MD[x]T in prelaunch claims testing
The ChallengeIdentify the most appealing and differentiated claims for a PII product. Identify, from a long list (20+) of possible claims (40+) which conveyed the key product benefits and understand their impact on potential Rx.
Our ApproachWe used a range of techniques. Shapley-value regression to derive Rx drivers Then our MD[x]T method approach, discrete-choice modelling discriminated and ranked (20+) often similar claims. DBC outputs are then run through TURF. Within the survey we included text highlighting and heatmapping to generate additional qualitative insight
We identified the key product claims that communicated key product benefits. Drivers and perceptual mapping identified associations and opportunity in the competitive landscape. MD[x]T delivered the ideal and fewest claims that resonated most strongly.