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What is claim testing and why is it important for brands & products?

By 13. June 2019 August 29th, 2019 No Comments
What is claim testing and why is it important for business?

Claim testing is important since every business, every product, every service has something to claim, right?

“Natural ingredients,” “The world’s favorite lemonade,” “The most stain-resistant fabric,” “100% real chicken.” You get the point. What do all of these phrases have in common?

They are using only a few words in order to describe the product or service that the business is offering. Claims summarize your product or service in a quick and concise manner. They inform the customer what the product or service is and what to expect.

Why are claims important for business?

If formulated correctly, claims can be a way to bring in more business. Your business will benefit when your claims are in alignment with the brand associations you are trying to build, if there is a harmony across what you are saying and what you are trying to establish.

If your claims do not align with your brand associations, you aren’t really winning as much as you could be, are you?

Thus, claims are important for business because they can be used to match your overall brand associations with the particular product of interest in the consumers’ minds.

Is there a way to measure how well your product claims align with your brand associations? With NEURO FLASH’s Claim Tester, of course there is. But, more on that below in the ‘Can You Objectively Choose a Claim?’ section.

Are all claims the same?

Identifying Claims on Snickers for Possible Claim TestingTake the following two scenarios:

  • Can you imagine a food product that is trying to appeal to a younger audience but is using conservative language?
  • Or, can you imagine beauty-based business, advertising their lipstick, let’s say, and they use language (through the claims they make) that doesn’t reinforce the brand values/associations they are trying to establish, like ‘family’?

Think about it: accurate, appropriate, and successful claims describe your product and simultaneously express your business values.

Can you objectively choose a claim and perform claim testing?

The short answer is: Yes!

Stand assured that if you are currently developing or in the stages of product claim testing, there is an objective way to test and select claims.

Your brand and product claims can be analyzed  using market research in order to predict what actual consumers in your target market will think about your claim. This can be done through lengthy online surveys or expensive focus groups, or by using our marketing impact AI which can instantly evaluate your claim. You simply input your product claims and cross-reference them with your brand values, whatever they may be!

Fast, Big-Data Driven Insights and Claim Testing Using FLASH AI

Our software program, FLASH AI, will bring new insights to your product claim testing methods by giving you numeric rankings of your proposed claims as assessed through the lens of your specific business values. (If you don’t have product claims yet, that’s okay, we can also help you develop them- just book an appointment with us to arrange it.

Using FLASH AI and searching for the term ‘maximus’ as was used by Snickers in the images above, the associations are presented in a graph. Rather than doing traditional market research, the associated terms are automatically presented. You can also see the respective strength of the associations, giving you quick and objective insights. This enables you to strategically place your product and brand in the mind of consumers.
Thus, this is the essence of the Claim Tester service. Questions, comments or want to try a free-trial of our FLASH AI? Easily get in touch with us by booking an appointment to chat 🙂
The associations elicited by the words 'maximus' and 'rome'
Jonathan T. Mall

Author Jonathan T. Mall

Jonathan is a computational Neuropsychologist turned entrepreneur. Seduced by the opportunity to optimize consumer experience using machine learning, he led the Science team in a IBM Big Data Venture ( Afterwards, he founded, a market research institute, using online experiments that illuminate the true drivers of desire and purchase behaviour. When he’s not combining Neuroscience and Big-Data to test innovative ideas, he eats burgers and trains for the next marathon.

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