By Noah M. Pines

Marketers can use survey research to generate a non-clinical promotional claim that moves the needle.

Be creative, but know the rules. Using primary survey research and secondary data to establish non-clinical promotional claims isn’t a new concept. Back in the 1970’s everyone was repeatedly exposed to the Trident chewing gum TV commercial claiming that “4 out of 5 dentists surveyed recommend Trident.” As a budding researcher at the time, I always wondered about the one dentist who didn’t recommend Trident, but that’s another story. In today’s environment, using survey research to establish or substantiate a non-clinical claim requires not only thoughtfulness and creativity, so that the claim supports the brand strategy, but also a keen understanding of the evolving regulatory considerations required by the US Food and Drug Administration (FDA). Companies striving to develop a promotional claim need to abide by an advancing set of rules and assumptions both in the design and conduct of the research, as well as in the eventual communication of the claim itself. Start by writing your aspirational headline.