How to Develop

Winning Marketing ClaimsA Case Study on Apple Watch™

22

Summary

What you’ll learn in this guideWe’ll show you how to use surveys to test marketing claims by taking the guesswork out of your big decisions.

Our guide includes:

• Tips for getting key metrics

• Best practices on writing claims testing surveys

• A real-world example of how our claims testing framework can be applied to your brand

Apple Watch™ marketing claim key findings • We compared two of Apple’s® marketing claims on its Apple Watch™

against each other:

o We found that the claim with a style and personal preference focus scored higher in clarity, a key metric.

• Identifying what resonates with a target market allows for more targeted advertising and potentially higher likeability and purchase intent:

o Taking a further look, we were able to segment the market into two distinct groups—early adopters and those who wait to purchase new products.

• The differences for early adopters, Apple’s® target market, and later stage adopters, were significant:

o Early adopters found the claim with a style and personal preference focus more convincing, unique, and memorable.

o They also listed text messaging as the most important for a smart-watch to have, significantly higher than any apps their later adopter counterparts listed.

Created by and for the use of SurveyMonkey Audience. This study was not commissioned or endorsed by Apple® or the other companies measured in the study. Apple and Apple Watch are trademarks of Apple Inc.

33

Table of Contents

Marketing Claims Testing Overview5

Market Segmentation16

Taking It to the Next Level19

The Smartwatch Category9

12Apple Watch™ Study: Marketing Claims Test

44

Methodology

What?SurveyMonkey Audience fielded a Marketing Claim Test study on two Apple® marketing claims to demonstrate how to successfully test marketing claims.

How?The survey was fielded through the SurveyMonkey panel. Respondents represented the general U.S. population. A total sample size of 417 was used for this study.

When?We fielded the survey from 5/1/15–5/4/15.

5

Marketing Claims Testing Overview

66

5 benefits of testing claims with surveys

Test various claims quickly and easily

A survey allows you to present a wide range of ideas to your target market, and get quantitative feedback fast.

Filter out the ineffective claims

Let your target market decide what works and what falls flat by asking them directly to investigate what customers want.

Refine your good ideas

If you test a bunch of concepts through a survey, you can quickly see which ones are rising to the top.

Test with diverse audiences

It’s much easier to use surveys than expensive focus groups to reach different demographic groups in your target market and segment their responses.

Save money

After you’ve launched your first concept testing survey, take a look at the results and see if any ideas tanked. Now imagine having spent months and thousands of dollars developing those ideas.

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How to determine marketing claim successThe quickest way to determine a winning claim is to use a standard scoring model. This is an example scorecard that incorporates several key success metrics depending on the type of claim you’re testing and how you define a successful claim.

A B

Attributes Tested

Purchase Intent Statistical Significance

% %

Appeal Statistical Significance

% %

Uniqueness Statistical Significance

% %

Relevance Statistical Significance

% %

Average Score % %

*Z-test scores at 95% confidence interval

Created by SurveyMonkey Audience

Top 2 Box: The percentage of respondents who answered the two most positive answer options

Step 1: Define your key success metrics.

Step 5: Determine which claims performed better by using stat testing, a calculation that shows if two numbers or scores have a significant, or big enough, difference. This shows if one concept truly resonates with consumers more than the others.

Step 3: Use the top 2 answer choices for each question to more easily compare how each claim performed.

Step 2: Set the number of metrics depending on the claim you’re testing and how you define success.

Step 4: Compare the average scores of each claim to determine which one performed best based on the success metrics you chose.

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Key success metrics

Here are several key metrics you can incorporate into a claim test:

Whether your claim motivates respondents to buy

If your claim is perceived to be for a high quality brand/product

The overall appeal of your claim is a strong indicator of purchase intent

How clearly your claim messaging is understood by respondents

A gauge of how well your target audience remembers your claim

How different one claim is from the others

How trustworthy your claim is perceived to be

A way to determine if your claim resonates with respondents

Purchase Intent:

Perception of Quality:

Appeal:

Message Clarity:

Recall: Uniqueness:

Believability:Relevance:

9

The Smartwatch Category

10

Apple’s® entering a new market...

Do you own any of the following devices?

0%

50%

An activity/fitness tracker (e.g. Fitbit, Garmin, etc.)

A smartwatch (Apple Watch, pebble, etc.)

No, I don’t own either of these devices

20%

23%

3%

75%80% ...but they’ve got high category recognition

100% of respondents knew what a smartwatch is:

“A smartwatch is a computerized wristwatch with touchscreen

display and functionality that is enhanced beyond timekeeping.

Many smartwatches run mobile apps, while a smaller number of

models run a mobile operating system.”*

10

*Definition provided to respondents.

1111

And Apple® has the highest brand recognition

Based on your current knowledge, which of the following companies make smartwatches?

0%

80%

90%

Apple® Other

10%

20%

30%

40%

50%

60%

70%

23%

93%

4%

100%

Android™

18%

LG®

13%

SAMSUNG®

40%

Sony®

13%

Google®

18%

Motorola®

11%

Pebble®

11%

12

Apple Watch™ Study: Marketing Claims Test

1313

Apple® claims test summary

Background:Apple® released its Apple Watch™ for pre-orders on April 10, 2015. We used SurveyMonkey Audience to test the effectiveness of two of the marketing claims found on the Apple® website.

Goal:Put two in-field claims head to head to see which one performs better.

Key insights: • We found that the claim with a style

and personal preference focus scored higher in clarity, a key metric.

• We then segmented the market into two distinct groups to see which claim resonated best with the target market.

1414

The 2 claims

Claim 1: Person and technology relationship focus

“Our most personal device yet. Apple Watch represents a new chapter in the relationship people have with technology. It’s our most personal product yet, because it’s the first one designed to be worn.”

Claim 2: Style and personal preference focus

“There’s an Apple Watch for everyone. A device you wear is vastly different from one you keep on a desk or carry in your pocket. It’s more than a tool. It’s a true expression of your personal taste. So we designed Apple Watch to reflect a wide range of styles and preferences. Because we want you to love wearing it as much as you love using it.”

vs

1515

Apple Watch™ scorecardWe found that the claim with a style and personal preference focus (Claim 2) scored higher in all key metrics:

Claim Test Scorecard (Top 2 Box Scores)

Claim 1: Person and technology relationship focus

(A)

Claim 2: Style and personal preference focus

(B)

Attributes Tested n=417 n=417

Purchase Intent Statistical Significance

Top 2 Box = Extremely likely + Very likely 11% 12%

Believability Statistical Significance

Top 2 Box = Extremely appealing + Very appealing 36% 37%

Likeability Statistical Significance

Top 2 Box = Extremely unique + Very unique 33% 37% (A)

Clarity Statistical Significance

Top 2 Box = Extremely relevant + Very relevant 33% 41%

Average Score 28% 32%

*Z-test scores at 0.95 confidence interval

16

Market Segmentation

1717

Segmenting responses reveals additional data

Taking a further look, we segmented the market into two distinct groups: early adopters and those who wait to purchase new products.

Identifying what resonates with the target market allows for more targeted advertising and higher likeability and purchase intent.

“I usually try new products before other people do.”

Strongly agreeAgree

Early adopters

Strongly disagreeDisagree

Later-stage adopters

1818

Identifying what resonates with the target marketThe differences for early adopters, Apple’s® target market, were significant:

They found Claim 2 clearly more convincing, unique, and memorable. They also listed text messaging and phone calls as the most important for a smartwatch to have, higher than any apps their later adopter counterparts listed.

0% 0%Confusing Text

MessagingPhone Calls

Calendar Activity tracking

Camera remote

Music Maps InstagramConvincing Irritating Unique Memorable

10% 5%

20%10%

30%15%

40%

20%50%

25%60%

13%

11%

16%15%

22%

1%

7%15%

21%22%

16%17%

2%

6%6%

1%

37%

Late

Late

Early

Early

55%

23%

18%

38%

56%

35%

51%

Later stage adopters found it more irritating Later stage adopters selected

activity tracking as their top choice

19

Taking It to the Next Level

2020

Going beyond your first testClaims testing goes beyond asking respondents to rank and rate claims against one another.

Take it a step further: • Ask respondents open-ended

questions to get the "Why?" behind their answers.

• Track your performance over time by setting up recurring surveys.

Need some help selecting metrics? We can help.

• SurveyMonkey can provide you a list of all the available key metrics you can test and get respondents to rate claims on.

The possibilities are endless:

• Package testing, logo testing, name testing, claims testing...the list goes on.

• Our concept testing framework spans a variety of categories—all you have to do is provide us the stimuli, and we can make that concept assessment happen. Contact us to get started

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Bring Your Best Ideas to Market with Claims TestingLearn more about testing your marketing claims by

contacting SurveyMonkey Audience today:

Contact us to get started

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