Founder resource · Strategy worksheet

The Claim-to-Evidence Worksheet

Start with the sentence you want to earn. Map what it could mean, what your product must show and what evidence is still missing.

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How to turn a claim into a testable question

Use this worksheet while the product can still change. Start with the exact sentence you want a customer to see, unpack what a reasonable customer may understand, then define what the product would need to show and what evidence could answer that question.

This is a planning tool, not a test protocol or regulatory sign-off. Ingredient rationale, consumer perception and measured finished-product performance are different evidence layers; one does not automatically prove another.

1. Set the product context

Product typeIntended marketDevelopment stageIntended user and use

2. Write the exact claim

Where will the claim appear?

Keep the wording exact. A change from “feels hydrated” to “increases hydration” changes what the customer may understand.

3. Translate the claim into a question

What might a customer reasonably understand?What product outcome do you want to assess?When and under what use conditions?What comparison or baseline could make the result interpretable?

4. Map what could support it

Supplier data for a clearly identified raw material Published ingredient research relevant to the material and use Instrumental evaluation of the finished product Qualified expert assessment of the finished product Consumer perception research on the finished product

Evidence available nowWhat the evidence does not establishImportant confounders or open questionsPotential evidence gap

Select evidence to investigate, not a method by default. A qualified testing partner should recommend a method suitable for the claim, product and market.

5. Connect the question back to the product

Formula or specification decisionUse directions or pack details that matterProduct conditions to hold constantPossible decision if supported, unclear or unsupported

6. Record the next decision

Keep the final approved wording, evidence, market context, review notes and decision together in the substantiation file.