Marketing, Consumer Behavior & Surveys
A wide range of clients rely on Analysis Group’s analyses in patent, trademark, copyright, trade secret, and unfair competition litigation. Clients turn to us in these matters to help evaluate an extensive array of economic, financial, accounting, marketing, and licensing issues; to support or rebut expert testimony; and to provide testimony. We address issues such as consumer perceptions, demand drivers, substitution patterns, pricing behavior, value apportionment, cost structures, licensing practices, production capabilities, and incremental profit margins.
Many of our senior professionals are recognized as top experts in intellectual property (IP). We also work closely with highly distinguished experts at prominent universities and with leading industry experts to present innovative, fact-based analysis and testimony. Our experts provide testimony frequently in state and federal courts, in international and domestic arbitration, and before the International Trade Commission (ITC) and the Patent Trial and Appeal Board (PTAB).
Outside the courtroom, we help corporate clients manage their intangible assets to achieve competitive advantage and growth through the valuation, transfer, and structuring of IP assets in business settings.
Our Methods
Underlying our work are sophisticated, proven methods, including:
- Test/control experiments – Test/control experimental designs can isolate the causal effect of a particular element, such as a product characteristic or disclosure, on consumer perceptions and behavior.
- Archival analysis – The review and analysis of user-generated content can provide critical context for understanding consumer perceptions, product usage, beliefs, and behaviors, especially over time.
- Choice experiments and conjoint analysis – Our experts apply choice experiments and conjoint analyses to assess consumers’ or industrial buyers’ preferences for certain products, product features, or services.
- Social media analysis – Social media analysis can shed light on consumer perceptions and beliefs, as well as the prominence of a topic on social media. We apply natural language processing (NLP) and data science models to gain further empirical insight into consumers’ beliefs.
- Marketplace data analysis – By collecting and analyzing large volumes of consumer information – including transaction-level data – we evaluate consumer behavior and inform damages assessment.
- Natural experiments – Utilizing techniques often applied in event studies, our experts conduct empirical evaluations of the market impact of new public information – such as the release of a new product, a product recall, a reputational event, or a change in marketing – to inform theories of liability and damages.
- Purchase funnel – We apply this framework to evaluate how differing customers sets arrive at their decision to purchase or repurchase a good or service. By examining each step of the experience, we can explain purchase drivers across different buyer types.
