In a competitive marketplace, many advertisers make claims against similar companies and brands to influence customers to choose their product over those of their competitors. At the foundation of this communication is the requirement that the claims be true. Survey research is often used to provide the basis of the claim and to challenge the basis of a competitor’s claim. However, between January 2006 and June 2011, the National Advertising Division (NAD) of the Better Business Bureaus found that 71 percent of the consumer perception surveys introduced by parties to an NAD proceeding were unreliable and, therefore, had little or no impact on the final outcome of case. Claims research needs to be carefully constructed and executed if it is to have much value for the advertiser.
Recently, a major international manufacturer hired G&R to test several claims made in a competitor’s advertising campaign, alleging that the competitor’s products were widely preferred by consumers on a number of criteria. In order to test these clams, G&R launched an exacting and rigorous four-stage study where participants were asked to use and evaluate comparable products from different manufacturers and rate the products on a range of qualities. Stimulus exposure and questionnaire administration were carefully controlled. The study showed that the competitor’s claims were not reliable and was used as part of a successful challenge to the NAD.
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