By Swapnil Mishra - May 30, 2023 5 Mins Read
Organizations can create systems to segregate low-quality data using a layered approach with AI and rely on good bots to carry them out.
Organizations may be at the forefront of a critical mass of internet bots, which could be a serious issue for consumer data. Market research has typically relied on manual procedures and intuition to analyze, interpret, and weed out such low-quality respondents despite the long history of bots. With the introduction of accessible generative AI, such as ChatGPT, distinguishing between bots and humans will become increasingly difficult.
These machines are becoming more intelligent. Humans excel at giving data context but cannot distinguish bots from real people on a large scale.
The emerging threat posed by large language models (LLMs) will eventually surpass the manual procedures used to detect malicious bots, which is the reality for consumer data.
Bots may present a problem, but they may also hold the solution.
Organizations can build systems to separate low-quality data using a layered approach with AI, including deep learning or machine learning (ML) models, and rely on good bots to carry them out. This technology is excellent for spotting subtle patterns people may overlook or fail to comprehend. And if managed properly, these processes can provide the data that ML algorithms need to evaluate and clean data to guarantee AI-proof quality continuously.
The majority of businesses get their data from outside sources. The information may come from a different company or through third-party software, making it difficult to ensure uniformly superior data quality constantly. In these situations, a reliable data profiling tool is helpful.
The application should be able to examine the data format and patterns, its irregularities in each record, data value distributions and abnormalities, and other relevant factors. It is also crucial to automate data profiling and quality alerts for incoming data whenever it is received.
Setting guidelines before adding data to the CRM system or any other system used by the organization is one of the crucial first steps in improving data quality. Establishing a standard for the appearance of the data during submission will make a huge difference. The rules will include measures for using the data for various decision-making practices, and the standards vary for each business.
It takes constant moderating and ingesting of bad and good data to hit the moving target and data quality; it is not a “set it and forget it” process. In this flywheel, humans play a crucial role in setting the system and observing the data to identify trends that affect the standard. They then feed these features including the rejected items back into the model.
Existing organizational data is also susceptible. Organizations should hold existing data to the same standards as new data rather than being considered final. Firms should ensure that they measure every fresh piece of data against a high-quality comparison point by unlocking more agile and confident decision-making at scale and routinely cleaning normative databases and historical benchmarks. Once these scores are available, it is easy to identify high-risk markets which may need manual intervention. This methodology can then be scaled across regions.
Bots can now get by on quality scores with the rise of AI resembling humans. It is essential to layer these signals with data around the output itself. It’s imperative to consider the response level to understand the tendencies of bad actors because real people often take the time to read, reread, and analyze before responding; bad actors frequently don’t.
Time to respond, repetition, and insightfulness are some factors that can dig more profound than the surface level to analyze the nature of the responses. A telltale sign of bad data is when answers come in too quickly or when nearly identical responses are recorded across one survey (or several). The lowest-quality responses can be eliminated by looking critically at the length of the reaction and the string or count of adjectives to identify the elements that make an insightful response.
Companies can identify trends and create a dependable model of high-quality data by looking beyond the immediately apparent data.
Teams can create a scoring system that helps them identify common bot tactics rather than relying solely on manual intervention. Building a quality metric requires subjectivity to be successful. Researchers need to establish guardrails for responses across factors. While AI can correctly predict the next word in a series, it cannot duplicate a person’s memories.
The point is that these data checks may be subjective. Organizations need to develop systems to standardize quality and be sceptical of data more than ever. Researchers can create a composite score and filter out low-quality data before it moves on to the next round of checks by assigning points to these characteristics.
Despite the utmost care, small mistakes will occur. To increase data quality, it is also essential to find and fix them. Although data quality control is frequently performed manually, data profiling tools can streamline this process. Organizations should use summary statistics to review their data and identify potential errors.
The market research sector is at a turning point because the data quality is deteriorating, and bots will soon make up an even more significant portion of internet traffic. It won’t be long, so researchers need to move quickly. But the answer is to counter bad AI with good AI.
As the models ingest more data, the system will become smarter. This will enable a positive flywheel to spin. As a result, data quality keeps getting better. Businesses can rely on market research to make considerably better strategic decisions.
Swapnil Mishra is a global news correspondent at OnDot Media, with over six years of experience in the field. Swapnil has established herself as a trusted voice in the industry, specializing in technology journalism encompassing enterprise tech. Having collaborated with various media outlets, she has honed her skills in writing about executive leadership, business strategy, industry insights, business technology, supply chain management, blockchain and data management. As a journalism graduate, Swapnil possesses a keen eye for editorial detail and a mastery of language, enabling her to deliver compelling and informative news stories. She has a keen eye for detail and a knack for breaking down complex technical concepts into easy-to-understand language.
A Peer Knowledge Resource – By the CXO, For the CXO.
Expert inputs on challenges, triumphs and innovative solutions from corporate Movers and Shakers in global Leadership space to add value to business decision making.Media@EnterpriseTalk.com