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Fine Tuning Online Data Collection: Understanding Fraud Detection Settings

It’s not enough to simply tell your clients you are licensing fraud detection software.  You must have a basic understanding of the software to ensure the integrity of your data. This software is designed to identify and prevent bad actors from completing your research study. However, using this software effectively requires a careful balance to avoid creating problems in your data and beyond.

When utilizing third-party fraud detection software, it is in your best interest to become acquainted with its adjustable settings. Often, these settings can range from aggressive to conservative in blocking respondents. Adjusting these settings without proper understanding can have several consequences:

Overly Aggressive Settings:
False Positives: Aggressive settings may incorrectly flag and exclude legitimate responses, leading to the loss of valuable data.
Loss of Respondent Trust: Respondents who are wrongly excluded may lose trust in the research process, affecting their willingness to participate in future studies.
Reduced Feasibility: With too many quality respondents being rejected, you may not be able to achieve your required sample for analysis.
Extended Timelines: More aggressive settings can prolong the field period as it becomes more challenging to gather enough valid responses.
Increased Costs: Overly stringent settings can reduce the pool of respondents leading to higher CPI’s to meet sample size requirements.

Overly Conservative Settings:
Data Contamination: Insufficiently aggressive settings will open the door for bad actors to pollute your data.
Inaccurate Results: The presence of non-human or dishonest responses will lead to unreliable insights.
Compromised Decisions: Business decisions made based on contaminated data will be misguided.
Wasted Resources: Time and money are expended on analyzing and reporting junk data.

If the software provides configurable settings, it’s imperative to review the documentation and consult the the support team to fully understand the implications of each setting. Most of the time you’ll want to stick with the company’s best practices, but it’s worth understanding the reasoning behind those practices and if/when it makes sense to deviate from them.

About Brookmark Research:
Brookmark is a data driven consultancy focused on developing powerful marketing strategies to fuel the growth of our clients’ businesses. We leverage primary marketing research, 1st party, 3rd party and proprietary data sources along with proprietary tools and strategy frameworks to develop, test and evaluate marketing driven strategies that deliver exponential ROI.  Whether you are an early-stage growth company or a Fortune 1000 company, we help successful companies accelerate, and stagnant companies invigorate growth.

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