Lightspeed GMI Adds Facebook Data to Panelist Profiles

In the US, WPP-owned online specialist Lightspeed GMI has introduced a social media intelligence solution called Context, allowing clients to profile and survey existing consumer segments 'through a social lens'.

Context has been developed to enable clients to connect panelists' profile information and consumer survey responses with their Facebook likes and interests. The service can be added to existing research projects to uncover additional insights, or viewed independently of primary research via ad hoc reports and DIY tools. The service is initially being released in the US market, and Lightspeed GMI plans to roll it out in additional markets later in the year, as well as adding coverage of other social networks.

Daniel Fitzgerald (pictured), Chief Client and Marketing Officer at Lightspeed GMI, comments: 'Context is about helping clients take control of social data. Consumers research, connect with, and promote brands via Facebook, so it is increasingly important for a brand to have a true research-based method for further social strategy evaluation.'

Web site: www.gmi-mr.com .