Claimstorming® services

Frequently Asked Questions

What is a claim?

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A claim is any short, true (or potentially true) statement about a product that differentiates, distinguishes, or separates it from the pack. Some claims are softer and more language-driven. Others utilize stronger, more high-impact statements. Claims can even be demonstrations or visuals - creating a discernible stake in consumer understanding.

Why should I use Claimstorming® services?

Claimstorming® services provides compelling, consumer-driven thinking on new products, technologies and positioning when there is a need:

• For claims.
• For strong benefits.
• For a reason to belong in a specific category.
• To put a stake in the ground.

When should I use Claimstorming® services?

Claimstorming® services can be applied at any stage of your development process. In earlier stages it can be very effective to discover Points of Difference for a new technology or product idea — even before the product exists. Later in the process it can be useful as a way to position, or even reposition, existing products.

What are my options after using Claimstorming® services?

• Expose consumers to 20-50 different claims statements in a facilitated Claims Sort process, to see which resonate best.
• Transition into a facilitated Positioning project to test claims in a concept exhibit format.
• Transition into a facilitated Product Optimization project using the claims statements as a starting point.
• Leave with a variety of hard and soft claims for further internal research, refinement or substantiation.