is a Manager at Analysis Group, Inc. She specializes in applying consumer behavior and marketing research methods to litigation issues and strategic business problems, including false advertising, product liability, trademark infringement, patent infringement, and competition matters. She has assisted clients and supported leading marketing experts throughout the litigation process across a range of industries, including technology, consumer goods, telecommunications, and media and entertainment.
Decades of trademark litigation cases have relied on survey evidence that aims to assess what consumers in the marketplace subjectively believe to be true. These methods are intended to answer important trademark questions, including whether consumers believe a mark to be a common term or a brand name and whether consumers mistakenly believe a product bearing a defendant’s mark originates from the plaintiff. While survey and marketing experts often rely on versions of commonly used trademark surveys (e.g., Teflon, Thermos, Eveready and Squirt formats), these formats in their conventional design may, in some situations, mask critical information about consumers’ beliefs or attitudes that could change the research conclusions — the strength or certainty of those beliefs or attitudes.