Ayda launches anti-fraud tool

UK – Research operations software company Ayda has developed a tool that aims to address survey fraud via its incentive payments platform.

magnifying glass with tick marks

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. 

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts