PureSpectrum expands ANZ leadership team. After a year of growth across Australia and New Zealand, PureSpectrum announced three appointments across the APAC region. Emma Roberts joins PureSpectrum as Sales Director, ANZ, bringing extensive experience from her previous roles at The Foresight Factory and Kantar. With a proven track record in global enterprise solutions, Roberts will lead the continued growth of PureSpectrum's Brand and Software portfolio; an area that has been the company's fastest-growing client segment over the past four years. Leyfa Vakimes joins as Associate Director, ANZ Services, further strengthening the region's best-in-class in-market operations team. With 15 years at Dynata, Vakimes brings deep expertise and a client-centric approach that aligns perfectly with PureSpectrum's commitment to excellence. In addition, Chris Mawn has been appointed Vice President, ANZ, to lead the Oceania business. "After three successful years with PureSpectrum, Chris has defined a strong identity for our offering in the Australian and New Zealand markets," said James Rogers, Managing Director, APAC. "This new structure positions us to build on our momentum and continue delivering impactful results for our clients." Commenting on his expanded role, Mawn expresses, "I'm really looking forward to leading our Oceania business at a time when the industry is changing fast. We're leaning hard into smarter automation, but the priority hasn't changed, quality still comes first because that's what clients actually care about. With Emma and Leyfa joining the team, alongside the tools we already have, we're in a strong position to bring PSX, the PureSpectrum Experience, to every client we work with." These appointments reflect PureSpectrum's continued investment in leadership across APAC as client demand accelerates and the company advances its mission to modernise market research.

Private equity firm invests in PureSpectrum. US - Market research technology company PureSpectrum has announced a partnership with private equity business TA Associates. Launched in 2016, PureSpectrum operates a programmatic marketplace and sample management platform that connects market research companies, brands and institutions with a network of survey respondents. Through the partnership, PureSpectrum will continue investing in its strategic outlook, with a focus on product innovation and scaling its platform. Advertisement The terms of the partnership were not disclosed. PureSpectrum's founder and chief executive officer, Michael McCrary will remain a shareholder and continue to lead the company in partnership with TA. Advertisement McCrary said: "With TA's support, we are well-positioned to invest behind our platform, expand our capabilities, and further simplify how researchers access and trust high-quality insights." Dylan Hallman, senior vice-president at TA, said: "Market research is undergoing a meaningful shift toward greater automation and AI-enabled workflows as demand for high-quality human data and sophisticated response validation continues to grow. "PureSpectrum sits at the intersection of these trends, and its marketplace model positions the company to play a central role in how insights are generated and consumed in the years ahead."

The 2025 quality shift: A practical look at AI fraud and PureScore(TM) 5.0's new safeguards. by Mark Menig | Dec 9, 2025 | Data Quality As PureSpectrum Inc. enter the final month of the year, PureSpectrum Inc. pause to reflect on what 2025 has taught PureSpectrum Inc. about the fraud landscape. AI was consistently in the headlines as the new emerging threat in its industry; however, the story this year was not about an explosion of fraud; it was about its subtle shifts. PureSpectrum Inc. saw the usual unrealistically fast completes, nonsensical open ends, and the type of behavior that would quickly get labeled as "poor quality", but PureSpectrum Inc. also saw nuances that didn't fit the behavior PureSpectrum Inc. were used to. On July 17, 2025, OpenAI put out an announcement about its "agent" mode, sparking concern among researchers that it may aid survey fraud. As the year progressed, numerous articles began referencing the capability of AI to take surveys fully autonomously. Although AI is capable of answering questions and can be very sophisticated, it is incapable of matching the real-world workflows and conversion paths inherent to its industry. In the months that followed, PureSpectrum Inc. partnered with clients to look into potential AI fraud in their surveys. PureSpectrum Inc. hypothesized AI agents were assisting fraudsters mid-survey once the session was initiated by a human. What PureSpectrum Inc. saw was that when that intervention occurred, there was a break in continuity mid-session. This is not a pervasive trend, but it is one to be aware of and one that PureSpectrum Inc. can combat. PureSpectrum Inc. developed a way to determine whether the behavior, location, and device had changed and how. PureScore(TM) 5.0 identifies the break in continuity. The implementation of PureScore(TM) 5.0 is a simple survey-level integration. The latest version of PureScore(TM) empowers researchers to see the full arc of the respondent's journey and if their behavior suggests AI assistance. As an industry, PureSpectrum Inc. is continually striving to understand the risk of fraud and how to mitigate it. Quality will never be perfect. Fraud will continue to evolve, and PureSpectrum Inc. will continue to monitor it and adapt. Throughout December, PureSpectrum Inc. will delve into what PureSpectrum Inc. has learned about fraud this year, expose it, and explore how to move past it. PureSpectrum Inc. will cover what AI can and can't do in survey environments and how to practically look at quality. Mark has nearly 20 years of experience in global business leadership, corporate entrepreneurship, and technology innovation. He has worked passionately within the industry building businesses, tools, and gathering evidence to improve data quality. In his current role as Chief Product Officer of PureSpectrum, he oversees product, engineering, data science, and supply teams across 6 countries and works to deliver new PureSpectrum features that will continue to move the industry forward. Mark graduated from the University of Washington with a double major in Marketing and Corporate Entrepreneurship and added a Certificate in Contract Management from the University of Washington Extension School.