Critical Research: Steps and Core Principles of Claim Substantiation

Claims are the foundation to convey the benefits of products and services in today’s crowded marketplace. Advertising substantiation provides supporting evidence for claims made in locations such as ads, point of sale materials, brochures, and packaging.

This paper discusses how such evidence must be gathered for claim substantiation when consumer perceptions are involved.

You’ll learn the core steps involved in claim substantiation, and the principles that help guide each step, including how to:

  • Decide which claims to test
  • Select which products or services to test
  • Conduct claim substantiation research and analyze claim substantiation data
  • Select claims to use in the marketplace