Turning Brand Research into a Defensible #1 Advertising Claim
How Sapience helped a global premium baby-gear brand establish its category leadership in Saudi Arabia, translating brand health research into a substantiated, bilingual advertising claim ready for market.
From Brand Leadership to a Claim That Could Stand Up to Scrutiny
A global premium stroller and car-seat brand believed it held a leading position in Saudi Arabia, one of its strategically important growth markets. However, the brand lacked the robust local evidence needed to translate that position into a public advertising claim.
The ambition went beyond understanding awareness or brand preference. The marketing team wanted to establish whether it could confidently use a #1 category-leadership statement across digital advertising, retail channels and out-of-home campaigns.
Such a claim requires more than a favourable survey result. It must be precisely defined, backed by reliable comparative evidence and supported by documentation that can withstand potential scrutiny.
A Research-Led Approach to Advertising Claim Substantiation
Sapience combined quantitative brand equity research, rigorous comparative analysis and regulatory desk research to develop a clear evidence framework for the client's advertising decisions.
Building the Evidence Base
We conducted a quantitative brand health and equity study among 700 expectant and new mothers across Saudi Arabia's two largest metropolitan markets.
The research measured brand awareness, consideration, first-choice preference and perceptions of leading baby-gear brands, supported by fieldwork and data-quality controls.
Testing Potential Claims
Sapience developed a claims matrix linking each potential statement to the relevant survey measure, respondent base, competitive margin and statistical confidence.
Claims were assessed for their evidential strength, with unsupported statements explicitly identified and excluded.
Reviewing the Saudi Context
Structured desk research examined official Saudi advertising guidance relevant to comparative claims and their use across digital, outdoor and retail environments.
The findings informed the client's legal review, while maintaining a clear distinction between research substantiation and legal approval.
Preparing the Claims Evidence Pack
We prepared a signed evidence dossier documenting the methodology, sample, underlying measures and results supporting the selected claim.
The dossier provided a reference for the brand and its partners should the advertising claim ever be questioned.
Understanding the Saudi Baby-Gear Purchase Journey
The wider brand health study also explored how mothers research and purchase baby gear. These findings provided commercial context for understanding category decision-making, influential information sources and purchasing channels.
From Research Findings to Market-Ready Evidence
The engagement produced a coordinated set of research, claims and supporting documentation for the brand's marketing and legal teams.
Brand Health & Equity Study
A quantitative assessment of brand awareness, consideration, preference and perception against key category competitors in Saudi Arabia.
Bilingual Claims Matrix
Evidence-backed advertising claim options in English and Arabic, including their supporting measures, risk assessments, recommended placements and required footnotes.
Regulatory Context Briefing
A structured review of relevant Saudi advertising considerations, based on official published sources, to support the client's legal assessment.
Signed Evidence Dossier
A standalone substantiation record documenting the research methodology, sample, comparative measure and statistical results behind the selected leadership claim.
A Defensible #1 Claim, Ready for the Saudi Market
The brand selected a category-leadership claim supported by a statistically significant margin over its nearest competitor on the relevant measure. The final wording and accompanying footnote were prepared in English and Arabic and cleared through the client's legal review for use in a multi-channel Saudi campaign.
Research That Goes Beyond the Presentation
The value of this engagement was not limited to identifying a favourable competitive result. It was about making the evidence usable, transparent and defensible.
Evidence Over Assumption
Every claim was connected to a specific research finding, rather than relying on general perceptions of market leadership.
Statistical Discipline
Comparative margins and statistical significance informed which claims could be substantiated and which should be excluded.
Clear Professional Boundaries
Sapience provided the research evidence and regulatory context, while the client's legal advisers retained responsibility for legal approval.
Built for Practical Activation
The final evidence pack included bilingual wording and precise footnotes, enabling a consistent claim across relevant advertising channels.
Can Your Brand Claims Stand Up to Scrutiny?
From brand health and equity studies to advertising claim substantiation, Sapience helps businesses across Saudi Arabia, the GCC and wider MENA region turn research into credible commercial decisions.
Whether you want to establish market leadership, validate a competitive positioning statement or strengthen the evidence behind a marketing claim, our team can help.
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