← Anshul Grover

01 · Category, Product & Customer Research

The vertical, the competition
and the buyer — mapped first.

Six documents, before a single line of ad copy. Open any of them.

01 Master Brief The synthesis. Written to be handed to an LLM before asking for creative. Open ↗ 02 Product-Market Awareness Where the market's head is, and which two stages are worth writing to. Open ↗ 03 Competitor Research The market in three tiers, from the public aggregators down to the auction. Open ↗ 04 Psychographic Research Who the buyer is — hopes, failures, beliefs, and what they have already tried. Open ↗ 05 Unique Mechanism Bank 22 mechanisms, ranked across three tiers. Open ↗ 06 Aggressive Mechanism Bank 12 named-entity plays. This is the one that wrote the shipped mechanism. Open ↗

What's in them

Market

  • Awareness mapped across all five stages
  • Two stages picked, three dropped
  • TAM sized
  • Why the EPC is low — diagnosed
  • Rate-shock timeline

Competition

  • Market mapped in three tiers
  • Top demand aggregators named EverQuote, MediaAlpha, QuinStreet, LendingTree
  • Branded comparison layer Insurify, The Zebra, Jerry, SmartFinancial
  • The auction layer — who we actually bid against
  • Recurring hook library
  • Funnel architectures in market
  • Payout structure
  • Revenue scoreboard

The customer

  • Three personas built Squeezed Household · Loyalty Casualty · Priced-Out
  • Attitudes — religious, political, social, economic
  • Hopes and dreams
  • Victories and failures
  • Who they blame for it
  • Prejudices
  • Core beliefs — life, love and family
  • What their experience has been like
  • What they like about what exists
  • What they hate about it
  • Horror stories
  • Eight objections, each answered
  • Language to use · language to avoid

Mechanisms

  • 22 unique mechanisms written
  • 12 aggressive named-entity plays
  • All of it ranked and stacked
  • One mechanism locked Fair Insurance Alliance — ran in all 40 scripts
Handed to 02 · Audit & Ad Analysis — two awareness stages to write to, a mechanism shape to look for, and a bet about who runs Coverage Professor that the teardowns would confirm or kill.