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Lightspeed GMI’s Research Innovator Recognized for Research in Practice

LONDON (03 June 2015) – Lightspeed GMI’s Research Innovator, Alexander Wheatley, is the 2015 WPP Atticus Award recipient for Research in Practice. Open exclusively to professionals working in WPP companies, the Annual Atticus Awards honor original published thinking in communications services.

Wheatley’s paper, Opening Your Mind: A Reappraisal of the Open-Ended Question, examined the implication of text analytics and the search for an effective means of evaluation. His team embarked on an extensive research project, evaluating more than 130,000 comments across 15 different topics and markets in 25+ studies, to shed light on the power of open-ended questioning in survey design, and to create a proprietary solution to dispel the associations of complexity faced by textual analysis. The complete paper is available for purchase at

“Recognition from the prestigious Atticus Awards is an honor,” stated Wheatley. “It has been really exciting to work on this research, from the inception to the presentation at ESOMAR, where it resonated well with the audience. To be mentioned alongside all of the Atticus winners is truly humbling and I would like to thank everyone involved in this project.”

David Day, Lightspeeed’s President and Global Chief Executive Officer, said “We are delighted that one of our thought leaders has again been recognized with this important award. The work Alex has done demonstrates the power of language and how well designed surveys and, well formulated questions, can bring real clarity to complex marketing problems.”

Alexander Wheatley serves as Research Innovator, Lightspeed GMI. Currently, he works under Jon Puleston in the Innovation department of Lightspeed GMI. Over the last year he has applied his analytical and creative skill set to explore, evaluate, and present upon the challenges of online survey design and data analysis. From respondent engagement to sentiment analytics, the Innovation Department’s research covers all aspects of successful survey design in the modern environment. Live projects and the large source of data have facilitated the evaluation and experimentation that has led to interesting conclusions.

Wheatley is a graduate of Philosophy, Logic and Scientific Method from the London School of Economics.

Lightspeed GMI is an award-winning global digital data collection enterprise. Founded in 1996, its innovative technology and proven sampling methodologies deliver operational excellence throughout the online research process. With more than 5.5 million online research respondents in 45 countries, Lightspeed GMI’s proprietary panels deliver unparalleled quality, capacity and targeting.

Headquartered in Warren, New Jersey, Lightspeed GMI is part of the Kantar, the data investment management arm of WPP, the world leader in marketing communication services. For more information, visit

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