Defaqto
Aduro built defaqto data for Defaqto — the UK's trusted source of financial product intelligence — working with ImpactSense to plumb consumer research into a self-service analytics platform. ImpactSense collects and evaluates benchmark survey data across the insurance market; Aduro led the data architecture and engineering to turn that research into explorable reports Defaqto clients can configure themselves.
Insurance product lines Chart visualisation types Demographic segment dimensions
From survey responses to live insight
The platform ingests structured participant data — demographics, product holdings, provider interactions and question-level answers — across home, car, pet and travel insurance. An import pipeline maps survey questions to typed product categories, normalises provider identities, and stores participant records ready for aggregation.
When a user saves a data point, Cloud Functions recalculate answer summaries in the background — filtering participants by segment, brand and product context, then writing pre-aggregated counts back to the database so dashboards stay responsive even as underlying research volume grows.
Reports built from configurable data points
Users organise work into reports — each a canvas of data points exploring a theme such as mixed insurance, pet cover or customer interactions. Every data point selects a research question, a product line, a chart type, and the brands or demographics to compare.
Chart types include pie, line, horizontal and vertical bar, and table views — chosen to match how insurance teams actually present findings. Users can compare their brand against named competitors, or switch to demographic comparison to see how answer profiles differ by age, gender, region, employment status and more. Question filters narrow multicode and ranking surveys to the answer options that matter for a given analysis.
Segments that sharpen every chart
Segments let teams define reusable audience filters — combining age group, gender, region, location, employment status, household income, relationship status and children — then apply them across any data point. A segment might isolate 18–30 males in the East Midlands, or full-time workers with children at home; each saved segment shows how many filter dimensions it applies and travels with the widgets that reference it.
Sharing and export
Authenticated users belong to organisations with provider-level access controls, so each client sees research relevant to their brands across the four product lines. Reports can be exported to Excel — each data point rendered as a formatted worksheet with merged headers and participant counts — giving analysts a familiar handoff from the live dashboard to board packs and client presentations.
defaqto data turned ImpactSense's insurance research into something Defaqto's clients could explore on their own terms — configurable, comparable, and exportable — without sacrificing the rigour of the underlying survey methodology.
Key Results
Defaqto helps financial institutions understand how consumers experience insurance products — but raw survey data does not answer commercial questions on its own. Teams need to slice research by brand, product line and audience, then share findings without waiting on analysts.
defaqto data gives Defaqto's clients a canvas to build their own insight reports: pick a question, choose a chart, apply a segment, compare providers or demographics, and export the results — all backed by live aggregated research from ImpactSense.
- 4Insurance product lines
- 5Chart visualisation types
- 9Demographic segment dimensions
