Solutions Claims and messages testing

Craft and test product claims and ad messages that work

With ever-increasing competition and shortening attention spans of most consumers, it is crucial to make your product stand out with the right claims and advertising messages. Claims testing is a research methodology that will help you activate consumers with messages that highlight your products' value and uniqueness.

Effective, robust claims testing is intricate. But thanks to Conjoint.ly's two unique methodologies, it is now easier than ever to comprehensively rate, rank, and identify willing product claims:

  • The powerful Claims Test is a comprehensive tool for efficiently testing up to 300 product claims, to find the most motivating individual claims.
  • The Claims Combination Test is a unique methodology that tests which combination of claims best complement each other, to ensure that you can find the perfect combination of claims.

Conjoint.ly also provides the world's go-to TURF Analysis Simulator for evaluating combinations of claims, as well as the standard MaxDiff methodology that has been tried and tested over decades of research.

Solutions Claims and messages testing

Craft and test product claims and ad messages that work

With ever-increasing competition and shortening attention spans of most consumers, it is crucial to make your product stand out with the right claims and advertising messages. Claims testing is a research methodology that will help you activate consumers with messages that highlight your products' value and uniqueness.

Effective, robust claims testing is intricate. But thanks to Conjoint.ly's two unique methodologies, it is now easier than ever to comprehensively rate, rank, and identify willing product claims:

  • The powerful Claims Test is a comprehensive tool for efficiently testing up to 300 product claims, to find the most motivating individual claims.
  • The Claims Combination Test is a unique methodology that tests which combination of claims best complement each other, to ensure that you can find the perfect combination of claims.

Conjoint.ly also provides the world's go-to TURF Analysis Simulator for evaluating combinations of claims, as well as the standard MaxDiff methodology that has been tried and tested over decades of research.

Compare the performance of various claims

Product claims play a major role in consumers’ purchasing decisions. You may have a series of potential claims you want to test on your audience. You need to choose the most motivating claims that appeal to your customers and stand out against competitors in increasingly competitive markets.
Discover how consumers rank your potential claims and their individual brand associations with the Claims Test tool. Our tool helps you align your chosen claim with your target audience’s preferences using diagnostic questions. Our effective survey design allows for open-ended feedback questions to deep dive into consumers’ detailed thoughts on each claim.

Claims Test

Which claims combinations will get the most people interested in your product

When one product is looking to display several claims, simply selecting the highest performing individual claims may not be optimal, as you need to identify the claims that best complement each other.

Conjoint.ly's Claims Combination Test uses a robust methodology that uncovers which claims work best in combination on your pack. This method can deliver you insights on combinations of up to 100 individual claims. Preference share simulations are performed to find the optimal combinations, which maximise purchase intent.

Claims combination testing

Discover what claims your consumers like and dislike

Learning which claims are disliked by consumers is often as informative as learning which claims are liked. Do both with Conjoint.ly's MaxDiff Analysis tool - a flexible testing solution which lets you determine which claims resonate with your consumers and which claims to avoid.
The MaxDiff Analysis tool is a comprehensive tool that encompasses all your testing needs:.

  • Compare the performance of your potential claims against competitors using our state-of-the-art simulator.
  • Perform deep dives into individual claims with brand associations and diagnostic questions.
  • Discover your best product with our ranked list of products.
  • Determine the best combination of claims by piping your experiment through our TURF Analysis Simulator.

MaxDiff claims testing

Generate insights faster and at a fraction of the cost of agencies

With Conjoint.ly's automated tools, Claims Testing has never been more efficient. Our agile platform enables you to assess and develop new ideas at pace, while our powerful online dashboard allows you to generate the most up to date insights.
Our intuitive platform makes it simple to quickly and efficiently build your survey, helping you generate insights as fast as possible. Seamlessly gather respondents through your existing client base, or though one of our custom panels tailor-made for your needs.
A unique adaptive experimental design has also been developed for Claims Testing on Conjoint.ly, efficiently allocating resources to the higher performing claims. The adaptive design can reduce sample cost and data collection time by up to 40% compared to traditional testing designs.

Claims combination testing

TURF Analysis to maximise the reach of your claims

TURF stands for Total Unduplicated Reach and Frequency. It is a technique that came into prominence during the 1950s in the space of media planning.

Reach is the percentage of respondents for whom at least one of the claims in a particular combination is their most preferred claim. That is, it is a measure of how many respondents can be "activated" by a combination of claims.

Through learning which combination of claims has the largest total reach, you can ensure that at as many consumers as possible prefer at least one of your claims

.
TURF Analysis for claim testing

Diagnostic questions for a unique insight into consumer preferences

Within both the claims test and combination claims test, diagnostic questions are available for you to have a deep dive into your consumers' preferences, to gain valuable insights that may not have been captured through the choice experiment alone. Common diagnostic question topics focus on how respondents perceive the reliability, uniqueness, or relevance of your product.
Conjoint.ly supports four different types of diagnostic questions, each with their own benefits.

  • Likert Scale questions are great for easy comparisons between questions, as well as being simple to interpret.
  • Dual positive-negative scale questions are ideal for minimising both acquiescence and straight-line bias.
  • Van Westendorp questions are available to determine different acceptable price ranges of products with specific claims.
  • Multiple-choice questions are best used to build your own unique diagnostic questions, specific to your product's context.

Claims combination testing

Conjoint.ly helps Dairy Producer understand the importance of UK grown soy versus “organic” certification

Time to insight: 3 days

Download case study

Context

Dairy Co is a global yogurt manufacturer. Due to increasing demand for soy products in the UK, Dairy Co’s strategy team would like to launch a soya-based yogurt. In designing the product, Dairy Co’s ponders the need for “organic” versus “UK grown” as a trait.

Goals

Launching a new product requires a significant investment, and as such, Dairy Co would like to understand:

  • How important is UK grown soya beans to consumers?
  • Is “organic” certification important for soya-based yogurt?

Outcomes

Claims Test confirmed that the top claim was most certainly “Made from UK grown soy”. The claim performed well in all diagnostics aspects of naturalness, healthiness, and credibility. It also has a strong brand association with Dairy Co.

  • The study provided agile and actionable insights to help Dairy Co understand the importance of "UK grown soy" versus “organic” certification.
  • Dairy Co proceeded to launch Soya-based yogurt without “organic” certification and invested in sourcing UK grown soy.

Conjoint.ly makes market research easy

You get agency-quality results at a fraction of the cost and time investment. One powerful end-to-end platform for insights teams for fast and reliable market research. Get answers to questions about features and claims studies. Our team will help your insights team understand consumers and make confident decisions.

Powerful product research tools

Conjoint.ly methods are thoroughly tested and rooted in marketing science.

User-friendly interface

Design your features and claims studies with our intuitive interface for fully automated experiments.

Detailed interactive reports

Conjoint.ly will automatically analyse the data and prepare online and Excel reports.


Understand claims research in detail

How to Test Claims for Consumer Products

Learn about types of claims and the ways to test them in this introduction to claims research.

Methodology Behind Claims Test

The methodology behind our Claims Test is based on a proven choice-based technique & was refined through multiple FMCG projects.

How to Interpret Preference Scores in Claims Tests

Preference scores used in claims tests measure how much customers liked each claim or product variant.