Claims prioritization is the process of identifying which marketing messages or product claims are most relevant, believable, and compelling to your target audience. These might include functional benefits ("keeps food fresh for 3 days"), emotional triggers ("helps you feel more confident"), or brand-driven distinctions ("the only eco-friendly option on the market").

Why does prioritization matter? Because most teams start with a long list of potential claims – sometimes dozens – and not all of them can (or should) be used in marketing campaigns, product packaging, or ad creative. Messaging space is limited, and every brand touchpoint needs to work hard. Picking the wrong claim could confuse customers, underwhelm buyers, or even backfire altogether.

Why Prioritizing Messages Improves Marketing Results

Effective claims help clarify your brand’s promise and positioning. Prioritizing those claims based on real consumer feedback means you're not relying on gut feel, internal opinions, or outdated assumptions. Instead, you’re using evidence to guide which messages to lead with – from packaging copy to digital ads or even retailer pitches. This makes your messaging more focused, credible, and impactful across touchpoints.

When to Apply Claims Testing and Prioritization

Claims prioritization is especially valuable during:

• New product development – When you're crafting the story behind an innovation or prototype
• Marketing campaign planning – To decide what headline message will grab attention
• Packaging updates – To make space for messages that drive purchase
• Strategic repositioning – To find the right message when entering new markets or categories

The Role of Consumer Insights in Message Strategy

Without listening to your target audience, it’s easy to guess wrong. Prioritization grounded in solid consumer research tools – like Dynata or similar platforms – helps to ensure that the messages you put forward have real resonance. And when teams need to work fast, scale efficiently, or test multiple concepts at once, having access to the right tools – combined with the guidance to use them well – makes all the difference.

That’s where experts like SIVO’s On Demand Talent come in. When insights teams are stretched thin, SIVO connects you to seasoned professionals who specialize in everything from claims testing and message prioritization to tool mastery and data interpretation. These experts help you extract meaningful insights, avoid missteps, and build messaging strategies that convert.

Dynata is one of the most well-known and widely used DIY insights tools today. Known for its extensive audience database and survey capabilities, Dynata allows teams to go direct-to-data – building surveys, launching them to targeted audiences, and quickly gathering results. When used effectively, Dynata becomes a powerful engine for claims testing and message strategy.

How Claims Testing Works in Practice

With Dynata, brands can present audiences with different potential claims and gather real-time feedback through various question formats. These may include ranking, rating, or likelihood-to-purchase metrics, depending on the goal. Questions can span individual claims or test those claims within full concepts for added context.

Let’s say your team is developing packaging for a new beverage. You have six possible claims to choose from, but only space for two. Rather than guessing which ones to feature, you can use Dynata to:

• Recruit your target customer – let’s say health-conscious adults aged 25–45
• Create a survey that presents the six claims and asks users to rank, rate, or choose their preferred messages
• Analyze responses to see which claims consistently perform best across relevance, believability, uniqueness and intent to purchase

From there, you’ve got hard data to guide which messaging leads – and how to fine-tune your language.

Benefits of Using Dynata for Message Prioritization

Besides speed and scale, Dynata offers access to highly targeted audiences across geographies and segments. It’s ideal for brands that need to:

• Compare multiple concepts quickly
• Understand how language impacts consumer interest
• Prioritize claims for marketing launches or redesigns

But successful research depends not just on the tool, but on using it skillfully.

Why Expert Help Leads to Better Results

Tools like Dynata are powerful – but without strategic planning, it’s easy to misdesign surveys, misread results, or miss key insights. Many teams find that working with experienced insight professionals – like those in SIVO’s On Demand Talent network – drives better outcomes. These experts know how to:

• Design strong, unbiased surveys that yield useful insights
• Translate business questions into clean research objectives
• Interpret quantitative data in a way that leads to clear next steps
• Coach internal teams on how to use DIY tools more effectively, building research muscle over time

Unlike general freelancers or consultants, SIVO’s On Demand Talent gives you direct access to professionals who have done this kind of work across categories – from CPG and healthcare to tech, finance, and beyond. Whether for a one-time study or a recurring need, these professionals bring both research rigor and business impact.

Used strategically, Dynata for claims testing and message development becomes more than a tool – it becomes a smart investment in marketing effectiveness. Add the right human expertise to the mix, and you get results that translate directly into better decisions, quicker alignment, and more confident go-to-market messaging.

Once you’ve identified your core product messages, the next step is to test and compare those claims across your marketing concepts. Using consumer research tools like Dynata, you can collect actionable data to assess how each message resonates with your target audience. To use Dynata for claims testing efficiently, it helps to follow a structured plan that ensures your research yields meaningful insights.

Start with Clear Objectives

Before diving into data collection, define what you want to learn. Are you comparing product benefits across different positioning strategies? Are you trying to determine which claims drive purchase intent or emotional engagement? Being specific helps frame your survey questions and provides direction for analysis.

Build Consistent Concept Stimuli

When presenting multiple concepts or claims for evaluation, design your content so each message is shown in a comparable format. Keep the layout, tone, and context as similar as possible to avoid bias—this ensures respondents are judging the claim itself, not unrelated elements.

Use Smart Question Design

To measure impact, consider applying a combination of ranking, rating, and forced-choice questions. For instance:

• Rating scales: Ask respondents to rate each claim on metrics like believability, uniqueness, or relevance.
• MaxDiff or TURF analysis: Help identify which claims stand out or provide the best reach within your audience.

Tools like Dynata often come with built-in analytics and visualizations that simplify this kind of data interpretation.

Segment the Data Thoughtfully

Don’t stop at top-level results. Segment findings by key demographics, behaviors, or attitudes to reveal insights hidden within smaller subgroups. You may find, for example, that Gen Z responds more favorably to emotional or values-based claims, while older customers lean toward practical benefits.

Filter for Actionable Feedback

Look beyond preference scores—analyze open-ended comments for recurring themes, emotional triggers, or moments of confusion. Combining quantitative scores with qualitative context helps refine your understanding of why certain claims work better than others.

Once claims have been analyzed across multiple marketing concepts, you’ll begin to see strong patterns emerge. These insights become the foundation for crafting a messaging strategy that is not only creative, but rooted in data.

Once claim testing is complete and the data has been analyzed, the next important step is applying those findings to craft a sharper, more effective messaging strategy. Rather than guessing what will stick, you now have evidence to support which marketing claims resonate—and why.

Turn Rankings into Messaging Hierarchies

The clearest opportunity lies in using data to prioritize your messaging. Claims with higher ratings for relevance, trust, and purchase influence should lead your communications. Lesser-performing, yet still valuable claims can play a supporting role in packaging or long-form content.

Think of it as creating a message pyramid:

• Top-tier claims: Use for headlines, campaigns, and product pages.
• Mid-tier claims: Support key claims in copy, videos, or FAQs.
• Low-scoring claims: Consider refining or dropping based on strategic fit.

Customize Messaging by Audience Segment

Claim testing data often highlight differences by customer group. A fictional example: a sustainable cleaning brand finds that eco-friendly claims rate highest among parents under 40, but performance-focused claims are stronger among older homeowners. Strategically tailoring messaging across media, packaging, or regions leads to better engagement and conversions.

Establish a Testing-to-Launch Roadmap

Use insights not only to refine final go-to-market messaging but also to fuel A/B testing across channels like email, paid ads, or web content. Testing winners can improve marketing ROI by confirming which message combinations are most persuasive—before scaling them in-market.

Support Cross-Functional Strategy

Marketing, product, and brand teams all benefit from clear, prioritized claim frameworks. Using message optimization through claims prioritization can bridge internal alignment. Everyone moves forward with a unified voice focused on what customers actually care about.

Ultimately, linking Dynata research findings to strategy allows you to move from insight to action. It turns consumer feedback into a guiding light for creative teams, making the end result more resonant, more effective, and more meaningful to those you serve.

While DIY research platforms like Dynata can be powerful tools, the reality is that the best results often come when experienced insight professionals are at the helm. With tight timelines, lean budgets, and growing pressure to deliver strategic impact, many companies are realizing the value of expert support – without adding headcount. That’s exactly where SIVO's On Demand Talent comes in.

Bringing Expertise to the Tools

Many teams invest in consumer research tools but struggle to unlock their full potential. On Demand Talent professionals bring years of experience in research design, claims testing, and messaging strategy. They know how to build smart surveys, avoid method pitfalls, and translate data into actionable decisions.

For example, an analyst might flag contradictory results in a MaxDiff analysis, or reframe poorly performing concepts based on feedback nuance. This kind of value isn’t always possible to achieve when flying solo through a DIY platform.

Faster, More Confident Decision Making

Experienced researchers help you move quickly from data gathering to decision-making. Instead of spending hours troubleshooting logic errors or debating survey design, your team gets a trusted voice guiding the process from start to finish. Whether testing multiple concepts or targeting microsegments, On Demand Talent speeds up insights delivery—without sacrificing quality.

Building Internal Capability Over Time

On Demand Talent doesn’t just “do” the research—they partner in capability-building. That means transferring skills, coaching teams on interpreting consumer research data, and teaching best practices on platforms like Dynata. The result? Teams that aren’t just getting answers faster, but becoming smarter researchers themselves.

Better Fit than Freelancers or Agencies

Unlike gig freelancers or rigid agency timelines, SIVO's On Demand Talent offers reliable, flexible access to highly vetted professionals. These aren’t generalists learning on the job—they’re specialized insights experts who can plug into your team and start contributing immediately.

You're not outsourcing decisions—you’re adding capacity and expertise when and where you need it most.

From product startups needing strategic messaging support to Fortune 500s navigating complex brand architecture, On Demand Talent is a cost-effective way to deliver high-impact research outcomes. For anyone using Dynata for claims testing and message development, it's a smart path to elevate team performance and business strategy.