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.
Conjoint.ly’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.
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, which given a direct answer to the question of which claims combinations will get the most people interested in your product.
Case study example: BrandCo
We illustrate the Combinations Test illustration methodology with an example of BrandCo, a producer of feminine hygienic products.
- BrandCo is looking to launch a new line of night time hygienic pads, a product they have not produced before.
- The marketing team have short-listed 15 claims to be added to the packaging. They wish to test claims to find the best claims combinations.
- As BrandCo does not have an offering on the market currently, they’re seeking the optimal combination of price and claims that will maximise their profitability.
InputsA list of competitor products provided by BrandCo to test their claims against, including product images, current claims, and prices.
BrandCo also provided 15 claims to be tested organised into two topics: Benefits and Reasons to Believe (RTBs).
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.
Stage 2: BrandCo claims were tested against each other to “sort” claims and refine combinations.
The study created a number of outputs:
Ranking of singular claims by preference showed that whilst
Benefits tend to out perform RTBs, the top five claims are a mixture of both.
Examining claims correlation suggested that RTBs are interchangeable, but different bbenefits can be used to appeal to a different sections of the audience.
Simulating preference share of the product with different claims combinations identified the top claims combinations.
Analysing the top ten claims combinations showed that using claims combinations
across both topics take the highest preference share.
Simulating volume/preference shares indicated that market share and revenue is
maximised at $3.00 whilst profitability is maximised at $3.50.
Analysis of source of business showed which competitors BrandCo would take the most preference share from.
Here are also some suggestions for further reading:
- Understanding Claims Testing: Why your product needs it
- Conjoint.ly Claims Test, the automated tool for testing single claims (not combinations)
Would you like to discuss how Claims Combination Test can help in your case? Book a call to discuss your project.