands including Microsoft, Google, Disney, Warner Bros, Turner Communications, Dr. Pepper & Snapple Group, HSBC, and LG Mobile Communications. She publishes and speaks about research techniques, consumer insights and technology adoption across a variety of industry publications and events.

Becky earned her Ph.D. at Pennsylvania State University; her focus was in the diffusion of mobile technologies. Becky’s dissertation research offers a breakthrough view on how to understand diffusion of computer-based video and mobile video.


Roseanne Luth is the founder and president of Luth Research, a privately held market research company founded in 1977 and located in San Diego, California. Roseanne’s commitment to quality is evident at Luth Research, the full-service, client-oriented research firm. With over 300 highly trained and dedicated employees, Luth Research provides complete custom research support, telephone, focus group, field service capabilities and on-line surveying. Under Roseanne Luth’s leadership, her team of professionals has extensive experience with local, regional and multinational clientele in the academic, governmental and corporate arenas, and spans virtually every type of consumer and market research issue.

With more than 33 years of industry experience and superior execution, Roseanne’s vision is to advance the research industry to its highest and best potential by establishing the most scientifically valid, Internet-based, data collection service. To this end, in 2000, she launched SurveySavvy.com, the online component to Luth Research, which offers worldwide market research services. Clients range from large multinational corporations to small boutique research firms. SurveySavvy.com has more than three million members.

Along with SurveySavvy, Roseanne has also launched other innovative, market changing technologies. In 2009, Roseanne saw how marketers were seeking out information and education on relevant and significant digital data metrics for both sales and branding strategies. Along with her team at Luth, Roseanne launched ZQ Digital Tribe in 2010. The ZQ Digital Tribe methodology leverages a proprietary web tracking technology downloaded on respondents’ computer. Each Digital Tribe is comprised of the client’s audience of interest, based on custom specifications, and tracks the web behavior of these individuals over a designated period time.

This extraordinarily successful entrepreneur has been happily married to Gene Luth for over 40 years and has raised two daughters.


Roseanne Luth is a member of the American Marketing Association, ESOMAR (World Association of Opinion and Marketing Research Professionals), CASRO (Council of American Survey Research Organizations), MRA (Market Research Association), and ARF (Advertising Research Foundation).

Ms. Luth serves on the board of directors for the American Marketing Foundation, and served on the CASRO board of directors for more than eight years. In 2011, Ms. Luth was awarded the CASRO Hall of Honor Achievement Award in appreciation for her considerable contributions to education within the market research industry. She also served as chair of the San Diego Better Business Bureau in 1998 and was the first female president of the Executives’ Association of San Diego. Ms. Luth is a frequent speaker on topics regarding market research and online research panels.

San Diego Business Journal named Roseanne Luth Most Admired CEO of 2009 in the Private Sector category for her direction of Luth Research. Many of Luth’s employees contributed to the nomination application submitted, which truly made the honor special and unique.

In 2009, Luth Research was also named one of the 5000 fastest growing companies by INC Magazine.

Other achievements include: Women’s Entrepreneurial award (2005), President of San Diego Junior Theatre (1991-2000), a non-profit theatre group for children, Citizen of the Year (2010) by the San Diego County Law Enforcement Foundation.