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Data quality is a challenge that the market research industry continues to face. While there are many things impacting this important metric, one key contributor to negative outcomes is fraud. As technology use continues to rise in the industry – with many benefits – so do the opportunities for bad behaviour – or fraudulent activity.
Cint’s Oscar Carlsson writes more about these issues in his latest article for Greenbook called “Battling Fraud Through Innovation: Your Data Quality Depends on it.” He acknowledges that traditional approaches to fraud mitigation are no longer sufficient and that fraud is actually on the rise. “At Cint, we track a multitude of data points, so this increase in fraud is not just conjecture. When tracking subsets of data relating to fraud, we have been seeing patterns that indicate fraud is growing.” In order to get a handle on it, Cint dived into the data to identify the exact types of fraud that are impacting quality, including things like ghost completes.
The article then considers ways in which we can start to use innovative techniques and best practices to combat these behaviours, such as:
- Sharing knowledge and information that is gathered along all parts of the value chain to help build a complete picture.
- Securing traffic by choosing methods like secure server-to-server approaches over standard redirects.
- Employing a wide range of fraud mitigation tools, by coupling traditional mitigation techniques with new dynamic approaches using artificial intelligence and machine learning.
