The Rising Issue of Bad Data in Online Surveys: Causes and Contributing Factors
Learn how market researchers are enhancing defenses and redesigning surveys to combat the growing threat of online fraud in data collection.
Reasons for the Growing Focus on Online Survey Fraud
While online survey fraud has been around for over 20 years, the question remains: why has it only recently gained significant attention? Although the link to the hype surrounding ChatGPT and artificial intelligence (AI) seems apparent, it is not the sole reason. The heightened focus is largely driven by market researchers observing a surge in poor-quality data within their datasets.
This issue can impact roughly half of the data from online panels and nearly all data from freely accessible online surveys. Our recent quality analyses revealed a doubling of interviews classified as fraudulent over the past year. However, the notion that AI is the primary driver behind this increase is only partly accurate. The rise can be attributed to three key factors, with AI playing a role in just one of them.
1. How the Pandemic Unleashed a New Wave of Survey Fraud.
Before the COVID-19 pandemic, professional survey fraud was primarily conducted in centralized settings, similar to call centers, in low-wage countries like China. These fraudulent activities were often detected through participant geolocation and by spotting suspicious behavior patterns, such as repeated fast-clicking (speeding) and uniform responses (straightlining).
However, when the pandemic struck, many workers in these so-called click farms lost their jobs. Facing financial difficulties and limited alternatives, they continued their fraudulent activities from home. To do so, they purchased inexpensive used smartphones to participate in multiple surveys simultaneously. This approach enabled them to earn incomes significantly higher than the average in their countries.
2. Professionalization Through Social Media
Operators of these private phone farms increasingly began sharing their experiences, tips, and tricks on social media. Beyond general advice, these fraudsters disseminate detailed information about specific surveys and their verification checks in online forums and groups.
They teach others how to bypass attention checks and trap questions, enabling a wider network of fraudsters to participate undetected. The potential to earn substantial income with minimal effort through extensive automation led to the spread of professional online survey fraud beyond a few low-wage countries. This resulted in a multinational expansion and a surge in the professionalization of decentralized survey fraud conducted from „home offices.“
3. Use of Modern Technologies
Modern technologies like AI, bots, botnets, and VPNs enable private phone farms and traditional click farms to generate numerous fake interviews almost entirely automatically. These fraudulent interviews are challenging to detect because they leave no noticeable digital fingerprints and intentionally avoid typical detection markers such as speeding, straightlining, or nonsensical responses.
Even identity verification through SMS, voice, and potentially visual identity in the near future, is increasingly automated via online services, further complicating fraud detection and prevention. Since these tools are often available as free or low-cost, user-friendly, web-based software, they have rapidly gained popularity among fraudsters.
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