How are winning claims identified?

Claims are ranked depending on their preference scores which are essentially the same as partworth utilities in conjoint or MaxDiff studies. Items that are strongly preferred by customers are assigned higher scores, items that perform poorly (in comparison to other items) are assigned lower scores. Winning claims are identified by choosing the highest scorer and estimating which claims that are not significantly different. All claims that are not significantly different from the highest scorer will be the winning claims.