Online Research Panels Are Vulnerable To Fraudulent Activity

According to Kantar's "The State of Online Research Panels" report, market researchers in the final three months of 2022 discarded an average of as much as 38% of the data they collected because of concerns about quality and panel fraud.

"Many are finding data skews are rendering research useless – with one recent prospect citing that they had to return 70% of data provided by a leading panel provider," the report said. "Panel fraud boomed during the pandemic, and it's been growing exponentially ever since."