SSI Benefit Evaluation Methodology

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In creating products that deliver true functional benefits, the obvious sweet spot of success is where strong, sustainable science meets consumer appeal. Finding that sweet spot isn’t easy or quick, but the chances for success are improved by objectively evaluating the scientific support early in the product development or innovation process. Successful innovators have the organizational fortitude and expertise – or access to appropriate expertise – to separate good ideas from bad ones early in the innovation process. Yet many organizations delude themselves into investing resources behind product or ingredient ideas simply because the promise of a benefit is too tempting to pass up or because the science behind the idea wasn’t adequately evaluated. There is an opportunity cost associated with pursuing weak ideas and it’s rarely low.

The strongest product benefit claims – those that help create a point of sustainable distinction from competition – are supported by significant scientific agreement. In other words, the preponderance of competent scientific evidence is of great enough quality and quantity to substantiate and defend the wording of the benefit claim. This is just as true of benefit claims for sports apparel, shoes, and equipment as it is for functional claims made for foods and beverages.

To fully substantiate benefit claims, SSI relies upon an evidence-based taxonomic approach to identify and evaluate the relevant scientific literature.

This detailed approach generates a comprehensive bibliography of the related scientific literature, a synopsis of each study, an evaluation of the strengths and weaknesses of each study, a numerical “strength” rating for each study, and an overall assessment of the scientific literature behind each benefit claim.

This evaluation generates a clear understanding of …

• the strength of the existing scientific support for benefit claims;
• additional knowledge required to support benefit claims;
• the work needed to fill those knowledge gaps;
• the investment required for that work;
• the wisdom in making the investment in additional research.

Weak science isn’t sustainable and sustainable science takes considerable time, effort, and commitment to develop into something of real value.