Clear understanding of what appeals to your market
Posted on 4 November 2020 Conjoint.ly
Claims testing is a research methodology that allows you to identify the most convincing claims for your brand or product category through a variety.
Claims effectively communicate why consumers should choose your product and what makes it stand out in a world of growing brand competition. Whether you’re boasting all-natural ingredients, an amazing new flavour, or the latest scientifically-proven formula, claims are important – and even more now than ever.
With an increasing sense of brand indifference and demand for product transparency, organisations must devise strategic and effective claims that they can be confident will resonate with consumers, and claims testing is a proven way to achieve this.
Know what features your customers want
Which product features are worth focusing on? Identify your consumers unmet wants and needs to create more appealing offerings. Understanding your market drives growth opportunities and allows you to better allocate time and budget to the features that really matter.
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Maximise reach and potential
Product claims play a major role in consumers’ purchasing decisions. Discover how consumers rank a series of your potential claims and their individual brand associations. This helps you align your chosen claim with your target audience’s preferences. Deep dive into consumers’ detailed thoughts on each claim using open-ended feedback.
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Choose packaging options most preferred by consumers
Changes to packaging design can make or break your loyal customer base. Testing assesses your packaging options on memorability, fit with brand, appeal, purchase intent, and other metrics. Learn what consumers like and dislike about your design to strengthen your pack’s performance.
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Compare performance of different claims combinations against competitors
Testing a product with several different claims can be difficult as individual testing can produce inaccurate results. Make confident decisions about which claims combinations to use by testing them together. Uncover which types of claims work best and how consumers respond to different combinations to find the most popular option.
Conjoint.ly helps Dairy Producer understand the importance of UK grown soy versus “organic” certification
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.
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 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 platform makes claims 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.
Understand claims research in detail
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