Consumer Understanding Surveys

How consumers read marketing claims

In false advertising and fraud cases, how consumers read a marketing claim matters. When the two sides interpret a claim in polarized ways, empirical evidence helps separate advocacy from reality.

Surveys can test how a disputed claim is understood, whether it affects purchases, and whether it justifies a premium price. Whether findings can be generalized depends on the sampling approach, the relevant population, and the study’s limitations.

Three questions a survey can answer
How is the claim understood?
Does it affect purchases?
Does it support a premium price?

How Claims Are Understood, and Why It Matters

A carefully designed survey can provide evidence of how relevant consumers understand a contested claim. We explain its design, findings, uncertainty, and limitations.

The relevant question is how consumers interpret the actual message in its marketplace context.

Understanding in litigation

Consumer understanding looks at how people read claims on packaging, in ads, and in promotional materials. Disputes arise when a consumer’s reading differs from the message the brand intended, especially when a claim is unclear or can be read more than one way.

Courts often look to evidence of how consumers actually perceive a message. Clear communication reduces risk.

Empirical research as a foundation

Empirical research is a way to resolve disputes over contested claims. We use scientifically sound, industry-accepted survey principles to collect valid and reliable data. That data can support an allegation of false advertising, or help defend against one.

Where the sampling approach supports it, results may inform conclusions about a broader relevant population. Well-designed surveys give attorneys fact-based evidence at a time when courts look for it.

Behavioral effects of claims

The analysis can go beyond interpretation to behavior. Studies can measure how a claim affects purchase decisions, product demand, and willingness to pay a premium.

Those findings help attorneys show whether a marketing message materially influenced buying, and tie consumer behavior directly to the claims at issue.

Real-world applications

We have conducted numerous consumer understanding studies, including studies of “natural” product claims and of pricing and fees. The surveys show which messages resonate with consumers and how those messages influence behavior.

In some studies the claims turned out to be misinterpreted, which helped refine litigation strategy. Our research helps attorneys evaluate the consumer evidence relevant to a dispute.

Our Experience

We have extensive experience running studies that show how consumers understand contested marketing claims. The results from that work give clients a base for presenting fact-based evidence and strengthening their position.

How much will a survey cost?

Every study is built around the needs of the case, so the cost depends on the design.

See Rates & Fees

Areas of Expertise

Do you have a case that involves consumer understanding of marketing claims?

Call us to talk through how a consumer study could show how consumers in your market perceive a claim, and whether that matches the product.

(914) 967-9421
info@keegandonato.com