APRIL 2021 PROGRAM
LIVE STREAMING PROGRAM
This course will be taught via live streaming ONLY.

$1,175
* A 10% discount will be applied to each additional registration when registered at the same time, from the same company. The Institute for Perception offers reduced or waived course fees to non-profit entities, students, judges, government employees, and others. For more information, please contact us.
This course has been developed for sensory and consumer scientists, product developers, market research managers, package/product testing specialists, and attorneys specializing in advertising law.


REGISTRATION
FEE
INCLUDES:
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Printed manual of slides presented
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A copy of our latest books: Readings in Advertising Claims Substantiation, Tools and Applications of Sensory and Consumer Science, and Thurstonian Models: Categorical Decision Making in the Presence of Noise
The instructors for this course will be:
Advertising Claims Support: Case Histories and Principles
Tuesday, April 20
Advertising Claims Support | 9am - 10am
Topics
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Introduction and scope of the course
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Claims support in product/brand development
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Admissibility of expert testimony
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Surveys in false advertising and trademark cases
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Efficacy, perception, and materiality
Claims and False Advertising; Internal Counsel Perspective | 10:10am - 11am
Topics
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Three ways an ad can be false
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A typical false advertising lawsuit
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Puffery, falsity, and injury: The Procter & Gamble Co. vs. Kimberly-Clark (2008), Schick vs. The Gillette Co. (2005), The Procter & Gamble Co. vs. Ultreo, S.D.N.Y. (2008)
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To sue, challenge, or negotiate - an internal counsel’s perspective
Regulatory and ASTM Sensory Claims Guide | 11:10am - Noon
Topics
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Regulatory actions and cases
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Review of the ASTM Claims Guide
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Evolution of the Guide content
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Choosing a target population, product selection, sampling and handling, selection of markets
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Claims: Superiority, unsurpassed, equivalence, and non-comparative
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NAD Mock Hearings; Overview of the NAD | 1pm - 3pm
Topics
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NAD Mock Hearing #1: MillerCoors - Miller Lite vs Bud Light
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NAD Mock Hearing #2: General Mills - Yoplait vs Chobani
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Advertising self-regulation and the NAD process
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Preparing for an NAD hearing
1) NAD Case #5129 (2009) MillerCoors, LLC (Miller Lite Beer)
2) NAD Case #5715 (2014) General Mills Inc. (Yoplait Blended Greek Yogurt)
Wednesday, April 21
Test Method, Design, Location, and Participants | 9am - 10am
Topics
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Test options: Monadic, sequential, direct comparisons
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Test design issues: Within-subject, matched samples, position and sequential effects, replication
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Choosing a testing location and test subjects
3) NAD Case #5425 (2012) Church & Dwight Co., Inc.
(Arm & Hammer® Sensitive Skin Plus Scent)
4) NAD Case #5782 (2014) The MOM brands Company (Malt-O-Meal Cereals)
5) NAD Case #6041 (2016) Unilever United States, Inc. (Suave Essentials Body Wash)
Sensory and Hedonic Methods | 10:10am - 11am
Topics
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Methods: Difference, descriptive, hedonic
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Data: Counts, ranking, rating scales
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“Better” and “Greater”, hedonic, sensory, and technical claims
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Attribute interdependencies
6) NAD Case #5866 (2015) Kimberly-Clark Corp. (Huggies Natural Care Wipes)
7) NAD Case #5874 (2015) and NARB Panel #207 (2016) Chattam, Inc. (Nasacort)
8) NAD Case #5984 (2016) French’s Food Company (French’s Tomato Ketchup)
Consumer Relevance | 11:10am - Noon
Topics
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Setting action standards for consumer-perceived differences
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Linking expert and consumer data
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Clinical vs. statistical significance
Litigated Case: (S.D.N.Y. 2012) Church & Dwight Co., Inc vs. Clorox Co. (cat litter)
09) NAD Case #5974 (2010) Comcast Communications, Inc. (Xfinity Internet, Television & Telephone Services)
10) NAD Case #6025 (2010) Bausch & Lomb, Inc. (PeroxiClear Contact Lens Peroxide Solution)
11) NAD Case #6131 (2017) Too Faced Cosmetics, LLC. (Better Than Sex Mascara)
Survey Principles | 1pm - 2pm
Topics
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Answering questions
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Purpose of conducting surveys: Events and behaviors, attitudes and beliefs, subjective experiences
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How respondents answer questions: Optimizing and satisficing
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Filters to avoid acquiescence and no opinion responses
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Survey questions: Biased, open-ended vs. closed-ended
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Steps to improve survey questions
Consumer Perception Surveys | 2:10pm - 3pm
Topics
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A survey must include: Sample, design, questionnaire, analysis
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Reliability and validity: Ecological, external, internal, face, construct
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Bias: Code, position
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Task instructions – importance and impact
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Data collection methods
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Target universe and size, controls, biased questions, improvements in design and analysis
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Design Issues: Monadic vs sequential monadic (within subject), separating open-ended questions from close-ended
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The stimulus is the label or ad, not the product itself
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Why open-ended questions are not a good basis for quantification
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Common design flaws
Thursday, April 22
How NAD Has Ruled on Perception Surveys | 9am - 10am
Topics
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Consumer takeaway surveys: NAD perspective, critique of cases
12) NAD Case #5849 (2015) T-Mobile USA (More Data Capacity)
13) NAD Case #5926 (2016) Comcast Cable Communications (Xfinity Cable TV)
14) NAD Case #6009 (2016) Epson America, Inc. (Epson EcoTank Supertank Printers)
Consumer Takeaway Survey Research | 10:10am - 11am
Topics
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Independent research on the Bayer Advanced fertilizer case
15) NAD Case #6033 (2016) Bayer CropScience US (Bayer Advanced 3-in-1 Weed and Feed for Southern Lawns)
Analysis - Interpretation and Communication | 11:10am - 12pm
Topics
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Hypothesis testing
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Determining statistical significance and confidence bounds
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Communicating claim requirements to the business side
16) NAD Case #5569 (2013) InterHealth Nutraceuticals (Zychrome Dietary Supplement)
17) NAD Case #5755 (2014) The Procter & Gamble Co. (Olay Sensitive Body Wash)
18) NAD Case #6236 (2018) Abbott Nutrition (Similac Human Milk Fortifier)
Litigated Case: (S.D.N.Y. 1994) Avon Products vs. S.C. Johnson & Son, Inc.
(Skin-So-Soft)
Test Power | 1pm - 2pm
Topics
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The meaning of power
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Planning experiments and reducing cost
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Sample sizes for claims support tests
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Managing Risks: Advertiser claim, competitor challenge
19) NAD Case #6065 (2017) Shell Oil Co. (Shell V-Power NiTRO+ Premium Gasoline)
20) NAD Case #6164 (2018) The Proctor & Gamble Co. (Finish® Quantum® Max Automatic Dishwasher Detergent)
Handling No Difference/No Preference Responses | 2:10pm - 3pm
Topics
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No preference option analysis
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Power comparisons: Dropping, equal and proportional distribution
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Statistical models and psychological models
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ASTM recommendation
21) NAD Case #5453 (2012) Ocean Spray Cranberries, Inc. (Ocean Spray Cranberry Juice)
22) NAD Case #6037 (2016) Mizkan America, Inc. (RAGU Homestyle Traditional Sauce)
Friday, April 23
Testing for Equivalence and Unsurpassed Claims | 9am - 10am
Topics
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How the equivalence hypothesis differs from difference testing
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ASTM requirements for an unsurpassed claim
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The paradox of finding support for superiority, unsurpassed, and equivalence; the need for a minimum standard for superiority
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FDA method for qualifying generic drugs: The TOST
23) NAD Case #5609 (2013) Starbucks Corp. (Verismo Single-Serve Coffee System)
24) NAD Case #5822 (2015) Kimberly-Clark Global Sales, LLC (Huggies® Little Snugglers Diapers)
25) NAD Case #5829 and NARB Panel #202 (2015) Bayer HealthCare, LLC (Claritin and Claritin-D)
Ratio, Multiplicative, and Count-Based Claims | 10:10am - 11am
Topics
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The difference between ratio and multiplicative claims
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Examples of multiplicative claims
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Count-based claims (e.g.,“9 out of 10 women found our product reduces wrinkles”)
26) NAD Case #5107 (2009) Ciba Vision Corp. (Dailies Aqua Comfort Plus)
27) NAD Case #5416 (2012) LG Electronics USA, Inc. (Cinema 3D TV & 3D Glasses)
28) NAD Case #5484 (2012) Reynolds Consumer Products (Hefty® Slider Bags)
29) NAD Case #5779 (2014) S.C. Johnson & Son, Inc. (Scrubbing Bubbles Heavy Duty Cleaner with fantastik & Scrubbing Bubbles Bleach 5-in-1 All Purpose Cleaner with fantastik)
30) NAD Case #5934 (2016) Rust-Oleum Corp. (Painter’s Touch Ultra Cover 2X Spray Paint)
“Up To” Claims and Conclusion | 11:10am - 12pm
Topics
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Definition and support for an “up to” claim
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FTC opinion on windows marketers claim
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“Up to” energy savings claim at the NAD
31) NAD Case #5876 (2015) The Procter & Gamble Co. (Duracell Coppertop & Duracell Quantum Alkaline Batteries)
Register
Please enter your information below to register for this course. Those registering 2 or more attendees from the same company are eligible for a 10% discount on the 2nd registration. Please contact Sue Longest before registering if you are eligible for a discounted rate.