Premium Economy launch: three routes for the ad.
Which of three Premium Economy ideas should go to production for the spring launch?
- Audience
- UK adults 25 to 64 who have taken a long-haul return flight in the last three years
- Fieldwork
- 3 Aug to 6 Aug 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
800
880 finished the survey; 80 excluded with a logged reason.
Decoy-ad false recall
3.3%
Said they'd seen an ad that never ran. They are excluded, and the rate is a check on over-claiming.
Median time
8.1 min
Speeders under a third of the median are excluded.
Survey channels
3
Web survey 69% · WhatsApp Flow 17% · Email invite 14%
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 | 927ad clicks | 510 | 251 | 92 | 167 | 20 | 147 |
| Partner newsletter | 2,111emails sent | 95 | 32 | 11 | 52 | 4 | 48 |
| Panel exchange | 8,092panel invites | 971 | 402 | 78 | 491 | 42 | 449 |
| SpinProof panel | 597WhatsApp and email invites | 227 | 43 | 14 | 170 | 14 | 156 |
| Total | 1,803 | 728 | 195 | 880 | 80 | 800 |
Exclusions
Who was removed, and why.
Decoy-ad over-claim29
Failed attention check23
Speeder21
Duplicate or fraud flag7
Recruitment mix
Verified people by channel and cell.
| Channel | control | Ad A | Ad B | Ad C |
|---|---|---|---|---|
| Meta ads | 32 | 38 | 39 | 38 |
| Partner newsletter | 11 | 11 | 19 | 7 |
| Panel exchange | 115 | 112 | 104 | 118 |
| SpinProof panel | 42 | 39 | 38 | 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.