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…
Read More
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…
Read More
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…
Read More
Why Claim Substantiation Matters
“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…
Read More