Usage and attitude studies are one of the cornerstones of information about customers. They go by a variety of names, including Usage and Attitude studies (U&A), Attitude and Usage studies (A&U), or Awareness, Attitude and...
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Lessons in Claim Substantiation from the Pom Wonderful Decision
As far as claim substantiation is concerned, I think this case should be filed under, “Can they really say that?” You may have read in the news recently that Pom Wonderful, a marketer of pomegranate...
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The Challenge of Replicating Marketplace Conditions in Intellectual Property Surveys
In intellectual property matters, surveys are used to examine a variety of issues, including likelihood of confusion, secondary meaning, deceptive advertising, and consumer response to marketplace practices such as prices or packaging. Surveys are often...
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Five Pitfalls of Market Segmentation and How to Avoid Them
For such a complex, high profile, and expensive activity, market segmentation has a success rate that leaves much to be desired. A company may undertake a market segmentation project with enthusiasm, only to find that...
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Standards for Claim Substantiation Surveys
“What are the standards for a claim substantiation survey?” Clients often ask this question when they are contemplating a claim substantiation survey in general. The question comes up during discussions about advertising claim substantiation or...
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