During the insertion of cochlear implant (CI) electrode arrays, forces occur which may cause trauma and poorer hearing outcomes. Unfortunately, research groups investigating factors influencing insertion forces come to contradicting results, especially regarding insertion speed. This study was conducted to investigate the origin of these contradicting results and to determine how different testing conditions influence experimental findings. Repeated, automated insertions with three different FLEX28 CI electrode arrays (MED-EL, Innsbruck, Austria) were performed into a newly developed, anatomically correct and 3D-printed mean scala tympani phantom. The testing protocol for each electrode included variations in insertion speed (v = 0.1-2.0 mm/s) and lubrication (90%, 50%, and 10% liquid soap), resulting in 51 insertions per electrode array and a total of 153 insertions. The test setup and protocol allowed for repeatable insertions with only minimal change in the morphology of the insertion force profiles per testing condition. Strong but varying dependencies of the maximal insertion forces and work were found regarding both lubrication and speed: work-speed dependency is constant for the 10% lubricant, negative for the 50% lubricant and positive for the 90% lubricant. Our results can explain part of the contradicting results found within previous studies by translating interrelations known from lubricated rubber friction to the field of CI electrode array insertion. We show that the main driver behind measured bulk forces are most likely the generated friction forces, which are strongly dependent on insertion speed and lubrication. The employed test setup allows for conducting repeatable and comparable insertion studies, which can be recapitulated by other centers due to the detailed explanation of the test setup as well as the developed and freely available insertion phantom. This study hence represents another important step toward standardizing CI array insertion testing.