CLAIM

When customers decide which product or service to buy, something they want to know immediately is why they should consider buying it. A claim answers that question by telling consumers about the product. There are 4 main types of claims: functional benefits, experiential benefits, reasons to believe, and emotional end-promises. Ideally a product has at least one of each, either explicitly stated or implicitly visualized. The CLAIM solution examines both text and visual claims and can help you determine which of your claims are most powerful.

The CLAIM survey consists of 3 parts:

• An immediate, intuitive reaction to your claims, which reveals how shoppers might react to your claims in the moment.
• Respondents make trade-off decisions about the claims via a MaxDiff approach, which provides a differentiated ranking of claims based on motivation to purchase.
• Quick check questions to make sure your claims are distinctive, clearly understood, seen as credible, relevant to consumer needs, and fit your brand.

The survey can be run for between 8 and 40 claims, with the minimum sample size being n=300 for 8-20 claims, n=400 for 21-30 claims, and n=500 for 31-40 claims. Claims can be text or visual, and including competitor claims as a benchmark is encouraged. You can view results in real time via Toluna Analytics, and the deliverable will be a 1-page summary scorecard, as well as an (optional) extensive data analysis.

Get clear, comprehensive results in a short timeframe

CLAIMS provides you with quick results at an affordable price. Your 1-page scorecard will be delivered only 2-3 days after the completion of fieldwork and gives you a clear ranking of your most powerful claims. You can also follow results in real time in Toluna Analytics, as well as view all your data as soon as fieldwork is completed.