Lightspeed Blog

Alex Wheatley

Alex Wheatley serves as Research Innovator at Lightspeed. Together with Jon Puleston, VP of Innovation, Alex forms Lightspeed’s multi award winning QuestionArts Innovation department. Applying his analytical and creative skill-set to explore, evaluate, and present upon the challenges of online survey design and data analysis.

From respondent engagement to sentiment analytics, Alex and the Innovation department’s research covers all aspects of successful survey design in the modern environment. Winning over 25 industry awards for research spanning text analytics to respondent honesty; Alex and the team make full use of the wealth of data and resources at his department’s disposal to facilitate pioneering research. His most recent win was the Corporate Young Professional award at the 2016 ESOMAR Congress in New Orleans, USA. Alexander Wheatley is a graduate of Philosophy, Logic and Scientific Method from the London School of Economics.

Recent Posts

The differences between Australia’s Marriage Equality Voters

Posted by Alex Wheatley on Oct 20, 2017

“Should the law be changed to allow same-sex couples to marry?”

This is the question many Australians are now answering. And it’s not a simple yes or no response; the debate on same sex marriage is complicated. With the divides being multidimensional and diverse, Lightspeed conducted a survey of more than 1,000 Australians to reveal their reasoning behind their votes.  

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Topics: Market Research

Can You Really Trust Uninterested Respondents?

Posted by Alex Wheatley on Sep 25, 2017

Survey design in research is something that has generally evolved rather than proactively developed with questions phrased in the language of research and designed solely to answer the researcher’s query. What we tend to forget is whether anyone actually wants to read that question, let alone whether it’s engaging enough to make someone want to answer it.

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Topics: Healthcare Research, Survey Engagement

Why does qualitative research have to mean a focus group?

Posted by Alex Wheatley on Jun 21, 2016

The role of qualitative research has traditionally been to create and foster the discussion about your consumers’ needs and desires. Quantitative research has been viewed as a tool for testing the statistical relevance of these ideas.

Generally speaking, quantitative research tends to consists of nationally representative samples of respondents evaluating a concept in a survey of closed metrics; however, it doesn’t have to be this way. At its core, the online research platform is simply a means of mass communication -- that communication is not limited to a box ticking exercise.

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Topics: Marketing Research, qualitative research, quant vs. qual

SURVEY CONFESSION:  THE IMPACT OF SURVEY DESIGN ON HONESTY

Posted by Alex Wheatley on May 3, 2016

In any context there are many questions with factual answers which are difficult to answer: “have you considered an affair?,” “how many vegetables do you eat?,” “how often do you go to the gym?” and “have you lied to your boss?” to name just a few.

When it comes to a question like “how much do you drink” it can be hard enough to be honest with ourselves let alone a researcher! Fortunately the anonymity and context of online research puts it in a unique position to secure honest answers to sensitive questions; however, this is no easy feat. When we ask a question there are many hurdles we must overcome to reach an honest answer.

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Topics: Honesty Detector, Marketing Research, Data Quality

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