AI is reshaping market research, but it also presents new challenges—especially in regards to data integrity.
Many traditional researchers believe that ‘river’ sampling produces lower-quality data compared to double opt-in research panels. However the landscape of data collection is constantly evolving, and it’s been time to rethink these assumptions for a while.
We’ve seen that across all supplier types, including even the larger panels and affiliate networks, an increasing percentage of online survey responses are flagged as ‘AI-generated’ and traditional detection methods are clearly no longer enough.
Our latest report with Roundtable, Using AI to Fight AI, explores how AI can be used to detect and counter these AI-generated (as well as general poor quality) responses. By analysing content patterns and tracking behavioural biometrics, this approach helps us deliver reliable, high-quality research data.
Download the full report to learn how AI is shaping the future of data quality.