To test a product claim, write two or three versions of it, put each in front of every consumer segment you sell to, and read which claim wins with which segment and why. The winning claim for one segment is often the weakest for another, so a single average score hides the answer.
Why does the same claim land differently?
Consumers act on different things. In whey protein, Gut-led switchers try new products about 2.2 times as often as the average consumer because their stomach vetoes product after product, so a digestion claim speaks to them. Proof seekers want evidence, so the same claim without a lab report may fall flat. In makeup, Touch-up avoiders judge wear claims by hours, and a vague “long-lasting” gives them nothing to check.
How do you run a claim test?
- Write two or three versions: a benefit claim, a proof claim and a specific claim with a number the brand can back.
- Pick the consumer segments you sell to.
- Run the test and read how each segment reacts, with the reasons.
- Check every claim you plan to use against what the brand can substantiate.
What should a claim test not be used for?
It does not check whether a claim is true or permitted. A claim test shows how consumers are likely to react, based on self-reported public discussion, not sales data and not a representative survey. The brand still needs to be able to back what it says.
Run a claim test at app.nextbigwhat.com, or see consumer research for D2C brands for everything you can test before launch.
Frequently asked questions
How do I know which product claim works best?
Test two or three versions on each consumer segment and read the reasons. The best claim differs by segment.
Why test claims by segment?
Different consumers look for different proof. An average score can hide the claim that wins with the group you are selling to.
Does a claim test check that a claim is legal?
No. It shows how consumers are likely to react. The brand must still be able to substantiate every claim.
NextBigWhat builds a living model of your customer behavior, organized into meaningful consumer segments and grounded in market intelligence and customer evidence. Test your assumptions. Explore product decisions. Validate messaging. Know which ad drives better conversion – before wasting money.