Claim support can offer a very useful way to increase consumer awareness of your product, as well as increasing sales. Consumer endorsements of your products can mean the difference between shoppers picking your product off the shelf or choosing that of a competitor.
There are two main types of claim support; product claims and competitive claims. Product claims will highlight the strengths of your products, for example, “8 out of 10 people thought this product tasted delicious”. Competitive claims compare your products to benchmark samples, for example, “84% of people thought that this product tasted better than the leading brand”.
At Wirral Sensory Services we work alongside our clients to develop a robust methodology to ensure that we have the scientific evidence to substantiate any claims. Whether for food, beverage, toiletries or personal care products, once we put our name behind a claim, we are more than happy to stand alongside clients in the event that it is challenged.
Issues that must be considered when assessing the methodologies for different claim support techniques include close analysis of preparation methods, the specific demographics of the consumer panel, the number of respondents taking part in the research as well as the location.
WSS has conducted many claim support projects, working with Clearcast and the CPTA to ensure that all methodologies are comprehensive and can back up claim support quotes.
The Case Study
A client had developed a new soup product which they believed would keep people fuller for longer than traditional soup offerings. As such, they wanted to put this information on pack to encourage consumers to purchase.