Can you trust your data in 2024?

Fraud, unfortunately, threatens the integrity accurate research by distorting data and skewing results. To make matters worse, many fraudsters exploit honorariums, cheating for even small rewards, especially on a large scale. In the past, fraud detection methods focused on catching issues like straight-lining, speeding, or poor-quality answers. However, with the rise of AI tools such as ChatGPT, fraudsters can now create more sophisticated, human-like responses that easily evade basic detection methods.

Moreover, fraud heavily relies on greed. Fraudsters often qualify for every survey by consistently providing positive answers. To complicate matters further, AI-powered bots take this strategy to a new level. By slightly varying their responses, these bots avoid detection through traditional methods like straight-line analysis. As a result, this presents a significant and growing challenge for researchers.

Real-World Fraud Examples:

1. Excessive Awareness: In a B2B tracking study, one supplier’s sample falsely claimed awareness of almost every product. On the other hand, another supplier tempered their fraud, with only half of their sample exaggerating awareness. Nevertheless, both cases stood out clearly when compared to reliable data sources.
2. Bot Fraud in Public Opinion: A multi-country study revealed a more concerning trend. Bots agreed with almost everything, including contradictory statements. For instance, 95% supported climate action, while 85% also denied the need for change. Consequently, these bots accounted for 40% of the sample in one country, significantly impacting the results.

The Impact of Fraud on Data:

The impact of fraud goes beyond just skewing results—it leads to entirely misleading insights. For example, in a climate change study, fraudulent responses initially suggested that 27% of participants denied climate change. However, after removing these fake responses, the real figure dropped to just 15%. Clearly, fraud undermines critical processes like market sizing, demand forecasting, and concept testing, which ultimately leads to flawed business decisions.

Combating Fraud with Survey Sentinel™ to Ensure Accurate Market Research:

At Angus Reid Group, we actively combat fraud using Survey Sentinel™, an advanced AI-powered fraud detection tool. To achieve this, Survey Sentinel™ employs pattern detection, knowledge traps, hidden questions, time analysis, and IP tracking to identify and eliminate fraudulent respondents. Furthermore, we deploy it during recruitment and on every survey to ensure accurate research. As fraud tactics continue to evolve, Survey Sentinel™ adapts, providing researchers with accurate and reliable insights every step of the way.