Successful SKIM & Unilever communications presentation at TMRE11

On November 9, we co-presented with Unilever at The Market Research Event 2011. Attendees learned how to develop a winning claims strategy based on the golden rules of product communication. The presentation was well received.

Meta-analyzing 600+ claims: How to develop a winning claims strategy

Wednesday November 9 - 1.15pm | Market Research & Insights Leadership track
In an effort to strengthen product claims across the company, Unilever approached SKIM to re-analyze over 20 past claims studies. The objective was to develop a framework that would guide Unilever in the process of claim generation and optimization. The meta-analysis covered hundreds of claims across 14 categories which were coded on 34 variables representing hypothetical drivers of claim appeal.

The analysis demonstrated that a tangible promise of value is absolutely critical to a claim's success. However, popular communication techniques like humor, comparative advertising, jargon, and several other pitfalls can unintentionally undermine this message and render a claim ineffective. The goal of this session is twofold. First, by sharing highlights of the framework, the audience will be prepared to develop more effective claims. Second, it illustrates that re-analyzing large amounts of data across studies and categories can be a tremendously powerful tool in generating essential consumer insights.

About the presentors

Paul Janssen is SKIM's Director Communications Research. He holds a Masters in international business studies and worked in brand management at Kraft Foods prior to joining SKIM five years ago. Paul is considered an expert in the field of claims and communication and regularly advises clients like Unilever, PepsiCo and Philips on how to optimize their claim and communication strategies for specific marketing initiatives. In addition, he has hosted multiple claims workshops for the consumer insights and marketing teams of various clients. 

Justin De Graaf is a Consumer & Market Insights Manager on Unilever's Personal Care business based in Englewood Cliffs, NJ. He specializes on behavior change for marketers: convincing brand managers to use newer, stronger, and more effective research to drive the business forward.