Posted on 1 May 2019
A claim is an assertion about a product across any channel, such as; advertising, digital promotions, public statements, or product packaging.
We can group claims by their content into three key categories, which are; benefit, reason to believe (RTB) and targeting.
The benefit can be broken down further into four sub-categories that are most commonly seen as driving benefit for the consumer, which are; feature/flavor, functional, emotional, and societal/moral. The reason to believe (RTB), can be commonly seen as; sourcing or appellation, process, ingredients or composition, certification, and experience or branding. Targeting is commonly seen as; for a specific occasion, and for a specific person, with all other categories grouped as such.
Alternatively, you can group claims by; feature/flavor, process, for a specific person or other.
1.) Length of text
When testing claims, the team at Conjoint.ly often see the below trend emerge where indicative willingness to pay strengthens in line with the length of characters in the claim. While limitations such as space on the packaging or number of claims on the packaging may limit your ability for longer claims, it is worth considering when ideating. An alternate hypothesis for this trend could also be that a longer claim simply present more informative facts which in turn are more persuasive.
2.) Substitution for a similar statement
Substitution for a similar statement can be just as appealing to consumers and may potentially reduce manufacturing costs. Consumers react very similarly to the below example, although the manufacturing process can be cheaper when referring to the second claim.
A newly created name which lacks any prior meaning is known as a neologism which can be helpful to; help describe the chemical makeup of a product, and simplify complicated names or define a scientific process, amongst others. Neologisms can be very powerful when used within claims and can be seen to perform strongly with old and new products alike.
Do you want to efficiently test up to 300 product claims on customer appeal, fit with brand, and diagnostic questions of your choice? Conjoint.ly Claims Test is a powerful comprehensive methodology for testing up to 300 product claims that helps you identify the most convincing claims for your brand or product category.