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Claims Substantiation (IHUT)

Evaluate consumer perceptual claims to ensure validity and credibility via in-context, robust assessment.

Putting a claim on pack or in marketing communications requires more than confidence — it requires data. Highlight helps brands build the quantitative foundation they need to substantiate consumer perceptual claims and ensure compliance. By leveraging in-context testing aligned to your internal action standards and Sensory Claims Substantiation guidelines, Highlight gives you defensible, usable data that works both internally and externally.

 

Key Questions Addressed

  •     I need to substantiate claims to put on pack or use within my marketing communications to ensure compliance.

 

Common Outcomes

  •     Data to support consumer perceptual claims usable both internally and externally
  •     Consumer verbatims following product usage

 

Methodology Guide

Quick Hits

  •     Quantitative
  •     N=200+ recommended (dependent on internal action standards)
  •     Monadic or Sequential Monadic
  •     ~3 weeks turnaround (ship to results)

 

Typical audience: category purchasers or relevant product users

For more information on designing your audience and sample size, see here.

 

Standard Inputs

The Highlight blueprint will start blank with the ability to add in custom claim-specific questions based on your objectives. For more information on how to design a claims test survey, see here.

  • Recommended: Claim-specific perception questions (e.g., “This product [claim statement]” rated on 5pt agreement scale)

+ Can add from any of our available / recommended questions and/or write your own


Stimuli: physical product samples sent to participants

 

Standard Outputs

  •         Claims substantiation data with top-box / top-2-box results against action standards
  •         Consumer verbatims curated from open-ended responses
  •         Data visualization for all survey questions
  •         Crosstabs with customizable banners + statistical significance testing

 

For more information on Claims Testing best practices, see here. 


Reach out to your Customer Enablement rep if you have any questions about leveraging Highlight for this use case!