June 11th
What Research Reveals About Fraud
16:00 - 16:30 (CEST)
Dr. Gargi Sawhney| Auburn University
Are current survey bot detection techniques sufficient in the age of AI-powered automation?
With recent advancements in the field of AI, autonomous agents pose a serious threat to survey research. These AI agents (or AI-powered bots) are capable of mimicking genuine participant behavior. This presentation will share the results of a recent study that evaluated the effectiveness of current bot detection methods to flag bots. In addition to presenting key findings, we will examine the limitations and common challenges associated with existing detection techniques. Finally, we will propose practical, evidence-based strategies to improve the identification of AI agents and enhance data quality in survey research.
Dr. Gargi Sawhney is an Associate Professor at Auburn University. In addition to her research on occupational stress, she specializes in examining the quality and integrity of online survey research, with a focus on identifying fraudulent and careless responses. Her interest in identifying survey fraud and participant carelessness stems from her firsthand experiences with such issues in academic research.
16:30-17:00 (CEST)
Efrain Ribeiro| Case4Quality
How Online Research Automation Helped Usher in Poor Quality & Survey Fraud
Discover what the industry overlooked in the fight against online fraud. We’ll revisit key findings from the groundbreaking CASE4Quality study on online respondent fraud, reveal the unintended effects of efficiency measures and tech „improvements“ in the industry, and unpack what it means that some respondents take 21+ surveys a day. This session explores what’s gone wrong—and what AI might do next.
With over 45+ years in the Market Research Industry, Efrain spent his last 25 years developing global online panel resources for research at TNS, Kantar, and Ipsos as COO and CRO in those firms.
As a key member of CASE4Quality, a not-for-profit organization working with Brands to improve the quality of online sample, he has guided the first research conducted into online fraud in 2021 shedding light on an ongoing and pervasive issue in online research and has since provided subsequent direction on the impact of Frequent Responders in today’s online eco-system.
He was a founding member of ARF’s Foundations for Quality that developed initial quality measures and practices to improve the quality of online research. He was also on the committee at ESOMAR to establish their 28 Questions to Help Buyers of Online Samples.
Today Efrain advises start-ups on online sourcing strategies and contributes his expertise to CASE4 Quality and takes photographs of jazz artists in action.
June 18th
Real-Life Fraud Lessons and Fixes
17:00-17:30 (CEST)
Karine Pepin | The Research Heads
Fighting Fraud One Layer at a Time: Lessons from the Frontlines of a Large-Scale Study
This session unpacks how we approached data quality in layers—pre-, in-, and post-survey—to detect and remove fraudulent respondents in a large, complex study. We’ll share practical lessons learned, the strengths and limitations of each layer of defense, and quantify just how much low-quality data can distort results. Expect a candid, hands-on look at what worked and what didn’t.
Karine Pepin, also known as the „Data Fairy“ on LinkedIn is a Quirk’s Award winner and a passionate advocate for data quality and participant experience. She captures her enthusiasm for research with the playful tagline: „Nobody loves surveys as much as I do“. With over 25 years of experience, Karine is now the co-founder of The Research Heads, a San Francisco-based agency that bridges the gap between DIY researchers and full-service agencies.
17:30-18:00 (CEST)
Florian Kögl | ReDem
Evolving Survey Fraud: New Challenges & Responses
Fraud tactics are evolving faster than traditional defenses can keep up. In this session, Florian will reveal how fraudulent responses can still slip through, how open-ended checks can help surface them, the current limits of technology, and what smarter techniques are needed now.
Florian Kögl is the CEO and founder of ReDem. A passionate advocate for data quality in market research, he serves as President of the VMÖ (the Austrian Market Research Association) and Austria’s national representative for ESOMAR. Florian is also an active contributor to the Global Data Quality initiative, working internationally to raise standards and safeguard the integrity of insights across the research ecosystem.
June 24th
Can the Industry Keep Up?
16:00-16:30 (CEST)
Debrah Harding | Market Research Society
Meeting the Data Quality Challenge
Since the launch of the Global Data Quality initiative in April 2023, MRS has been leading a programme of activities addressing the impact of fraud and technology on data quality and integrity.
Debrah Harding will present a review of the findings from the project, the outputs that have been developed so far, including new MRS guidance on practical approaches to addressing data quality, and the plans for the year ahead.
Debrah Harding is Managing Director of the Market Research Society (MRS)., Chair of the Global Research Business Network (GRBN) and Vice-President of the European Research Federation, EFAMRO. Debrah leads the MRS’ contribution to the Global Data Quality (GDQ) initiative and is an expert on research standards, legislation and ethics.
16:30-17:30 (CEST)
Panel Discussion
AI in Market Research: Blessing, Curse, or Wake-Up Call?
AI is transforming how we collect, analyze, and deliver insights. But is it solving our biggest challenges or creating new ones? This panel explores the impact of AI on market research: from breakthrough opportunities to rising fraud risks, from outdated systems and measures to the future skill sets we need. Can AI break the long-standing trade-off between speed, cost, and quality? Is the industry finally ready to invest in better data, or still stuck in old structures? We’ll discuss where AI is creating real opportunities, where it’s falling short, and what the industry must do to ensure we move forward responsibly.
Participants:
Milo Advisory
MRS
Ayda
ReDem
MR advisor