August 31, 2022
Charlotte Fulcher
What makes women fulfilled? A new survey by Split Second Research and the Female Lead has the answers

What is YOUR fulfilment persona? Are you an ACHIEVER, CREATOR or other...

Split Second Research is pleased to announce that it has partnered with The Female Lead in the creation of an online self-discovery survey called the Fulfilment FinderThe Female Lead is a charitable organisation led by the Dunn and Humby Foundation.

In the short time the survey has been running, it has already been completed by over 100,000 women. The survey focuses on five dimensions deemed important to women’s happiness: Self, Society, Relationships, Money, and Work. 

The participants reveal their own subconscious motivators and what matters most to them when seeking fulfilment. They do this by providing super-fast timed responses, a technique inspired by neuroscience-based research techniques.


The survey also provides participants with their persona – a description of the kind of person they are and their approach to life in the search for fulfillment.

The Female Lead is dedicated to making women’s stories more visible and offering alternative role models to those we commonly see in popular culture. 

Summaries of the two most frequently occurring personas

Founded by data science pioneer and entrepreneur Edwina Dunn OBE, the project highlights female achievement in order to offer inspiration for future generations.

As the co-founder of worldwide loyalty programmes such as Tesco’s Clubcard, Dunn knows first-hand what it feels like to work in a male-dominated industry. 

The Female Lead was created as a campaign to celebrate women’s stories, and showcases the lesser-known successes of women. The aim of the campaign is to support and encourage the next generation.

The campaign was designed to work across a variety of platforms; through short films, a book of 60 remarkable women donated free to 18,000 UK and US schools. In addition, social media content reaching over two million followers worldwide and an educational programme in over 1000 schools.

The survey is available for anyone to take. By taking the survey, participants will gain deeper knowledge about themselves and discover what exactly in their life is making them feel fulfilled, as well as areas they may want to change or focus on.

Split Second Research is on a mission to improve the way consumer beliefs and attitudes are captured. We want to narrow the “truth gap” between what people say and what they really do.

This mission can only be achieved through close partnerships with brand managers, agencies and consultants who share a passion for deeper, neuroscience-led insights. Resulting in better decision-making, sales growth and increased profitability.

Find out more and take the survey for yourself: visit:

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