MMR Strategy Group

Substantiate claims used in advertising, packaging, and marketing communications

MMR’s claims substantiation practice provides research studies and analysis to substantiate competitive claims for advertising, packaging, and other types of marketing communications.

Claims substantiation is a complex matter, requiring careful data gathering, thorough analysis, and clear presentation of the data. Our studies use surveys, product use tests, statistical testing, and expert analysis to produce comprehensive reports that carry weight before a variety of regulators and authorities. Every study is assigned to a partner with extensive experience in marketing research and claims substantiation.

We have been retained by companies to address a wide variety of claims including:

• Parity claims, such as equality and unsurpassed claims, which state that a product is as good as competitive products.
• Superiority claims, which state that a product is better than competitive products.
• Preference claims, which state that a product is preferred to competitive products.
• Claims versus indentified brands or product types, which compare a product to specific brands or types of products.

MMR has experience producing research, speaking, and testifying before a wide variety of regulators and authorities, such as the National Advertising Division of the Better Business Bureau, Federal Courts, and the Trademark Trial and Appeal Board (TTAB).

Our highly qualified professional staff is prepared to assist you through the claims substantiation process.  Please feel free to contact us anytime to discuss your particular situation.