Online sampling has revolutionized the way businesses gather insights and feedback. However, the rise of digital platforms has also heightened the risk of fraudulent activities. In this blog post, we'll delve into the strategies and techniques available to detect and prevent fraud in online sampling.
Let’s start with a definition. Online sampling fraud occurs when individuals or groups manipulate the sampling process to obtain incentives or rewards without providing genuine feedback. By “gaming the system,” these fraudsters create favorable outcomes for themselves to the determent of the research. Some common types of fraud include:
Preventing and detecting fraud requires a proactive, multifaceted approach leveraging technology and human intervention to identify and eliminate threats effectively. Here are a few strategies to do that:
Fraud is an industry-wide problem, not an isolated event. By collaborating with industry peers and adopting proactive strategies, sample companies can significantly reduce the risk of online sampling fraud and ensure the accuracy and reliability of their insights. As technology advances, so too does fraudulent tactics. To stay ahead of these evolving threats, organizations must invest in robust fraud detection and prevention measures. By doing so, they can drive successful business outcomes for their clients.
In today’s fast-paced world, consumers face a constant stream of messages, making it increasingly difficult for brands to stand out and for customers to commit. Relationship design is emerging as a key strategy to reduce churn and foster long-term brand loyalty. By crafting thoughtful customer interactions – whether in person or online – brands can create spaces where they feel safe, supported, and valued. This approach builds trust, encourages engagement on their terms, and instills the confidence they need to spend freely.
A cornerstone of relationship design is the concept of "feedback loops." Actively seeking customer input allows brands to refine their offerings and continuously strengthen connections with their audience. As brands scale, maintaining these relationships requires systems that enable consistent engagement and feedback to ensure the bond remains strong over time. This dynamic helps brands stay attuned to evolving needs while demonstrating a genuine commitment to their customers.
Human connection is at the heart of relationship design. Personalized emails, meaningful social media interactions, and attentive customer service are just a few ways brands can cultivate trust and authenticity. Additionally, brands that authentically live out their values and mission resonate more deeply with consumers, particularly when those values align with the consumers' own beliefs.
Ultimately, relationship design goes beyond selling a product or service—it’s about crafting meaningful experiences that inspire repeat business and transform customers into brand advocates. When executed effectively, it’s a win-win for both the brand and the consumer.
In this episode of The New Mainstream podcast, Cairo Marsh, Founder & Executive Partner at relativ, shares insights on how brands can thrive by fostering a culture of care and connection through relationship design.
Although the COVID-19 pandemic accelerated the shift to digital for many consumers, e-commerce in Mexico had already been experiencing steady growth prior to the pandemic. According to the 2020 "Impact of COVID-19 on Online Sales" report by the Mexican Association of Online Sales (AMVO), app-based sales in Mexico surged by 90% from April to June of that year. Additionally, 19% of respondents predicted that by 2021, e-commerce would make up more than 30% of their total sales.
While technology has become more accessible and online shopping platforms offer greater variety and convenience, they are not the only option for many consumers. To better understand Mexico's e-commerce landscape, ThinkNow conducted a nationwide quantitative survey, analyzing data by gender, socio-economic level, and age. The study provided valuable insights into online shoppers’ behaviors, including the influence of reviews, holiday shopping trends, and spending expectations.
Click here to download the report.
The trend of online shopping continues to gain momentum, particularly among younger consumers and those in higher socio-economic segments. Our findings reveal that three out of five Mexicans shop online, although it is important to note that shopping remains a blend of physical and digital experiences. In certain segments, physical stores continue to play a crucial role, primarily due to the need to interact with products before making a purchase—an experience that digital platforms cannot fully replicate.
There is also a clear relationship between socioeconomic level and online shopping frequency, with higher-income segments conducting more digital transactions. Our findings highlight a significant need for financial solutions tailored to lower socio-economic segments, as limited access to electronic payment options remains a key barrier to online shopping. It's also worth noting that younger generations, particularly Millennials and Generation Z, are the most frequent online shoppers.
The way Mexicans shop online varies depending on where they live and their socio-economic level. However, we find that, on average, 45% of Mexicans shop online at least once weekly. Middle-lower socio-economic status (C- and D+) tend to shop less frequently. Among the most commonly purchased products online are clothing, personal care accessories, and grocery items, highlighting the range of product categories acquired online.
Consumers use a variety of retail apps for online shopping, with Walmart being a popular choice. However, Mercado Libre and Amazon have emerged as the top two leading e-commerce platforms. While Temu and Shein are newer entrants to the Mexican market, they have quickly surpassed several competitors in converting brand awareness into user engagement.
What does e-commerce offer to Mexican consumers? Primarily, the convenience of shopping from home at any time of day which is especially appealing to younger generations. In fact, seven out of ten consumers learn about current promotions through store apps or websites, followed by social media. This allows retailers to leverage exclusive online deals and discounts to attract and engage consumers.
Smartphones have become the primary device for online shopping and are closely linked to how users discover promotions. Another key factor influencing online purchase decisions is customer reviews and ratings. Millennials and Gen Zers, in particular, place more trust in reviews than older consumers, who tend to base their decisions on other factors. Additionally, the importance of reviews decreases as socio-economic level rises, with reviews being most significant for consumers in the AB/C+ socio-economic segments.
Nearly all consumers plan to make purchases during the holiday season, though not all intend to do so online. A primary reason for this is the desire to avoid potential shipping delays during this high-demand season. Amazon and Mercado Libre remain the preferred online retailers for holiday purchases, with these platforms being more popular for year-end shopping than regular purchases—likely due to guaranteed delivery promises and special seasonal offers.
For the 2024 holiday season, almost half of Mexican consumers plan to spend more on gifts compared to 2023, whereas others plan to maintain their current spending levels. Boomers are generally more cautious with their finances, but Millennials are willing to spend more during this season. The estimated average holiday spending is 1,800 pesos, with some variations depending on the demographic group.
The growing demand for e-commerce in Mexico will continue to expand, offering year-round opportunities for retailers, particularly during the holiday season. While physical stores remain essential for certain segments, retailers must pursue an omnichannel approach, seamlessly integrating both online and offline experiences to meet the evolving needs of consumers.
Click here to download the report.
The transformation from traditional media to digital streaming has fundamentally shifted how companies connect with consumers across the U.S. and Latin America. With streaming platforms offering direct insights into viewer behavior, media companies are now closer to understanding their audiences—albeit with some unique challenges.
Historically, media companies operating through traditional channels like TV and radio relied on third parties for consumer data and insights. The shift to streaming has changed this dynamic. Today, digital platforms offer a direct window into consumer behavior, making real-time data about content consumption more accessible.
Interestingly, while platforms have evolved, consumer behavior remains largely stable. Consumers still seek engaging content, whether it’s on cable, streaming platforms, or social media. They simply want to watch their favorite shows, regardless of the medium. The platform may change, but the core desire for entertainment remains consistent.
One of the challenges in the digital space is managing data from numerous platforms. Content distribution spans not just streaming and cable but also social media, websites, podcasts, and even gaming. That data isn’t easily consolidated. Each platform operates with unique metrics and KPIs, complicating efforts to form a cohesive picture of the audience. Using syndicated tools to normalize and aggregate data across these various channels helps achieve a more holistic view of the consumer landscape.
In this episode of The New Mainstream podcast, Marcela Doria, VP of Insight for WBD Latin America/U.S. Hispanic, sheds light on how the shift to digital impacts data, consumer relationships, and media consumption across the U.S. and Latin America market.
Breast cancer is the second most common cancer in women in the United States. It is also the second deadliest, but it doesn’t have to be. Awareness, early detection, and treatment are key factors in significantly reducing breast cancer mortality rates.
In recognition of Breast Cancer Awareness Month, ThinkNow conducted a nationally representative quantitative survey among U.S. women to assess their awareness, beliefs, and behaviors around breast cancer. Conducted in September and October 2024, the survey encompassed a diverse sample of 806 women, aged 18 and older, from across the country. Below are the study’s key findings and their implications for healthcare companies, government agencies and nonprofits.
Download the full report here.
ThinkNow’s 2024 Breast Cancer Awareness Report underscores both progress and opportunities in breast cancer awareness, revealing that while American women are generally informed, significant disparities and concerns persist. By tailoring outreach to specific demographic needs, healthcare organizations and advocacy groups can promote early detection, preventive actions, and support networks. This report reaffirms the importance of both personal connection and accessible information in fostering a proactive approach to breast cancer awareness and prevention.
Download the full report here.
Nowadays, product reviews have become a crucial tool for both consumers and brands. Every comment posted online is a valuable source of consumer data. Thanks to Big Data, market research agencies can analyze thousands, even millions, of product reviews quickly and efficiently, allowing them to gain deep and actionable market insights about how their products are perceived.
Big Data in review analysis goes beyond simply tallying positive or negative comments. Advanced natural language processing (NLP) tools and machine learning can help identify hidden patterns and trends. For instance, a market research agency can analyze reviews to pinpoint product features that receive the most negative feedback, highlighting areas for improvement. This type of analysis is critical because it reveals both the reasons behind the comments and the broader impact on consumer perception.
Real-time analysis is another significant advantage of Big Data for product reviews. In the past, companies relied on traditional market research studies that required more time. With Big Data analysis tools and online consumer panels, brands can now access instant insights. This enables them to quickly respond to any shifts in consumer perception, a key advantage in both B2C and B2B market research.
Reviews provide data not only about the product itself but also about different market segments. Big Data enables companies to identify consumers in more detail, allowing for more personalized marketing strategies and product adaptations. Doing so helps brands optimize their campaigns and better connect with diverse audiences.
Companies like Amazon have used Big Data to analyze reviews, utilizing advanced algorithms to filter comments and identify trends. Other companies, like Nike, adjust their products based on insights gathered from consumer feedback.
The future of market research is closely tied to companies' ability to listen and respond to consumer opinions. Big Data turns reviews into a powerful tool for gaining market insights and improving products and services. Companies leveraging this technology will be better positioned to deeply understand their consumers and stay ahead of the game.
The entertainment industry is at an exciting crossroads, with increasing diversity in programming and more creators establishing their own content studios. However, it also presents significant challenges, particularly for producers and creators from underrepresented groups. As the industry has drastically shifted over the past few years, with streaming platforms altering the demand for content, it is essential to be disciplined and realistic about what the market can absorb. Great ideas are not always enough if they cannot find the right platform or audience.
There is no single path to success in entertainment, and creators must often work across different formats—whether in English or Spanish, scripted or unscripted content—to find opportunities. The industry’s changes, while presenting obstacles, also offer the chance for creators to wear multiple hats and diversify their work across genres and platforms.
But, inclusivity remains a significant challenge. While there is a growing demand for authentic storytelling from diverse communities, the reality is that opportunities are still limited. Diverse stories, especially from Latino creators, often face more scrutiny and may be met with criticism from both inside and outside the community. There is a need for more support, unity, and collaboration within marginalized communities to uplift and champion their own stories rather than critique them for not representing every facet of their experience.
On this episode of The New Mainstream podcast, Flavio Morales, Board Member, KCRW 89.9FM and Estrella Media, Inc., explores how the rise of new digital platforms presents more opportunities for independent creators to engage directly with their audiences while maintaining greater control over their content, offering new pathways to success.