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Duel - Claims Testing

Screening claims, attributes or short statements.

Now available in 32 markets.

From $5060

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What it is

B-sci empowered fast screening tool for short, text-based marketing elements, such as claims and product attributes.

A gamified, choice-based approach to claim/attributes testing that better identifies what is catching the consumer's attention and driving interest in communications.

What it does and why is it better than other fast screening tools:


Allows you to identify best-performing claims and attributes with confidence.


Captures rational and deliberate choices consumers make assessing the stimuli.


Indirect attention and excitement captured through response time to choices.


Combining direct preference and indirect passion and conviction allows better discrimination and confident decision making.


Behavioural science principles state that a context for choice is key for screening marketing elements. Using Ipsos' proprietary Duel methodology, respondents are taken away from scaled responses and are instead forced to select their preferences in a series of head-to-head contests.

Duel combines this stated preference with a proprietary response time component - uncovering indirect excitement and passion towards the stimuli.

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What is delivered


Consumer's direct, stated preference.


Consumer's excitement or indirect reaction to items.


A composite measure combining both Preference and Punch, for confident decision making.

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