{"id":51532,"date":"2025-12-11T09:34:00","date_gmt":"2025-12-11T08:34:00","guid":{"rendered":"https:\/\/tolunacorporate.com\/?p=51532"},"modified":"2026-01-15T14:38:20","modified_gmt":"2026-01-15T13:38:20","slug":"online-research-fraud-adaptation","status":"publish","type":"post","link":"https:\/\/tolunacorporate.com\/ja\/online-research-fraud-adaptation\/","title":{"rendered":"The\u00a0invisible\u00a0adversary: how\u00a0fraud\u00a0changed\u00a0&#8211; and\u00a0how\u00a0we\u00a0adapted in 2025\u00a0"},"content":{"rendered":"<style>.wp-block-toluna-advancedheading.kt-adv-heading51532_8bc1a4-74, .wp-block-toluna-advancedheading.kt-adv-heading51532_8bc1a4-74[data-kb-block=\"kb-adv-heading51532_8bc1a4-74\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_8bc1a4-74 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_8bc1a4-74[data-kb-block=\"kb-adv-heading51532_8bc1a4-74\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading51532_8bc1a4-74 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading51532_8bc1a4-74\">Fraud in market research used to feel like a quiet nuisance, an occasional bad apple, a duplicate respondent here or there. But over the last few years, it has turned into something else entirely: a shape-shifting adversary. Smarter, faster, and eerily good at blending in.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading51532_4f1010-99, .wp-block-toluna-advancedheading.kt-adv-heading51532_4f1010-99[data-kb-block=\"kb-adv-heading51532_4f1010-99\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_4f1010-99 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_4f1010-99[data-kb-block=\"kb-adv-heading51532_4f1010-99\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading51532_4f1010-99 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading51532_4f1010-99\">As researchers,&nbsp;we\u2019ve&nbsp;always been trained to spot the obvious: gibberish open-ends, super-human speeders, nonsensical answers. But this year, the challenge&nbsp;wasn\u2019t&nbsp;just detection. It was understanding how fraud&nbsp;is&nbsp;<em>evolving<\/em>&nbsp;and how our prevention tactics needed to evolve, too.&nbsp;<\/p>\n\n\n<style>.kb-row-layout-id51532_7171c4-f5 > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id51532_7171c4-f5 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:center;}.kb-row-layout-id51532_7171c4-f5 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}.kb-row-layout-id51532_7171c4-f5 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id51532_7171c4-f5 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}}@media all and (max-width: 767px){.kb-row-layout-id51532_7171c4-f5 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id51532_7171c4-f5 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-right-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle kb-theme-content-width\">\n<style>.toluna-column51532_d8b0e7-bc > .kt-inside-inner-col,.toluna-column51532_d8b0e7-bc > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column51532_d8b0e7-bc > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column51532_d8b0e7-bc > .kt-inside-inner-col{flex-direction:column;}.toluna-column51532_d8b0e7-bc > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column51532_d8b0e7-bc > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column51532_d8b0e7-bc{position:relative;}@media all and (max-width: 1024px){.toluna-column51532_d8b0e7-bc > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column51532_d8b0e7-bc > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column51532_d8b0e7-bc\"><div class=\"kt-inside-inner-col\"><style>.kb-image51532_cec1c6-f1 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-toluna-image kb-image51532_cec1c6-f1 size-large\"><div class=\"\"><img decoding=\"async\" width=\"1024\" height=\"1001\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/12\/Group-39803-1024x1001.png\" alt=\"A man assures research quality on his laptop\" class=\"kb-img wp-image-51533\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/12\/Group-39803-1024x1001.png 1024w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/12\/Group-39803-300x293.png 300w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/12\/Group-39803-768x751.png 768w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/12\/Group-39803-1536x1501.png 1536w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/12\/Group-39803-2048x2002.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/div><\/figure>\n<\/div><\/div>\n\n\n<style>.toluna-column51532_cbfc67-7e > .kt-inside-inner-col,.toluna-column51532_cbfc67-7e > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column51532_cbfc67-7e > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column51532_cbfc67-7e > .kt-inside-inner-col{flex-direction:column;}.toluna-column51532_cbfc67-7e > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column51532_cbfc67-7e > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column51532_cbfc67-7e{position:relative;}@media all and (max-width: 1024px){.toluna-column51532_cbfc67-7e > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column51532_cbfc67-7e > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column51532_cbfc67-7e\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading51532_167eb7-d8, .wp-block-toluna-advancedheading.kt-adv-heading51532_167eb7-d8[data-kb-block=\"kb-adv-heading51532_167eb7-d8\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:45px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_167eb7-d8 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_167eb7-d8[data-kb-block=\"kb-adv-heading51532_167eb7-d8\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading51532_167eb7-d8 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading51532_167eb7-d8\"><strong>From&nbsp;fakes to&nbsp;fine-tuned&nbsp;mimics<\/strong>&nbsp;<\/h2>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading51532_72bfb2-6c, .wp-block-toluna-advancedheading.kt-adv-heading51532_72bfb2-6c[data-kb-block=\"kb-adv-heading51532_72bfb2-6c\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_72bfb2-6c mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_72bfb2-6c[data-kb-block=\"kb-adv-heading51532_72bfb2-6c\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading51532_72bfb2-6c wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading51532_72bfb2-6c\">If 2024 was about catching the blatantly fake, 2025 was about exposing the&nbsp;<em>plausible<\/em>. Fraudsters have learned the language of research.&nbsp;They\u2019re&nbsp;not clicking through at lightning speed anymore;&nbsp;they\u2019re&nbsp;pacing themselves, using AI to generate believable answers, and mimicking natural human inconsistencies.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading51532_e796b8-e1, .wp-block-toluna-advancedheading.kt-adv-heading51532_e796b8-e1[data-kb-block=\"kb-adv-heading51532_e796b8-e1\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_e796b8-e1 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_e796b8-e1[data-kb-block=\"kb-adv-heading51532_e796b8-e1\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading51532_e796b8-e1 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading51532_e796b8-e1\">The old rules of thumb&nbsp;like time-in-survey or trap questions&nbsp;are no longer enough. Many organizations learned this the hard way: datasets that looked \u201cclean\u201d on paper but later showed subtle inconsistencies when cross-analysed&nbsp;or referenced with secondary data.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading51532_69dcbd-23, .wp-block-toluna-advancedheading.kt-adv-heading51532_69dcbd-23[data-kb-block=\"kb-adv-heading51532_69dcbd-23\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_69dcbd-23 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_69dcbd-23[data-kb-block=\"kb-adv-heading51532_69dcbd-23\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading51532_69dcbd-23 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading51532_69dcbd-23\">Our biggest learning?&nbsp;<em>Fraud detection needs to be a carefully fine-tuned&nbsp;system&nbsp;that needs to continuously&nbsp;evolve.<\/em>&nbsp;The best prevention comes from adaptive checks that learn as fraudsters do, pairing&nbsp;predictive&nbsp;detection&nbsp;algorithms&nbsp;with human intuition.&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id51532_5a5998-fc > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id51532_5a5998-fc > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id51532_5a5998-fc > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id51532_5a5998-fc > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id51532_5a5998-fc > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id51532_5a5998-fc > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id51532_5a5998-fc alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column51532_855c72-75 > .kt-inside-inner-col,.toluna-column51532_855c72-75 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column51532_855c72-75 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column51532_855c72-75 > .kt-inside-inner-col{flex-direction:column;}.toluna-column51532_855c72-75 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column51532_855c72-75 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column51532_855c72-75{position:relative;}@media all and (max-width: 1024px){.toluna-column51532_855c72-75 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column51532_855c72-75 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column51532_855c72-75\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading51532_e33d2b-ca, .wp-block-toluna-advancedheading.kt-adv-heading51532_e33d2b-ca[data-kb-block=\"kb-adv-heading51532_e33d2b-ca\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:45px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_e33d2b-ca mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_e33d2b-ca[data-kb-block=\"kb-adv-heading51532_e33d2b-ca\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading51532_e33d2b-ca wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading51532_e33d2b-ca\"><strong>When&nbsp;culture&nbsp;meets&nbsp;code<\/strong>&nbsp;<\/h2>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading51532_79e50c-b0, .wp-block-toluna-advancedheading.kt-adv-heading51532_79e50c-b0[data-kb-block=\"kb-adv-heading51532_79e50c-b0\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_79e50c-b0 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_79e50c-b0[data-kb-block=\"kb-adv-heading51532_79e50c-b0\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading51532_79e50c-b0 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading51532_79e50c-b0\">One of the most&nbsp;insightful&nbsp;lessons of 2025 was that not all \u201csuspicious\u201d data is fraudulent. Cultural norms, language patterns, and even device usage can make&nbsp;some&nbsp;honest respondents look like bots.&nbsp;&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading51532_d7acc7-a3, .wp-block-toluna-advancedheading.kt-adv-heading51532_d7acc7-a3[data-kb-block=\"kb-adv-heading51532_d7acc7-a3\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_d7acc7-a3 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_d7acc7-a3[data-kb-block=\"kb-adv-heading51532_d7acc7-a3\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading51532_d7acc7-a3 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading51532_d7acc7-a3\">This year, many in the industry began refining fraud detection to account for these nuances. Instead of penalizing differences, we started&nbsp;<em>understanding<\/em>&nbsp;them&nbsp;&#8211;&nbsp;building checks that reflect local behaviour rather than universal assumptions. Because if fraud adapts, so must fairness.&nbsp;&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading51532_87d0d4-cb, .wp-block-toluna-advancedheading.kt-adv-heading51532_87d0d4-cb[data-kb-block=\"kb-adv-heading51532_87d0d4-cb\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_87d0d4-cb mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_87d0d4-cb[data-kb-block=\"kb-adv-heading51532_87d0d4-cb\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading51532_87d0d4-cb wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading51532_87d0d4-cb\">Our key takeaway:&nbsp;As researchers,&nbsp;<em>we need to sometimes also know when to stop cleaning our data&nbsp;<\/em>and account for these differences and their impact on response behaviour.&nbsp;Otherwise, our most&nbsp;valuable asset&nbsp;\u2013 our respondents \u2013 will become tired of being cleaned out of surveys and will&nbsp;possibly turn&nbsp;their back on research altogether.&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id51532_b386bc-b0 > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id51532_b386bc-b0 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:center;}.kb-row-layout-id51532_b386bc-b0 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 2fr) minmax(0, 1fr);}.kb-row-layout-id51532_b386bc-b0 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id51532_b386bc-b0 > .kt-row-column-wrap{grid-template-columns:minmax(0, 2fr) minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id51532_b386bc-b0 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id51532_b386bc-b0 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-left-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle kb-theme-content-width\">\n<style>.toluna-column51532_7f68c5-30 > .kt-inside-inner-col,.toluna-column51532_7f68c5-30 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column51532_7f68c5-30 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column51532_7f68c5-30 > .kt-inside-inner-col{flex-direction:column;}.toluna-column51532_7f68c5-30 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column51532_7f68c5-30 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column51532_7f68c5-30{position:relative;}@media all and (max-width: 1024px){.toluna-column51532_7f68c5-30 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column51532_7f68c5-30 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column51532_7f68c5-30\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading51532_945730-7b, .wp-block-toluna-advancedheading.kt-adv-heading51532_945730-7b[data-kb-block=\"kb-adv-heading51532_945730-7b\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:45px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_945730-7b mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_945730-7b[data-kb-block=\"kb-adv-heading51532_945730-7b\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading51532_945730-7b wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading51532_945730-7b\"><strong>Collaboration&nbsp;is the&nbsp;new&nbsp;firewall<\/strong>&nbsp;<\/h2>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading51532_6bf140-c4, .wp-block-toluna-advancedheading.kt-adv-heading51532_6bf140-c4[data-kb-block=\"kb-adv-heading51532_6bf140-c4\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_6bf140-c4 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_6bf140-c4[data-kb-block=\"kb-adv-heading51532_6bf140-c4\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading51532_6bf140-c4 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading51532_6bf140-c4\">Perhaps the&nbsp;biggest win of 2025 was collaboration. Agencies, tech providers, and clients began sharing patterns and signals more openly,&nbsp;promoting openness&nbsp;and&nbsp;collaboration&nbsp;across the industry.&nbsp;Toluna&nbsp;has been part of several work groups as part of the Global Data Quality Initiative and will continue&nbsp;promoting the benefits of a strong, united front against online fraud.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading51532_4ef3e8-6b, .wp-block-toluna-advancedheading.kt-adv-heading51532_4ef3e8-6b[data-kb-block=\"kb-adv-heading51532_4ef3e8-6b\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_4ef3e8-6b mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_4ef3e8-6b[data-kb-block=\"kb-adv-heading51532_4ef3e8-6b\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading51532_4ef3e8-6b wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading51532_4ef3e8-6b\">Fraud&nbsp;doesn\u2019t&nbsp;care where your data comes from, but it&nbsp;<em>does<\/em>&nbsp;thrive on silos. The more we compared notes, the faster we adapted. And it turns out that transparency,&nbsp;long seen as a competitive risk,&nbsp;became one of our strongest defences.&nbsp;<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column51532_8dc3ae-1b > .kt-inside-inner-col,.toluna-column51532_8dc3ae-1b > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column51532_8dc3ae-1b > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column51532_8dc3ae-1b > .kt-inside-inner-col{flex-direction:column;}.toluna-column51532_8dc3ae-1b > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column51532_8dc3ae-1b > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column51532_8dc3ae-1b{position:relative;}@media all and (max-width: 1024px){.toluna-column51532_8dc3ae-1b > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column51532_8dc3ae-1b > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column51532_8dc3ae-1b\"><div class=\"kt-inside-inner-col\"><style>.kb-image51532_5bcb48-06 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-toluna-image kb-image51532_5bcb48-06 size-large\"><div class=\"\"><img decoding=\"async\" width=\"1024\" height=\"1022\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/12\/Group-39805-1024x1022.png\" alt=\"Woman on laptop representing Toluna\u2019s role in Global Data Quality Initiative work groups against online fraud\" class=\"kb-img wp-image-51542\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/12\/Group-39805-1024x1022.png 1024w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/12\/Group-39805-300x300.png 300w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/12\/Group-39805-150x150.png 150w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/12\/Group-39805-768x767.png 768w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/12\/Group-39805-1536x1534.png 1536w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/12\/Group-39805-2048x2045.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/div><\/figure>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id51532_973883-53 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id51532_973883-53 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id51532_973883-53 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id51532_973883-53 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id51532_973883-53 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id51532_973883-53 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id51532_973883-53 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column51532_ca0827-13 > .kt-inside-inner-col,.toluna-column51532_ca0827-13 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column51532_ca0827-13 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column51532_ca0827-13 > .kt-inside-inner-col{flex-direction:column;}.toluna-column51532_ca0827-13 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column51532_ca0827-13 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column51532_ca0827-13{position:relative;}@media all and (max-width: 1024px){.toluna-column51532_ca0827-13 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column51532_ca0827-13 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column51532_ca0827-13\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading51532_f4b143-8f, .wp-block-toluna-advancedheading.kt-adv-heading51532_f4b143-8f[data-kb-block=\"kb-adv-heading51532_f4b143-8f\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:45px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_f4b143-8f mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_f4b143-8f[data-kb-block=\"kb-adv-heading51532_f4b143-8f\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading51532_f4b143-8f wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading51532_f4b143-8f\"><strong>Looking&nbsp;ahead:&nbsp;smarter,&nbsp;not&nbsp;harder<\/strong>&nbsp;<\/h2>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading51532_d1c3ad-55, .wp-block-toluna-advancedheading.kt-adv-heading51532_d1c3ad-55[data-kb-block=\"kb-adv-heading51532_d1c3ad-55\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_d1c3ad-55 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_d1c3ad-55[data-kb-block=\"kb-adv-heading51532_d1c3ad-55\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading51532_d1c3ad-55 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading51532_d1c3ad-55\">As 2025 closes, the invisible adversary is still out there:&nbsp;adapting, learning, and testing our defences. But so are we.&nbsp;Toluna&nbsp;QSphere, our comprehensive set of quality protocols, embodies&nbsp;our&nbsp;holistic approach&nbsp;to data quality.&nbsp;Combining&nbsp;AI-powered&nbsp;fraud detection technology,&nbsp;regular quality checks of our tools, and&nbsp;a focus on best practices,&nbsp;Toluna&nbsp;QSphere&nbsp;empowers our clients with&nbsp;high-quality data they can trust.&nbsp;Learn more about&nbsp;<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-primary-blue-current-color\"><a href=\"https:\/\/tolunacorporate.com\/ai-and-innovation\/quality\/\" data-type=\"page\" data-id=\"2696\"><strong>QSphere<\/strong><\/a><\/mark>.&nbsp;&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading51532_8f2f56-f3, .wp-block-toluna-advancedheading.kt-adv-heading51532_8f2f56-f3[data-kb-block=\"kb-adv-heading51532_8f2f56-f3\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_8f2f56-f3 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_8f2f56-f3[data-kb-block=\"kb-adv-heading51532_8f2f56-f3\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading51532_8f2f56-f3 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading51532_8f2f56-f3\">The future of fraud prevention&nbsp;isn\u2019t&nbsp;just about tighter&nbsp;screening or smarter algorithms.&nbsp;It\u2019s&nbsp;about a mindset shift: treating fraud not as a problem to&nbsp;<em>eliminate<\/em>, but as a moving target that keeps us innovating.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading51532_62be3f-5b, .wp-block-toluna-advancedheading.kt-adv-heading51532_62be3f-5b[data-kb-block=\"kb-adv-heading51532_62be3f-5b\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading51532_62be3f-5b mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading51532_62be3f-5b[data-kb-block=\"kb-adv-heading51532_62be3f-5b\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading51532_62be3f-5b wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading51532_62be3f-5b\">Because in the end, every time fraud evolves, so does our industry\u2019s commitment to trust:&nbsp;and&nbsp;that\u2019s&nbsp;a fight worth showing up for.&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As fraud in market research evolves, so must our defenses. Learn more in this article from our Global Head of Quality.<\/p>\n","protected":false},"author":14,"featured_media":51551,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_toluna_hide_sidebar":false,"footnotes":""},"categories":[50],"tags":[434,415,432,433],"class_list":["post-51532","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-fraud-detection","tag-fraud-prevention","tag-online-fraud","tag-research-fraud","entry"],"acf":[],"_links":{"self":[{"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/posts\/51532","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/comments?post=51532"}],"version-history":[{"count":0,"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/posts\/51532\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/media\/51551"}],"wp:attachment":[{"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/media?parent=51532"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/categories?post=51532"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/tags?post=51532"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}