Winter city breaks: two ads.
Which winter city-break ad should run from December, and does either move consideration?
- Audience
- UK adults 18 to 54 who took a European city break in the last two years
- Fieldwork
- 27 Oct to 31 Oct 2026
- Sample
- 200 per cell · detects ±12.8 pts
- Primary KPI
- Consideration, fixed at Gate 2
- DraftGate 1
- ApprovedGate 2
- Fielding
- Closed
- AnalysedGate 3
- Signed off
- Released
Analysed · awaiting Gate 3
Results open once a researcher signs the report
Fieldwork closed on 31 Oct 2026 with 600 verified people across 3 cells. The Analysis agent ran the plan locked at Gate 2 on 4 Nov 2026, and the Reporting agent has drafted the report from the computed tables. A second researcher now checks every number against the Evidence File before anything is released to you.
Expected release: within one working day of sign-off.
Gates
Sign-off status.
Gate 1 · Researcher approves spec and survey
Signed by SpinProof Research Desk, lead researcher, 21 Oct, 15:20
Gate 2 · Analysis plan locked and hashed
Signed by SpinProof Research Desk, lead researcher, 26 Oct, 11:05
Gate 3 · Researcher signs the report
Waiting for SpinProof Research Desk, second reviewer
What you'll get
In the released report.
- Which ad to take forward, with consideration lift and a 95% range for each.
- A head-to-head read between the two ads, so you know if the lead is real.
- Brand linkage, liking and distinctiveness for each ad.
- Open-end themes, AI-coded and checked by a researcher, plus raw data and crosstabs.