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Introduction to Advertising Claim Substantiation Surveys
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MMR Strategy Group conducts home use tests, central location tests, online surveys, and sensory claims surveys. Surveys intended for advertising claim substantiation must adhere to different standards and guidelines from other types of surveys. These standards address identifying which respondents to interview, sourcing products, preparing and consuming products, phrasing questions, analyzing data, reporting results, and many other aspects of claim substantiation surveys.
MMR Strategy Group claim substantiation surveys are designed to follow the guidance in sources such as the Standard Guide for Sensory Claim Substantiation by ASTM International (formerly the American Society for Testing and Materials).
Our survey reports support advertising claims across a variety of venues, such as the federal and state courts, the National Advertising Division (NAD) of the Council of Better Business Bureaus, and the FTC.
A HUT is typically conducted at the consumer’s home. Consumers are sent the product and instructions, prepare or use the product at home under typical conditions, and complete the survey online.
A CLT is typically conducted in a research facility or another controlled space. Interviewing is done under carefully controlled conditions in a central location facility with a dedicated interviewing room. Consumers may be recruited on location or pre-recruited by phone or online.
An online survey is conducted with consumers and business decision-makers over the Internet. Online surveys are widespread and widely accepted as claim substantiation evidence.
In analytical sensory techniques, such as descriptive analysis, a panel is extensively trained to identify and quantify the sensory attributes of a set of products. This method provides a way to describe and quantify the similarities and differences among products. Additionally, descriptive analysis data can be used with consumer preference data to identify key sensory drivers of liking in your product or category.
An international real estate brokerage engaged MMR Strategy Group to measure the preferences of Canadian and US recent home buyers and sellers, and people intending to buy or sell in the next 12 months. They wanted to substantiate the claim that they were the most referred brokerage amongst buyers and sellers. MMR designed surveys to measure awareness of the brand and recommendation of the brand above others, to support the brokerage’s advertising claims.
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