How consumers feel about a marketing claim may be very different from what was intended. Recently, we completed a study for a major OTC brand which reinforced the need to check advertisments to understand what they are really evoking among consumers.
Our client knew from prior research that there is a significant level of doubt among consumers regarding the efficacy of the product. Consistent with very rational problem solving, the client believed that the most effective strategy to change perceptions is to make a strong clinical claim - "In clinical studies, 87% of patients showed results". The hard data is real and will be convincing. Unfortunately, after spending million on T.V., the business showed little growth.
We conducted a quick study to illuminate consumers' emotions evoked by the clinical claim. The inconvenient truth is that the claim actually increased consumers' skepticism. Instead of reducing the perception of doubt, the claim actually triggered deep consumer experiences with dubious scientific claims and generated strong subconscious unpleasant emotions. The intended solution was actually strengthening the problem.
Many of us are taught at an early age to solve problems rationally. However, with consumers, emotions rule, and rational claims may not generate the intended responses. Be careful.
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