Why is it ranking claims, taglines and names important?
When it comes to key brand assets such as claims, taglines and names, the decisions you make could last a lifetime. You’ll witness them in action everywhere, from your email signature and PowerPoint decks, to social media campaigns, magazine pages and billboards, over and over again.
It goes without saying that you want to be sure you’re making the best decision. A good tagline is recognisable (Just do it; Because you’re worth it; I’m loving it.) and can live a life of its own. That’s why it’s a good idea to test your options before moving forward.
With the Cambri tool, you can run a MaxDiff test to see which claims, names and taglines are a hit or a miss with your target group. This rapid testing method will save you time, energy and money, and help you land on the most effective option.
When to rank claims, taglines and names
- Creating a new packaging design.
- Developing a new brand strategy.
- Creating an advertising campaign
Case Studies
Cambri under the spotlight
Methods related
How does it work?
MaxDiff
MaxDiff helps identify consumer segments and why certain consumers are attracted to certain products. It uses an indirect questioning technique to ask respondents to choose their favourite from a subset of attributes and uses statistical modelling to estimate the utility respondents assign to each attribute.
Cluster Analysis
Segmentation helps identify homogeneous segments with unique preferences, as well as understand the interrelationship between needs or drivers. It allows you to uncover the preference of different attributes for a particular segment that may be different from the market as a whole.
TURF Analysis
TURF is a method that can be used to gain insights about market potential and optimal portfolio strategy given limited resources, as it shows the incremental reach of adding an option to the existing portfolio.
NLP (Natural Language Processing)
Including open-ended questions in a survey can generate thousands of sentences to make sense of. But this isn’t a problem with Cambri’s proprietary NLP solution. In a matter of seconds, you’ll get an understanding of what consumers are talking about, and whether the sentiment is positive, negative or neutral.
Conjoint Analysis
Understand what your customers value in your product with Conjoint. Learn how much each feature influences your demand and sales, and estimate what price premium you can charge for improved features.
Quotes
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“We use Cambri to quantify the results we get from a focus group, to test packaging designs, identify how a product would best be introduced to the market, and much more.”
Julia Neergaard Laursen
Innovation Projects Lead at Nestlé Nordics
“It has been very convenient that our copywriter has been able to use the results from Cambri to inform their work. As we now know what style of messaging works and does not work, we can tailor all of our brand assets accordingly.”
Sanna Dooley
Chief Commercial Officer
“The best part of Cambri is that we get results very fast. It’s also cost-effective: we can get reliable results with a reasonable investment.”
Anna Häkämies
Head of Product Development and Partner at Solar Foods