Rigid guidelines have been set to prove a consumer preference or comparison claim that is made against competition in advertising. 

So in this type of research, we use what is commonly called “claims substantiation testing”. Applied to print, radio, TV and online advertising, these strict requirements are followed prior to you making a claim in your advertising. For example, the claim may be that product A is preferred to product B, or it may be that consumers prefer the taste of one product to another.

Depending on the claim, interviewing can be done in-person or by telephone or Internet.