Transcript litigation support services - Intercontinental Marketing

LITIGATION SUPPORT SERVICES
Applying Psychological Research to Litigation
A Division Of
INTERCONTINENTAL MARKETING INVESTIGATIONS INC.
San Diego, California
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Martin M. Buncher
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Consumer/Industrial
Psychologist, USC 1964
43 years consulting /research
experience
Past V.P. and Board Member
of American Marketing Assoc.
Founder/CEO of IMI Inc.
1977
Completed over 5,000 Focus
Groups, 2,000 Surveys, 300
Secondary Studies
Marketing/Research guest
Professor at SDSU and UCSD
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PARTIAL INDUSTRIAL EXPERIENCE
LIST
Aging/mature markets, agriculture,
airlines/aerospace, alcoholic beverages,
apparel, appliances, automotive,
confectionery, chemicals, community
redevelopment, computers/hi-tech hardware
and software, construction, real estate,
education, employee benefit programs,
energy/utilities, financial/banking, foods,
gaming, health/beauty aids, household
products, health care/medical, human
resources, hotels/resorts, insurance,
manufacturing, newspapers/magazines,
pets, politicians and private interest groups,
public safety, public transportation, radio/TV,
restaurants. security systems, sporting
events, sports and outdoor equipment,
student loans, theme parks,
telecommunications, tobacco, toys/games,
tourism, utilities.
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Legal Research/Litigation Support/Expert
Witness Testimony
Most pertinent to litigation support services
are the following:
2006 Heller Ehrman Quinine Sulfate
 2004 Blumberg, Lorber, Nelson – Sexual
harassment/Wrongful termination
 2003 Crockett - Trade Dress
 2003 Crockett -Branding
 2003 Fraudulent Advertising - Dechert
 2002 Ed Cross & Associates – Insurance Fraud, toxic
mold
 2001 Blumenthal, Ostroff & Markham – Advertising
Fraud, Toy Industry
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Legal Research/Litigation Support/Expert
Witness Testimony-Continued
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1995
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1994
1994
1993
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1993
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1992
1991
1991
1989
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Branscomb, DeCicco, Kopelowitz & Quinn – Lease
Fraud
McDowell, Drew, McDowell – S. Cal Edison Lawsuit
R. Rex Parris – Lucky’s Market Slip & Fall Case
SureSafe Industries – Trademark/Brand Name
Infringement
R. Esensten – Insurance Company Failure to
Service Claim/Breach of Contract
R. Esensten – Jury Trial Simulation
David Sperber – Jury Trial Simulation
R. Esensten – Jury Trial Simulation
David Sperber – Jury Trial Simulation/Estate
Management Fraud
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Legal Research/Litigation Support/Expert
Witness Testimony-Continue
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2000
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2000
1999
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1999
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1997
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1995
Rose, Klein and Marias – Legal Statute Violation,
Candle Industry
Rosenthal, Allen & Smith - Breach of
Contract/Fraud
Polakovic/San Bernardino County – Murder Case
Change of Venue
James Lyle - GM Fuel Tank Warrantee
Casey, Gerry, Reed & Schenk – GM Fuel Tank
Warrantee
Freeman, Freeman & Smiley – Insurance Company
Wrongful Termination
Crockett & Fish – Camera Dolly Trade Dress
Infringement
R. Rex Parris – Motorcycle Injury
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Larry Percy
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Profession, Theoretician,
Author
Copenhagen Business
School
Stockholm School of
Economics and Stockholm
University Graduate
School of Communication.
Honorary Phd.
Strategic planning with
major advertising agencies
(last position as Director
of Strategic Planning for
Lintas in the U.S)
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Board Member and Director
of the Association for
Consumer Research
Editorial boards of a number
of academic journals,
including the Journal of
Marketing Research, Journal
of Advertising ,The Journal of
Current Issues and Research
in Advertising, and Psychology
and Marketing
35 years experience spans
the entire range of advertising
and marketing problems
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Partial List Of Publications
Books
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Percy, Larry, J.R. Rossiter and R. Elliott (2001) Strategic Advertising
Management, Oxford, England: Oxford University Press.
Percy, Larry (1997) Strategies for Implementing Integrated Marketing
Communications, Chicago: NTC Publishing Group.
Percy, Larry, Ed. (1997) Marketing Research That Pays Off Binghamton,
New York: Haworth Press.
Rossiter. J.R. and L. Percy (1997) Advertising Communication and
Promotion Management New York: McGraw-Hill.
Rossiter, J.R. and L. Percy (1987) Advertising and Promotion Management
New York: McGraw-Hill.
Percy, Larry and A. Woodside, Eds. (1983) Advertising and Consumer
Psychology Lexington, Mass: Lexington Books.
Percy, Larry and J.R. Rossiter (1980) Advertising Strategy: A
Communication Theory Approach New York: Praeger.
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Larry Percy
Publications
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Percy, Larry and J.R. Rossiter (in press) “Measuring Advertising
Effectiveness” in M.J. Houston (ed) Handbook of Marketing Research New
York: McGraw-Hill.
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Rossiter, J.R. and L. Percy (2001) “The a-b-e Model of Benefit Focus in
Advertising” in T.J. Reynolds and J.C. Olson (eds) Understanding
Consumer Decision Making, Mahwah, N.J.: Lawrence Erlbaum
Associates, pp 183-214.
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Percy, Larry (2001) “Marketing Communication in Evolution” in Admap,
February, pp 30-32.
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Percy, Larry (2000) “Commentary: Neuro Images of Advertising” Business
Strategy Review, Autumn, pp 29-30.
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Percy, Larry and J.R. Rossiter (2000) “Building and Managing brands with 8
Traditional Marketing Communication” in Franz-Rudolf Esch (ed.) Moderne
Litigation Support Tools
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Jury Trial
Simulation
Voire Dire/Juror
Selection
Witness
Preparation
Trial Monitoring
Expert Witness
Testimony
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Testing Arguments &
Exploring Case
Issues Among Jurors
& Other Target
Groups By:
-Qualitative Research
-Quantitative Research
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JURY TRIAL SIMULATI0N
Ad hoc design to fit the case and counsel needs
Basics:
- jury panel from potential juror pool
versus retired judge
- client lawyers representing plaintiff/defense (role playing as
needed)
- witnesses needing rehearsal
- suitable research venue w/ recruitment/facilities/audio-video
- consultant/researcher for monitoring and investigating
juror perceptions and attitudes, developing implications
during the simulation
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JURY TRIAL SIMULATION
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Length designed in proportion to needs, minimum 4
hours, maximum = days?
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Cost = $8,000 and up
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Timing = week to prepare,immediate results and
recommendations
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Location = research facility where the jury pool lives
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Output = verbal or written report, transcripts
QUESTIONS?
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Survey Research
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Purposes:
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To test hypotheses about case issues among
designated target groups
To prove or disprove claims made by Plaintiffs
and Defendants in Case filings
Ultimately generating statistically significant or
otherwise reliable information (trend data)
covering key issues of people’s perceptions,
attitudes and behavior involved in the claims.
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Survey Research - Continued
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Methods
- Face to face (offices, central
research locations, trade shows,
spectator events, etc.)
- Phone (CATI) Centers
- Internet
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Survey Research - Continued
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Procedure (Planning)
1) Determination of specific purpose of the
research,I.e., “to prove”, “demonstrate”,
“establish”, etc.
2) Delineation of target group(s) to be
interviewed
3) Establishment of best method of data collection
4) Selection of appropriate sample size
5) Questionnaire Design
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Survey Research - Continued
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Procedure (Execution)
6) Interviewing
7) Data Processing
8) Analysis and “report”
9) Declaration
10) Expert Testimony
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Survey Research - Continued
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Participants in Survey Execution
1) Research experts
2) Specialized Field Operations (CATI, Web,
Central locations, etc.)
3) Sample Source
4) Data Processing Operations
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Survey Research - Continued
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Timing and Costs
Both are wide open dependent on
resources and case needs
Research Costs are generally quoted at a
fixed price with a +/- 10% contingency
QUESTIONS?
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Qualitative Research
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Purpose
To generate and/or refine HYPOTHESES
about the way designated target groups
“ perceive”,
“ form attitudes about”, and
“ behave
towards” RELEVANT STIMULI such as:
people
social issues
specific case issues
current/past events
weather, religion, philosophies
-- everything else
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Qualitative Research-Continued
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Methods
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1) Focus Groups
2) Individual Interviews
1 = peer pressure, social interaction, moderator
influence
2 = individually processed information
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Qualitative Research-Continued
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Procedure
1) Determination of specific purpose of the
research,I.e., “to prove”, “demonstrate”,
“establish”, etc.
2) Delineation of target group(s) to be
interviewed
3) Development of Moderator/Interviewer guide
4) Schedule and complete interviewing by Psychologist
appropriately briefed on case-relevant science
5) Analysis and “report”
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Qualitative Research-Continued
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Timing and Costs
Again, wide open:
Depends on number of interviews or group
sessions, difficultly of accessing the
respondent targets, and the length of the
interview instrument/amount of information
collected
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Proper use of Qualitative & Quantitative Research
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Qualitative:
- to generate insights
- discover the full range of
possibilities
- formulate hypotheses and
discuss possible implications
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Quantitative
- to show trends,
- to test hypotheses
- to support statement of facts and implications
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Qualitative v. Quantitative Research
QUESTIONS?
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Voire Dire/Juror Selection
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Purpose:
To provide an aid in the selection of
potential jurists most likely to be
positively predisposed towards the
client side of the case
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Voire Dire/Juror Selection-Continued
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Method = Survey Research
1) Development of a set of questions based on case issues
designed to reveal relevant juror predispositions, by
isolating specific perceptual, attitudinal and behavior
tendencies among a sample of those potential jurors
2) Recruitment of a random sample of potential jurors from
the actual case venue
3) Administration of the interview (usually possible by CATI
system, unless visuals are required)
4) Tabulation, analysis and “report” of findings
5) Psychologist assistance to counsel in final juror selection
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Voire Dire/Juror Selection-Continued
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Timing and Cost
- normally in a week or two
- typical survey costs:
N = 100
N = 200
N = 300
$5,000-$7,000
$6,000-$11,000
$7,000- $15,000
Costs depend on sample size, number and type of questions
(open v. closed –end) asked
QUESTIONS?
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Witness Preparation
Best done in trial simulation
circumstances to provide the
witness with the look and feel of a
potentially hostile environment
where pressure will challenge
his/her performance
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Trial Monitoring
Can be only the consultant
observing and analyzing, or in
some cases, rules permitting, trial
observation (live or taped) by a
mock jury with debriefings by the
consultant similar to jury trial
simulation
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Expert Witness Testimony
Over the years, Martin Buncher and
Larry Percy have gained knowledge
and experience in almost every
market and industry where research
has been completed.
A partial list of clients served over the
years follows:
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Advertising Agencies/Public Relations/Communications
HBM Creamer
H. Silver
Lintas: USA*
Carter Advertising
Phillips-Ramsey
Capener, Matthews & Walcher
Cantor Advertising
Franklin & Associates
Nuffer-Smith, Tucker, Inc.
BBDO Detroit
Huckaby & Rodriquez
Della Famina
Stu Mollrich & Associates
TNT Advertising
Stoorza Company
Arthur I. Rothafel & Associates
Robert McKim Advertising
The St. George Group
Dr. Salcher Team MBH*
Kay Communications
Asher/Gould Advertising
Earl Palmer Brown
Di Zinno Thompson
Institute of Canadian Advertising
Hakuhodo Advertising*
Jordan, McGrath, Case & Taylor
Campbell-Ewald*
Johns, Cohen, Pasqualina
Ogilvy & Mather
Lord, Dentsu & Partners
Parsons & Kearn
Spear-Hall Communications
Baxter, Gurian & Mazzei
DFS Dorland
McGregor Marketing
Nelson Communications
Irwin Ink
Inter/Media
James Dodds & Co.
Sports Marketing*
Maxim Marketing Corporation
Foute Cone & Belding Worldwide
Frank Small & Associates*
Kandu Communications
Marc Advertising
Gallop France*
Harmonics
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Automotive
Chevrolet
Bridgestone
General Motors*
Oldsmobile
Toyota*
Pontiac
AC Delco
Delco Electronics
LDF Loffler*
Audi
Exxon
Anheuser-Busch
Beer Drinkers of America
Beer Industry
Schlitz Brewing Co.
Heublein
Coca Cola
Interbrew
Advanta
1-800-CarSearch
Kawasaki
Chevron USA
Winston Tire
Avis Car Rental
Mercedes Benz*
AC Rochester International*
SAAB*
Lexus
Beverage
Refuelin'
Hansens
Shasta Beverages
Chambourcy
OMS Holland
Schlitz
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Computer/Hi-Tech/Electronics
Toro Company
Kyocera
Practical Peripherals
Linear Corp.
MicroAge
Data Facts
Hitachi
Nintendo
Remington Rand
SOFRES-FS&A
Teckla – Finland*
HIJK Computer Gift Cards
Sage Software
Sanyo
Hitachi
Symantec
Hudson Soft
Hayes
Park Place Productions
Consumer Computers Corp.
Data Base Solutions
Teac
Meldac of America*
Unisys
Phonics Game
QuickStart Internet Technology
Newpoint
Fiberlink
Teack
Sony
IBM
Telecom Italia
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Financial Services
Mellon Bank
Central Savings
Home Federal
Santel Credit Union
American Savings Bank
Butterfield
Bank of America
PeopleFirst.com
Bank of Hawaii
LoanToLearn
Cigna
Peat Marwick Main
Great American Federal
KMG Main Kurdman
La Mesa Bank
Wells Fargo Bank
San Diego Federal
Security Pacific
Scripps Bank
United States Treasury Department
Harmonic International
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Food
Beech-Nut
Lean Cuisine
FreshNes
Stouffers
Nestles
Kwai Garlic
University Food
Budget Gourmet
Cuisine Fresh
Bilmar Turkey
Milk Advisory Board
Berringer
Los Hermanos
Nescafe
Nestea
Tollhouse
Maxim Marketing/Pocket Pretzel
Carnation International*
Korean Tobacco & Gensing
Basic American Frozen Foods
Taco Bell
Living Lean
FreshChef
Tasters Choice
Libby's
Nori-Nu Tofu
Crosse & Blackwell
Wispride
Prices
Yo Baby Yogurt
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Manufacturing
Wooltex International*
Stiffel Lamps
St. Thomas*
Rainville Tile*
Redi-Tag
Pacific Southwest Airmotive
Loomis Armored Transport*
Atlas/Copco*
SureSafe Industries
Agfa
Air Liquide
Hunter Industries
Bayer (Silicone)*
Interactive Image Technologies
Barbara Thomas Enterprises
Nippon Steel*
Stanley Smith Security*
Main Nickless Ltd.*
Kyocera
BTE
Wagner Die Cut
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Restaurant/Fast Food/Supermarket
Southland Corp./7-11
Kodash
Ralph's Supermarkets
Carlos Murphy's
Arby's
The Italian Oven Restaurants
Season's Cafe
Albertson's Supermarkets
Foodmaker/Jack-in-the-Box
Hungry Hunter
Tustin French Quarter
Stuart Anderson's
Taco Bell*
Sidney's Australian Grille
Social/Political
Torrance & Associates
Chapman College
University of Southern California
City of Inglewood
The Greater Irvine Industrial League
United States Information Agency (USIA)
Australian Bureau of Industry Economics*
Gemological Institute of America
The Irvine Company
Roxani Gillespie
City of Irvine
City of Los Angeles
United Way
San Diego Jewish Academy
NASA
D.C. Public Transportation
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Travel/Airlines/Tourism
Tourism Council of the South Pacific*
Tourism Australia*
Pacific Southwestern Airlines / USAir
Eastern Airlines
All Nippon Airlines*
Mexican Tourism*
Asiana Airlines
Streamline Travel
ATC
TravelLand
Lufthansa
Continental Airlines
Retail/Chain/Franchise
FedMart
Sears
Supercuts
The Center Company
Tyler Mall
May Stores
Borgata Mall
True Value Hardware
Serta Mattress Company
Motorsport*
Sanyo
PetCo
PaperPak
Cigar America
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SUMMARY
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Research is a tool to be used for
enhanced understanding of the case
issues and how to deal with them
It is controllable in terms of timing,
cost, and application
Intercontinental Marketing Investigations Inc.
Litigation Support Division
PO Box 2147 Rancho Santa Fe, CA 92067
[email protected] 858-756-1765
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