“Claim substantiation” refers to an activity that is very important for marketers, and very straightforward in concept: providing evidence that the statements made or implied about products or services are, in fact, true.
How Claim Substantiation Differs from Traditional Marketing Research
For many marketers and consumer insights departments, a claim substantiation study can be new ground and a complicated topic. Marketing researchers and marketers tend to be more familiar with typical research projects, such as tracking...
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