Suzy combines its proprietary Biotic response validation with Verisoul's real-time fraud detection to enhance data quality for enterprises like Google, L'Oreal, and Pepsi
Suzy is an end-to-end market research platform that helps the largest global enterprises - like Google, L’Oreal, and Pepsi - better understand the preferences. Suzy integrates qualitative, quantitative, and conversational research and audiences into a connected research platform.
Core to its model is delivering insights from real people within the right geographic and demographic segments to its customers.
Over the last few years, survey fraud has become harder for sophisticated research teams to detect. Tactics that used to work - like response quality checks and screeners - can be gamed with generative AI, which can generate responses that are indistinguishable from those of real users.
Fraudsters have also gotten more sophisticated; they’re now using advanced tools like:
Before Verisoul, Suzy used a combination of tools that, at the time, were considered best-in-class within the market research industry:
As the fraud landscape evolved, Suzy recognized the need to enhance their technology suite with additional layers of protection to catch more fraud at sign-up, sign-in, and before surveys that the current tooling was missing.
“I spend multiple hours every day reviewing user responses to make sure everything looks good. And before Verisoul, I used to see weird patterns that weren’t flagged by any vendors.”
Juan Guzman, Data Quality @ Suzy
To keep up with advancing fraud, Suzy looked to external solutions that could pair with its existing vendors and proprietary BIOTIC bot detection platform to catch more fraud pre-survey - at sign-up, sign-in, and before responding. Suzy’s main focuses were
And after surveying the market, Suzy partnered with Verisoul’s real-time fraud detection platform, which is built by a team that has built banking fraud stacks at companies like TransUnion, CapitalOne, and Facebook.
Suzy uses Verisoul's fraud detection with its proprietary BIOTIC AI system to protect its customers from fraudulent responses.
“Suzy is an example of a company that truly cares about data quality in the Market Research Industry. It had the strength to face fraud head on and come out the other side on top.”
Henry LeGard, CEO Verisoul
Verisoul works invisibly on Suzy’s web and mobile apps. Every time users sign-up, log-in, or start a session to complete a survey, Verisoul runs in the background without impacting the user experience. Suzy then calls Verisoul’s API when it needs data, scores, and decisions about whether users are real or fake. Verisoul tells Suzy whether every new account and survey taker is:
Suzy incorporates Verisoul’s fraud data into real-time workflows and can also investigate users, export data, and create lists in a visual dashboard.
“The word that describes Verisoul is confidence - confidence about what we are doing. Before Verisoul, we would spot potential fraud but wouldn’t be sure. Now, we have real certainty. It’s very reliable."
Juan Guzman, Data Quality @ Suzy
Verisoul follows the traditional pattern that Suzy was used to with other fraud & intelligence providers, which made integration and launch easy. Suzy also shares a real-time Slack channel with Verisoul so they can stay on top of any emerging fraud threats or patterns.
“Support has been great. Every time we need something, Verisoul is there right away. It’s really helpful to have a direct line and always get quick thoughts and updates.”
Brit Hudgins, VP of Customer Support @ Suzy
Within just the first 10 weeks, Suzy had made dramatic improvements in data quality that is benefitting its clients. Most importantly, Suzy has doubled its ability to catch fraud automatically with Verisoul.
Suzy is now catching 102% more fraud pre-survey with Veriosul installed than it was before, which means even better insights for its customers. Moreover, with more fraudsters caught pre-survey, Suzy saves money on payouts; Suzy is able to save $18K monthly on payouts to fraudulent users and divert that to growth in real users.
"We’ve seen a direct correlation on savings since we integrated Verisoul. If you look at the graph, the payouts to fake users has dropped entirely. It’s been really impactful for quality and our bottom line.”
Brit Hudgins, VP of Customer Support @ Suzy
Often, higher fraud catch rates go with more false positives. However, Verisoul has actually helped reduce Suzy’s false positive rates by 28%, leading to more growth and lower user acquisition costs.
These improvements have translated to huge operational benefits for Suzy’s teams and better data quality for its clients. Because Verisoul is catching 2x more fraud automatically before surveys, Suzy’s team saves 2 hours every day on response checks. Moreover, Suzy has been able to better communicate their data quality efforts with their global enterprise customers:
“Verisoul gives us the confidence to tell clients why users are good or bad for certain reasons - it really reassures them to know we have such X-ray vision into our users and quality.”
Juan Guzman, Data Quality @ Suzy
Suzy has proven that investing in advanced fraud prevention pays off. As fraud tactics continue to evolve, this layered approach ensures Suzy stays ahead of threats while delivering the high-quality insights their enterprise clients depend on. For market research companies facing similar challenges, Suzy's success demonstrates that the right combination of tools and proprietary tech can make a significant difference in both data quality and operational efficiency.
