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
Verified completes
600
661 finished the survey; 61 excluded with a logged reason.
Decoy-ad false recall
3.0%
Said they'd seen an ad that never ran. They are excluded, and the rate is a check on over-claiming.
Median time
8.0 min
Speeders under a third of the median are excluded.
Survey channels
3
Web survey 67% · WhatsApp Flow 17% · Email invite 16%
Sample flow
From first contact to verified complete.
Every person is counted at every step, by the channel they came in through. Nothing is dropped without a reason in the Evidence File.
| Recruitment channel | Reached | Started | Screened out | Dropped out | Completed | Excluded | Verified |
|---|---|---|---|---|---|---|---|
| Meta ads | 769ad clicks | 423 | 208 | 76 | 139 | 9 | 130 |
| Partner newsletter | 2,244emails sent | 101 | 34 | 12 | 55 | 4 | 51 |
| Panel exchange | 5,683panel invites | 682 | 282 | 55 | 345 | 39 | 306 |
| SpinProof panel | 429WhatsApp and email invites | 163 | 31 | 10 | 122 | 9 | 113 |
| Total | 1,369 | 555 | 153 | 661 | 61 | 600 |
Exclusions
Who was removed, and why.
Decoy-ad over-claim20
Failed attention check19
Speeder14
Duplicate or fraud flag8
Recruitment mix
Verified people by channel and cell.
| Channel | control | Ad A | Ad B |
|---|---|---|---|
| Meta ads | 43 | 50 | 37 |
| Partner newsletter | 19 | 16 | 16 |
| Panel exchange | 99 | 97 | 110 |
| SpinProof panel | 39 | 37 | 37 |
QR codes sit in or beside the media, so QR recruits only ever land in an exposed cell.
Rules
How every respondent was treated.
- A research invite never carries a sales message, on any channel.
- WhatsApp invites only go to people who opted in to re-contact.
- Rewards are cash or neutral vouchers, never the client's own products.
- Reported results come from verified people only. No synthetic answers.
Demo data. Fictional airlines, illustrative results generated for this demo.