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EditorialCreative Pulse (Insurance)
Insurance creative on the frozen FMCG instrument: a 12-question cut that tracks trust and distinctiveness when every competitor runs the same mascots-and-savings playbook.
- Audience
- Insurance shoppers & switchers exposed to the creative
- Cadence
- Weekly
- Interview length
- 15 min
- Interviews / wave
- ~140
- Markets
- US · UK
What this program will answer
Insurance creative on the frozen FMCG instrument: a 12-question cut that tracks trust and distinctiveness when every competitor runs the same mascots-and-savings playbook.
Example corpus question
“In a sea of mascots, which insurer's ad is remembered as theirs?”
- Full wave reports: charts, verbatims, video clips
- Questions between waves, answered from real interviews
- Sample design and quotas published in full, every wave
How it launches
Frozen FMCG creative instrument, 12-question insurance cut.
Radical sample transparency
Every Foundations program publishes its full sample design and fieldwork stats. Here is the planned design for this one.
140
participants per week, planned
Weekly
wave cadence
15 min
interview length
US · UK
fieldwork markets
Planned audience & quotas
- Audience: Insurance shoppers & switchers exposed to the creative
- Weekly waves of ~15 min AI-moderated interviews
- Market quotas across US, UK
- Age, gender, and category quotas published in full at launch
Full sample stats (n to date, distributions, and achieved quotas) publish with wave 1.
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