Ayda launches anti-fraud tool

The technology, Ayda Trust, uses machine learning and anonymised, aggregated participant data derived from the company’s research operations platform to assess the trustworthiness of participants.

The approach uses payment data, sourced from Ayda’s incentive payments service, to verify identity. Participants are then assigned a trust score when they upload data as part of their research operations tasks.

Users of the platform can review participants’ scores before deciding whether to invite them to take part in studies.

Shifra Cook, founder and chief executive, Ayda, said: “Ayda Trust offers any company that pays incentives the opportunity to take tangible action against participant fraud in a collective way, while still maintaining commercial sensitivities.”

Ayda said it has developed the approach to allow information to be shared across the industry ‘without legal or commercial barriers’.

To use the anti-fraud tool, researchers must be customers of the company’s incentive platform.

Founded in 2021, Ayda works with research organisations and teams in the UK and US, including EssenceMediacom, Firefish and Yonder Consulting. The company is headquartered in London.