As a follow-up to Part 1 of our claims webinar, “Make a Statement: Why Claim Substantiation Matters,” Jacqueline Chorn from Applied Marketing Science summarizes some of the factors you may want to consider before choosing your mode of data collection:
Research methods for conducting claim substantiation
There are a variety of methods available for collecting information from respondents. The most commonly used methods for claim substantiation research include: (1) online self-administered questionnaires, (2) data collected at a central location facility, and (3) data collected from a home-usage test. Choosing one mode over another typically involves an assessment of the strengths and weaknesses of each with respect to the claim language itself. Because each mode of data collection has unique strengths and weaknesses, there is no universally accepted mode that is “best” for all circumstances.
Advantages of Online Data Collection
Some major advantages of online data collection are that it is typically less expensive and can be collected significantly faster than any other form of administration. Additionally, this mode often yields a reasonably representative sample of most universes of interest on sociodemographic and geo-demographic variables. Because respondents do not need to visit a mall or facility, respondents are easy to recruit and online studies are more likely to get busy professionals to participate.
Advantages of a Central Location Test
Central location Tests (CLT) require that respondents come to a mall or facility for the research study. One major advantage of a Central Location Test over online administration is that respondents can interact with products in a more in-depth way; stimuli can be viewed, handled, tasted, smelled, and heard. Central Location Tests are often ideal for claims that allow a respondent to assess a product on attributes that are apparent immediately such as taste or smell. Compared to home-usage tests, products do not need to be shipped to respondents and the interviewers can ensure that respondents use the products in the way intended.
Advantages of a Home-Usage Test
Home-Usage Tests (HUT) provide respondents with the ability to use a product in their own home as they would ordinarily use the product. Although central location tests can simulate a generic home, home-usage tests provide respondents with more realistic and varied conditions that allow respondents to use the product as they ordinarily would. Home-usage tests are the recommended method if the attribute you are measuring is only observable after a period of time such as durability, ease of use, or when assessing a product’s benefit that may take some time to realize (e.g., a wrinkle reducer).
Regardless of the mode, remember that claims must be supported by “competent and reliable scientific evidence.” AMS survey experts have experience substantiating claims and we will work with your team to determine which mode of data collection is right for your claim. If you’re interested in more information, subscribe to our blog to receive updates straight to your inbox when new blog posts are published. For more on claim substantiation, watch our webinar, "Make a Statement (PART 1): Why claim substantiation matters".