Product Claim Support

In mature markets, product claims can help to differentiate your offerings from rivals by scientifically proving superior performance across specific attributes. Generally speaking, there are two types of claim – a product claim, and a competitive claim.

For product claims, the focus is on the performance attributes of your product. For instance, “9 out of 10 people agree that this was the best product they have tasted” is an example of a product claim.

By contrast, a competitive claim is based around a performance attribute comparison. For example, “92% of people thought that this product kept them full for longer than the leading brand.”

Now we’ve covered the differences between the different types of product claims; it’s time to examine why they are so important.

At Wirral Sensory Services, most projects can be completed within approximately two weeks from commission to delivery of results, providing clients with rapid, actionable insights to support product development and business decisions.

Wirral Sensory Services recruits participants using targeted demographic criteria tailored to each project’s objectives, ensuring feedback is gathered from the most relevant consumer groups.

Participants are screened through detailed questionnaires to confirm they meet specific requirements such as age, gender, purchasing behaviour, product usage, lifestyle characteristics, or dietary preferences.

Recruitment is conducted through our extensive in-house consumer database and dedicated recruitment app, enabling us to quickly identify, engage, and manage suitable participants while maintaining high data quality and representative sample profiles.

When launching a new product or revamping an existing one, adding a scientifically-verifiable claim can give your target customers the confidence they need to try your product. This is especially the case for new brands who do not yet boast the recognition of established competitors.

Whether you’re in the food, beverage, toiletries, or personal care products space, all of these markets are saturated with mature brands. The most challenging task you have as a manufacturer is to convince your target customer to choose your products over their existing favourites.

Product claims are one of the best ways to convince customers to make the switch, particularly if you can objectively prove that your product performs better in relation to a performance attribute that is important to them.

Following completion of the fieldwork, Wirral Sensory Services provides a comprehensive PowerPoint report presenting the study findings in a clear and actionable format.

Reports include detailed results, statistical analysis where appropriate, and visual representations of key data to support interpretation.

Clients also receive expert recommendations and practical insights to help inform product development, optimisation, marketing strategies, and commercial decision-making.