What Are The Different Types Of Claim You Can Make About Your Products
In the world of consumer products, competition is high. Therefore, as a brand, you have to do everything you can to stand out. One of the best weapons in your battle to convince customers that your product is the best within its segment is making claims supported by scientific research.
When you invest in claim support services, you back up your claims to be the best with indisputable scientific evidence, making your assertions around a product’s performance or attributes much more valuable.
There are even different types of claim support, depending on the type of assertion you wish to market to your target consumers. So with that in mind, let’s run through what claim support is, what methodologies are available, and what types of claims you can make on your product packaging and marketing materials.
What is Claim Support?
All companies can make claims about their products, but they hold very little weight without objective verification or scientific testing. Claim support is the process of verifying those claims through consumer research and/or laboratory testing.
So what’s involved in the two different types of claim support methodology?
Claim Support – Lab Testing
In some cases, you will want to make a claim about product performance to help differentiate your offering to that of your competitors. However, to make a claim of this nature, you need to test the product in a lab to avoid the biases and subjectivity of consumer research.
For instance, you might want to prove that a deodorant gives 24-hour protection. In that case, you would need to set up a series of lab tests that confirm this claim.
Claim Support – Consumer Research
One of the most powerful marketing tools at your disposal is the recommendation of other consumers – particularly if they recommend your product over your main competitors for an attribute such as taste.
For instance, we recently performed consumer research for a brand that confirmed their soup offering left consumers feeling fuller for longer than existing traditional soup options.
What Are the Different Types of Claims You Can Make on a Consumer Product?
Broadly speaking, the claims you will make with your marketing and on your product packaging fall into two distinct categories. Those categories are product claims and competitive claims, respectively.
Product claims are those that highlight the strengths of your product. For example, you might claim that 9 out of 10 people thought your bakery products tasted delicious or that your deodorant is proven to last for at least 24 hours.
By comparison, a competitive claim will highlight how your product stacks up against the competition. For instance, you might print a claim such as “86% of customers agree that this product tastes better than the leading brand.”
As you can see, you can use either claim support methodology (lab testing or consumer research) to make each category of claim.
Choose Wirral Sensory Services for Your Claim Support Requirements
With retail shelves more competitive than ever, you need to pull out every stop to ensure your products stand head and shoulders above the rest. Making eye-catching claims based upon objective research is one of the best methods to do just that.
Here at WSS, we have been helping leading brands differentiate themselves through performance tests and consumer research for over 20 years. From consumer panels to extensive lab testing, we can support any claim you need. Better still, all of our work complies with Clearcast and the CPTA to ensure that you can make bona fide claims in your marketing and packaging materials.
So if you need help in verifying your marketing claims, make sure to contact a member of our friendly team today to discuss your requirements.