Claims Test

Also known as: Claim Testing, Message Testing, Copy Claims Research

Research evaluating the credibility, relevance, and impact of communication claims before using them in advertising or packaging.

A Claims Test evaluates the effectiveness of a product's communication promises (claims): how credible they are, how relevant they are to the consumer, whether they are unique versus the competition, and which has the greatest impact on purchase intent.

It is an essential study before committing to a promise in communication, advertising, or packaging. An irrelevant or unbelievable claim is wasted advertising investment; a false claim can have legal consequences.

Most used methodologies for claims testing: MaxDiff (to rank importance of multiple claims), monadic and side-by-side comparison tests, and credibility-relevance-uniqueness analysis.

Atlantia includes Claims Testing as part of its innovation research and communication evaluation processes.