Luth Hires for Deeper Dives into Consumer Behavior

In San Diego, California, full service insights firm Luth Research has appointed cultural anthropologist Ivan Valdez as Vice President of Client Solutions.

Luth was established in the 1970s, and uses proprietary advanced behavioral data 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. A month ago it announced the promotions of longstanding execs Janeen Hazel and Sean Miller to Senior EVP roles.

Valdez (pictured) brings twelve years of experience in qual and quant methodologies, across industries including tech, healthcare and CPG, and in both B2B and B2C markets. Since early 2019 he has been Senior Director of Brand Research, Strategy & Innovation at LA-based qual and quant consultancy BrandIQ, before which he spent nearly six years as a Qualitative Moderator and Ethnographer at Stamford, CT-based research firm Smart Revenue. He holds a master's degree in cultural anthropology, with expertise in empathetic moderation, ethnographic inquiry and behavioral storytelling. In his new role, he will be responsible for guiding strategic client engagements and further developing innovative research methodologies embracing AI, merging Luth's proprietary behavioral data with custom qualitative and quantitative studies.

CEO Roseanne Luth comments: 'We are excited to welcome Ivan to the Luth Research family. His impressive track record and unique anthropological perspective on market research align perfectly with our mission to provide the most profound understanding of consumer behavior. Ivan's leadership will be instrumental as we continue to help our clients navigate complex market challenges with nuanced, actionable intelligence.'

The company is online at www.luthresearch.com .