EDIT: Since this post went live, John from Solve’s been in touch. He ran me through the slightly unusual use that the insightful mode’s meant for. Apparently it’s only shown in a small percentage of situations to people who they’re already confident are human as a way to gauge brand sentiment. Interesting. I asked how they were sure that those people really are human (after all, if they’re certain there’s no need for a CAPTCHA). Apparently they use a large number of signals including IP address, cookies etc to gauge it, which is interesting and begs for more experimentation. John did agree that ‘correct’ is perhaps not quite the correct response in that instance, which was nice. Thanks John!
You may have heard lately that, with great fanfare, Tickemaster have announced the death of CAPTCHA as it moves to a new system developed by Solve Media. The new system shows users adverts instead of difficult to decipher skewed text. The user is then asked to type in what they see. In theory, this would mean that if you saw a Nike logo you’d type in Nike etc. Pretty nice functionality, right? Well, I had a play with it on their website – make up your own mind:
