In intellectual property matters, surveys are used to examine a variety of issues, including likelihood of confusion, secondary meaning, deceptive advertising, and consumer response to marketplace practices such as prices or packaging. Surveys are often accepted (and even expected) as evidence in venues such as Federal Court, The Trademark Trial and Appeal Board (TTAB), and [...]
For many marketers and consumer insights departments, a claim substantiation study can be new ground and a complicated topic. Marketing researchers and marketers tend to be more familiar with typical research projects, such as tracking studies, brand image studies, and concept tests. However, the survey that is used to substantiate a statement on an ad, [...]
Marketers who wish to make a claim must consider the close ties between claims and the evidence that supports them. Whether the claim is placed in an advertisement, on a package, or at the point of sale, there are some consistent rules that govern the relationship between claims and evidence. With some additional forethought about [...]
“Claim substantiation” refers to an activity that is very important for marketers, and very straightforward in concept: providing evidence that the statements made or implied about products or services are, in fact, true. Marketers and sales activities routinely make all sorts of claims. As consumers, we encounter claims every day on items such as [...]
