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Product Expansion to 27 Markets Reinforces Commitment to ‘Quality as Global Standard’

WARREN, NJ (January 20, 2015) – As a globally integrated research organization, Lightspeed GMI today announced the expansion of its online respondent validation product, Honesty Detector. Now available in 27 markets across the Americas, EMEA and Asia-Pacific, Honesty Detector delivers improved survey quality across all Lightspeed GMI sample sources, services and solutions.

Based on Lightspeed GMI’s pioneering research, Honesty Detector analyzes respondents’ answers to a unique combination of statements to identify dishonest respondents and ensure only quality, engaged respondents enter studies. The result is a unique respondent validation that enables Honesty Detector to identify and prevent over-reporters from entering studies and ultimately deliver improved data integrity.

“Initially launched in March 2014, Honesty Detector’s impact was quickly realized through client demand.  This expansion enriches our proprietary panels and Lightspeed GMI managed respondent populations, while also enhancing research methods in emerging markets,” stated Efrain Ribeiro, Lightspeed’s Chief Research Officer. “With a focus on respondent quality, Honesty Detector complements our existing services (Lightspeed GMI Quality Suite) by providing tools to ensure respondents are engaged and to eliminate fraud.”

Cutting Edge Quality, Standard
By combining a standard set of quality solutions as an automated service built into its research platform, Lightspeed GMI ensures the most consistent set of validations across diverse sources and projects. Honesty Detector is deployed at the panel level and is also enabled at the study level to further extend quality control to all sample. All panelists are validated every 60 days as part of Lightspeed GMI internal controls. Respondents deemed ‘dishonest’ are blocked from entering surveys.

“With the global expansion of Honesty Detector, Lightspeed GMI continues its investment in delivering superior data quality,” stated David Day, Lightspeed’s President and Global Chief Executive Officer. “Our mission is to make research easy. That mission requires our comprehensive approach to quality: quality panels, quality data and quality products.”

To view the impact of Honesty Detector, download Lightspeed GMI case studies from various clients: advisory firm, international MR agency and computer software company. To view the complete list of markets in which Honesty Detector is now available, click here.

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 Kantar, the data investment management arm of WPP, the world leader in marketing communication services. For more information, visit

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