Building a successful sensory claim strategy


An international company wanted to build a global strategy for sensory claim substantiation with the objective to upgrade their process to effectively communicate product claims to consumers.

Adopting the most relevant methodology and test design to ensure claims are robust is not an easy task. SAM was highly involved in the publication of a new ISO standard on Sensory Claims substantiation so was perfectly placed to advise on the process implementation on sensory claim substantiation.


SAM proposed a 3-step consultancy project; from understanding the company’s needs and vision of claims to developing a dedicated ready-to-use claims guide for local end user teams:

  1. Audit of the company’s needs and claim strategy
  2. Determination of best practices for each type of claim and associated risk (type of methodology, target, products, test location, questionnaire, data analysis)
  3. Delivery of a detailed guide including decision trees and action standards for end users


The consultancy work delivered by SAM allowed the company to refine their claim substantiation strategy with clear and distinct substantiation approaches for a spectrum of uses. From packaging to TV advertising, comparative or a non-comparative claims and also according to the different country rules where it is launched.