Claim Substantiation

Critical Research Steps and Core Principles of Claim Substantiation

Claims are the foundation to convey the benefits of products and services in today’s crowded marketplace. Advertising substantiation provides supporting evidence for claims made in locations such as ads, point of sale materials, brochures, and packaging.

This paper discusses how such evidence must be gathered for claim substantiation when consumer perceptions are involved.

You’ll learn the core steps involved in claim substantiation, and the principles that help guide each step, including how to:

  • Decide which claims to test
  • Select which products or services to test
  • Conduct claim substantiation research and analyze claim substantiation data
  • Select claims to use in the marketplace
Fill in the form to the right to learn more about substantiation for sensory claims.  

[White Paper] Playing Nice with Legal: Keep Marketing Claims in Compliance

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In his article, “Playing Nice with Legal,” in the January 2013 issue of Quirk’s Marketing Research Review, MMR Strategy Group’s President, Dr. Bruce Isaacson, uses a fictional cake mix as an example to outline best research practices in claim substantiation. Read More [White Paper] Playing Nice with Legal: Keep Marketing Claims in Compliance

[White Paper] Critical Research Steps and Core Principles of Claim Substantiation

[White Paper] Critical Research Steps and Core Principles of Claim Substantiation

Claims are the foundation to convey the benefits of products and services in today’s crowded marketplace. Advertising substantiation provides supporting evidence for claims made in locations such as ads, point of sale materials, brochures, and packaging.

Read More [White Paper] Critical Research Steps and Core Principles of Claim Substantiation
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