The Honest Detector add an extra layer of quality control by analysing responses to a unique combination of statements and calibration benchmarks. Over-reporters – who tend to say yes to almost everything they’re asked – are removed from the studies

Lightspeed has been granted the patent by the US Patent and Trademark Office for the product which is available in 30 markets.

Mitch Eggers, Lightspeed’s chief scientist, said: “We are committed to continuing to improve the methods and techniques we use to build high quality market research datasets. We are continuing to develop better methodologies in these areas and continue to make conceptual breakthroughs. In 2016 alone, we removed 644,000 individual respondents for failing Honesty Detector, a proof of its effectiveness and Lightspeed’s commitment to superior quality.”