When you've got the results of a consumer perception study in your hands, it's tempting to want to shout them from the rooftops, especially if they're favorable. But there's a fine line between effective communication and overstepping regulatory boundaries or setting unrealistic expectations. Consumers are increasingly scrutinizing the claims made by brands and how you communicate your study results can significantly impact your brand's credibility and consumer trust. Let's dive into what you should and shouldn't say with your consumer perception study results to ensure you're striking the right balance.
What You Should Say
1. Be Transparent About Your Methodology
Transparency wins the day. Share how your study was conducted, including the number of participants, the duration of the study, and the specific outcomes measured. Be sure to note that it was a consumer perception study and NOT a clinical trial. This transparency not only builds trust but also allows consumers to understand the context of the results. For instance, mentioning that "85% of participants noticed an improvement in their energy levels over 60 days with daily use of our supplement," provides a clear, contextualized claim.
2. Highlight Statistically Significant Results
Focus on the findings that are statistically significant and relevant to your consumer's interests. If your product is aimed at improving skin hydration, share specific benefits observed during the study. Ensure that these results are clearly linked to the use of your product, avoiding vague or general statements.
3. Use Feedback to Your Advantage
In addition to quantitative data, share feedback from study participants. This can include testimonials or general observations about the product's effectiveness. Such personal stories can be compelling and relatable to your audience, helping to illustrate the real-world impact of your product.
4. Stay Within the Scope of the Study
Ensure your claims directly reflect the findings of the study. Avoid extrapolating or making broad generalizations that the study does not support. For instance, if your study focused on a specific gender or skin tone, make sure your communications reflect that specificity.
What You Shouldn't Say
1. Avoid Absolute Claims
Resist the temptation to make absolute claims like "Our product works for every woman with period pain." No study can account for every variable, and it's important to acknowledge that results can vary. Stick to what your data shows without overgeneralizing.
2. Don't Ignore the Limitations
Every study has its limitations, and it's important to acknowledge them. This might include the sample size, the study's duration, or specific conditions under which the study was conducted. Acknowledging these limitations can actually enhance your credibility, as it shows a commitment to honesty and scientific rigor.
3. Steer Clear of Disparaging Competitors
It's tempting to use study results to claim superiority over competitors, but this can be risky. Focus on your product's benefits and the positive outcomes of your study.
4. Don't Make Unsubstantiated Health Claims
This is particularly important in the wellness industry, where the FDA and FTC are vigilant about misleading health claims. Ensure that your study's findings are presented accurately and that you're not implying your product can cure or prevent diseases.
Communicating the results of a consumer perception study is as much about what you say as how you say it. By focusing on transparency, relevance, and regulatory compliance, you can share your study's findings in a way that builds trust, educates your audience, and enhances your brand's reputation. Remember, the goal is to inform and engage your consumers, not overwhelm or mislead them. With these guidelines, you can navigate the delicate balance of sharing your consumer perception study results effectively and ethically.
If you'd like an additional resource, watch our on-demand webinar, "Creating Product Claims: Think Like a Lawyer."