Bots, deepfakes and fake identities are sabotaging user research

User research is essential for product development, helping to identify issues early on when they are cheaper to fix. Companies that invest in user experience during the initial stages of a project can reduce product development timelines by up to 50%. However, the integrity of user research is at risk due to the presence of non-genuine participants, such as bots, deepfakes, and imposters.

These individuals engage in the research process without genuine intent, leading to distorted data and skewed product development. The problem has become more prevalent in recent years, thanks to the rise of AI and remote research methods. During the COVID-19 pandemic, online recruitment and data collection became necessary for maintaining social distancing while conducting user research.

This shift to remote methods has also made it easier for fraudulent participants to exploit digital anonymity and low barriers to identity verification for financial gain. A survey by the Market Research Society's Global Data Quality initiative found that 95% of qualitative researchers reported experiencing participant fraud in the past year.

Fraudulent participants can distort study themes, obscure real user needs, and lead teams towards conclusions that do not align with their target market. For instance, in a 2025 case study, the proportion of usable responses dropped from around 75% to approximately 10% after fraudulent submissions entered the sample. While it may be tempting to dismiss any participant who has issues with video conferencing or constant audio problems as a potential fraudster, researchers must balance vigilance with sensitivity to individual needs and accessibility requirements.

Red flags for non-genuine participants may include an unexpected influx of applications from minority groups, a majority of applications from male parents when previous studies had overwhelmingly female participation, and inconsistencies between a participant's initial screening responses and their behavior during the actual session.

Researchers should document and report any suspected fraudulent participation, exclude unreliable data from analysis, and review their recruitment and screening processes to prevent future incidents. Despite the challenges posed by non-genuine participants, user research remains a valuable tool for refining and developing products, and its adoption in remote research formats has expanded its geographical reach and reduced logistical barriers.