The Federal Trade Commission (FTC) requires that advertisers have a reasonable basis before making promotional claims for their products or services. MMR Strategy Group claim substantiation surveys help companies adhere to that and other rules and regulations that are intended to protect consumers and competitors.
A survey intended for advertising claim substantiation must adhere to certain standards and guidelines that have been established by federal courts, the FTC, the National Advertising Division of the Better Business Bureau (NAD), and other authorities on claim surveys. One authority that specifically addresses advertising claim substantiation surveys is the Standard Guide for Sensory Claim Substantiation by ASTM International (formerly the American Society for Testing and Materials).
MMR Strategy Group conducts home use testing (HUTs), central location testing (CLTs), online surveys, and trained sensory panel evaluation. Our claim survey research process is highly interactive and begins with interviews of key stakeholders to understand the context and needs for the claim substantiation survey. We focus the survey questionnaire on the claim to be tested and deliver trial-ready written reports that can also serve as evidence if necessary, including a description of expert qualifications, research methodology, supporting data, and related documentation.
We have substantial experience providing expert testimony regarding consumer perceptions of advertising claims across a variety of venues, including federal courts, the NAD, and the FTC.
MMR Strategy Group survey experts have conducted thousands of surveys for claim substantiation, litigation, and marketing research. Led by experts in marketing, consumer psychology, and sensory science, we take a rigorous, research-based approach to our consumer surveys and expert witness opinions. The result is airtight surveys, opinions, and rebuttals that stand up to the scrutiny of regulators, jurists, and competitors.
Stages of Claims
- Carefully design the research to test the intended claim
- Implement the research
- Interpret the results and determine whether the claim is supported
- In addition to claim substantiation testing, MMR also supports the stage of research in which claims are identified and created. This may include research to:
- Identify the unique selling points of your product or category and identify what claims or benefits may be important to relevant consumers
- Identify what claims or benefits may be important to relevant consumers
- Name the claim – decide on the claim language
- Test the claim language with consumers
Claim Substantiation Case Study
Beauty Is Only Skin Deep:
Lotion Claim Substantiation
Cosmetics claim substantiation often requires meeting burdens that are deeper than surface level. A national cosmetics brand retained MMR Strategy Group to conduct research in advance of a new product launch for the “ultimate daily moisturizing lotion.” To prove that the average lotion user preferred our client’s brand over their main competitor, we designed a survey to measure consumer preferences and support deeper than surface level claims.
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