Refining brand propositions Refining brand propositions Brands, Media and Money Put a cash value on claims Communication strategies are usually forged and refined in qualitative research. But motivating propositions can be evaluated even more precisely using simple max-diff research techniques - which map out the relative strength of consumer preferences. Beware averages! This approach permits a more sophisticated understanding of motivations. For example for a premium food product - as shown in the graph opposite - we tested about 20 potential positive claims. For the average consumer quality and taste claims were more motivating than heritage, leadership or product claims. But a cross-analysis of just the consumers most likely to buy premium products revealed the complete opposite  – for the most probable purchasers history and integrity of product manufacture were the most motivating factors. : Measuring brand propositions <<<<< Back to menu