In his article, “Playing Nice with Legal,” in the January 2013 issue of Quirk’s Marketing Research Review, MMR Strategy’s President, Dr. Bruce Isaacson, uses a fictional cake mix as an example to outline best research practices in claim substantiation.
This article provides practical guidelines to help you make sure your substantiation can support your claims. It focuses on:
- Claims involving consumer perceptions
- Types of claims and burdens for substantiation
- How to increase the likelihood that your claim is in compliance