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Solutions Features and claims

Discover which features and claims consumers prefer

Effective new product development (NPD) efforts require detailed assessment of both your product’s features and claims. There are several steps involved in the NPD process, each of which rely heavily on findings from the previous steps:

  1. Identify important product features
  2. Test which features have the biggest potential
  3. Present product features through claims
  4. Test packaging and multiple claims

You need robust data to progress to each stage with confidence, but lengthy studies can quickly drain your budget and slow down the development process. Conjoint.ly enables you to gain valuable insights for your NPD at a fraction of larger agency costs. Our agile platform allows you to assess and develop new ideas at pace with our powerful tools designed for testing product features and claims.

Our Generic Conjoint tool allows you to identify which product features your customers value most and MaxDiff Analysis helps you pinpoint customers preferred features.

We have developed our powerful Claims Test and Claims Combination Test to ensure you choose product messaging that your audience finds the most appealing and effective.

Solutions Features and claims

Discover which features and claims consumers prefer

Effective new product development (NPD) efforts require detailed assessment of both your product’s features and claims. There are several steps involved in the NPD process, each of which rely heavily on findings from the previous steps:

  1. Identify important product features
  2. Test which features have the biggest potential
  3. Present product features through claims
  4. Test packaging and multiple claims

You need robust data to progress to each stage with confidence, but lengthy studies can quickly drain your budget and slow down the development process. Conjoint.ly enables you to gain valuable insights for your NPD at a fraction of larger agency costs. Our agile platform allows you to assess and develop new ideas at pace with our powerful tools designed for testing product features and claims.

Our Generic Conjoint tool allows you to identify which product features your customers value most and MaxDiff Analysis helps you pinpoint customers preferred features.

We have developed our powerful Claims Test and Claims Combination Test to ensure you choose product messaging that your audience finds the most appealing and effective.

Know what features your customers want

Which product features are worth focusing on? You need a strong understanding of your market to develop products that truly appeal to their preferences. Identify your consumers’ unmet wants and needs to create more appealing offerings.

Conjoint studies reveal the relative importance of your products’ features and a ranked list of consumers’ preferred product concepts. These insights allow you to allocate time and budget more effectively on developing the features that really matter.

Generic Conjoint

Focus on high potential features

You may need to replace, refine, or omit certain features due to consumer feedback or budget restraints. Our MaxDiff analysis tool identifies consumers' most preferred features and rules out unpopular ones. Use MaxDiff alongside our TURF analysis feature to discover the reach of your features by determining the most popular combinations.

MaxDiff Analysis

Compare performance of different claims against competition

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 a series of your potential claims and their individual brand associations with our 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.

Product claims brand associations

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

If your product packaging needs to display several different claims, individual testing can prove difficult and also produce inaccurate results. Conjoint.ly's Claims Combination Test uses a robust methodology that uncovers which claims work best in combination on your pack. Our refined tool allows you to gain insights on up to 100 individual claims in combination using simulated preference share to find the most popular combinations.
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 product 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 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

Our 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.