Sensory claims are advertising claims relating to the physical senses, such as the taste of a food or beverage, the feel of a hand lotion, or the scent of a fragrance. Advertisers may use sensory claims such as “perfectly seasoned,” “eliminates tough odors,” and “gives you touchable soft hair” to market existing products or new product lines.
How to Substantiate a Sensory Claim
Sensory claims are about consumer perceptions. Unlike objective product attributes that can be measured in a clinical setting using scientific instruments, or sales data based on marketplace information, sensory claims can only be tested by having consumers use or experience a product and measuring their perceptions, experiences, and preferences.
In order to generate reliable evidence about what consumers think, feel, and experience about a product, advertisers must perform sensory research through consumer surveys and trained sensory panel evaluations. MMR Strategy Group conducts sensory claim substantiation research that adheres to the Standard Guide for Sensory Claim Substantiation by ASTM International (formerly the American Society for Testing and Materials).
If you require sensory claim substantiation, please contact MMR Strategy Group for a consultation.
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