Claim Substantiation

MMR Strategy’s claim substantiation practice provides research studies and analysis to substantiate claims for advertising, packaging, and other types of marketing communications.

 

Claim substantiation (also known as advertising substantiation) is a complex matter, requiring careful data gathering, thorough analysis, and clear presentation of the data. MMR Strategy’s claim substantiation studies use surveys, product use tests, statistical testing, and expert analysis to produce comprehensive reports designed to carry weight before regulators and authorities. Every study is assigned to a partner with extensive experience in fields such as marketing research and claim substantiation.

We have been retained by companies to address a wide variety of claims including:

  • Parity claims, such as equality and unsurpassed claims, which state that a product is as good as competitive products.
  • Superiority claims, which state that a product is better than competitive products.
  • Preference claims, which state that a product is preferred to competitive products.
  • Claims vs. unidentified brands or product types, which compare a product to specific brands or types of products.

 

We have experience producing research, speaking, and testifying before a wide variety of regulators and authorities, such as the National Advertising Division of the Better Business Bureau, Federal Courts, and the Trademark Trial and Appeal Board (TTAB).



 

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Case Study

MMR Strategy helped a beauty manufacturer substantiate claims.

Problem Analysis Results
  • A consumer beauty product manufacturer wished to make parity claims with specialty brands in its advertising.
  • Category users were recruited for an in-home product usage study that included both the client’s brand and competitive brands.
  • Following each usage period, respondents completed an online survey. Statistical techniques were used to analyze results.
  • The client’s mainstream brand was rated as well as or better than competitive specialty brands overall and on key product characteristics.
  • With the proper substantiation the client was able to incorporate the claims in brand communication.

For reading material on claim substantiation, visit our Resource Center.
 

Back up your claims with facts!  Contact us today.