Produced by the BHBIA Fieldwork Committee

As the pharmaceutical industry continues to adopt rapid advancements in technology and artificial intelligence, the demand for high-quality, accurate insights from primary market research is growing fast. At the same time, the risk of fraudulent respondents is an increasing concern - with industry data suggesting that 5% of total honoraria or incentive spend is lost to fraud¹. While this figure primarily reflects consumer research, where fraud is more prevalent, healthcare market research is not immune. High incentives can attract bad actors, though misrepresentation is more difficult where robust verification processes are in place. 

In this context, “fraudulent” refers to participants who misrepresent themselves, provide false information, or attempt to take part in a study more than once - often for personal financial gain. These respondents can infiltrate both qualitative and quantitative research, undermining the quality and reliability of the data. 

Given how central market research is to product development, marketing strategies, launch plans, and customer engagement, spotting and stopping respondent fraud is critical. If left unchecked, it can distort insights, lead to poor decision-making, and damage stakeholder relationships. 

This guide explores why tackling respondent fraud matters in healthcare market research and outlines practical strategies for identifying and preventing it. By following this guidance, teams can better manage the risk of fraud and ensure the insights they rely on are credible and actionable.

Disclaimer: The guidance, information and resources provided here are intended for information purposes only. The recommendations do not include any regulatory or legal advice and should not be construed as such.