Claims Test

Conjoint.ly Claims Test is a powerful comprehensive methodology for testing up to 300 product claims that helps you identify most convincing claims for your brand or product category. It combines several techniques that our team have developed and refined on full-service projects for FMCG brands:

  • Choice of most motivating claim among a set of several claims (similar to conjoint analysis).
  • Adaptive experimental design algorithm that reduces sample size and brings clarity around top claims by zooming in on most promising claims.
  • Diagnostic questions using our unique positive-negative rating scale to help you get a de-biased view of how your customers see each claim and compare results across cultures and countries.
  • Brand associations to help you check which brand each product claim is most closely associated with.
  • Open-ended feedback showing both positive and negative reactions to each claim.

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Outputs

Summary of preferences and diagnostics for each claim

Summary of preferences and diagnostics for each claim

Compare performance of different claims on several metrics:

  • Preference Score (and Rank) from choice-based questions where respondents pick the claims that motivates them most to buy your product.
  • Probability of being amongst top claims is a way to assess how certain we are that a particular is among top claims. For example, you can check level of confidence that Claim A is the best claim or is among top 3 claims.
  • Diagnostics help you assess how respondents rate claims on either standard questions ("healthy", "relevant", "premium", etc.) or your own measures.

Summary of preferences and diagnostics by topic

Summary of preferences and diagnostics by topic

If you group claims into different topics, this table will summarise average scores (both preference and diagnostics) for these topics.


Correlations of relative preferences for claims among respondents

Correlations of relative preferences for claims among respondents

Do you want to know whether people who like the claim "Naturally sourced ingredients" also like the claim "Great tasting yogurt"? With this table, you can explore what preferences are correlated and which ones are not.

This output is only available for test of up to 50 claims.


Brand associations for each claim

Brand associations for each claim

If you are testing a generic product, you can add a list of brands. We will check which brands respondents associate a particular claim with. If you are testing your own branded product, add sub-brands and brand extensions. This table will summarise what percentage of respondents associate each claim with different brands.


Passport of a claim

Passport of a claim

Each claim gets its own passport that shows how well it performs on each metric and shows positive and negative reactions to claims.

Claims that are among top claims and also perform well on diagnostics receive a seal of approval as Winning Claims.


TURF analysis

TURF analysis

TURF stands for Total Unduplicated Reach and Frequency. It is a technique that came into prominence during the 1950s in the space of media planning. In this report, we are only using the "reach" component of this technique.

Reach is the percentage of respondents for whom at least one of the claims in a particular combination is their most preferred claim. That is, it is a measure of how many respondents can be "activated" by a combination of claims.

Importantly, claims are tested one-by-one (not in combinations). Therefore one must be careful not to misinterpret this as ranking of preferences for combinations of claims.

This output is only available for test of up to 50 claims.