Claim Substantiation

Claim Substantiation


Claim Substantiation

The use of sensory claims in product promotion is increasingly being used to highlight a point of difference against competitors. Once more popular in the personal care sector, the use of claims in food and beverage markets is increasing.

At Sensory Dimensions we have helped many of our clients design studies to provide data to substantiate claims either on-pack or in advertising and other promotional material. Claims can be of superiority over another product either in terms of hedonics or specific product attributes, or non-comparative, that is communications claims. Examples of comparative claims might be "thicker than brand x" or "tastes better than any other" whereas communications claims could include "leaves your laundry with lasting freshness".

We work with our clients to help them select the claims that they wish to make and design research that will fully support their claim whilst being robust against potential challenge. Techniques can include Sensory or Quantitative Consumer Research or a combination.

Developing Sensory Claims

Mon 11th May to Fri 15th May 2020

If you are interested in sensory claims, we are running an online Sensory Claims workshop in May.

Talk Schedule

Monday 11th May: 2pm (GMT+1) Breaking New Ground - The Challenges, Melanie Bulger, Clasado

Tuesday 12th May: 2pm (GMT+1) Wording of Claims - putting it into words, Rodney Jones, University of Reading

Wednesday 13th May: 2pm (GMT+1) Navigating the Rules around CBD, Shomi Malik, Association for the Cannabinoid Industry

Thursday 14th May: 2pm (GMT+1) Substantiating your claims, Gemma Hodgkins, QI Statistics

Friday 15th May: 2pm (GMT+1) Claims Case Study, Tracey Sanderson, Sensory Dimensions

NB the UK is currently on British Summer Time (GMT+1)


These webinars are free to attend, please email to book your place.




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