Bringing sound, reliable evidence of consumer perception of advertising messages.
False advertising surveys, also called consumer perception surveys, measure the messages consumers take away from ads, product packages, and other marketing elements. These surveys typically follow a “funnel and filter” approach. After an initial question asking for overall takeaways from an ad or package, surveys gradually funnel down into narrower questions asked of a filtered set of consumers to measure the specific issues of interest. The resulting data can be used to support either side of a false advertising dispute.
In some false advertising cases, plaintiffs must show both that the alleged misstatement was false and that it was material to consumer purchasing decisions. To make (or oppose) this point, parties may use materiality surveys alongside false advertising surveys.
Partner with IMS to design and defend false advertising surveys that withstand legal scrutiny. Our experienced litigation surveys and consumer science team delivers reliable data, expert witness testimony, and effective rebuttals to support your position across a range of venues.
