Expert 514181 - AL CA(S)


Expertise Description

I have more than 30 years of experience with the management and execution of marketing research. I have served a wide variety of clients and specialize in research for ideating, developing and marketing new products and services, branding, positioning, advertising, and litigation support. I have conducted studies such as: corporate and brand image, awareness and usage, new product concept testing, ethnography and observational research, problem detection, and advertising development, to name a few. I have over 20 years of expert witness experience with consultation, deposition, and courtroom testimony.

Areas of Expertise

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Relevant Experiences

In the legal arena, I’ve designed consumer research (surveys) for cases involving trademark infringement and false advertising (and “misleading information”) under the Lanham Act, and arising under the California Unfair Competition Law (UCL) providing support for both plaintiffs and defendants.

In all the above cases I personally designed the research required to support the client’s claim(s), wrote the questionnaire(s), supervised data collection, and analyzed the data. I either wrote reports and testified as an expert witness or counseled the law firm as to the benefit of the research to the issues involved in the case; and prepared them for arbitration, trial or settlement, as warranted.

My background in advertising and specific research experience in numerous industries gives me further background necessary for this case. In addition to the trademark infringement and UCL cases I have worked on, I have worked directly with manufacturer, distributors, retailers, advertising agencies and marketing consultants on research projects dealing with:

• Branding (logo, trademark and communications)

• Advertising claims (effective, secondary meaning, confusing, misleading, false)

• Consumer values, perceptions, motivation for behavior

• Product usage/shopping behavior

• Product development (ideation, concept testing, prototype testing, naming, packaging, marketing campaigns, promotion assessment, etc.)


Education

Degree Subject Institution
M.A. Criminology University of California at Berkeley
B.A. Sociology University of California at Berkeley

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