Protecting a client’s communications property
Undertake a claims substantiation study to investigate consumer perceptions of product quality in the context of product superiority claims being made by a competitor.
Method:
Personal interviews with 1000 respondents, 200 per cell, about overall and specific feature preferences. Double blind; complete randomization of stimulus presentation and questioning. Control of exposure conditions, fairness of questionnaire language, and exactness in execution were critical to the success of the determination and were made more so by the complexity of the technology for both the consumer and the interviewer.
Result:
Favorable ruling by the NAD. Competitor withdrew campaign.