Claims Combination Test

The Claims Combination Test is used when your product has several claims. To learn more about Claims and Claims Testing, please refer to our article on claims testing for consumer goods. We’ve created the Claims Combination Test using a methodology perfected over numerous projects with FMCG brands, allowing you to find the best combinations of claims from a list of up to 100 individual claims ranked on preference share.

Conjointly’s unique methodology:

  • Leverages a unique twist on choice-based experimental design to simultaneously provide insights on product features and pricing.
  • Simulates preference share to compare performance of different claims combinations against competitors.
  • Offers various diagnostic options to measure how well claims perform on standard measures, e.g. attractiveness, naturalness – or your own metrics.
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Using Claims Combination Test to assess claims in combinations of 3 along different levels of pricing.

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Respondents are asked to choose between one of four claims, arranged in various combinations.

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Claims Combination Test surveys can be automatically translated to more than 30 languages.

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Key outputs

Ranking of singular claims by preference

Ranking of Singular Claims by Preference

This example shows that whilst Benefits tend to outperform RTBs, the top five claims are a mixture of both.
Examining claims correlation

Examining Claims Correlation

Our example of claims correlation suggests that RTBs are interchangeable, but different benefits can be used to appeal to different sections of the audience.
Simulating preference share

Simulating Preference Share

Preference share simulation showing the example product with different claims combinations identified the top claims combinations.

Analysing the top ten claims combinations

Analysing the Top Ten Claims Combinations

The share of preference in our example show shows that using claims combinations across both Benefits and RTBs takes the highest preference share.

Simulating volume/preference shares

Simulating Volume/Preference Shares

In this example, simulated/volume preference shares indicate that market share and revenue is maximised at $3.00 whilst profitability is maximised at $3.50.
Analysis of source of business

Analysis of Source of Business

Our analysis of source of business shows which competitors our brand (BrandCo) would take the most preference share from.

Single Claims Test vs. Claims Combination Test

Claims Test produces lists of the top combinations of claims through TURF analysis that “reach” the largest number of customers. This can be problematic when testing combinations as TURF may recommend several claims that serve a similar purpose which can be detrimental to the effectiveness of the messaging.

Claims Combination Test ranks claims combinations on simulated preference share, giving a direct answer to the question of which claims combinations will get the most people interested in your product.

Combination claims test vs single claims test


A list of competitor products provided by BrandCo to test their claims against, including product images, current claims, and prices.

List of BrandCo's competitor claims

BrandCo also provided 15 claims to be tested organised into two topics: Benefits and Reasons to Believe (RTBs).

List of BrandCo's claims

Survey flow

Unlike standard conjoint testing, a Combination Test allows claims to be arranged flexibly in various combinations, and more rules can be used to sort claims.

Commonly, this test is done in two stages:

Stage 1: BrandCo claims were tested against competitors’ claims to find the claims most effective at taking market share.

Comparing BrandCo claims against competitor claims

Stage 2: BrandCo claims were tested against each other to “sort” claims and refine combinations.

Comparing BrandCo claims against competitor claims


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