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Greenfield Strengthens Anti-Fraud Tool
In the US, Greenfield Online has partnered with market research technology firm RelevantView to incorporate the latter's RelevantID digital fingerprinting system into its patent pending Duplicate Response Detection (DRD) tool.
DRD technology assigns each respondent with a unique, global ID that stays with them over time and groups all their accounts into a single respondent ID. Each time they begin a survey, DRD checks their ID to determine prior participation. If this check indicates prior participation, they are prevented from participating in that particular survey.
RelevantID utilizes RelevantView's proprietary, digital fingerprinting technology to gather a large number of data points from the respondent's computer while using artificial intelligence to assign a relative weight to each data point.
Greenfield, which plans to assess every respondent using this process, says it will absorb the costs for these new capabilities and is offering its DRD technology and RelevantID as a free service to its clients.
'We are committed to continuing to develop technologies that help improve the data quality we deliver to our clients,' stated Greenfield's EVP and Co-Founder Hugh Davis. 'Partnering with RelevantView will deliver another layer of independent, third party validation.'
The firms are online at www.greenfield.com and www.relevantid.com .
In December, online research specialist MarketTools applied to patent its Survey Fraud Detection System, which automatically identifies and removes fraudulent responses from data sets.
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