How science drives consumer trust and sales: Recap from "The Outlook on Active Nutrition"

In a presentation on the importance of clinical validation testing at “The Outlook on Active Nutrition,” Susan J. Hewlings, PhD, vice president of research affairs at Radical Science and co-founder of Substantiation Sciences, emphasized to attendees how science is used to earn consumer trust. She highlighted that a robust scientific foundation is crucial for substantiating product claims and differentiating brands in the market.

Rigorous Scientific Substantiation Builds Trust

The foundation of science behind marketing claims is documented in a CARSE report, which stands for “Competent and Reliable Scientific Evidence.” This report outlines the scientific substantiation for a product or ingredient's claims. She noted that many in the industry do not fully grasp what a CARSE report is or how to use it effectively.

True substantiation requires considering the "totality of the evidence". This includes not only tests, analysis, and research but also a thorough evaluation of the evidence's quality, its relationship to the claim, and the expert opinion on the subject. Hewlings stressed the importance of starting with the fundamental question, “What is the plausible biological action or mechanism by which the product works?”

The hierarchy of evidence is a critical component of this process, moving from case reports and pilot studies up to randomized controlled trials (RCTs) and systematic reviews or meta-analyses. Dr. Hewlings warned during her presentation, against relying on a single study, as science is an "evolution of information" that should generate more questions than it answers. “What we learn in school is that science is an evolution of information. A study should generate more questions than it does answer,” Hewlings expressed. A quality RCT, for example, must be informed by a comprehensive review of existing literature and have an appropriate design, including participant criteria that are representative of the target population.

Gap Analysis and Evidence Review Guide Next Steps

Before deciding to conduct a new study, Hewlings recommended a thorough review of the existing literature. This "gap analysis" helps a company identify what is already known and what is missing. By taking a full, objective assessment of the available science, a company can determine the most logical next step, whether that is a CARSE report or a new study. This process ensures that investments in research are strategic and not just a knee-jerk reaction to a market trend or a desire to immediately jump to a large, expensive study.

Hewlings mentioned that a study is not always necessary, especially if an ingredient is already well-researched for the intended use. However, if a study is needed, the gap analysis helps guide the study design, leading to a science-driven approach that is more likely to yield meaningful results. This approach helps avoid common pitfalls, such as a study’s budget dictating the number of participants instead of a proper power analysis.

Translating Science for Consumer Impact

Hewlings lamented that many companies treat their CARS report as a file to be used only in a legal challenge. She argued that this is a missed opportunity, as the deep review of literature and totality of evidence within the report can be the foundation for a wide range of marketing and communication materials. This technical information can be translated into consumer-friendly language for white papers, influencer content, press releases, and webinars.

By doing so, brands can leverage their scientific investment as a key differentiator to build consumer trust and drive sales. She cited examples such as protein and creatine, where a long history of scientific evolution has allowed for new claims in areas like endurance performance and women's health. The key, she concluded, is to let science drive the decisions, not just market trends or wishes. When research has a purpose and the resulting claims are solid and backed by science, a company is set up for success.