Lightspeed GMI Extends Reach of 'Honesty Detector'

WPP-owned Lightspeed GMI has expanded its online respondent validation product Honesty Detector to 27 markets across the Americas, EMEA and Asia Pacific.

Initially launched last March, the tool analyzes respondents' answers to identify dishonesty, and ensure that only engaged individuals enter studies. Honesty Detector is deployed at the panel level and is also used 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, and those respondents deemed to be 'dishonest' are blocked from participating in surveys.

Chief Research Officer Efrain Ribeiro (pictured) comments: 'This expansion enriches our proprietary panels and managed respondent populations, while also enhancing research methods in emerging markets. With a focus on respondent quality, Honesty Detector complements our existing services by providing tools to ensure respondents are engaged and to eliminate fraud.'

Web site: www.lightspeedgmi.com .