LIGHTSPED ESOMAR 28 GMI

Transcription

1 IGHTSP ESOMAR 28 MI

2 28 QUESTIONS TO HELP RESEARCH BUYERS OF ONLINE SAMPLES ESOMAR created a list of 28 questions to help researchers participate in an open discussion about the online research methodology and the appropriateness of the methodology for specific research. The answers will help research buyers ensure they receive what they expect from an online sample provider. Online sample providers should be able to openly answer each question. The 28 questions cover the following areas: COMPANY PROFILE SAMPLE SOURCES AND RECRUITMENT SAMPLING AND PROJECT MANAGEMENT PANEL MANAGEMENT DATA QUALITY AND VALIDATION POLICIES AND COMPLIANCE

3 OMPA ESOMAR 28 ROFILE COMPANY PROFILE 3

4 1. WHAT EXPERIENCE DOES YOUR COMPANY HAVE IN PROVIDING ONLINE SAMPLES FOR MARKET RESEARCH? Lightspeed GMI is one of the largest global online sample providers in the world. For market researchers, agencies and corporate marketers seeking a deeper understanding of consumers, Lightspeed GMI provides digital access to the most qualified panelists. Lightspeed GMI s thorough panelist pre-screening process and large global respondent pool deliver business-ready results fast and cost-effectively. Through advanced research technologies, proven methodologies and market research expertise, we meet the industry s demand for deeper quantitative and richer qualitative data in a single, trusted partner. Lightspeed was an early entrant into the online access panel arena. We launched our U.S. panel in 1999, and became one of the first online research companies to establish panels across Europe. We continued to grow and build proprietary online panels throughout North America, Europe, the Middle East and Asia Pacific. In 2010, the TNS 6th dimension panel business was merged into Lightspeed through Kantar s acquisition of TNS. As a result, Lightspeed not only expanded our panel reach and depth, but also tapped into a legacy company that built the first 1,000-person mail panel in 1937 and became widely recognized for its high quality online access panels. In 2011, Lightspeed acquired GMI, one of the world s leading online survey and sample providers. Founded in 1999, GMI offers technology-enabled survey solutions, global panels and innovative survey methodologies that complement Lightspeed s suite of products and services. Today, Lightspeed GMI s proprietary panels across 40 countries are some of the largest and most highly profiled research panels across North America, Europe, and Asia Pacific. In 2012, we conducted over 27.5 million surveys, which included a mix of both tracker and ad hoc studies. We provide digital data collection services to a client base largely composed of full-service market research firms, ad agencies and consultancies. Lightspeed GMI is part of Kantar, the insight and consultancy group of WPP, a FTSE 100 and NASDAQlisted company and one of the world s leading communications services groups. 4

5 AMPLE ESOMAR 28 ECRUITM SAMPLE SOURCES & RECRUITMENT 5

6 2. PLEASE DESCRIBE AND EXPLAIN THE TYPE(S) OF ONLINE SAMPLE SOURCES FROM WHICH YOU GET RESPONDENTS. ARE THESE DATABASES? ACTIVELY MANAGED RESEARCH PANELS? DIRECT MARKETING LISTS? SOCIAL NETWORKS? WEB INTERCEPT (ALSO KNOWN AS RIVER) SAMPLES? Lightspeed GMI s MySurvey and Global Test Market (GTM) consumer panels are actively managed panels. Our panels are composed of people who made a conscious decision to participate in online surveys through a double opt-in registration process. The life of the panelist in an actively managed panel is closely monitored to ensure effectiveness and usability. Several methodologies are used by Lightspeed GMI to recruit panelists to its MySurvey and GTM panels, including opt-in , co-registration, e-newsletter campaigns, and traditional banner placements, as well as both internal and external affiliate networks. Social media is included through our recruiting partners. In order to build a high quality panel and remove the inherent bias that could result from using one or a few recruiting sources, we believe it is important to use several panel recruiting partners. Lightspeed GMI measures recruitment sources on multiple metrics to track both activity and engagement by demographic group, which contributes to the quality of data from our panelists. 3. In addition to the GTM and MySurvey panels, Lightspeed GMI has a dynamic sample source. Lightspeed GMI Mainstream provides access to high quality, representative respondents in real-time. IF YOU PROVIDE SAMPLES FROM MORE THAN ONE SOURCE: HOW ARE THE DIFFERENT SAMPLE SOURCES BLENDED TOGETHER TO ENSURE VALIDITY? HOW CAN THIS BE REPLICATED OVER TIME TO PROVIDE RELIABILITY? HOW DO YOU DEAL WITH THE POSSIBILITY OF DUPLICATION OF RESPONDENTS ACROSS SOURCES? When Lightspeed GMI blends sources together the initial blend is often driven by feasibility (i.e., how many completes can each source provide). This blend is then maintained over time for the project and/or client. Generally, there is a small plus/minus term around the blend to ensure deliverability of completes. However, this term is set at a level that will not impact data results. We also set demographic quotas to help maintain consistency. Lightspeed GMI Pinnacle also can be used for blending sources. This is a proprietary new technology that delivers high-quality, reliable and consistent datasets independent of the source of the sample. Lightspeed GMI Pinnacle calibrates the difference, counter balances, optimizes and adjusts them in real-time. Proven in numerous side-by-side studies, this real-time, production-ready and gmi-hosted application incorporates a set of automated features that measure and control the representative sample dimensions. Deduplication is accomplished via digital fingerprinting technology. 6

7 4. ARE YOUR SAMPLE SOURCE(S) USED SOLELY FOR MARKET RESEARCH? IF NOT, WHAT OTHER PURPOSES ARE THEY USED FOR? Lightspeed GMI panels are used solely for market research purposes. Lightspeed GMI believes that if panelists are exposed to brand or product-based direct marketing messages, their brand awareness and understanding will be impacted. This may bias any subsequent research about the category in question. 5. HOW DO YOU SOURCE GROUPS THAT MAY BE HARD TO REACH ON THE INTERNET? To build a high quality panel, it is necessary to use many panel recruiting partners. That s why Lightspeed GMI works in partnership with both broad-reach portals and special interest sites, resulting in a diversity of panelist profiles. Our partnerships enable us to target and recruit hard-to-reach source groups when required. Employing different recruitment messages further diversifies the panel composition. We also leverage social media as a recruitment source. In many countries, we have supplemented online recruitment methods with postal and CATI recruitment. 6. IF, ON A PARTICULAR PROJECT, YOU NEED TO SUPPLEMENT YOUR SAMPLE(S) WITH SAMPLE(S) FROM OTHER PROVIDERS, HOW DO YOU SELECT THOSE PARTNERS? IS IT YOUR POLICY TO NOTIFY A CLIENT IN ADVANCE WHEN USING A THIRD PARTY PROVIDER? Lightspeed GMI does supplement its sample with sample from other suppliers in order to meet specific client requests when necessary. We understand the nuances of blending and selecting appropriate sample sources for our clients. If other sample sources are needed, Lightspeed GMI is transparent in communicating their use to clients both in the estimating phase and during field work. We have a formal panel partnership program that maintains industry standards and adheres to Lightspeed GMI s best practices. Panel partners go through a rigorous selection process and are evaluated on an ongoing basis, through a comprehensive Request for Information process that delivers quantifiable assessments. The evaluation is designed to be unbiased and focuses on more than 50 quality metrics. Broad evaluation topics include: Panel coverage and composition Sample management Panel management Detection and handling of fraudulent panelists Adherence to industry and other quality standards Operational processes Account management/client service Pricing 7

8 Service Level Agreements are in place with key partners to ensure that quality standards and all requirements are met. We require full disclosure of practices and proactive communication from our partners. Lightspeed GMI uses Unique MachineID to tag each computer with a unique identifying number to ensure only one respondent per computer can answer a survey. This effectively blocks survey respondents who attempt to complete the same survey for multiple panels from the same computer. Also, keeping with our dedication to quality, we require our U.S. panel partners to be TrueSample certified. 8

9 AMPL ESOMAR 28 ANAG SAMPLING & PROJECT MANAGEMENT 9

10 7. WHAT STEPS DO YOU TAKE TO ACHIEVE A REPRESENTATIVE SAMPLE OF THE TARGET POPULATION? Lightspeed GMI has invested significantly in Orion, our proprietary sampling platform. As the most comprehensive platform in the industry, it integrates all functions of panel management and sampling and is capable of balancing samples of up to 20 variables simultaneously. Once the criteria for a study are defined, Lightspeed GMI selects panelists based on stored background information collected during the registration survey and our ongoing profiling and screening surveys. The sample size is based on the response rates for the sample as a whole and can be based on the response rates within specified quotas. Orion allows panelists to be invited in batches. During the fieldwork, we closely monitor the batches and invite additional panelists in order to complete the fieldwork on time. We use a proprietary tool that can send invitations at designated times. Also, to avoid survey bias and ensure fresh sample for tracking studies, Lightspeed GMI can apply exclusion criteria to any sample selection. We have extensive panelist survey history and can track the following survey categorizations: Sector (e.g., healthcare) Category (e.g., spirits, wines, beers) Research method (e.g., awareness and usage, tracking program, concept test) Date of survey completion Specific survey Survey status (e.g., completed, screened-out, selected) Previous waves of a tracker 8. DO YOU EMPLOY A SURVEY ROUTER? Lightspeed GMI does have a router available in six countries: Australia, Canada, France, Germany, UK, and US. The router is used only for a small proportion of projects and clients are always notified prior to use. 10

11 9. IF YOU USE A ROUTER: PLEASE DESCRIBE THE ALLOCATION PROCESS WITHIN YOUR ROUTER. HOW DO YOU DECIDE WHICH SURVEYS MIGHT BE CONSIDERED FOR A RESPONDENT? ON WHAT PRIORITY BASIS ARE RESPONDENTS ALLOCATED TO SURVEYS? In most cases, a random selection algorithm is used in the Lightspeed GMI router. Participants are sent to surveys randomly while taking into account the needed effort for successfully fielding each survey. The needed effort is determined by weighting each survey s chance of receiving a participant based on the following factors: Volume of needed completes Incidence rate Time in field Priority survey setting With random selection, it is not possible to predict which respondent will go to which survey (unless the order, timing and behavior of every respondent and pseudo random number generator seed are known). Random selection: Introduces direct randomness into the fielding process. Creates an environment where EVERY survey has a chance of being chosen EVERY time. Doesn t allow the survey with the most need to always get a respondent. 10. IF YOU USE A ROUTER: WHAT MEASURES DO YOU TAKE TO GUARD AGAINST, OR MITIGATE, ANY BIAS ARISING FROM EMPLOYING A ROUTER? HOW DO YOU MEASURE AND REPORT ANY BIAS? One of the key ways results can be biased in a router environment is through the inclusion of lowincidence studies. Including low-incidence surveys in a router may bias the representivity of all the other surveys in the router because the low-incidence respondents would be sent primarily to the low-incidence survey. Currently, low-incidence studies are not placed in the Lightspeed GMI router. It is important that results from a router be stable and reliable. Automated and regular sample deployment helps ensure stability of research results in the Lightspeed GMI router. The router has been used extensively for tracker programs with stable and reliable results. In addition, parallel work has shown that routed and non-routed results are consistent. Demographic data for those in the router are monitored and tabulated on a weekly basis and compared to census data. 11

12 11. IF YOU USE A ROUTER: WHO IN YOUR COMPANY SETS THE PARAMETERS OF THE ROUTER? IS IT A DEDICATED TEAM OR INDIVIDUAL PROJECT MANAGERS? Each country has a team dedicated to supporting the router. 12

13 ANEL & ESOMAR 28 ANAG PANEL MANAGEMENT 13

14 12. WHAT PROFILING DATA IS HELD ON RESPONDENTS? HOW IS IT DONE? HOW DOES THIS DIFFER ACROSS SAMPLE SOURCES? HOW IS IT KEPT UP-TO-DATE? IF NO RELEVANT PROFILING DATA IS HELD, HOW ARE LOW INCIDENCE PROJECTS DEALT WITH? Lightspeed GMI monitors the panel composition and variables needed for sample selection by collecting household and demographic information from every panelist. We collect extensive socio-demographic profile information through a range of sector-specific screener surveys including automotive, business to business, beauty/personal grooming, beverages, family/household, finance, health and wellness, media consumption, mobile phone, small business, sports/hobbies, and travel. Lightspeed GMI employs a global profiling process across both the MySurvey and GTM panels, which allows us to create quick and accurate feasibility estimates. Lightspeed GMI s dynamic profiling platform allows for each profiled attribute to be assigned an expiration date. When a profiled attribute expires, the dynamic profiling platform serves up the question during the respondent s next online session to ensure all profiled questions are up to date. 13. PLEASE DESCRIBE YOUR SURVEY INVITATION PROCESS. WHAT IS THE PROPOSITION THAT PEOPLE ARE OFFERED TO TAKE PART IN INDIVIDUAL SURVEYS? WHAT INFORMATION ABOUT THE PROJECT ITSELF IS GIVEN IN THE PROCESS? APART FROM DIRECT INVITATIONS TO SPECIFIC SURVEYS (OR TO A ROUTER), WHAT OTHER MEANS OF INVITATION TO SURVEYS ARE RESPONDENTS EXPOSED TO? YOU SHOULD NOTE THAT NOT ALL INVITATIONS TO PARTICIPATE TAKE THE FORM OF S. An automatic queuing system sends invitations at designated times stipulated by the Lightspeed GMI project manager in consultation with the client. The survey link is posted on each panelist s password-protected MySurvey or GTM panel home page. A panelist invited to a survey must visit our website and enter his/her address and password before accessing the link to the survey. This is a more secure process than sending the survey link in an , which could be opened by anyone with access to that mailbox. Based on research on research, Lightspeed GMI recommends sending respondents generic survey invitations with limited information about the survey. Generally, our survey invitation s notify the respondent of an opportunity to share his/her opinions and, if applicable, informs him/her of the opportunity to earn MySurvey Reward Points, GTM MarketPoints and/or entries into Prize Draws. The invitation instructs the respondent to log-on to MySurvey.com or GlobalTestMarket.com to access the survey. Our s are CAN-SPAM compliant. Each invitation includes a link to our privacy policy, a removal link, a link to contact us, and a link to find a lost password. 14

15 14. PLEASE DESCRIBE THE INCENTIVES THAT RESPONDENTS ARE OFFERED FOR TAKING PART IN YOUR SURVEYS. HOW DOES THIS DIFFER BY SAMPLE SOURCE, BY INTERVIEW LENGTH, BY RESPONDENT CHARACTERISTICS? Depending on the country-specific legal requirements, we use either the MySurvey Reward Points, GTM MarketPoints Program, and/or Prize Draws to encourage panelists to participate in surveys. In the majority of our panels, we offer the MySurvey Reward Points or GTM MarketPoints Programs. Upon completion of a survey, MySurvey Points or GTM MarketPoints are deposited immediately into a panelist s account, which gives instant gratification for survey completion. The number of MySurvey Reward Points or GTM MarketPoints awarded for survey completion is based on survey length, complexity, and incidence rate. Once a points threshold is reached, panelists may redeem their points for online gift certificates, merchandise, and PayPal cash deposits. Each country has its own unique catalog, and merchandise is continuously evaluated and updated by our Panel Operations Teams. Panelists also may earn MySurvey or GTM Prize Draw entries for joining the panel, screening out of a survey, and completing a survey. The Prize Draw frequencies and values differ from country to country. In addition, Lightspeed GMI uses panel-specific tools to keep panelists interested and active. Frequent polls, using an interesting or topical question, provide panelists the opportunity to compare their views with the entire panel. In many countries, we develop and share informative panelist newsletters. The newsletters are a mix of fun topics and information panel members can use to make their membership more rewarding. The Asia-Pacific region currently is experimenting with using blogs as a way to keep panelists engaged. 15. WHAT INFORMATION ABOUT A PROJECT DO YOU NEED IN ORDER TO GIVE AN ACCURATE ESTIMATE OF FEASIBILITY USING YOUR OWN RESOURCES? Feasibility can be estimated if Lightspeed GMI is given the target sample definition, incidence rate and desired number of completes. However, to get a more accurate estimate of feasibility, it helps to have additional information, including: Study objectives, Survey length, Lock out or exclusions periods, Screening criteria, Survey quotas, Census balancing requirements, Field time. 15

16 16. DO YOU MEASURE RESPONDENT SATISFACTION? IS THIS INFORMATION MADE AVAILABLE TO CLIENTS? Respondent satisfaction is based on a standard set of questions asked at the end of the survey. It is not mandatory for our panelists to answer the questions and has no impact on the incentive they receive for completing the main survey. Typically, 80 percent of respondents will answer the satisfaction questions. The answers are used to enhance our panelists survey experiences and are passed to our internal programming teams and clients to continuously improve our questionnaires. Every survey that we script and host in-house has incorporated into it a survey satisfaction questionnaire that is automatically distributed to 10 percent of respondents. Surveys with typically bad scores are reviewed daily. 17. WHAT INFORMATION DO YOU PROVIDE TO DEBRIEF YOUR CLIENT AFTER THE PROJECT HAS FINISHED? Our project team shares all relevant information with clients during and after the project is finished. It is our usual practice to update our clients with vital statistics such as incidence rate and length of interview after the first 24 hours of fielding to help determine the direction of the rest of the fieldwork. In addition, the following information is available on all projects hosted by Lightspeed GMI: Response rate Incidence rate Dropout rate (overall and by question) Length of interview Invitation text Incentive amount Total invitations sent Where respondents screen out. 16

17 ATA Q ESOMAR 28 ALIDATIO DATA QUALITY & VALIDATION 17

18 18. WHO IS RESPONSIBLE FOR DATA QUALITY CHECKS? IF IT IS YOU, DO YOU HAVE IN PLACE PROCEDURES TO REDUCE OR ELIMINATE UNDESIRED WITHIN SURVEY BEHAVIOURS, SUCH AS (A) RANDOM RESPONDING, (B) ILLOGICAL OR INCONSISTENT RESPONDING, (C) OVERUSE OF ITEM NON-RESPONSE (E.G. DON T KNOW ) OR (D) SPEEDING (TOO RAPID SURVEY COMPLETION)? PLEASE DESCRIBE THESE PROCEDURES. Lightspeed RealResults leverages our technology and expertise to identify and remove fraudulent survey data. When we program and host a survey, a panelist who does not participate in the survey to the best of his/her ability is identified and those answers are removed from the final data set. The panelist s actions are also reviewed for possible removal from the panel. Lightspeed RealResults can use the following quality checks: Deduplication Blocks survey respondents who attempt to complete the same survey multiple times either within a single panel or across multiple panels, Survey Speedsters Respondents who rush through the survey are identified by comparing survey completion times to the norm, Grid Speedsters Respondents who rush through grid questions are identified by comparing grid completion times to the norm, Respondent Satisfaction Feedback from respondents is gathered and assessed to help determine the quality of the survey, Honesty Detector Patent-pending technology that is an online lie detector that works in all countries around the globe. The US MySurvey and GTM panels are TrueSample-enabled to ensure our panelists are: Real Panelist identification information verified via lookup in external databases. Unique All panel records are unique; there are no duplicate survey takers if multiple sample sources used. Engaged No straight-lining and no speeding. 19. HOW OFTEN CAN THE SAME INDIVIDUAL BE CONTACTED TO TAKE PART IN A SURVEY WITHIN A SPECIFIED PERIOD WHETHER THEY RESPOND TO THE CONTACT OR NOT? HOW DOES THIS VARY ACROSS YOUR SAMPLE SOURCES? Lightspeed GMI stores detailed survey participation data for each panelist. This includes survey response status and the date and time each survey was started and completed. We select sample based on a number of factors including our panelists prior participation levels to reduce over utilization. Guidelines for survey invitation volumes vary country to country. In this day and age volume limits are not very effective. Panelists easily can sign up for multiple panels in order to receive a large number of survey opportunities. In reality, it is the panelist who controls the survey taking volume, not the panel companies. 18

19 20. HOW OFTEN CAN THE SAME INDIVIDUAL TAKE PART IN A SURVEY WITHIN A SPECIFIED PERIOD? HOW DOES THIS VARY ACROSS YOUR SAMPLE SOURCES? HOW DO YOU MANAGE THIS WITHIN CATEGORIES AND/OR TIME PERIODS? Although there are no limits on the number of surveys a panelist can complete, most panelists generally complete no more than one survey in a month. There is variation in the number of completes based on demographic characteristics. 21. DO YOU MAINTAIN INDIVIDUAL LEVEL DATA SUCH AS RECENT PARTICIPATION HISTORY, DATE OF ENTRY, SOURCE, ETC., ON YOUR SURVEY RESPONDENTS? ARE YOU ABLE TO SUPPLY YOUR CLIENT WITH A PROJECT ANALYSIS OF SUCH INDIVIDUAL LEVEL DATA? Apart from standard demographics and profiling information, Lightspeed GMI stores a database of comprehensive data on each individual panelist including: Recruitment partner Registration date Total number of survey invitations Time and date of each survey participation Result of each survey invitation complete, screen out, quota full, drop out, no response We can supply individual level data that is not considered personally identifiable information to a client on request. 19

20 22. DO YOU HAVE A CONFIRMATION OF RESPONDENT IDENTITY PROCEDURE? DO YOU HAVE PROCEDURES TO DETECT FRAUDULENT RESPONDENTS? PLEASE DESCRIBE THESE PROCEDURES AS THEY ARE IMPLEMENTED AT SAMPLE SOURCE REGISTRATION AND/OR AT THE POINT OF ENTRY TO A SURVEY OR ROUTER. IF YOU OFFER B2B SAMPLES WHAT ARE THE PROCEDURES THERE, IF ANY? Lightspeed GMI understands the importance of data and panel quality and was among the first to implement technology-driven quality programs. We will continue to deliver new quality methodologies to provide clients with the highest panel quality in the industry. Our proprietary panelist verification process, Lightspeed RealRespondents, is the result of our significant ongoing investment in development and technology. It is a series of real-time checkpoints that new panel registrants pass through while completing the panel registration survey. Registrants who fail these checks are unable to join our panels and cannot participate in surveys. Lightspeed RealRespondents checkpoints include: Proxy Detection Detects a proxy server used to mask the registrant s true IP address and past fraudulent activity, IP GeoFencing Locates the registrant s country location via his/her IP address and determine his/ her eligibility for registration based on country-specific rules, CAPTCHA Prevents automated programs from joining our site through challenge-response tests, Address Verification Queries our database to ensure the address is unique (all registrants must verify their addresses through a double opt-in registration process). In addition, for several panels we verify the registrants postal address and zip / postal code against a current local address directory. We also tag each computer with a unique ID to ensure only one respondent per computer can participate in a survey. This allows us to block survey respondents who attempt to complete the same survey from multiple panels and those who attempt to take a survey multiple times using different identities. In addition, Lightspeed GMI s U.S. panel utilizes TrueSample. TrueSample determines if respondents are real via an external database look-up of their names, mailing addresses, and addresses. TrueSample also conducts checks to eliminate duplicates from the panel and from survey samples. 20

21 OLICIE ESOMAR 28 OMPLI POLICIES & COMPLIANCE 21

22 23. PLEASE DESCRIBE THE OPT-IN FOR MARKET RESEARCH PROCESSES FOR ALL YOUR ONLINE SAMPLE SOURCES. All GTM and MySurvey panelists are, at a minimum, double opted-in. The double opt-in allows us to be sure the prospective panelist truly wishes to join the panel. When a respondent clicks on a link from a GTM or MySurvey panel ad on a recruiting partner s website or in an campaign he/she is directed to the appropriate country and language panel registration survey. Each prospective panelist must provide demographic and household information, pass through some validation checks, and agree to the country-specific website Terms and Conditions and Privacy Policy. Those who pass the Lightspeed GMI checks are sent an to confirm their addresses. After clicking on a link within the , they complete our double opt-in process and become members of the GTM or MySurvey panel. 24. PLEASE PROVIDE A LINK TO YOUR PRIVACY POLICY. HOW IS YOUR PRIVACY POLICY PROVIDED TO YOUR RESPONDENTS? The Lightspeed GMI privacy policy builds trust with panelists. We have sought and implemented localized legal recommendations and requirements into the policy in all countries where we operate consumer panels. Our panel sites require panelists to agree to the privacy policy during registration. The privacy policy includes local privacy standards, rights, and information usage and is always accessible to our panelists through our MySurvey and GTM panel websites. We are compliant with COPPA, Safe Harbor, and CAN-SPAM and we are a member of TRUSTe. The policy can be found at Lightspeed GMI also complies with the research industry standards from the following organizations: Advertising Research Foundation (ARF) American Marketing Association (AMA) Council of American Survey Research Organizations (CASRO) European Society for Opinion and Marketing Research (ESOMAR) Market Research Society (MRS) Marketing Research Association (MRA) Association of Market and Social Research Organisation (AMSRO) China Market Research Association 22

23 25. PLEASE DESCRIBE THE MEASURES YOU TAKE TO ENSURE DATA PROTECTION AND DATA SECURITY. Lightspeed GMI has in place physical, electronic, and managerial procedures to ensure its networks and applications are highly secure and client data is protected. We are a security-centric organization and practice the principle of least privilege. We maintain and circulate a standard, company-wide IT security policy as well as follow documented change control processes. Physical Security - Mission critical network and computing resources are secured in data centers. Features include: Security clearance required for entrance Security smart card access On-site security officers Video surveillance UPS and generator-backed power supply Fire suppression systems with early warning smoke detection HVAC controlled environment. Network Systems Security We use several layers of network security to prevent unauthorized network access to systems and data. Internet security is provided by the following layered network access architecture: Multi-layer firewall architecture Data center systems managed via private, firewalled, backend access A variety of threat monitoring, detection, and IPS are deployed throughout the network Network and server performance monitoring is automated for WAN, LAN, and production servers. Antivirus - Our corporate IT infrastructure and its Internet data center-based environments are protected by leading corporate antivirus software. The antivirus software is installed on ALL servers and workstations. Server and Operating Systems Security - Lightspeed GMI IT releases are tested before being placed into production and all high-priority security patches are applied in a timely manner. Data Security - All data are secured on database servers that only reside on private, backend servers that are behind layered firewall architecture. Data is never stored on a public network or outside the data tier. Relational database management systems (RDBMS) access is strictly controlled and limited to only a few authorized users whose access is limited to the minimum necessary to accomplish administrative tasks. Web and application servers communicate with the RDBMS only via a private network segment with a multi-layer firewall architecture in place. Access Control is provided to secure data directories. All client specific data is stored in restricted access data directories controlled by Access Control Lists. 23

24 26. WHAT PRACTICES DO YOU FOLLOW TO DECIDE WHETHER ONLINE RESEARCH SHOULD BE USED TO PRESENT COMMERCIALLY SENSITIVE CLIENT DATA OR MATERIALS TO SURVEY RESPONDENTS? The appropriateness of showing sensitive material to online respondents is generally left up to the client. When we are aware that information is sensitive we will counsel that there are no 100% foolproof methods for protecting the information. 27. ARE YOU CERTIFIED TO ANY SPECIFIC QUALITY SYSTEM? IF SO, WHICH ONE(S)? Lightspeed GMI uses a robust set of proprietary internal tools to ensure quality, known as the Lightspeed GMI Quality Suite. The Quality Suite is a comprehensive validation approach that prevents fraudulent respondents from joining the panel, removes over-reporters, eliminates duplicates, and ensures panelist engagement. Our experienced Client Operations fieldwork management team is responsible for delivering high quality respondents and results that meet our clients expectations. Each member of the Client Operations team must complete rigorous training before they may begin work on client projects. For each project, the Client Operations team follows detailed procedures and processes with appropriate checks and sign-offs to deliver reliable, actionable data. Our industry-leading survey management system, Orion, ensures consistency in project setup and execution. In addition, we consult with and advise clients about questionnaire design, sampling considerations, and data collection strategies. At the client s request, we carefully review questionnaires to ensure they are online-ready, respondent-friendly, and logically accurate. We closely monitor response levels, drop-out rates, and panelist feedback to make sure that the survey meets performance expectations. 28. DO YOU CONDUCT ONLINE SURVEYS WITH CHILDREN AND YOUNG PEOPLE? IF SO, DO YOU ADHERE TO THE STANDARDS THAT ESOMAR PROVIDES? WHAT OTHER RULES OR STANDARDS, FOR EXAMPLE COPPA IN THE UNITED STATES, DO YOU COMPLY WITH? Lightspeed GMI conducts online surveys with children and young people on behalf of its clients. If a client requests to interview a child aged 13 years or older directly, the process for permission requires that the child provide a parent s address for notification and allow the parent to opt the child out of participating before registration with a GMI panel can be completed. GMI does not currently offer direct access interviews with children under age 13 from internal panels, but in cases where vendors are used for this demographic, consent by parents must be collected by the vendor (phone, fax or ) prior to allowing the child to register for that panel. If a client does not request to interview a child directly, the process for permission is on a survey-by-survey basis. All surveys are sent to empanelled parents with an invitation to allow their children to participate, and an explanation of the subject matter if appropriate or necessary to ensure the parent can make an informed choice about whether to allow the child to participate. This method is used for all ages, especially when any sensitive subject matter is present in a survey. 24

25 ABOUT US WE MAKE RESEARCH EASY. CONTACT US AMERICAS: ASIA PACIFIC: EMEA: +44 (0) Quality-seeking researchers, marketers and brands choose Lightspeed GMI as their trusted global partner for digital data collection. Our innovative technology, proven sampling methodologies and operational excellence facilitate a deep understanding of consumer opinions and behavior. From award-winning survey engagement to fieldwork management, we add value at every stage of the research process. Focusing on local market knowledge, Lightspeed GMI s proprietary panels deliver access to more than four million online research respondents with unparalleled quality, capacity and targeting. Our comprehensive product suite offers the tools and services needed to generate dependable research results across the consumer, B2B, financial and healthcare business segments. With office locations throughout the Americas, Europe, and Asia Pacific staffed with experienced local talent, we understand the nuances of each market. As leaders in digital data collection, we ve been maximizing online research since Lightspeed GMI reached more than four million research panel members in 2014 and delivered 30 million completed interviews to 4,000 customers. With 700 employees in located 14 countries, we conduct panel research in more than 50 countries. Headquartered in Warren, New Jersey, Lightspeed GMI is part of the Kantar Group, the insight, information and consultancy division of WPP, the world leader in marketing communication services. 25