Join Ray Poynter, Alexandra Kuzmina, and Lisa Wilding-Brown as we investigate key topics for insights and research, including: - Blending Conversation AI and Behavioural Science; Experiments in future oriented concept testing - Quality & Fraud Trends; What is happening and what are the implications - Automating Research; What can we automate and what are the implications The recordings from this presentation can be found via NewMR.org/Play-Again

1. The Future in Focus
Webinar January 2024

2. NewMR Sponsors

3. The Future in Focus
• Welcome: Ray Poynter
• Sponsors
• Presentations and discussion
• Q & A (volume, recordings)
• Closing announcements

4. The Future in Focus

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

19. Fraud Trends 2023/2024

20. PROPRIETARY & CONFIDENTIAL
Fraud Trends
2023/2024

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

28. Fraud Trends 2023/2024

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

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

39. Thank You

40. NewMR Sponsors