New Luth Panel Swaps Company Shares for Data

Digital data tracking specialist Luth Research has launched a member-owned consumer panel called SavvyShares, which offers panelists shares in the company in return for their data, and pays dividends to member shareholders annually, based on SavvyShares' profitability.

San Diego-based Luth uses proprietary technology and other research methods including an online panel, SurveySavvy, to help businesses track emerging trends, measure message effectiveness, and understand how consumers think and act. The new SavvyShares panel gives members control over the data they make available, giving them the opportunity to share their opinions and data when they choose to.

Members who share their data are eligible to receive shares in the company based on the length and complexity of the surveys, and additional shares for allowing digital data tracking. According to the company, paying dividends based on the success of the company means members have a stake in the business as long as they hold the shares, as opposed to a one-time payout like other panels.

Company founder Roseanne Luth (pictured) says the structure is registered with the US SEC (Securities and Exchange Commission) and is one of only a few with SEC approval to value data as a form of currency. 'As privacy concerns further restrict data collectors, SavvyShares ensures power and control is in the hands of consumers, giving them a stake in the success of the company as the ultimate reward for their opinions', Luth adds.

Web site: www.luthresearch.com .