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LITIGATION SUPPORT SERVICES

A Division Of

INTERCONTINENTAL MARKETING INVESTIGATIONS INC.San Diego, California

Applying Psychological Research to Litigation

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Martin M. Buncher 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

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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1995 Branscomb, DeCicco, Kopelowitz & Quinn – Lease Fraud 1994 McDowell, Drew, McDowell – S. Cal Edison Lawsuit 1994 R. Rex Parris – Lucky’s Market Slip & Fall Case 1993 SureSafe Industries – Trademark/Brand Name Infringement 1993 R. Esensten – Insurance Company Failure to Service Claim/Breach of Contract 1992 R. Esensten – Jury Trial Simulation 1991 David Sperber – Jury Trial Simulation 1991 R. Esensten – Jury Trial Simulation 1989 David Sperber – Jury Trial Simulation/Estate Management Fraud

Legal Research/Litigation Support/Expert Witness Testimony-Continued

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2000 Rose, Klein and Marias – Legal Statute Violation, Candle Industry 2000 Rosenthal, Allen & Smith - Breach of Contract/Fraud 2000 Polakovic/San Bernardino County – Murder Case Change of Venue 2000 James Lyle - GM Fuel Tank Warrantee 1999 Casey, Gerry, Reed & Schenk – GM Fuel Tank Warrantee 1999 Freeman, Freeman & Smiley – Insurance Company Wrongful Termination 1997 Crockett & Fish – Camera Dolly Trade Dress Infringement 1995 R. Rex Parris – Motorcycle Injury

Legal Research/Litigation Support/Expert Witness Testimony-Continue

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Larry Percy 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)

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 PublicationsBooks 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 PercyPublications

Percy, Larry and J.R. Rossiter (in press) “Measuring Advertising Effectiveness” in M.J. Houston (ed) Handbook of Marketing Research New York: McGraw-Hill.

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.

Percy, Larry (2001) “Marketing Communication in Evolution” in Admap, February, pp 30-32.

Percy, Larry (2000) “Commentary: Neuro Images of Advertising” Business Strategy Review, Autumn, pp 29-30.

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.

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Litigation Support Tools

Jury Trial Simulation

Voire Dire/Juror Selection

Witness Preparation

Trial Monitoring Expert Witness

Testimony

Testing Arguments & Exploring Case Issues Among Jurors & Other Target Groups By:

-Qualitative Research -Quantitative Research

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JURY TRIAL SIMULATI0NAd 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 Length designed in proportion to needs, minimum 4 hours, maximum = days?

Cost = $8,000 and up

Timing = week to prepare,immediate results and recommendations

Location = research facility where the jury pool lives

Output = verbal or written report, transcripts

QUESTIONS?

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Survey Research Purposes:

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 Methods

- Face to face (offices, central research locations, trade shows, spectator events, etc.)

- Phone (CATI) Centers

- Internet

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Survey Research - Continued 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 Procedure (Execution) 6) Interviewing

7) Data Processing

8) Analysis and “report” 9) Declaration 10) Expert Testimony

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Survey Research - Continued 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 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 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 current/past events social issues weather, religion, philosophies specific case issues -- everything else

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Qualitative Research-Continued

Methods

1) Focus Groups 2) Individual Interviews

1 = peer pressure, social interaction, moderator influence2 = individually processed information

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Qualitative Research-Continued

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

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

Qualitative: - to generate insights - discover the full range of possibilities - formulate hypotheses and discuss possible implications

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 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

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

Timing and Cost

- normally in a week or two - typical survey costs:

N = 100 $5,000-$7,000 N = 200 $6,000-$11,000 N = 300 $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 Hakuhodo Advertising*H. Silver Jordan, McGrath, Case & TaylorLintas: USA* Campbell-Ewald*Carter Advertising Johns, Cohen, PasqualinaPhillips-Ramsey Ogilvy & MatherCapener, Matthews & Walcher Lord, Dentsu & PartnersCantor Advertising Parsons & KearnFranklin & Associates Spear-Hall CommunicationsNuffer-Smith, Tucker, Inc. Baxter, Gurian & MazzeiBBDO Detroit DFS DorlandHuckaby & Rodriquez McGregor MarketingDella Famina Nelson CommunicationsStu Mollrich & Associates Irwin InkTNT Advertising Inter/MediaStoorza Company James Dodds & Co.Arthur I. Rothafel & Associates Sports Marketing*Robert McKim Advertising Maxim Marketing CorporationThe St. George Group Foute Cone & Belding Worldwide Dr. Salcher Team MBH* Frank Small & Associates*Kay Communications Kandu CommunicationsAsher/Gould Advertising Marc AdvertisingEarl Palmer Brown Gallop France*Di Zinno Thompson HarmonicsInstitute of Canadian Advertising 

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Chevrolet AdvantaBridgestone 1-800-CarSearchGeneral Motors* Kawasaki Oldsmobile Chevron USAToyota* Winston TirePontiac Avis Car RentalAC Delco Mercedes Benz*Delco Electronics AC Rochester International*LDF Loffler* SAAB*Audi LexusExxon

Anheuser-Busch Refuelin'Beer Drinkers of America HansensBeer Industry Shasta BeveragesSchlitz Brewing Co. ChambourcyHeublein OMS Holland Coca Cola SchlitzInterbrew

Automotive

Beverage

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Computer/Hi-Tech/Electronics

Toro Company Hudson SoftKyocera HayesPractical Peripherals Park Place ProductionsLinear Corp. Consumer Computers Corp.MicroAge Data Base SolutionsData Facts TeacHitachi Meldac of America*Nintendo UnisysRemington Rand Phonics GameSOFRES-FS&A QuickStart Internet TechnologyTeckla – Finland* NewpointHIJK Computer Gift Cards FiberlinkSage Software TeackSanyo Sony Hitachi  IBMSymantec Telecom Italia

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Mellon Bank Peat Marwick MainCentral Savings Great American FederalHome Federal KMG Main KurdmanSantel Credit Union La Mesa BankAmerican Savings Bank Wells Fargo BankButterfield San Diego FederalBank of America Security PacificPeopleFirst.com Scripps BankBank of Hawaii United States Treasury DepartmentLoanToLearn Harmonic InternationalCigna

Financial Services

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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

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Manufacturing

Wooltex International* Hunter IndustriesStiffel Lamps Bayer (Silicone)* St. Thomas* Interactive Image TechnologiesRainville Tile* Barbara Thomas EnterprisesRedi-Tag Nippon Steel*Pacific Southwest Airmotive Stanley Smith Security*Loomis Armored Transport* Main Nickless Ltd.*Atlas/Copco* KyoceraSureSafe Industries BTEAgfa Wagner Die CutAir Liquide 

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Restaurant/Fast Food/Supermarket

Southland Corp./7-11 Albertson's SupermarketsKodash Foodmaker/Jack-in-the-BoxRalph's Supermarkets Hungry HunterCarlos Murphy's Tustin French Quarter Arby's Stuart Anderson'sThe Italian Oven Restaurants Taco Bell* Season's Cafe Sidney's Australian Grille

  Social/Political

Torrance & Associates The Irvine CompanyChapman College Roxani GillespieUniversity of Southern California City of IrvineCity of Inglewood City of Los AngelesThe Greater Irvine Industrial League United WayUnited States Information Agency (USIA) San Diego Jewish AcademyAustralian Bureau of Industry Economics* NASA Gemological Institute of America D.C. Public Transportation

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Travel/Airlines/Tourism

Tourism Council of the South Pacific* Asiana AirlinesTourism Australia* Streamline TravelPacific Southwestern Airlines / USAir ATC Eastern Airlines TravelLandAll Nippon Airlines* LufthansaMexican Tourism* Continental Airlines 

Retail/Chain/Franchise

FedMart True Value HardwareSears Serta Mattress CompanySupercuts Motorsport*The Center Company SanyoTyler Mall PetCoMay Stores PaperPakBorgata Mall Cigar America

  

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SUMMARY 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

Buncher@imiesearch.com 858-756-1765