First Insight Inc. has tapped Google’s Captcha and reCaptcha authentication technology to integrate it into the company’s Voice of the Customer (VoC) retail decision-making solutions.
First Insight said in a statement that the integration “underscores the company’s commitment to ensuring the utmost quality and authenticity in consumer feedback” and noted that Google’s reCaptcha, “renowned for its efficacy, is now a standard offering for First Insight’s clientele, fortifying the integrity of consumer interactions.”
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First Insight said the technology is used “to optimize the likelihood that the respondent is a human, not a computer. This functionality adds to other data integrity checks First Insight provides.”
First Insight said guarding against bots with Google’s technology “is one line of defense in improving results quality,” but noted that “other means are also necessary since digital survey data are subject to various sources of error, creating a well-known industry issue of “dirty data.”
The company said to cleanse the data and ensure higher quality results; it also screens for “repetitive comments per respondent, as well as comments exceeding a specified length.” First Insight’s risk alert feature adds another layer of protection as it analyzes feedback “on test items that may indicate the design or...
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