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Illegitimate companies and scammers have a simple objective. They're after your information in order to get your money. It's much more common for internet scammers to target hundreds of people for small sums rather than a single person for thousands. This is because demanding large sums for a product that is somewhat unclear is an obvious red flag to most.
You're unlikely to "get rich quick" by taking paid online surveys. You will, however, likely earn or win some extra spending money, or free or discounted goods or services. Doing paid online surveys can be seen as a way to get a fairly steady flow of a decent amount of cash coming in each month. If you enjoy participating in online surveys (especially if you enjoy sharing your opinion for prizes, coupons, and other more typical non-monetary earnings), then paid online surveys is a good choice for you.
IOCS is a not-for-profit research organization that conducts studies and experiments on shopping-related behavior – things like how we, as consumers, evaluate products, how we make the buying decisions, etc. Although the focus is mostly on shopping related behavior, some of their experiments and studies include broader areas of marketing, psychology, and economics.