Roundtable

Yesterday OpenAI announced Operator, an agent that uses the browser to perform tasks. We decided to put it to the test (comparing it to Claude's computer use tool) on a B2B survey of Fortune 500 CEOs. Both models are great at "role playing" as CEO. What's more interesting is how they interact with the survey interface itself. Operator takes a straightforward approach and pastes the entire response at once. Claude enters text in rapid chunks and appears more human-like. Biometric behavior is hard to fake, and Roundtable's system picks up on both patterns. In general, biometrics will be increasingly important to authenticate and validate user activity as AI gets more "human-like" in how it navigates the web and answers questions.

AI is transforming market research, but it also brings new challenges — especially around data quality. Traditional assumptions about sampling methods no longer hold as poor quality responses infiltrate even the most trusted research panels. In our latest report with Roundtable, Using AI to Fight AI, we explore how innovative detection methods are helping us stay ahead. Download the full report to see how AI is reshaping data integrity in our research. Mayank Matt ?? https://lnkd.in/eT388ZKn

Yesterday OpenAI announced Operator, an agent that uses the browser to perform tasks. We decided to put it to the test (comparing it to Claude's computer use tool) on a B2B survey of Fortune 500 CEOs. Both models are great at "role playing" as CEO. What's more interesting is how they interact with the survey interface itself. Operator takes a straightforward approach and pastes the entire response at once. Claude enters text in rapid chunks and appears more human-like. Biometric behavior is hard to fake, and Roundtable's system picks up on both patterns. In general, biometrics will be increasingly important to authenticate and validate user activity as AI gets more "human-like" in how it navigates the web and answers questions.

How can AI make us better (and happier!) at what we do? ?? Dan Wasserman ??, COO of KJT, has evaluated countless AI platforms in his work. His insights underscore a simple truth: the best tools don’t just perform—they empower. Researchers embracing AI aren't just optimizing efficiency. They're unlocking growth. With the right tools, researchers can amplify their expertise, foster creativity, and spend time on the highest leverage activities. Let us know how we at Roundtable can enhance your data quality workflow, seamlessly build trust, and fundamentally empower your researchers. [email protected]

???? ???????? ???? ???????????????? ???????????? ?????????? ???????? ?????????????? ?????? ???????????? ???????? ???????? ?????? ?????? ????????????????. ????’?? ???????????????????? ?????? ???????? ?????? ??????????. My resolution for 2024 was to dedicate 100 hours (??) to reviewing the academic literature on data quality and determining which QC checks are most effective. Why did I take on this challenge? Because we’re making too many mistakes- flagging good respondents while letting fraudsters slip through the cracks. The literature on poor data quality covers a range of satisficing behaviors, such as careless responding, random answering, insufficient effort responding, inattentiveness, straightlining, and so on. ???????????? #??: I had no idea what I was getting myself into. Despite spending over 100 hours, I feel like I’ve only scratched the surface. ?? ???????????? #??: While there are a handful of QC checks I feel more confident in, no silver bullet emerged from my research.???? ?????? ?????? ????????????????: The future of data quality lies in passive in-survey behavior monitoring (like cut/paste, mouse movement, etc.). Without this information, we’re relying too heavily on assumptions about participant intent. ??You heard it here first! That’s my prediction for 2025 -we’ll see more behavioral tools (AI or not, as long as it solves the problem I don’t care!!) that flag suspicious in-survey behavior. ?? BUT: Who knows how long that will remain effective ??♀? . The only real solution to the data quality crisis is to start validating participant identity. The other way will be to crack down on payments. There shouldn't be 60 profiles linked to the same bank account/PayPal, and we have the technology to monitor that. What are your predictions for data quality in 2025? #mrx #dataquality #surveys

This is a really fun one. I had the chance to sit down with the amazing ?? Dan Wasserman ?? of KJT and talk all things market research, AI, and data quality. Chapters - 00:00 - Introductions 01:30 - Career transition to market research 03:37 - Gen AI in market research 05:25 - Data quality 08:35 - Large language models 10:47 - Improving data quality with gen AI 14:41 - Buying AI as a market researcher 21:59 - Benefits of automated data quality 27:45 - Humility and empathy in AI research 29:49 - Learning from failure and pivoting 33:15 - Listening and learning in AI opportunities and challenges 34:14 - Virtual vendor days, prompt engineering, learning from experience #mrx #dataquality #ai