Claims Combination Test

The Claims Combination Test is used when your product has several claims. To learn more about Claims and Claims Testing, please read our article Understanding Claims Testing: Why your product needs it. We’ve created the Claims Combination Test using a methodology perfected over numerous projects with FMCG brands, allowing you to find the best combinations of claims from a list of up to 100 individual claims ranked on preference share.

Conjoint.ly’s unique methodology:

  • Leverages a unique twist on choice-based experimental design to simultaneously provide insights on product features and pricing.
  • Simulates preference share to compare performance of different claims combinations against competitors.
  • Offers various diagnostic options to measure how well claims perform on standard measures, e.g. attractiveness, naturalness – or your own metrics.

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Single Claims Test vs. Claims Combination Test

Claims Test produces lists of the top combinations of claims through TURF analysis that “reach” the largest number of customers. This can be problematic when testing combinations as TURF may recommend several claims that serve a similar purpose which can be detrimental to the effectiveness of the messaging.

Claims Combination Test ranks claims combinations on simulated preference share, which given a direct answer to the question of which claims combinations will get the most people interested in your product.


The Claims Combination Test allows your claims to be combined more freely than a standard conjoint exercise


Case study example: BrandCo

We illustrate the Combinations Test illustration methodology with an example of BrandCo, a producer of feminine hygienic products.

View our Claims Combination test in action through this case study example with BrandCo feminine hygiene products.

  • BrandCo is looking to launch a new line of night time hygienic pads, a product they have not produced before.

  • The marketing team have short-listed 15 claims to be added to the packaging. They wish to test claims to find the best claims combinations.

  • As BrandCo does not have an offering on the market currently, they’re seeking the optimal combination of price and claims that will maximise their profitability.

Inputs

A list of competitor products provided by BrandCo to test their claims against, including product images, current claims, and prices.

BrandCo provided a list of competitor products to have their claims tested against.


BrandCo also provided 15 claims to be tested organised into two topics: Benefits and Reasons to Believe (RTBs).

BrandCo provided a list of 15 of claims to be tested against each other

Survey flow

Unlike standard conjoint testing, a Combination Test allows claims to be arranged flexibly in various combinations, and more rules can be used to sort claims.

Commonly, this test is done in two stages:

Stage 1: BrandCo claims were tested against competitors’ claims to find the claims most effective at taking market share.

The Claims Combination Test compares your product claims against competitors' claims to find the claims most effective at taking market share.


Stage 2: BrandCo claims were tested against each other to “sort” claims and refine combinations.

The Claims Combination Test compares your product claims against each other to refine potential claims combinations.

Outputs

The study created a number of outputs:

Ranking of singular claims by preference showed that whilst Benefits tend to out perform RTBs, the top five claims are a mixture of both.

BrandCo's Claims Combination Test revealed that whilst Benefits tend to out perform RTBs, the top five claims are a mixture of both.




Examining claims correlation suggested that only one RTB claim is necessary, but several Benefit claims can be used to appeal to a broader audience.

BrandCo's Claims Combination Test suggested that only one RTB claim is necessary, but several Benefit claims can be used to appeal to a broader audience.



Analysing the top ten claims combinations showed that using claims combinations across both topics take the highest preference share.

BrandCo's Claims Combination Test showed that using claims combinations across both topics take the highest preference share.



Identifying which competitors BrandCo wish to take the most preference share from determined which claims combinations are best.

BrandCo's Claims Combination Test was able to determine which claims combinations are best depending on which competitors BrandCo wished to take the most preference share from.



Simulating preference share of the product with different claims combinations identified the top claims combinations.

BrandCo's Claims Combination Test identified the top claims combinations by simulating preference share of the product with different claims combinations.



Simulating volume/preference shares indicated that market share and revenue is maximised at $3.00 whilst profitability is maximised at $3.50.

BrandCo's Claims Combination Test indicated that market share and revenue maximised at the $3.00 price point but profitability is maximised at $3.50. through volume/preference shares simulation.




Here are also some suggestions for further reading:

Would you like to discuss how Claims Combination Test can help in your case? Book a call to discuss your project.


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Ready to answer your questions: support@conjoint.ly.

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