Claims testing

Maximize your marketing efforts by identifying which claim resonates best with your audience

Testing your claims for your brand, product or marketing campaign, is a crucial step before launching them. To have the highest potential, you need to ensure that your claim is believable, fits with your brand and differentiates from the competition. The insights gained from the claims test, will allow you to identify the best performing and suitable claim for targeted consumer groups, and finally maximize interest, memorability and credibility.

A claims testing is carried out during the marketing campaign development phase and often in connection with an advertising creative test to maximize the effect of your campaign.

Key insights

By performing a claims test, you will benefit from:

Optimal claim identification based on key metrics (such as credibility, brand fit, interest and differentiation)
In-depth understanding of how consumers perceive different claims and the associations they make with them
Identification of misunderstandings and poorly performing claims
Identification of controversial statements and their potential impact on your future product/campaign development
Optimal claim combination to identify which claims are complementary to each other and can optimize reach

Claim associations

Technical set-up

Likert-scales are used to evaluate different attributes, like remembrance, credibility, or interest, for all claims. A set of image-statements can be shown to analyze brand fit or associations.

The results are analyzed by comparing the different versions across selected features and through overall ranking (direct ranking with k<10, and Best-worst scoring with k>10 concepts).

Optionally, a driver and a TURF analysis can be added.

Data analysis and reporting

The results from the claims testing are analyzed to:

Identify significant differences across features by comparing the average/percentage of agreement for each attribute
Identify significant differences across target groups
Evaluate the strengths and weaknesses of each claim and define the relative evaluation scores

Claim evaluation

Advertising Creative Test

An Advertising Creative Test assesses your name, visual or marketing campaign before launch by asking the target audience to evaluate different versions (can include pictures/videos) and analyzing which associations, emotions and actions are created. From the insights provided you will have solid foundations to optimize ad spending, improve campaign ROI, and maximize the interest in the new or adjusted creative concepts.

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Driver analysis:

Understand the impact of attributes on key performance scores (e.g., claim preference or purchase intent)
Evaluate the overall importance of features on key performance score
Reveal “must-have” attributes (if attributes are ranked low, they decrease the probability of e.g., claim preference or purchase intent)
Reveal “nice to have” attributes (if attributes are ranked high, they increase the probability of e.g., claim preference or purchase intent)