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The Future in Focus
Webinar January 2024
NewMR Sponsors
The Future in Focus
• Welcome: Ray Poynter
• Sponsors
• Presentations and discussion
• Q & A (volume, recordings)
• Closing announcements
The Future in Focus
The Future in Focus
• Alexandra Kuzmina
Blending Conversational AI with Behavioural Science
• Lisa Wilding-Brown
Fraud Trends 2023/2024
• Ray Poynter
Automating the Analysis of Data With AI
Blending Conversational AI with Behavioural Science:
An experiment in future oriented concept testing
Blending Conversational AI
with
Behavioural Science
An experiment in future oriented concept
testing
ALEXANDRA KUZMINA
NOVA Tech Innovation Team
@ MMR Research Worldwide
© MMR Research Worldwide
CONNECTING WITH OUR FUTURE SELVES
https://newsroom.ucla.edu/stories/the-stranger-within-connecting-with-our-future-selves
© MMR Research Worldwide
CONNECTING WITH OUR FUTURE SELVES
The Aviva reality check https://www.youtube.com/watch?v=Msput0vb9Bc
https://newsroom.ucla.edu/stories/the-stranger-within-connecting-with-our-future-selves
© MMR Research Worldwide
Future Thinking…
Priming
(FTP)
© MMR Research Worldwide
Hypothesis
FTP encourages participants to be more
engaged and future-oriented in their
responses
© MMR Research Worldwide
n=404
Imagine we’re 5 years into the
future and it is 2029. Take a
moment to consider who you’ll
be at that time. In a few
sentences, please share the
initial thoughts that pop into
your head about your future
self.
I’m in a nice house and I have my
own family, a car, a good job and
I’m just happy loving my own life
being an independent woman
That sounds like a great future!
What does success mean to you
in that future?
I’d never doubt myself and be
successful in life building myself up
CELL 1
Standard chatbot concept test
CELL 2
FutureThinking Priming
+
Standard chatbot concept test
Methodology
13
© MMR Research Worldwide
73%
82%
75%
77%
78%
91%
80% 83%
50%
60%
70%
80%
90%
100%
My contribution was
significant to the outcome of
the survey
I felt dedicated to finish the
survey
I found the survey captivating I was motivated to expend
extra effort during the survey
Control FTP
ENGAGEMENT RESULTS
N=404. Q: Now, please rate whether you agree or disagree with the following statements.
Adapted version of the Engagement Questionnaire (EQ) used to measure participant self reported engagement. Hannum & Simons, 2020
CELL 1
8 mins
CELL 2
16.5 mins
© MMR Research Worldwide
VERBATIM QUALITY
CELL2
FUTURETHINKING PRIMING
CELL 1
CONTROL
words 18
co-occurring themes 17
22 words
36 co-occurring themes
+22%
x2
Future-oriented mentions 13 54 Future-oriented mentions x4
© MMR Research Worldwide
Age: 18-34
+44% words on average
Gender: Male
+90% words on average
© MMR Research Worldwide
Takeaways
Chatbot
+
Future Thinking Priming
=
Most effective for younger
audience
More future thinking
Increased engagement
© MMR Research Worldwide
17
©MMR
RECEIVE
QUARTERLY UPDATES
ALEXANDRA KUZMINA
NOVA tech innovation team
@ MMR Research Worldwide
alexandra@nova-mmr.com
hello@nova-mmr.com
Thank you!
Blending Conversational AI with Behavioural Science:
An experiment in future oriented concept testing
Fraud Trends 2023/2024
PROPRIETARY & CONFIDENTIAL
Fraud Trends
2023/2024
$10.5 Trillion in Cyberfraud
damages by 2025
In other words...
• The greatest transfer of economic wealth, and the third largest economy
behind US ($23.3T) and China ($17.7T)
• Exponentially larger than the damage caused by every natural disaster
in the world for one year
• More profitable than every illegal drug trade combined
(Cybersecurity Ventures)
Quick Stats
Search
(Fraud Detection)
• Duplicates 10.42%
• High Threats (Fraud) 11.12%
Review
(Text Analytics)
• Total Count ~5.8MM
• Review Gibberish 3.51%
• Review Copy/Paste 0.9%
Source: Rep Data December 2023 Data
Activity
(Professional Survey Taking)
• Avg Activity 4.96 surveys / 24hrs
• Max Activity 667 surveys
attempted / 24hrs
The Rise of Anti-Detect Browsers and
Rotating Residential Proxies
Cybercriminals
Continue to evolve
their tactics,
techniques, and
procedures to
defraud.
New Tools
Evolving new breed
of tools that are
significantly
reducing the cost to
scale fraud.
One-Stop Shop
Rapidly adding
features, creating a
one-stop shop for
all your fraud and
automation
capabilities.
Undetected Traffic
We are seeing a
significant percentage
of traffic going
undetected by existing
fraud prevention tools.
IP Addresses are no
longer sufficient.
Anti-Detect Browsers & Rotating Residential Proxies
Anti-Detect Browsers
• By manipulating browser settings natively in the
browser source code, such as user agent strings,
HTTP headers, hardware, browser plugins, and
properties, anti-detect browsers can mimic
different configurations and appear as a different
browser or device on every transaction
• Provide advanced IP address anonymization.
These browsers can route internet traffic through
proxy servers, effectively hiding the user’s actual IP
address and replacing it with a different one.
• Launch 1000s of unique device/browser profiles
simultaneously needing only a single basic device
such as a tablet to do so
• Simplified out-of-the-box “bot-like” automation
as well as easy integration of advanced bot
software.
Rotating Residential Proxies
● Residential proxies allow you to choose a specific
location (country, city, or carrier) and surf the
web as a real user in that area using a real
household or mobile IP Address
● Rotating residential proxies allow you to change
the IP Address on demand or automatically on
each transaction within your target location
● Replaces the use of traditional, more expensive,
and easily detectable VPNs, Data centers, and
Web proxies
Redefining Survey Farms
With Anti-detect browsers and rotating proxies
• No longer need groups of people. Simply define 1000’s of browser profiles to use to represent
many people.
• Browser profiles can target desktop, tablet, mobile phone, etc.; multiple popular browsers;
multiple operating systems.
• Mirror browser clicks and open-end responses from one browser profile to another after
successfully completing a survey.
• Easily automate entering a survey for all browser profiles.
• No need for expensive infrastructure to hide identity or multiple virtual machines. Spin it up on
a single laptop and use targeted rotating residential proxies with automated GPS spoofing
• One tool and limited technical savvy required
Data
30%
Overall fraud traffic Anti-detect
browser-attributed fraud
• DFIQ had a keen focus in this area since their 5.0
release in early 2023, after analyzing open-end
response data peculiarities
• With their 5.2 release, they have now tested and
detected all known anti-detect browsers
• In each of their 5.x releases, they have seen a
significant rise in fraud detection rates, with their 5.2
release seeing the highest increase of 6%
• A conservative estimate of anti-detect browser-
attributed fraud is currently 30% of overall fraud
traffic
Understanding Phishing Emails
Phishing Attacks On Our Industry
Actual email phishing attempt
using real information
Fraud Trends 2023/2024
Automating the Analysis of Data With AI
AI and Automation
Non-ChatGPT ChatGPT
Surface level automation
Integrated automation
Business Process Re-engineering
Non-GPT Automation
CX chatbots,
service and
research
Transcription and
translation
Sentiment analysis
Wizards (creating
surveys,
presentations,
reports etc.)
Surface-level Automaton
Web-based tools
– Summarizing text (and
translating)
– Smart searching
– Report writing
– Personas
Integrated Automaton
API
– Co-pilots
– R and Python tools
– Google Scripts
C2 =>
D2 => => a Google Apps Script
Business Process Re-engineering
Re-thinking processes,
not just smoothing old
ways
The Goals of Automation
FASTER MORE CHEAPER BETTER
You usually don’t get all 4, and that is often OK
Automating the Analysis of Data With AI
Thank You
NewMR Sponsors

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The Future in Focus

  • 1. The Future in Focus Webinar January 2024
  • 3. The Future in Focus • Welcome: Ray Poynter • Sponsors • Presentations and discussion • Q & A (volume, recordings) • Closing announcements
  • 5. The Future in Focus • Alexandra Kuzmina Blending Conversational AI with Behavioural Science • Lisa Wilding-Brown Fraud Trends 2023/2024 • Ray Poynter Automating the Analysis of Data With AI
  • 6. Blending Conversational AI with Behavioural Science: An experiment in future oriented concept testing
  • 7. Blending Conversational AI with Behavioural Science An experiment in future oriented concept testing ALEXANDRA KUZMINA NOVA Tech Innovation Team @ MMR Research Worldwide
  • 8. © MMR Research Worldwide CONNECTING WITH OUR FUTURE SELVES https://newsroom.ucla.edu/stories/the-stranger-within-connecting-with-our-future-selves
  • 9. © MMR Research Worldwide CONNECTING WITH OUR FUTURE SELVES The Aviva reality check https://www.youtube.com/watch?v=Msput0vb9Bc https://newsroom.ucla.edu/stories/the-stranger-within-connecting-with-our-future-selves
  • 10. © MMR Research Worldwide Future Thinking… Priming (FTP)
  • 11. © MMR Research Worldwide Hypothesis FTP encourages participants to be more engaged and future-oriented in their responses
  • 12. © MMR Research Worldwide n=404 Imagine we’re 5 years into the future and it is 2029. Take a moment to consider who you’ll be at that time. In a few sentences, please share the initial thoughts that pop into your head about your future self. I’m in a nice house and I have my own family, a car, a good job and I’m just happy loving my own life being an independent woman That sounds like a great future! What does success mean to you in that future? I’d never doubt myself and be successful in life building myself up CELL 1 Standard chatbot concept test CELL 2 FutureThinking Priming + Standard chatbot concept test Methodology
  • 13. 13 © MMR Research Worldwide 73% 82% 75% 77% 78% 91% 80% 83% 50% 60% 70% 80% 90% 100% My contribution was significant to the outcome of the survey I felt dedicated to finish the survey I found the survey captivating I was motivated to expend extra effort during the survey Control FTP ENGAGEMENT RESULTS N=404. Q: Now, please rate whether you agree or disagree with the following statements. Adapted version of the Engagement Questionnaire (EQ) used to measure participant self reported engagement. Hannum & Simons, 2020 CELL 1 8 mins CELL 2 16.5 mins
  • 14. © MMR Research Worldwide VERBATIM QUALITY CELL2 FUTURETHINKING PRIMING CELL 1 CONTROL words 18 co-occurring themes 17 22 words 36 co-occurring themes +22% x2 Future-oriented mentions 13 54 Future-oriented mentions x4
  • 15. © MMR Research Worldwide Age: 18-34 +44% words on average Gender: Male +90% words on average
  • 16. © MMR Research Worldwide Takeaways Chatbot + Future Thinking Priming = Most effective for younger audience More future thinking Increased engagement © MMR Research Worldwide
  • 17. 17 ©MMR RECEIVE QUARTERLY UPDATES ALEXANDRA KUZMINA NOVA tech innovation team @ MMR Research Worldwide alexandra@nova-mmr.com hello@nova-mmr.com Thank you!
  • 18. Blending Conversational AI with Behavioural Science: An experiment in future oriented concept testing
  • 21. $10.5 Trillion in Cyberfraud damages by 2025 In other words... • The greatest transfer of economic wealth, and the third largest economy behind US ($23.3T) and China ($17.7T) • Exponentially larger than the damage caused by every natural disaster in the world for one year • More profitable than every illegal drug trade combined (Cybersecurity Ventures)
  • 22. Quick Stats Search (Fraud Detection) • Duplicates 10.42% • High Threats (Fraud) 11.12% Review (Text Analytics) • Total Count ~5.8MM • Review Gibberish 3.51% • Review Copy/Paste 0.9% Source: Rep Data December 2023 Data Activity (Professional Survey Taking) • Avg Activity 4.96 surveys / 24hrs • Max Activity 667 surveys attempted / 24hrs
  • 23. The Rise of Anti-Detect Browsers and Rotating Residential Proxies Cybercriminals Continue to evolve their tactics, techniques, and procedures to defraud. New Tools Evolving new breed of tools that are significantly reducing the cost to scale fraud. One-Stop Shop Rapidly adding features, creating a one-stop shop for all your fraud and automation capabilities. Undetected Traffic We are seeing a significant percentage of traffic going undetected by existing fraud prevention tools. IP Addresses are no longer sufficient.
  • 24. Anti-Detect Browsers & Rotating Residential Proxies Anti-Detect Browsers • By manipulating browser settings natively in the browser source code, such as user agent strings, HTTP headers, hardware, browser plugins, and properties, anti-detect browsers can mimic different configurations and appear as a different browser or device on every transaction • Provide advanced IP address anonymization. These browsers can route internet traffic through proxy servers, effectively hiding the user’s actual IP address and replacing it with a different one. • Launch 1000s of unique device/browser profiles simultaneously needing only a single basic device such as a tablet to do so • Simplified out-of-the-box “bot-like” automation as well as easy integration of advanced bot software. Rotating Residential Proxies ● Residential proxies allow you to choose a specific location (country, city, or carrier) and surf the web as a real user in that area using a real household or mobile IP Address ● Rotating residential proxies allow you to change the IP Address on demand or automatically on each transaction within your target location ● Replaces the use of traditional, more expensive, and easily detectable VPNs, Data centers, and Web proxies
  • 25. Redefining Survey Farms With Anti-detect browsers and rotating proxies • No longer need groups of people. Simply define 1000’s of browser profiles to use to represent many people. • Browser profiles can target desktop, tablet, mobile phone, etc.; multiple popular browsers; multiple operating systems. • Mirror browser clicks and open-end responses from one browser profile to another after successfully completing a survey. • Easily automate entering a survey for all browser profiles. • No need for expensive infrastructure to hide identity or multiple virtual machines. Spin it up on a single laptop and use targeted rotating residential proxies with automated GPS spoofing • One tool and limited technical savvy required
  • 26. Data 30% Overall fraud traffic Anti-detect browser-attributed fraud • DFIQ had a keen focus in this area since their 5.0 release in early 2023, after analyzing open-end response data peculiarities • With their 5.2 release, they have now tested and detected all known anti-detect browsers • In each of their 5.x releases, they have seen a significant rise in fraud detection rates, with their 5.2 release seeing the highest increase of 6% • A conservative estimate of anti-detect browser- attributed fraud is currently 30% of overall fraud traffic
  • 27. Understanding Phishing Emails Phishing Attacks On Our Industry Actual email phishing attempt using real information
  • 29. Automating the Analysis of Data With AI
  • 30. AI and Automation Non-ChatGPT ChatGPT Surface level automation Integrated automation Business Process Re-engineering
  • 31. Non-GPT Automation CX chatbots, service and research Transcription and translation Sentiment analysis Wizards (creating surveys, presentations, reports etc.)
  • 32. Surface-level Automaton Web-based tools – Summarizing text (and translating) – Smart searching – Report writing – Personas
  • 33. Integrated Automaton API – Co-pilots – R and Python tools – Google Scripts
  • 34. C2 => D2 => => a Google Apps Script
  • 35. Business Process Re-engineering Re-thinking processes, not just smoothing old ways
  • 36.
  • 37. The Goals of Automation FASTER MORE CHEAPER BETTER You usually don’t get all 4, and that is often OK
  • 38. Automating the Analysis of Data With AI