A thorough clinical trial process can help brands decide what claims they can put on product packaging, helping to ensure consumer satisfaction and repeat sales. Kerry Gibbs explains
Staying top of the marketplace is something that only the best products on the shelves can achieve. It is easy to get potential customers to buy a product once, offering cheap initial prices or two for one deals, but if the consumer has not had a good experience with a product or it does not live up to what is claimed on the packaging, you will never see that customer again. And one bad experience, even just from the initial purchase, can carry over to other products in the brand so ensuring your product does what it claims is essential.
It is no easy feat to effectively substantiate the claims that marketing departments often want to claim a product can achieve but it can be a costly excercise to think that you do not need to back up the claims the products make. If challenged, you need to be able to show that independent clinical trials have been carried out on the product and all is what it says it is.
In fact, most media bodies now have strict regulations on what companies need to show in terms of the tests carried out to support claims in order to advertise products on the TV or print media. Product claims need to be supported by robust evidence as consumers become more demanding and advertising authorities become more vigilant.
It is also important to be aware that product claims will need different testing methods for different product claims and also that not all markets require the same tests for the same products.
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