Newsletter – Q3 2015

Lightspeed Insights

This portal shares research with clients, colleagues and our market research community. Each newsletter will focus on customized research strategies and survey design services.


Making Research Easy

Connecting Clients to Digital Consumers 

As leaders in digital data collection, Lightspeed GMI connects you to the digital consumer. With the increase in difficulty to collect representative sample, we are experts at designing device agnostic surveys and customized research strategies.

See how we make research easy:




Lightspeed GMI’s Research Innovator Wins WPP Atticus Award

Lightspeed GMI’s Research Innovator, Alexander Wheatley, is the 2015 WPP Atticus Award recipient for Research in Practice. His winning 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. Open exclusively to professionals working in WPP companies, the Annual Atticus Awards honor original published thinking in communications services. Read more…

“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,” stated David Day, Lightspeeed’s President and Global Chief Executive Officer.


What Does Gamification Offer to Healthcare Research?

Exhibiting Unparalleled Expertise Focused Exclusively on Healthcare

As an industry leader of the gamification theory, Jon Puleston, Vice President of Innovation, and Lightspeed All Global, international healthcare data specialists, presents evidence that gamification can produce dramatic improvements in drop-out rates, while capturing data that better represents respondents’ true behaviors.

“Engaging our physicians is a key component to our survey success. To best meet the learning needs  of the modern healthcare industry, we need to tap innovative, collaborative approaches,” David Bilicic, Lightspeed’s Vice President of Business Development. “Gamification provides a better, more rewarding experience for our respondents.”

Click here to view the poster presentation from the 2015 PBIRG Annual General Meeting held in the United States.



Enhancing the Panelist Experience, Capturing Authentic Insights

Dynamic Study Profiling Now Available

With more than 5.5 million respondents in 45 countries, panelists are an essential component of our business. Providing insights into their everyday behaviors, our respondents tell us what they eat, who they talk to, where they shop, what they buy and where they work. When combined with engaging survey designs, online panels produce reliable consumer insights that help guide informed, strategic business decisions.

Dynamic Study Profiling (DSP), an operational enhancement, enriches the panelist experience from start to finish. Now implemented globally, Lightspeed GMI has developed a technology to screen respondents that are unlikely to qualify for a low incidence survey before they enter the survey. Respondents spend less time completing screening questions and see fewer screened out messages. With DSP, we are able to apply the same sampling principles, same processes, same number of selections and same invite process as our other work, while completing projects faster.


Wearable Tech, Consumer Insights

It is estimated that by 2025, the global wearable technology market will be worth US$70 billion. Will this shift influence the way we will lead our lives? Lightspeed GMI recently examined the relationship between consumers, wearable technology and fashion brands in Asia-Pacific.

Jeff Tsui, Senior Director, Lightspeed GMI APAC aimed to discover whether or not we actually know our consumers well enough, in terms of their acceptance and expectations of such products. This survey included both quantitative and qualitative findings.  Read more…


Examination of Length of Interview

Comparing PC vs. Mobile Panel Respondents
By Efrain Ribeiro, Chief Research Officer and Stefan Kuegler, Director Mobile Research

Panelists provide insight into their everyday behaviors – enriching our view of consumer needs, demands and wants. Their preference for surveys is changing; mobile devices and tablet access is altering panel access. With increasing numbers of respondents accessing surveys via mobile devices, one of the key questions is how long is too long on a mobile device?

Length of Interview (LOI) will need to be re-evaluated over time as we get more and more experience with mobile research. Click here to view these insights.



In the US, Lightspeed GMI launched its Quick Turn Insights solution, an enhanced survey service that delivers quality, guaranteed results in 24 hours. Designed to provide quick bursts of insight when clients need them most, Quick Turn allows clients to reach up to 500 pre-screened consumers for fast turn-around projects with a maximum of 15 questions. Read more…

“Our clients asked us for a solution that would allow them to gather insights through a combination of survey questions and digital media – Quick Turn Insights delivers a distinctive way to connect them with consumers for today’s needs” stated David Shanker, Chief Executive Officer, The Americas.



Mobile is no longer an afterthought; it’s now a starting point for survey design. People spend more time with their tablets and smartphones than their computers. As the only type of media consumption that is growing, mobile has increased nearly 200% from 2011 to 2014.

Today, surveys need to be designed for cross-platform data collection. Respondents should have the ability to take surveys on the device of their choice. To ensure your research exploits accuracy, our Product Marketing Team, led by Tiama HD Fowler, and the QuestionArts Innovation Team have made QuestionArts programming part of our standard offering across all devices.

To download the infographic, please visit our Resource Center and select the Question Arts Brochure.




By Stefan Kuegler, Director Mobile Research

In our complex world, the accelerated pace of innovation and technology has created challenges for marketing researchers. Smartphone consumption has revolutionized consumer behavior in mature markets. Mobile devices are now a part of everyday life and provide researchers with representative sample.

The same cannot be said for emerging markets. With minimal smart phone penetration rates, it is clear that feature phones are dominate consumer use; however, most suppliers of mobile sample struggle to reach feature phone users.  Read more…