In this workshop, Nik discussed the topic of “What shall we say on the pack?”. This question invariably pops up at some stage of the product development cycle. Managers want to know if consumers need to be reassured, how they will react to new benefits that competitors don’t deliver, and if they are willing to pay for more advanced features or sourcing.

Nik laid the groundwork for claims research: from types of claims, to ways to test them. He went through several interactive hands-on exercises that showed how different methods can answer various claims questions.

By the end of the workshop, participants were provided with a clear refreshed view on claims testing for their next CPG launch or revamp.