Duel - Claims
Identify Winning Claims
Ensure every claim, attribute or short statement will resonate with consumers.
Fast and intuitive choice-based tasks that reflect real consumer decision-making, helping you compare how your claims stack up against one another.
From $5060
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What it is
B-sci empowered fast screening tool for short, text-based marketing elements, such as claims and product attributes.
A gamified, choice-based approach to claim/attributes testing that better identifies what is catching the consumer's attention and driving interest in communications.
What it does and why is it better than other fast screening tools:
1
Allows you to identify best-performing claims and attributes with confidence.
2
Captures rational and deliberate choices consumers make assessing the stimuli.
3
Indirect attention and excitement captured through response time to choices.
4
Combining direct preference and indirect passion and conviction allows better discrimination and confident decision making.
Methodology
Behavioural science principles state that a context for choice is key for screening marketing elements. Using Ipsos' proprietary Duel methodology, respondents are taken away from scaled responses and are instead forced to select their preferences in a series of head-to-head contests.
Duel combines this stated preference with a proprietary response time component - uncovering indirect excitement and passion towards the stimuli.
What is delivered
Preference
Consumer's direct, stated preference.
Punch
Consumer's excitement or indirect reaction to items.
Promise
A composite measure combining both Preference and Punch, for confident decision making.