Optimizing health claims for a multinational manufacturer

A global, fortune-500 company sought to evaluate a wide range of health-related claims across various brands, including cereals, meals, snacks, and yogurt, to determine which would resonate most with consumers. The goal was to optimize these claims for use on packaging and in advertising, ensuring they effectively drive purchase intent.

To achieve this, Magid conducted MaxDiff tests, a method where consumers evaluate a lengthy list of claims by choosing the best and worst options within a set. This approach provided a more nuanced understanding of which claims stood out, offering better discrimination than standard rating scales.

In addition to identifying top claims, the study also included diagnostic evaluations on factors like believability and uniqueness. Results were further segmented to provide insights into how different consumer groups responded to various claims. This allowed the brand to fine-tune their messaging for different audiences, ensuring each claim hit the mark.

As a result, the company received a prioritized list of claims that were strategically applied to product packaging and advertising, driving stronger consumer engagement and enhancing brand perception.