Lightspeed GMI’s CONTEXT: A New Social Intelligence Market Research Solution

In a digital world where consumers are hyper-connected with media, products, brands, and news, knowing a consumer’s social media interactions helps you better understand their motivations and preferences. To meet this market need, Lightspeed GMI is pleased to announce the launch of Context, a social intelligence solution which allows clients to profile and survey existing consumer segments through a social lens.

With more than 80% of US companies using Facebook and other social networks to engage consumers, Lightspeed GMI created Context specifically to provide companies with the tools to connect single-source, Facebook ‘like’ data with a rich battery of profile information provided by Lightspeed GMI panel members. Facebook is the first of many social networks to be integrated into this offer, with plans to expand to other networks which are used for ad serving and customer engagement.   Context is being released today in the US market with additional markets planned for later this year.

By incorporating the social data of active survey panel members, Context provides clients an unparalleled view of today’s market, allowing clients to combine consumer survey responses with their Facebook likes and interests. Research that is based on both active and passive data provides richer insights, helping to not only answer the ‘what’ but also the ‘why’ behind brands’ most pressing questions. Context can be added to existing research projects to drive additional insights or viewed independently of primary research via ad-hoc reports and do-it-yourself tools. For organizations looking to empower staff to monitor and assess social network data more broadly, Context offers a dashboard solution leveraging leading business intelligence tools.

“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” said Daniel S. Fitzgerald, Chief Client and Marketing Officer of Lightspeed GMI.

Lightspeed GMI designed Context to allow clients to incorporate the combined Context dataset into any stage of the research process: targeting, survey analysis, pre-survey design, etc. As a research solutions provider, Lightspeed GMI has built market research taxonomies and weighting schemes into Context which extend the research applicability and structure of the Facebook likes and fan pages. Users can customize their research and analysis by enabling clients to group custom sets of pages that reflect their unique marketplace view, and to incorporate that view into research execution. Context gives market researchers, brand managers, advertisers, and end clients a whole new way to see and measure social behavior.


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 intelligent sampling to award-winning survey engagement to sample management and custom reporting, Lightspeed GMI adds value at every stage of the research process.


Lightspeed GMI delivers access to online research respondents with unparalleled quality, capacity and targeting for every budget. Our solutions include innovative online survey design to engage respondents and provide more insightful data, GMI Mainstream, which accesses high-quality, representative respondents in real-time; GlobalTestMarket and MySurvey online research panels, which have millions of deeply profiled double opt-in panelists across 40 proprietary panels throughout the Americas, Europe, the Middle East, and Asia Pacific. These, along with a full suite of data collection services including specialty panels, mobile surveys, and observed digital behavior and ad tracking, provide the industry’s most complete and highest-quality portfolio for conducting online research.


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