Bots, deepfakes and fake identities are sabotaging user research
User research plays a valuable role in the development process for products and services, helping identify points of friction earlier on when removing them costs significantly less than addressing an issue further down the line. Research suggests that companies investing in improved UX during a project’s concept phase end up cutting product development timelines by 33 to 50%.
Head of Research at Mercator Digital.
However, user research is dependent on the assumption that participants are engaging with the process in good faith, with disingenuous participation potentially polluting data and ultimately having a negative effect on the final product.
Non-genuine participants are not a new challenge for our field. Several years ago, I ran two separate focus groups in close succession for two different clients where the same person turned up to both groups, recruited by different agencies under different names. What’s changed over the last few years is the sheer...
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