“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...
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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...
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