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.
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.
Conjointly'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.
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 Conjointly'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.
Generate insights faster and at a fraction of the cost of agencies
With Conjointly'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 Conjointly, 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.
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.
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.
Conjointly 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 negative-positive 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.
Conjointly helps Dairy Producer understand the importance of UK grown soy versus “organic” certification
Time to insight: 3 daysDownload case study
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.
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?
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.
Conjointly 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. We help your insights, marketing, and product teams understand consumers and make confident decisions.
Powerful product research tools
Conjointly methods are thoroughly tested and rooted in marketing science.
Design your features and claims studies with our intuitive interface for fully automated experiments.
Detailed interactive reports
Conjointly 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.