ASTM E1958-12
(Guide)Standard Guide for Sensory Claim Substantiation
Standard Guide for Sensory Claim Substantiation
SCOPE
1.1 This guide covers reasonable practices for designing and implementing sensory tests that validate claims pertaining only to the sensory or perceptual attributes, or both, of a product. This guide was developed for use in the United States and must be adapted to the laws and regulations for advertisement claim substantiation for any other country. A claim is a statement about a product that highlights its advantages, sensory or perceptual attributes, or product changes or differences compared to other products in order to enhance its marketability. Attribute, performance, and hedonic claims, both comparative and non-comparative, are covered. This guide includes broad principles covering selecting and recruiting representative consumer samples, selecting and preparing products, constructing product rating forms, test execution, and statistical handling of data. The objective of this guide is to disseminate good sensory and consumer testing practices. Validation of claims should be made more defendable if the essence of this guide is followed.
Table of Contents
Section
Introduction
Scope
1
Referenced Documents
2
Terminology
3
Basis of Claim Classification
4
Consumer Based Affective Testing
5
Sampling
5.1
Sampling Techniques
5.2
Selection of Products
5.3
Sampling of Products When Both Products Are Currently on
the Market
5.4
Handling of Products When Both Products Are Currently on
the Market
5.5
Sampling of Products Not Yet on the Market
5.6
Sample Preparation/Test Protocol
5.7
Test Design—Consumer Testing
6
Data Collection Strategies
6.6
Interviewing Techniques
6.7
Type of Questions
6.8
Questionnaire Design
6.9
Instruction to Respondents
6.10
Instructions to Interviewers
6.11
General/Overall Questions
6.12
Positioning of the Key Product Rating Questions
6.13
Total Test Context and Presentation Matters
6.14
Specific Attribute Questions
6.15
Classification or Demographic Questions
6.16
Preference Questions
6.17
Test Location
7
Test Execution by Way of Test Agencies—Food and Non-Food
Testing
8
Laboratory Testing Methods
9
Types of Tests
9.2
Advantages and Limitations of the Use of Trained Descriptive
Panels in Claims Support Research
9.3
Test Design—Laboratory Testing
10
Product Procurement
10.6
Experimental Design
10.7
Data Collection
10.8
Data Analysis
10.9
Questionnaire Construction
11
Test Facility
12
Statistical Analysis
13
Paired-Preference Studies
13.1
Superiority Claims
13.2
Parity Claims
13.3
Paired Comparison/Difference Studies
13.4
Analysis of Data from Scales
13.5
Keywords
14
Commonly Asked Questions About ASTM and Claim
Substantiation
Appendix X1
General Information
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Designation: E1958 − 12
StandardGuide for
1
Sensory Claim Substantiation
This standard is issued under the fixed designation E1958; the number immediately following the designation indicates the year of
original adoption or, in the case of revision, the year of last revision. A number in parentheses indicates the year of last reapproval. A
superscript epsilon (´) indicates an editorial change since the last revision or reapproval.
INTRODUCTION
Formats or standards for testing related to claim substantiation cannot be considered without a
frame of reference of where that format or standard would fit within the legal framework that
surrounds the topic. Tests are performed for three basic reasons:
(1) Comparison of Products—Determines how one product compares to another, usually a
competitor or earlier version of itself.
(2) Substantiation of Claims—Enables marketing personnel to use positive references through
advertising or packaging, or both, in the presentation of the product to the consumer.
(3) Test Performance—Ascertainsandestablishesthetestedproductperformancewithinthescope
of its intended use.
Compelling and aggressive claims are sure to be scrutinized closely by competitive firms, and if
inconsistenciesarefoundthroughcompetitivetestdata,theclaimscouldbechallengedinoneormore
of the following venues: (1) National Advertising Division of the Council of the Better Business
Bureau, Inc. (NAD), (2) National Advertising Review Board (NARB), (3) one or more media, such
as print, broadcast, or electronic media, (4) Consumer Advocacy Organizations, and (5) Civil or
Federal courts.
No single test design or standard test will prevent challenges. The criteria used by each of the
potential forums are not identical and are constantly evolving. With the introduction of new
technologies coupled with changing consumer demands, testing processes and protocols that were
sufficient five or ten years ago may not hold up under today’s criteria and scrutiny. Conversely, it can
only be speculated about the testing requirements of the future. The one constant is that, as advocates
of their clients’ positions, attorneys will defend their clients’ testing processes and protocol while
questioning with great detail every aspect of their competitor’s protocol in the attempt to sway the
arbiter to agree that their clients are in the right.
This guide demonstrates what a group of professionals who are skilled in the science of testing
consider reasonable, and represents an effective method for both defendant and challenger to
determine the viability of a claim. The keyword is “reasonable.” If a particular aspect of a test is not
reasonable for a specific application, it should not be used. Care should be taken to clearly define the
reasons and data supporting a deviation from the standard, as any departure invites scrutiny. Since
departures are inevitable, the word “should” is used in this guide to indicate when other techniques
may have application in certain unusual circumstances.Whenever a test protocol has been completed,
it should be critiqued for weaknesses in reasonability. If weaknesses are found, corrective action
should be taken, since the competition may point out any weakness or discrepancy and challenge the
“reasonableness” of the study.
With the importance of “reasonableness,” the question remains, “What is reasonable?”
Unfortunately, there is no specific answer to that question. The measure of “reasonable” depends on
the company making the claim and its approach toward advertising. Some companies are aggressive;
others are conservative. It will depend on the nature of the claim and the status of the competitor, the
magnitude of the advertising campaign, and the frequency of the advertisement’s exposure. Market
pressures (such as timing), testing budgets, and the internal dynamics of a company’s marketing and
legal/regulatory approval departments also affect the interpretation of “reasonable.” Competition will
consider most tests unreasonable; therefore, it is more important to focus on whether the review board
considers the test more reasonable than the competitor’s challenge.
Copyright © ASTM International, 100 Barr Harbor Drive, PO Box C700, West Conshohocken, PA 19428-2959. United States
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E1958 − 12
1. Scope
Test Facility 12
Statistical Analysis 13
1.1 Thisguidecoversreasonablepracticesfordesigningand
Paired-Preference Studies 13.1
implementingsensoryteststhatvalidateclaimspertainingonly Superiority Claims 13.2
Parity Claims 13.3
to the sensory or perceptual attributes, or both, of a product.
Paired Comparison/Difference Studies 13.4
ThisguidewasdevelopedforuseintheUnitedStatesandmust
Analysis of Data from Scales 13.5
Keywords 14
be adapted to the laws and regulations for advertisement claim
Commonly Ask
...
This document is not an ASTM standard and is intended only to provide the user of an ASTM standard an indication of what changes have been made to the previous version. Because
it may not be technically possible to adequately depict all changes accurately, ASTM recommends that users consult prior editions as appropriate. In all cases only the current version
of the standard as published by ASTM is to be considered the official document.
´1
Designation: E1958 − 07 E1958 − 12
Standard Guide for
1
Sensory Claim Substantiation
This standard is issued under the fixed designation E1958; the number immediately following the designation indicates the year of
original adoption or, in the case of revision, the year of last revision. A number in parentheses indicates the year of last reapproval. A
superscript epsilon («) indicates an editorial change since the last revision or reapproval.
1
εNOTE—Editorially corrected 3.1.13 in February 2008.
INTRODUCTION
Formats or standards for testing related to claim substantiation cannot be considered without a
frame of reference of where that format or standard would fit within the legal framework that
surrounds the topic. Tests are performed for three basic reasons:
(1) Comparison of Products—Determines how one product compares to another, usually a
competitor or earlier version of itself.
(2) Substantiation of Claims—Enables marketing personnel to use positive references through
advertising or packaging, or both, in the presentation of the product to the consumer.
(3) Test Performance —Ascertains and establishes the tested product performance within the scope
of its intended use.
Compelling and aggressive claims are sure to be scrutinized closely by competitive firms, and if
inconsistencies are found through competitive test data, the claims could be challenged in one or more
of the following venues: (1) National Advertising Division of the Council of the Better Business
Bureau, Inc. (NAD), (2) National Advertising Review Board (NARB), (3) one or more media, such
as print, broadcast, or electronic media, (4) Consumer Advocacy Organizations, and (5) Civil or
Federal courts.
No single test design or standard test will prevent challenges. The criteria used by each of the
potential forums are not identical and are constantly evolving. With the introduction of new
technologies coupled with changing consumer demands, testing processes and protocols that were
sufficient five or ten years ago may not hold up under today’s criteria and scrutiny. Conversely, it can
only be speculated about the testing requirements of the future. The one constant is that, as advocates
of their clients’ positions, attorneys will defend their clients’ testing processes and protocol while
questioning with great detail every aspect of their competitor’s protocol in the attempt to sway the
arbiter to agree that their clients are in the right.
This guide demonstrates what a group of professionals who are skilled in the science of testing
consider reasonable, and represents an effective method for both defendant and challenger to
determine the viability of a claim. The keyword is “reasonable.” If a particular aspect of a test is not
reasonable for a specific application, it should not be used. Care should be taken to clearly define the
reasons and data supporting a deviation from the standard, as any departure invites scrutiny. Since
departures are inevitable, the word “should” is used in this guide to indicate when other techniques
may have application in certain unusual circumstances. Whenever a test protocol has been completed,
it should be critiqued for weaknesses in reasonability. If weaknesses are found, corrective action
should be taken, since the competition may point out any weakness or discrepancy and challenge the
“reasonableness” of the study.
With the importance of “reasonableness,” the question remains, “What is reasonable?”
Unfortunately, there is no specific answer to that question. The measure of “reasonable” depends on
the company making the claim and its approach toward advertising. Some companies are aggressive;
1
This guide is under the jurisdiction of ASTM Committee E18 on Sensory Evaluationand is the direct responsibility of Subcommittee E18.05 on Sensory
Applications--General.
Current edition approved April 1, 2007Oct. 15, 2012. Published May 2007December 2012. Originally approved in 1998. Last previous edition approved in 20062007 as
ε1
E1958 – 06.E1958 – 07 . DOI: 10.1520/E1958-07E01.10.1520/E1958-12.
Copyright © ASTM International, 100 Barr Harbor Drive, PO Box C700, West Conshohocken, PA 19428-2959. United States
1
---------------------- Page: 1 ----------------------
E1958 − 12
others are conservative. It will depend on the nature of the claim and the status of the competitor, the
magnitude of the advertising campaign, and the frequency of the advertisement’s exposure. Market
pressures (such as timing), testing budgets, and the internal dynamics of a company’s marketing and
legal/regu
...
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