Litigation Support Services


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Litigation Support Services

  1. 1. LITIGATION SUPPORT SERVICES A Division Of INTERCONTINENTAL MARKETING INVESTIGATIONS INC. San Diego, California Applying Psychological Research to Litigation
  2. 2. Martin M. Buncher <ul><li>Consumer/Industrial Psychologist, USC 1964 </li></ul><ul><li>43 years consulting /research experience </li></ul><ul><li>Past V.P. and Board Member of American Marketing Assoc. </li></ul><ul><li>Founder/CEO of IMI Inc. 1977 </li></ul><ul><li>Completed over 5,000 Focus Groups, 2,000 Surveys, 300 Secondary Studies </li></ul><ul><li>Marketing/Research guest Professor at SDSU and UCSD </li></ul><ul><li>PARTIAL INDUSTRIAL EXPERIENCE LIST </li></ul><ul><li>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. </li></ul>
  3. 3. Legal Research/Litigation Support/Expert Witness Testimony <ul><li>Most pertinent to litigation support services are the following: </li></ul><ul><li> 2006 Heller Ehrman Quinine Sulfate </li></ul><ul><li>2004 Blumberg, Lorber, Nelson – Sexual </li></ul><ul><li>harassment/Wrongful termination </li></ul><ul><li>2003 Crockett - Trade Dress </li></ul><ul><li>2003 Crockett -Branding </li></ul><ul><li>2003 Fraudulent Advertising - Dechert </li></ul><ul><li>2002 Ed Cross & Associates – Insurance Fraud, toxic </li></ul><ul><li>mold </li></ul><ul><li>2001 Blumenthal, Ostroff & Markham – Advertising </li></ul><ul><li>Fraud, Toy Industry </li></ul>
  4. 4. <ul><li>1995 Branscomb, DeCicco, Kopelowitz & Quinn – Lease </li></ul><ul><li>Fraud </li></ul><ul><li>1994 McDowell, Drew, McDowell – S. Cal Edison Lawsuit </li></ul><ul><li>1994 R. Rex Parris – Lucky’s Market Slip & Fall Case </li></ul><ul><li>1993 SureSafe Industries – Trademark/Brand Name </li></ul><ul><li>Infringement </li></ul><ul><li>1993 R. Esensten – Insurance Company Failure to </li></ul><ul><li>Service Claim/Breach of Contract </li></ul><ul><li>1992 R. Esensten – Jury Trial Simulation </li></ul><ul><li>1991 David Sperber – Jury Trial Simulation </li></ul><ul><li>1991 R. Esensten – Jury Trial Simulation </li></ul><ul><li>1989 David Sperber – Jury Trial Simulation/Estate </li></ul><ul><li>Management Fraud </li></ul>Legal Research/Litigation Support/Expert Witness Testimony-Continued
  5. 5. <ul><li>2000 Rose, Klein and Marias – Legal Statute Violation, </li></ul><ul><li>Candle Industry </li></ul><ul><li>2000 Rosenthal, Allen & Smith - Breach of </li></ul><ul><li>Contract/Fraud </li></ul><ul><li>2000 Polakovic/San Bernardino County – Murder Case </li></ul><ul><li>Change of Venue </li></ul><ul><li>2000 James Lyle - GM Fuel Tank Warrantee </li></ul><ul><li>1999 Casey, Gerry, Reed & Schenk – GM Fuel Tank </li></ul><ul><li>Warrantee </li></ul><ul><li>1999 Freeman, Freeman & Smiley – Insurance Company </li></ul><ul><li>Wrongful Termination </li></ul><ul><li>1997 Crockett & Fish – Camera Dolly Trade Dress </li></ul><ul><li>Infringement </li></ul><ul><li>1995 R. Rex Parris – Motorcycle Injury </li></ul>Legal Research/Litigation Support/Expert Witness Testimony-Continue
  6. 6. Larry Percy <ul><li>Profession, Theoretician, Author </li></ul><ul><li>Copenhagen Business School </li></ul><ul><li>Stockholm School of Economics and Stockholm University Graduate School of Communication. </li></ul><ul><li>Honorary Phd. </li></ul><ul><li>Strategic planning with major advertising agencies (last position as Director of Strategic Planning for Lintas in the U.S) </li></ul><ul><li>Board Member and Director of the Association for Consumer Research </li></ul><ul><li>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 </li></ul><ul><li>35 years experience spans the entire range of advertising and marketing problems </li></ul>
  7. 7. Partial List Of Publications <ul><li>Books </li></ul><ul><li>Percy, Larry, J.R. Rossiter and R. Elliott (2001) Strategic Advertising Management, Oxford, England: Oxford University Press. </li></ul><ul><li>Percy, Larry (1997) Strategies for Implementing Integrated Marketing Communications , Chicago: NTC Publishing Group. </li></ul><ul><li>Percy, Larry, Ed. (1997) Marketing Research That Pays Off Binghamton, New York: Haworth Press. </li></ul><ul><li>Rossiter. J.R. and L. Percy (1997) Advertising Communication and Promotion Management New York: McGraw-Hill. </li></ul><ul><li>Rossiter, J.R. and L. Percy (1987) Advertising and Promotion Management New York: McGraw-Hill. </li></ul><ul><li>Percy, Larry and A. Woodside, Eds. (1983) Advertising and Consumer Psychology Lexington, Mass: Lexington Books. </li></ul><ul><li>Percy, Larry and J.R. Rossiter (1980) Advertising Strategy: A Communication Theory Approach New York: Praeger. </li></ul>
  8. 8. Larry Percy <ul><li>Publications </li></ul><ul><li>Percy, Larry and J.R. Rossiter (in press) “Measuring Advertising Effectiveness” in M.J. Houston (ed) Handbook of Marketing Research New York: McGraw-Hill. </li></ul><ul><li>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. </li></ul><ul><li>Percy, Larry (2001) “Marketing Communication in Evolution” in Admap , February, pp 30-32. </li></ul><ul><li>Percy, Larry (2000) “Commentary: Neuro Images of Advertising” Business Strategy Review , Autumn, pp 29-30. </li></ul><ul><li>Percy, Larry and J.R. Rossiter (2000) “Building and Managing brands with Traditional Marketing Communication” in Franz-Rudolf Esch (ed.) Moderne Markenführum, Germany: Gables, pp 493-508. </li></ul>
  9. 9. Litigation Support Tools <ul><li>Jury Trial Simulation </li></ul><ul><li>Voire Dire/Juror Selection </li></ul><ul><li>Witness Preparation </li></ul><ul><li>Trial Monitoring </li></ul><ul><li>Expert Witness Testimony </li></ul><ul><li>Testing Arguments & Exploring Case Issues Among Jurors & Other Target Groups By: </li></ul><ul><li>-Qualitative Research </li></ul><ul><li>-Quantitative Research </li></ul>
  10. 11. JURY TRIAL SIMULATI0N <ul><li>Ad hoc design to fit the case and counsel needs </li></ul><ul><li>Basics: </li></ul><ul><li>- jury panel from potential juror pool </li></ul><ul><li>versus retired judge </li></ul><ul><li>- client lawyers representing plaintiff/defense (role playing as </li></ul><ul><li>needed) </li></ul><ul><li>- witnesses needing rehearsal </li></ul><ul><li>- suitable research venue w/ recruitment/facilities/audio-video </li></ul><ul><li>- consultant/researcher for monitoring and investigating </li></ul><ul><li>juror perceptions and attitudes, developing implications </li></ul><ul><li>during the simulation </li></ul>
  11. 12. JURY TRIAL SIMULATION <ul><li>Length designed in proportion to needs, minimum 4 </li></ul><ul><li>hours, maximum = days? </li></ul><ul><li>Cost = $8,000 and up </li></ul><ul><li>Timing = week to prepare,immediate results and </li></ul><ul><li>recommendations </li></ul><ul><li>Location = research facility where the jury pool lives </li></ul><ul><li>Output = verbal or written report, transcripts </li></ul><ul><li>QUESTIONS? </li></ul>
  12. 13. Survey Research <ul><li>Purposes: </li></ul><ul><ul><li>To test hypotheses about case issues among designated target groups </li></ul></ul><ul><ul><li>To prove or disprove claims made by Plaintiffs and Defendants in Case filings </li></ul></ul><ul><ul><li>Ultimately generating statistically significant or otherwise reliable information (trend data) covering key issues of people’s perceptions , attitudes and behavior involved in the claims. </li></ul></ul>
  13. 14. Survey Research - Continued <ul><li>Methods </li></ul><ul><li>- Face to face (offices, central </li></ul><ul><li>research locations, trade shows, </li></ul><ul><li>spectator events, etc.) </li></ul><ul><li>- Phone (CATI) Centers </li></ul><ul><li>- Internet </li></ul>
  14. 15. Survey Research - Continued <ul><li>Procedure (Planning) </li></ul><ul><li>1) Determination of specific purpose of the </li></ul><ul><li>research,I.e., “to prove”, “demonstrate”, </li></ul><ul><li>“ establish”, etc. </li></ul><ul><li>2) Delineation of target group(s) to be </li></ul><ul><li>interviewed </li></ul><ul><li>3) Establishment of best method of data collection </li></ul><ul><li>4) Selection of appropriate sample size </li></ul><ul><li>5) Questionnaire Design </li></ul>
  15. 16. Survey Research - Continued <ul><li>Procedure (Execution) </li></ul><ul><li>6) Interviewing </li></ul><ul><li> 7) Data Processing </li></ul><ul><li>8) Analysis and “report” </li></ul><ul><li>9) Declaration </li></ul><ul><li>10) Expert Testimony </li></ul>
  16. 17. Survey Research - Continued <ul><li>Participants in Survey Execution </li></ul><ul><li>1) Research experts </li></ul><ul><li>2) Specialized Field Operations (CATI, Web, </li></ul><ul><li>Central locations, etc.) </li></ul><ul><li>3) Sample Source </li></ul><ul><li>4) Data Processing Operations </li></ul>
  17. 18. Survey Research - Continued <ul><li>Timing and Costs </li></ul><ul><li>Both are wide open dependent on </li></ul><ul><li>resources and case needs </li></ul><ul><li>Research Costs are generally quoted at a </li></ul><ul><li>fixed price with a +/- 10% contingency </li></ul><ul><li> </li></ul><ul><li>QUESTIONS? </li></ul>
  18. 19. Qualitative Research <ul><li>Purpose </li></ul><ul><li> To generate and/or refine HYPOTHESES </li></ul><ul><li>about the way designated target groups </li></ul><ul><li> “ perceive”, </li></ul><ul><li> “ form attitudes about”, and </li></ul><ul><li> “ behave </li></ul><ul><li>towards” RELEVANT STIMULI such as: </li></ul><ul><li> people current/past events </li></ul><ul><li> social issues weather, religion, philosophies </li></ul><ul><li> specific case issues -- everything else </li></ul>
  19. 20. Qualitative Research-Continued <ul><li>Methods </li></ul><ul><ul><li>1) Focus Groups </li></ul></ul><ul><ul><li>2) Individual Interviews </li></ul></ul><ul><ul><li>1 = peer pressure, social interaction, moderator </li></ul></ul><ul><ul><li>influence </li></ul></ul><ul><ul><li>2 = individually processed information </li></ul></ul>
  20. 21. Qualitative Research-Continued <ul><li>Procedure </li></ul><ul><li>1) Determination of specific purpose of the </li></ul><ul><li>research,I.e., “to prove”, “demonstrate”, </li></ul><ul><li>“ establish”, etc. </li></ul><ul><li>2) Delineation of target group(s) to be </li></ul><ul><li>interviewed </li></ul><ul><li>3) Development of Moderator/Interviewer guide </li></ul><ul><li>4) Schedule and complete interviewing by Psychologist </li></ul><ul><li>appropriately briefed on case-relevant science </li></ul><ul><li>5) Analysis and “report” </li></ul>
  21. 22. Qualitative Research-Continued <ul><li>Timing and Costs </li></ul><ul><li>Again, wide open : </li></ul><ul><li>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 </li></ul>
  22. 23. Proper use of Qualitative & Quantitative Research <ul><li>Qualitative: </li></ul><ul><li>- to generate insights </li></ul><ul><li>- discover the full range of </li></ul><ul><li>possibilities </li></ul><ul><li>- formulate hypotheses and </li></ul><ul><li>discuss possible implications </li></ul><ul><li>Quantitative </li></ul><ul><li>- to show trends, </li></ul><ul><li>- to test hypotheses </li></ul><ul><li>- to support statement of facts and implications </li></ul>
  23. 24. Qualitative v. Quantitative Research QUESTIONS?
  24. 25. Voire Dire/Juror Selection <ul><li>Purpose: </li></ul><ul><li>To provide an aid in the selection of potential jurists most likely to be positively predisposed towards the client side of the case </li></ul>
  25. 26. Voire Dire/Juror Selection-Continued <ul><li>Method = Survey Research </li></ul><ul><li>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 </li></ul><ul><li>2) Recruitment of a random sample of potential jurors from the actual case venue </li></ul><ul><li>3) Administration of the interview (usually possible by CATI system, unless visuals are required) </li></ul><ul><li>4) Tabulation, analysis and “report” of findings </li></ul><ul><li>5) Psychologist assistance to counsel in final juror selection </li></ul>
  26. 27. Voire Dire/Juror Selection-Continued <ul><li>Timing and Cost </li></ul><ul><li>- normally in a week or two </li></ul><ul><li>- typical survey costs: </li></ul><ul><li>N = 100 $5,000-$7,000 </li></ul><ul><li>N = 200 $6,000-$11,000 </li></ul><ul><li>N = 300 $7,000- $15,000 </li></ul><ul><li>Costs depend on sample size, number and type of questions (open v. closed –end) asked </li></ul><ul><li>QUESTIONS? </li></ul>
  27. 28. 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
  28. 29. 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
  29. 30. Expert Witness Testimony <ul><li>Over the years, Martin Buncher and Larry Percy have gained knowledge and experience in almost every market and industry where research has been completed. </li></ul><ul><li>A partial list of clients served over the years follows: </li></ul>
  30. 31. Advertising Agencies/Public Relations/Communications HBM Creamer Hakuhodo Advertising* H. Silver Jordan, McGrath, Case & Taylor Lintas: USA* Campbell-Ewald* Carter Advertising Johns, Cohen, Pasqualina Phillips-Ramsey Ogilvy & Mather Capener, Matthews & Walcher Lord, Dentsu & Partners Cantor Advertising Parsons & Kearn Franklin & Associates Spear-Hall Communications Nuffer-Smith, Tucker, Inc. Baxter, Gurian & Mazzei BBDO Detroit DFS Dorland Huckaby & Rodriquez McGregor Marketing Della Famina Nelson Communications Stu Mollrich & Associates Irwin Ink TNT Advertising Inter/Media Stoorza Company James Dodds & Co. Arthur I. Rothafel & Associates Sports Marketing* Robert McKim Advertising Maxim Marketing Corporation The St. George Group Foute Cone & Belding Worldwide Dr. Salcher Team MBH* Frank Small & Associates* Kay Communications Kandu Communications Asher/Gould Advertising Marc Advertising Earl Palmer Brown Gallop France* Di Zinno Thompson Harmonics Institute of Canadian Advertising  
  31. 32. Chevrolet Advanta Bridgestone 1-800-CarSearch General Motors* Kawasaki Oldsmobile Chevron USA Toyota* Winston Tire Pontiac Avis Car Rental AC Delco Mercedes Benz* Delco Electronics AC Rochester International* LDF Loffler* SAAB* Audi Lexus Exxon Anheuser-Busch Refuelin' Beer Drinkers of America Hansens Beer Industry Shasta Beverages Schlitz Brewing Co. Chambourcy Heublein OMS Holland Coca Cola Schlitz Interbrew Automotive Beverage
  32. 33.   Computer/Hi-Tech/Electronics Toro Company Hudson Soft Kyocera Hayes Practical Peripherals Park Place Productions Linear Corp. Consumer Computers Corp. MicroAge Data Base Solutions Data Facts Teac Hitachi Meldac of America* Nintendo Unisys Remington Rand Phonics Game SOFRES-FS&A QuickStart Internet Technology Teckla – Finland* Newpoint HIJK Computer Gift Cards Fiberlink Sage Software Teack Sanyo Sony  Hitachi  IBM Symantec Telecom Italia
  33. 34.   Mellon Bank Peat Marwick Main Central Savings Great American Federal Home Federal KMG Main Kurdman Santel Credit Union La Mesa Bank American Savings Bank Wells Fargo Bank Butterfield San Diego Federal Bank of America Security Pacific Scripps Bank Bank of Hawaii United States Treasury Department LoanToLearn Harmonic International Cigna Financial Services
  34. 35. Food Beech-Nut Tollhouse Lean Cuisine Maxim Marketing/Pocket Pretzel FreshNes Carnation International* Stouffers Korean Tobacco & Gensing Nestles Basic American Frozen Foods Kwai Garlic Taco Bell University Food Living Lean Budget Gourmet FreshChef Cuisine Fresh Tasters Choice Bilmar Turkey Libby's Milk Advisory Board Nori-Nu Tofu Berringer Crosse & Blackwell Los Hermanos Wispride Nescafe Prices Nestea Yo Baby Yogurt
  35. 36. Manufacturing Wooltex International* Hunter Industries Stiffel Lamps Bayer (Silicone)* St. Thomas* Interactive Image Technologies Rainville Tile* Barbara Thomas Enterprises Redi-Tag Nippon Steel* Pacific Southwest Airmotive Stanley Smith Security* Loomis Armored Transport* Main Nickless Ltd.* Atlas/Copco* Kyocera SureSafe Industries BTE Agfa Wagner Die Cut Air Liquide  
  36. 37. Restaurant/Fast Food/Supermarket Southland Corp./7-11 Albertson's Supermarkets Kodash Foodmaker/Jack-in-the-Box Ralph's Supermarkets Hungry Hunter Carlos Murphy's Tustin French Quarter Arby's Stuart Anderson's The Italian Oven Restaurants Taco Bell* Season's Cafe Sidney's Australian Grille   Social/Political Torrance & Associates The Irvine Company Chapman College Roxani Gillespie University of Southern California City of Irvine City of Inglewood City of Los Angeles The Greater Irvine Industrial League United Way United States Information Agency (USIA) San Diego Jewish Academy Australian Bureau of Industry Economics* NASA Gemological Institute of America D.C. Public Transportation
  37. 38. Travel/Airlines/Tourism Tourism Council of the South Pacific* Asiana Airlines Tourism Australia* Streamline Travel Pacific Southwestern Airlines / USAir ATC Eastern Airlines TravelLand All Nippon Airlines* Lufthansa Mexican Tourism* Continental Airlines   Retail/Chain/Franchise FedMart True Value Hardware Sears Serta Mattress Company Supercuts Motorsport* The Center Company Sanyo Tyler Mall PetCo May Stores PaperPak Borgata Mall Cigar America    
  38. 39. SUMMARY <ul><li>Research is a tool to be used for enhanced understanding of the case issues and how to deal with them </li></ul><ul><li>It is controllable in terms of timing, </li></ul><ul><li>cost, and application </li></ul><ul><li>Intercontinental Marketing Investigations Inc. </li></ul><ul><li>Litigation Support Division </li></ul><ul><li>PO Box 2147 Rancho Santa Fe, CA 92067 </li></ul><ul><li>[email_address] 858-756-1765 </li></ul>