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Using Claim Substantiation for Product Strategy for B2B and B2C Brands

Staying ahead isn’t just about innovation—it’s about proving your product’s worth. Cargill stepped onto the stage, determined to showcase their products’ superiority over rivals. Their objective? To empower both B2B and B2C brands with compelling claims that would resonate with consumers and industry peers alike.

Cargill set out to validate a bold claim—consumers preferred their beef patty over the competition. With Curion’s help, the study revealed key insights, allowing Cargill to assert that their patty was the true choice for beef burger aficionados across the nation.

Cargill took another leap forward and revamped their ground turkey to be juicier, more tender, and more flavorful—a true game-changer. Armed with a strong partnership with Curion that unveiled powerful claim test results, Cargill proudly proclaimed their ground turkey’s superiority, setting the stage for the launch of a new ground turkey product line on the West Coast.


But how did they make these claims stick?


Crafting Precision in Methodology:

From the beginning, Curion and Cargill left nothing to chance. The B2B showdown involved 638 respondents in eight major US cities, while the B2C quest spanned 616 participants in the Western US—right where the product would make its debut.


Sealing the Pact on Claims:

The powerhouse teams between Cargill and Curion strategized and fine-tuned the claim statements, ensuring they were impactful and legally sound.


Precision in Action:

Through Curion’s partnership, the teams leveraged expertise across multiple stages to design and execute research. They adhered to ASTM guidelines, ensuring the study was statistically sound with honed sample sizes, balanced demographics, and well-represented regions.


Searching for Truth:

Questionnaires zeroed in on the claim statement, and detailed controls were set to ensure results genuinely stemmed from the product’s merit.


Power in Interpretation:

The results weren’t just numbers—they were game-changers. The B2B and B2C claims both rang true: Cargill’s products were preferred. These insights fueled topics for webinars, flyers, conversions, and more.


Substantiating claims becomes a strategic necessity that brings product testing truth to the front lines, redefining market narratives, bolstering sales, and cementing a brand’s standing in the industry.


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About Curion:

Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary XP Xperience Performance platform, connecting brands to consumers at every step. An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.