Montgomery was previously vice-president of consumer and product insights at NBCUniversal, having worked for brands such as HBO Now, Time, Kraft/Nabisco and Sports Illustrated during his career as well as launching Peacock’s user and consumer experience insights function.

In his new role, Montgomery will help expand Luth Research’s footprint in media, advertising momentum and audience and consumer journey insights, as well as working in traditional methodologies such as customer satisfaction, segmentation and concept testing.

Roseanne Luth, chief executive officer at Luth Research, said: “Steve’s 20+ years of experience in the research field will contribute greatly as he works with the research and sales team to oversee research and project management, including the development and implementation of new strategies.”