Not All Clinical Studies Are the Same: Understanding Subjective vs. Objective Testing

When developing a cosmetic product, “clinical testing” can have different meanings, and the type of study you choose can directly impact your claims, credibility, and market positioning.

At Orivida Research, we help brands understand the important distinction between consumer perception studies (subjective) and instrumental or expert-graded clinical testing (objective). Both involve human participants, but the way the data is collected and what it can support differ significantly.

Subjective Testing: Consumer Perception Studies

Consumer perception studies rely on what participants feel, see, or believe after using a product. These studies are typically conducted through surveys or interviews, and the results reflect personal experience, not measurable performance.

For example, a typical consumer claim might be:
“90% of users agreed their skin felt softer after 1 week.”

These insights are valuable for understanding how consumers experience a product. They're ideal for supporting language around satisfaction, preference, and sensorial experienc - especially in marketing materials. However, they are not sufficient for substantiating performance-based claims like changes in hydration, pigmentation, or wrinkle depth.

Objective Testing: Instrument-Based or Expert-Graded Studies

Objective clinical testing uses instruments, imaging, or expert graders to measure visible or physical changes in the skin. This type of testing is critical when substantiating functional claims such as:
- “Visibly reduces redness after 2 weeks”
- “Increases skin hydration by 32%”
- “Improves the look of fine lines by 45%”

These studies carry more scientific and regulatory weight because they are measurable, repeatable, and independent of participant bias. They're often required by retailers or regulatory bodies when making claims of efficacy, treatment, or dermatological validation.

Why It Matters

While both types of testing involve real users and real experiences, they serve different strategic purposes:
- Consumer perception studies are best for capturing voice-of-the-customer insights and marketing-friendly quotes.
- Objective clinical testing is essential for quantifiable, high-impact performance claims that withstand scrutiny.

At Orivida, we design and conduct both and help brands choose the right mix based on what they want to claim and how they want to position their product.

Curious which approach is right for your next launch?
Get in touch at Hello@orivida-research.com and let’s build the right testing strategy for your brand.

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