On 14 May 2020, we presented Selecting Effective Product Claims at Women in Research’s (WiRE) webinar, which covered the groundwork for claims research: from types of claims, to ways to test them.

Our presentation offered a clear, refreshed view on claims testing for businesses undergoing CPG launches or revamps.

What topics were covered?

In this presentation, we laid the groundwork for claims research: from types of claims, to ways to test them. We looked at best practices for the creation of claims, as well as the process of setting up the tests.

We created several interactive processes that showed how different methods can answer various claims questions.

Contact our presenters

The webinar was presented by our experts, Nicole Teh - Director of Strategic Partnerships and Jason Widjaja - Market Researcher/Management Consultant at Conjointly. Nicole and Jason used their relevant industry experience and expertise to teach managers what to say on their packaging with technical demos to enhance their understanding.

Conjointly presenter Nicole Teh has worked in 3 of the 4 main market research companies around the globe. Her career spans 3 different continents for brands present in 60+ countries worldwide, across categories such as: FMCG, Automotive, Dairy, Alcohol, Finance and Education. Schedule a call with Nicole.

Jason Widjaja is a Market Researcher with Conjointly. He helps clients build and solidify business plans with a strong understanding of the right features and prices for their products. He is an expert in conjoint analysis, pricing research using Van Westendorp and Gabor-Granger models, and claims testing. Schedule a call with Jason.

Who attended?

Our attendees included managers seeking information about crafting effective claims. For example, 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.

We gathered an audience of key roles in the product development cycle, including:

• Insights Managers: Who discovered how their target market will respond to a variety of different claims, by rank and preference.

• Product Managers: Who learned to optimise product claims for commercial success through actionable insights.

• Marketing Managers: Who can now choose the right claims that also align with branding for their target market.

Learn more about Claims Testing

Missed out on the webinar but want to know more about how to select effective product claims? Schedule a private demo with Nicole today!

In the meantime, you can learn more by reading our article How to test claims for consumer products and taking a look at our Claims Test product page.