Wendy Lutter

Senior Lecturer


  • MBA
    Marketing, University of Denver
  • BA
    Art History, Smith College


  • Market Research
  • Focus Group Research
  • Qualitative Research
  • Non-profit Marketing
  • Healthcare Marketing


Prior to teaching at Carlson, Wendy Lutter started the qualitative market research firm Lutter Marketing in 1998. After being behind the one-way mirror on the client side at Children’s Hospitals and Qwest, managing all aspects of market research she realized what she really liked doing was moderating and interviewing. Her long list of clients includes Fortune 100, Healthcare, start-ups and non-profit organizations such as Mayo Clinic, 3M, Best Buy, Fraser and the YMCA. 

Wendy is a certified focus group moderator with training from RIVA Institute in Washington D.C. and has moderated over 700 focus groups, conducted over 2000 one-on-one interviews and managed countless research projects. She has taught seminars in qualitative market research design.

Wendy received her BA from Smith College and a MBA with Marketing Specialization from the University of Denver. At The University of Denver, she received the Daniels’ Award of Excellence as the Most Outstanding Graduate. Wendy is the past Chair of the Board of Directors at Fraser, the President of the Central High School Foundation and volunteers for Smith College.

Wendy lives in St. Paul with her husband and two teenagers. She loves to travel, bike, ski, cook and eat good food. In the summer, she can also be found teaching Standup Paddle Boarding on Lake Nokomis.

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