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When Trust Is Tested, Integrity Matters Most!

In a week that shook the market research world, serious allegations of fraudulent survey practices have emerged, implicating a few firms in our industry. While these charges remain alleged, the industry has responded swiftly, leading the Insights Association to suspend a few of these companies. For those of us committed to integrity, this is a moment to reflect and reinforce.

 

We know how damaging bad data can be. Not just to budgets and timelines, but to the trust our clients place in the insights we as an industry deliver. We take that responsibility personally.

 

At Paradigm, we believe great insights start with the right sample. That is why our proactive approach to data quality is multi-layered and always evolving. Fraud today goes beyond bots and bad actors. It is nuanced, and so are our mechanisms we use to combat it before the point of impact. We reject one-size-fits-all solutions in favor of a collaborative, client-centric approach that blends proprietary tools, behavioral analysis, and industry-leading partners like Research Defender, Imperium, and Dtect.

 

Our commitment to data quality means staying ahead of these shifts. Not just reacting but anticipating. Across our suite of quality tools we review over 120 data points both before and after survey launch, not including the qualitative review of open-end responses, nor the evaluation of field metrics and dataset integrity conducted down to the partner level. Here is how we do it:

 

  • Source Quality at the Core - Quality starts with the ingredients. Our survey panel provides a backbone of high-quality respondents heavily vetted through SMS validation, Double Opt-In verification, and is curated through the high-engagement Tellwut platform. When leveraging our external network, we rigorously vet all sample partners at onboarding, assessing key quality markers and sourcing practices to ensure alignment with our standards. We maintain that vigilance as conditions evolve, continuously monitoring quality benchmarks to hold every partner accountable. We blend sample deliberately, combining multiple vetted sources to balance strengths, minimize risk, and build quality into every project from the start.

 

  • Platform-Level Entry Validation - Every entrant into our system is screened using device and location validation, along with advanced deduplication techniques. We verify against historical patterns and leverage identity confirmation tools to ensure legitimacy before a respondent can even begin. At this level, we utilize Cookie Checks, Device Fingerprinting, Geo-location tools, Captcha, and link manipulation tests to ensure a respondent is in the right place at the right time.

 

  • Browser and Machine Analysis - At a deeper technical layer, we partner with solutions that analyze browser configurations and machine settings. These indicators, which are often invisible to the naked eye, have proven predictive of fraudulent behavior and help us screen out high-risk respondents early. These tools seek out indicators of nefarious activity such as VPN usage and Proxy networks.

 

  • Behavioral and Engagement Checks - Before a survey even launches, we assess potential respondent engagement using open-end responses, dynamic prompts, and behavioral tracking. This allows us to identify who’s providing thoughtful, authentic input and who is not, while filtering out disengaged participants and potential GenAI-using actors. But we do not just test the respondents, we test the surveys too. Our team of experts reviews each survey before fieldwork begins to optimize the respondent experience, helping ensure our clients receive richer, more reliable insights.

 

  • Feedback Loop and Continuous Learning - The work does not stop after the survey is complete. We feed performance and fraud indicators back into our systems, using those learnings to strengthen our detection and prevention strategies for future waves. Our quality model is designed to evolve with the landscape.

 

We do not believe in silver bullets, which ensures we never stand still. We know with data quality we are NEVER done. By raising the standards and redefining what “quality” means at every level, we move the industry forward, one decision, one safeguard, and one respondent at a time.

 

If you have any questions about our process, we invite you to connect with Adam Jolley, President at Paradigm Sample.