Names, Claims, and Pricing Evaluation

A global footcare company planning to launch a new insole product.

​Our client was planning to release a new insole product in the UK and Germany, and wanted to evaluate potential product names, product claims, and prices to optimise this launch.

A bespoke quantitative survey was designed. To avoid any bias towards a name, when respondents were shown packaging for the new product it was referred to as “Insole X”. There were 8 potential names put forward by the client which were evaluated in a ranking, with respondents ranking their top 3. As there were 40 claims, it was appropriate for respondents to only evaluate a random subset of these claims to ensure high data quality, so respondents saw 6 sets of 4 claims in a MaxDiff methodology. For pricing, the client provided a few different potential prices, so a Gabor Granger method was used to evaluate purchase intent at each of these different price points, in £ and €.

The results identified different preferred names in the two markets, though the clear favourite in Germany was also second favourite in the UK, making it the strongest overall. As the client wanted the name to be consistent across markets, we recommended this be the one name they used, and it was launched later that year under this name. Likewise, one claim stood out as being in the top 2 out of 40 in both markets, and this claim is now used on all packaging for this insole product. The results showed only a small drop off in purchase intent at the higher price points, making the optimum price point for this product a more premium price point, which it was launched at in both markets.