Advertising Claim Substantiation
Reliable Substantiation For Advertising Claims
A survey intended for advertising claim substantiation must adhere to different standards and guidelines than other types of surveys. These standards address identifying which consumers to interview, sourcing products, preparing and consuming products, phrasing questions, analyzing data, reporting results, and many other aspects of substantiation surveys.
MMR Strategy Group claim substantiation surveys are designed to follow guidance in widely accepted industry-standard sources, such as the Standard Guide for Sensory Claim Substantiation by ASTM (formerly The American Society for Testing and Materials). We can help you support sensory claims that highlight sensory perception of attributes, consumer preferences, product performance or advantages, or other types of claims.
Claim Substantiation Surveys
MMR Strategy Group claim substantiation surveys can provide a supporting foundation for advertising, packaging, and other promotional claims.
Claim substantiation surveys incorporate consulting services to leverage the results of the claim substantiation survey most effectively. MMR Strategy Group survey experts can consult with clients on questions such as:
- What questions should the claim substantiation survey address?
- What claims are supported by the survey results?
- What is the best way to phrase those claims?
We manage our advertising claim substantiation surveys in a manner that is highly interactive, and we deliver actionable recommendations and reports. Our reports are trial-ready and can be shared with challengers or submitted to the NAD, federal court, or other regulatory agencies.
MMR Claim Experience
Expert Testimony Experience
Defending Your Claim in the Event
of a Challenge
MMR Strategy Group has substantial experience providing expert witness testimony regarding consumer perceptions of advertising claims across a variety of venues, including federal courts, the National Advertising Division of the Better Business Bureau (NAD), and the FTC. Our survey reports are trial-ready and include information required in the case of a challenge.
Claims Substantiation Surveys
Designing and Conducting Reliable
Claim Substantiation Surveys
MMR Strategy Group survey experts conduct custom-designed surveys, using accepted best practices, to substantiate your advertising claims. From the most complex claims to the most simple, we have decades of experience creating comprehensive surveys and testing claims in person, at home, and online. We have conducted surveys about a wide variety of products and services, including consumer goods, consumer services, healthcare, professional services, and more.
Methodologies
Our research methodologies always align with our clients’ goals and claims. We have substantial experience with a variety of research methodologies, including:
Home Use Tests (HUTs)
Central Location Tests (CLTs)
Online
Surveys
Trained Sensory Panel Evaluation
Claim Substantiation Case Study
Sensory Claim Substantiation:
Which Light Beer is the RIGHT Beer?
A national beer brewer looking to launch a new line of low-carb beers in key US markets engaged MMR Strategy Group to substantiate its sensory claims. Our goal was to measure the taste of our client's new product against that of their main competitor, in an old-fashioned taste test.
Substantiate Your Advertising Claim
At the beginning of a project, our experts interview key stakeholders to understand the context and needs for the claim substantiation survey, and to focus the survey questionnaire on the claim to be tested.
After the survey, we meet again with key stakeholders to discuss the results. Our claim substantiation reports provide clear direction on claims that the results of our research can support. Our reports are written to also serve as trial-ready evidence, if the need arises, and include a description of expert qualifications, research methodology, supporting data, and related documentation.
Explore Our Library
Review Advertising Claim Resources
Featured Blog Article
Big Competition: NAD and NARB Disagree in Plays of the Day Ad
Featured White Paper
A Taste for Claims: An Overview of Sensory Claim Substantiation Surveys
Featured case study
