AI is touted as revolutionising the market research. But is it always a force for good?
Online market research is essential for businesses wanting to understand their customers’ needs, behaviours, and preferences. To gather this valuable data, our job as researchers is to connect with and understand real people. But as technology advances, so do the tools available to survey fraudsters.
Online bots are becoming increasingly sophisticated with the influx of AI. Tricking once effective fraud-detection systems within panels and survey tools, these bots can now successfully masquerade as human respondents and at a glance their answers could be perfect. This development threatens to impact data accuracy, skew quality insights and ultimately could lead to poor decisions. AI-enabled fraud could compromise the entire industry.
It’s vital that we find a way to detect, flag and remove potential fraud occurring within our research. This is why Obsurvant is proud to have partnered with Roundtable.
Using Roundtable’s powerful API, we can identify GPT-generated, off-topic, disengaged and nonsensical responses, as well as copy/paste answers and unusual typing speeds.
Our commitment to data quality has been integral to our growth since day one. Integrating Roundtable with our tech is an additional step to ensure the accuracy of our results, preserving the integrity of our research and allowing us to provide our clients with reliable human-generated insights.
