Case Study
Quickly Selecting the Winning Product Claim for a Serum Launch
overview
Agile Claims Testing Powered by SnapIQ to Guide a Time‑Sensitive Product Launch
A prestige skincare brand preparing to launch a new serum needed to identify which product claim would most effectively motivate purchase intent. With several strong claim directions on the table, each emphasizing different aspects of product benefits, the team needed fast, data‑driven guidance to make a confident decision ahead of production timelines.
Using SnapIQ, C+R delivered clear, actionable results in just 5 business days after the claims were finalized, providing the brand with the direction they needed to move forward quickly and strategically.
THE PROBLEM
Balancing Specificity and Credibility in a Competitive Skincare Category
The brand was deciding between multiple ways to communicate the serum’s key benefit. Some claims leaned into specificity and measurable results, while others took a more straightforward or simplified approach.
The team’s core challenges included:
- Determining which claim would most strongly drive purchase interest among target consumers
- Balancing specificity with credibility in a category where trust is essential
- Reaching both brand users and new potential buyers
- Getting statistically reliable results within days, not weeks
The brand needed quick clarity without sacrificing rigor.
OUR APPROACH
Mixed-Methods Consumer Research and Growth Four-Cell Monadic Claims Testing Among Prestige Skincare Consumers
C+R conducted a quantitative monadic claims test using SnapIQ to evaluate consumers’ reactions to each claim option. The approach provided:
- Unbiased, side‑by‑side comparisons of each claim’s performance
- Measurement of KPIs: appeal, believability, relevance, uniqueness, and purchase interest
- Ranking exercises to surface the claim with strongest motivational power
- Open‑ended diagnostics capturing why consumers found each claim compelling or questionable
SnapIQ allowed the study to be launched, fielded, analyzed, and delivered in an extremely compressed timeline — while still providing robust, actionable insights.
The result
Clear Direction and a Confident Go‑Forward Claim — Delivered in 5 Days
The research revealed a clear winning claim that effectively balanced specificity, clarity, and consumer motivation. This claim stood out for its ability to communicate meaningful product benefits in a way that felt both compelling and trustworthy.
While simpler claims were viewed as slightly more believable, the strongest-performing claim was the one that most effectively motivated purchase — and resonated across both current brand users and prospective consumers.
C+R provided guidance not only on the winning claim but also on how the brand could reinforce it through supportive proof points to maximize credibility at launch.
Within 5 business days, the brand had:
- A confident claim selection
- Consumer‑validated rationale
- Clear recommendations for communication and proof support
- Insight to move into production without delay
proven experience
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