In this on-demand webinar, product testing specialist Kate Binner is joined by Rozenn Henaff, Product Research Lead at Bayer, to explore how to turn everyday product messages into sharp, motivating claims that actually drive trial and repeat purchase.Across health, personal care and FMCG, efficacy is now the entry ticket. Consumers assume products will work – so the edge comes from how you express the benefits. Kate and Rozenn discuss the difference between general, sensory and puffery claims, why consumers increasingly reject over-scientific language, and how to craft statements that feel both credible and emotionally resonant.Kate and Rozenn take you through a clear three-step process for creating high-impact claims: uncovering powerful insights from real consumer behaviour, transforming them into concise, testable statements, and validating them with the robust evidence your legal team (and your competitors) expect. You’ll also hear practical guidance on managing risk, knowing when to use digital rather than pack claims, and why synthetic respondents simply won’t cut it for substantiation.

Ver todos los episodios