Claims Test Using MaxDiff


A consumer packaged goods client developed new mouthwash claims and needed to determine which of the 15-20 claims to go to market with.

An online quantitative study was fielded among regular Walmart shoppers who purchased mouthwash in the past six months. The study design involved an Adaptive Maximum Differential Scaling (MaxDiff) exercise to derive preference across mouthwash claims. TUR analysis was used to address reach that would likely be achieved with any combination of claims.

A clear winning claim emerged from the research, outperforming all other claims, including the current one. Additional claims were identified to provide the most incremental reach in combination with the winning claim, so the client could go to market with confidence.

Make informed, impactful business decisions that move people into action