The Case Challenge
In support of advertising and compliance needs, an international real estate brokerage sought to substantiate comparative claims that it was the brand most likely to be recommended by consumers across North America. The brokerage needed evidence showing that its brand was well known, considered, and most recommended compared to other real estate brands.
The client retained our survey experts to conduct consumer surveys that measured brand awareness, consideration, and likelihood to recommend. This survey research on comparative claims needed to withstand regulatory scrutiny and reflect the realities of the North American housing market.
The Expert Solution
To meet these requirements, our team qualified survey respondents according to the criteria that participants must have either bought or sold a home within the past year, or intended to do so within the coming year. Respondents also had to reside in the United States or Canada, with demographic profiles aligning with the National Association of Realtors’ data.
Surveys were conducted across the four US Census Bureau regions, while Canadian surveys were conducted by province, with interviews proportionate to the number of home sales in each area. Surveys were administered online to ensure a broad geographic reach and efficiency. Respondents in Canada were given the option to complete the survey in either English or French. Recruitment was conducted through independent online panel companies that maintain a database of participants willing to complete surveys regularly.
Our survey experts designed the research to measure brand awareness, brand consideration, and the likelihood of consumers to recommend the real estate brokerage. Surveys were written in accordance with best practices in survey research, employing a methodology that utilized both unaided recall and aided recognition to provide a comprehensive understanding of consumer perception.
The Outcome
The survey results provided support for our client’s comparative advertising claims in both countries. In the United States, the brokerage was found to be one of the most well-known real estate brands, one of the most likely to be recommended, and one of the most likely to be considered in future transactions. In Canada, findings were even stronger: the brokerage was determined to be the most well-known, the most likely to be recommended, and the most likely to be considered among Canadian home buyers and sellers.
Our survey experts delivered the data, analysis, and documentation required to substantiate the brokerage’s comparative advertising claims in both the US and Canadian markets. With these findings, the company confidently substantiated its marketing messages while reducing the risk of regulatory or legal challenges.
This case study represents work conducted by MMR Strategy Group, which joined IMS in May 2025 to form our dedicated Litigation Surveys & Consumer Science division. Learn more about advertising claim substantiation surveys and meet our expert team below.
