“Tastes better than the leading brand.” “Loved by 9 out of 10 people.” Claims like these catch the eye on pack and in advertising. But in a crowded market, shoppers, retailers and regulators all want to know the same thing: can you prove it?
That’s where claim support comes in.
What is claim support?
Claim support means using real consumer research to substantiate the marketing claims you make about your product. Instead of relying on internal opinion or a handful of informal comments, you gather structured evidence from the people who matter most: your target consumers.
At Wirral Sensory Services (WSS), we work closely with clients to develop robust methodologies that produce reliable, credible results. Whether the product is food, a beverage, a personal care item or a household essential, every study is designed to withstand scrutiny. Our experience helps ensure each project is scientifically sound, comprehensive and fit for purpose.
Two types of claim
Most claims fall into one of two categories:
Product claims highlight the strengths of your own product, for example, “8 out of 10 people thought this product tasted delicious.”
Competitive claims compare you against a benchmark, for example, “84% of people thought this product tasted better than the leading brand.”
Competitive claims can be especially powerful, but they also demand the most careful research design. That’s why choosing the right comparison samples and the right participants matters.
Getting the right people in the room
Evidence is only as good as the people who provide it. We recruit participants using demographic criteria tailored to your project, then screen them with detailed questionnaires covering age, gender, purchasing behaviour, product usage, lifestyle and dietary preferences. With a database of more than 10,000 food and drink tasters, plus our dedicated recruitment app, we can quickly find the right consumers while keeping data quality high and sample profiles representative.
Clear results, delivered quickly
Once fieldwork is complete, you receive a comprehensive report with detailed results, statistical analysis where appropriate and clear visuals. You also get practical recommendations from our team to help guide product development, marketing and commercial decisions. Some projects take around two weeks from commissioning to results, so you can move forward with confidence rather than waiting months for answers.
A word on compliance
Consumer evidence is a vital foundation for any claim, but it works alongside, not instead of, advertising and labelling rules. We’d always encourage brands to check their final wording against the relevant regulations and guidance for their market.
Ready to back up your claims?
If you’re preparing a launch, reformulating a recipe or chasing a new retailer listing, robust claim support can give your message the credibility it needs. Tell us about your project and we’ll design the right research approach to give you clear, actionable answers.
Get in touch: call 0151 346 2999, email info@wssintl.com or visit wssintl.com/contact.
