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:
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.
We illustrate the Combinations Test illustration methodology with an example of BrandCo, a producer of feminine hygienic products.
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 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.
Simulating preference share of the product with different claims combinations identified the top claims combinations.
Analysing the top ten claims combinations showed that using claims combinations across both topics take the highest preference share.
Simulating volume/preference shares indicated that market share and revenue is maximised at $3.00 whilst profitability is maximised at $3.50.
Analysis of source of business showed which competitors BrandCo would take the most preference share from.
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.