Kind LLC v. Clif Bar & Company, Declaration of George Mantis

8/13/2019 Kind LLC v. Clif Bar & Company, Declaration of George Mantis

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UNITED STATES DISTRICT COURT

SOUTHERN DISTRICT OF NEW YORK------------------------------------------------------------- x

KIND LLC,

Plaintiff,

-against-

CLIF BAR & COMPANY,

Defendant.

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14 Civ. 770

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DECLARATION OF GEORGE MANTIS

I, George Mantis, declare as follows:

1. I am over the age of 18 and competent to testify. I have personal

knowledge of the facts set forth in this Declaration.

QUALIFICATIONS

2. I am the President of The Mantis Group, Inc., a marketing research and

consulting firm located in Chicago, Illinois. For over forty years, I have designed,

executed, and reported on surveys conducted for consumer and industrial product and

service firms. I have conducted surveys designed to address a variety of business issues

and have provided survey research for judicial and regulatory proceedings, including

surveys designed to determine whether a particular name, mark or trade dress is likely to

cause consumer confusion. I have been qualified as an expert on trademark survey

research, and the surveys I have designed and conducted have been introduced in

evidence and relied upon by courts of many jurisdictions. Attached as Exhibit A is a list

of cases in which I have provided trial and/or deposition testimony in the past four years.

Case 1:14-cv-00770-KMW-RLE Document 10 Filed 02/12/14 Page 1 of 185


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I have not authored any publications in the past ten years. Attached as Exhibit B is my

curriculum vitae.

SUMMARY OF CONCLUSIONS

3. As explained in detail below, I designed and conducted a consumer survey

on behalf of Plaintiff KIND LLC. The survey demonstrates that an appreciable

percentage of relevant consumers mistakenly believe that a snack bar made by CLIF Bar

& Company (CLIF test bar) is made by or made with the approval or sponsorship of the

same company that makes KIND snack bars and that this mistaken belief is primarily

caused by the similarities between the trade dress of KIND bar and the CLIF test bar. I

therefore conclude that the CLIF test bar trade dress is likely to cause confusion with the

KIND bar trade dress. Photographs of the KIND bar and CLIF test bar used in the survey

are attached as Exhibit C and D, respectively.

NATURE OF RETENTION

4. I was engaged in this action to design and conduct a survey to assess

empirically whether, and if so to what extent, potential purchasers of snack bars

mistakenly believe that the CLIF test bar is made by or made with the approval or

sponsorship of the same company that makes KIND snack bars, and the extent to which

the source of any such confusion is specifically caused by the trade dress of the CLIF test

bar.

5. I was responsible for developing the basic research design; generating the

survey screener and questionnaire and analyzing the data to form conclusions.

6. I modeled this survey very closely on a design for consumer surveys

which has been specifically endorsed as an appropriate method for testing for trade dress

infringement for items sold in grocery stores and similar channels of trade. See Kraft



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3

Gen. Foods, Inc. v. Allied Old English, Inc., 831 F. Supp. 123, 130-31 (S.D.N.Y. 1993);

Kraft Gen. Foods, Inc. v. Friendship Dairies, Inc., No. 91 Civ. 2276 (KC), 1991 WL

149755, at *4 (S.D.N.Y. June 26, 1991);EnergyBrands, Inc. v. Beverage Marketing USA,

Inc., et al., 02 Civ. 3227 (JSR) (S.D.N.Y. May 1, 2002).

BASIC PROCEDURES

7. Included in the survey are responses from 306 individuals, recruited from

an Internet panel, who completed an on-line survey hosted by Decision Analyst, Inc.

Interviewing was conducted between January 22, 2014 and January 31, 2014.

8. The universe for the survey consisted of individuals who stated that they

had purchased snack bars within the last 3 months or expressed that they were likely to

do so in the next 3 months.1

To prevent respondents from knowing the precise product in

which we were interested, the survey screener and questionnaire also asked whether

potential respondents have or were likely to purchase mints and chewing gum.2

9. For the first day of interviewing, Decision Analyst, Inc. was instructed to

screen approximately an equal number of men and women in each of five age groups.

Based on this investigation, a respondent selection procedure referred to as a quota

sampling method was employed, seeking to include individuals by age and gender in

1 Additionally, qualifying respondents could not work for or have any family members in their

household who work for an advertising agency, sales promotion firm, public relations firm, market research

firm, a company that manufactures or distributes food products, or a retail store or any other establishment

where they personally sell food products. Further, to complete the survey, respondents had to use a desktop

or laptop computer, agree to follow specific instructions for completing the survey and if they wear glasses

or contact lenses when using a computer, agreed to wear them for the survey.

2 Survey programming instructions and data codes are attached as Exhibit E. An example of the

computer screens shown to respondents is attached as Exhibit F. Not all respondents saw all of the

attached screen shots because the number of questions asked was conditioned on answers to previous

questions; further, some screens were presented with the answers in a different order since the order of

certain answers was randomized.



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responses attributable to noise can definitively be separated from the proportion of

responses attributable solely to the trade dress. Here, the CLIF control bar is an ideal

control because, as the same type of product sold under the same brand name but with a

completely different trade dress, it holds constant every variable except trade dress.

The Stimuli

12. To roughly approximate the shopping experience, all respondents were

initially shown three photos in the same order, one at a time the first showing five

packages of TRIDENT chewing gum, the second showing five packages of KIND snack

bars, and the third showing five packages of TIC-TAC mints. Respondents were asked to

look at the products shown in each photo as they would if they were thinking about

buying them. The photographs of these products are attached as Exhibit I.

13. All respondents were then asked about three products on a rotated basis.

One of the products was the CLIF test bar shown to test group respondents, or the CLIF

control bar, shown to control group respondents. The remaining two products were the

gum and mint brands. Half of both the test and control group respondents were shown

and asked about the same brand of gum (TRIDENT) and a different brand of mints

(ALTOIDS) than was initially shown. The remaining test and control group respondents

were shown and asked about a different brand of gum (ORBIT) and the same brand of

mints (TIC-TAC) than was initially shown. This methodology helps ensure highly

probative results by removing focus away from the snack bar products tested. Further,

this procedure is designed to avoid leading respondents to an affirmative response when

asked about the CLIF test and CLIF control products. The gum and mint brands that

were not initially shown to respondents are attached as Exhibit J.



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Questions Asked

14. For each product shown, respondents were asked: Do you think this

brand of [snack bars, chewing gum, or mints] is or is not made by or made with the

approval or sponsorship of the same company that makes the [corresponding type of

product] you saw in the earlier photo? For those respondents who answered in the

affirmative, this question was followed by neutral probes: What makes you say that?

followed by Anything else?

FINDINGS

15. Of the 153 respondents in the Test Group, 40 respondents, representing

26.1% of that universe, reported the belief that the CLIF test bar is made by or made with

the approval or sponsorship of the same company that makes KIND bars.3

This figure

provides a gross level of consumer confusion. Most of these respondents specifically

cited similarities in the trade dress as the basis of this mistaken belief. For example,

respondents gave reasons for their mistaken belief such as:

I can see the labels. I am not brain dead.

Same or similar packaging as the earlier snack bars.

Very similar packaging.

They look the same.

The same package.

It looks just like the KIND bars I saw earlier.

The package is almost identical.

The packaging of the two brands of snack bars are extremelysimilar.

Same packaging. The only thing different that I noticed was the

name.

Close to the same see-through packaging.

3 An Excel file comprising responses to all questions is attached as Exhibit K.



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EXHIBIT A



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CASES IN WHICH MR. MANTIS HAS TESTIFIED AS ANEXPERT WITNESS IN THE PAST FOUR YEARS

2010 NUTRO PRODUCTS, INC. v. SERGEANTS PET CARE PRODUCTS, INC., Civil ActionNo. 3:09-cv-719 (United States District Court, Middle District of Tennessee, NashvilleDivision)

2010 UNITED STATES POLO ASSOCIATION, INC. and USPA PROPERTIES, INC. againstPRL USA HOLDINGS, INC. and LOREAL USA, INC., Civil Action No. 09-9476 (RWS)(United States District Court, Southern District of New York)

2010 NEUROVISION MEDICAL PRODUCTS, INC. v. NUVASIVE, INC., and DOES 1 through10, inclusive, Case No. 2:09-cv-6988 R (JEMx) (United States District Court, CentralDistrict of California, Western Division)

2011 AMERICAN EXPRESS MARKETING & DEVELOPMENT CORP. and AMERICANEXPRESS TRAVEL RELATED SERVICES COMPANY, INC. against BLACK CARDLLC 10 CIV 1605 (United States District Court, Southern District of New York)

2012 Frito-Lay North America, Inc., Opposer v. Princeton Vanguard, L.L.C., Opposition No91195552, Cancellation No.92053001 (United States Patent and Trademark OfficeBefore The Trademark Trial and Appeal Board)

2012 Gucci America, Inc., v. Guess, Inc., et al., Civil Action No. 09cv4373 (SAS) (UnitedStates District Court for the Southern District of New York)

2012 APPLE INC., v. SAMSUNG ELECTRONICS CO., LTD. Case No. 11-cv-01846-LHK(United States District Court, Northern District of California, San Jose Division)

2013 UNDER ARMOUR, INC., v. BODY ARMOR NUTRITION, LLC, Civil Action No. 1:12-cv-01283, (United States District Court For The District Of Maryland, Northern Division)

2013 Entravision Communications Corporation, Opposer, v. Liberman Television, LLC,Applicant, Opposition No 9118847 (United States Patent and Trademark Office BeforeThe Trademark Trial and Appeal Board)



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EXHIBIT B



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THE MANTIS GROUP, INC.

Formed in 1985, The Mantis Group, Inc., is a marketing research and consultingfirm. The Mantis Group designs, executes and reports on surveys conducted fora wide variety of consumer and industrial product and service firms.

Mr. Mantis has over forty years of experience in marketing research design,execution and interpretation. Mr. Mantis began his career at Continental IllinoisNational Bank as a Marketing Officer responsible for meeting the Bankscorporate and fiduciary marketing information needs. Mr. Mantis also served asa Vice President of Market Facts, Inc. as the Manager of the firms Financial andLegal Services Group.

Mr. Mantis received a Bachelor of Science in Economics from Carroll College, aMaster of Business Administration from Indiana University, and a Juris Doctorfrom Illinois Institute of Technology Chicago-Kent College of Law, and is amember of the Illinois Bar.

The Mantis Group, Inc. has conducted surveys designed to address a variety ofbusiness issues and has provided survey research for judicial and regulatoryproceedings.

_____________________________________________________________________________________

2032 North KenmoreChicago, Illinois 60614

Telephone 773.248-6173 FAX 773.248-6181E-mail [email protected]



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EXHIBIT C



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Decision Analyst 1

EXHIBIT E



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Decision Analyst 2

Fruit and Nut Bar

SAMPLE SPECIFICATIONS:

Sample Source: ACOPScreener Incentive: 15 PointsSurvey Incentive: 300 Points

Description of Sample: National Rep. U.S. 50+DC. M/F ages 18+. Exclude Marketing, Marketing Researchand Advertising.

SAMPLING QUOTAS:

QUOTA SET

Test Cell (N=152) (assign to version 1 or 2)--Version 1 (n=76)--Version 2 (n=76)--Male (S2 = 1) (n=60)--Female (S2 = 2) (n=92)--18 to 24 (S3 = 2) (n=28)--25 to 34 (S3 = 3) (n=52)

--35 to 44 (S3 = 4) (n=44)--45+ (S3 = 5) (n=28)

Control Cell (N=152) (assign to version 3 or 4)--Version 3 (n=76)--Version 4 (n=76)--Male (S2 = 1) (n=60)--Female (S2 = 2) (n=92)--18 to 24 (S3 = 2) (n=28)--25 to 34 (S3 = 3) (n=52)--35 to 44 (S3 = 4) (n=44)--45+ (S3 = 5) (n=28)

USE LEAST FILL TO ASSIGN TO CELL AND VERSION.

TERMINATE SET

DNQ1: S1 Code 99 Outside the U.S.DNQ2: S2 Code 1 Under 18DNQ3: S4 Codes 3-7 Not using a computer or laptopDNQ4: S5/S6 Code 2 or 3 in both S5_3 and S6_3 Did not purchase or plan to purchaseDNQ5: S7 S7_1= code 1 or 3 or S7_2 = code 1 or 3 or **S7_3= code 1 or 3** IndustryDNQ6: S8 Code 3 Not sure if they wear glasses/corrective lensesDNQ7: S9 Code 2 or 3 Will not wear glasses/corrective lenses

DNQ8: S10 Code 2 or 3 Did not agree to instructionsDNQ9: Q10 - Any of codes 1 or 3 for Q10_1-Q10_5 Did not follow instructionsDNQ10: Over QuotaDNQ998: Cheater



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Decision Analyst 3

QUESTIONNAIRE MAP

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Please enter your first name and email address in the boxes below.

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Dear {{respondent.first_name}}:

Thanks for agreeing to complete this brief screening questionnaire. Your account will be credited{{respondent.screener_amount}} Points within two weeks once you complete this screener.

Your individual answers will be anonymous and strictly confidential, of course. Once you answer all of thequestions on a page, please click on the Continue button.

Please be completely honest and do not guess when you answer the following questions.

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(FORM INPUT)(FORM INPUT) (FORM INPUT) (TABLE: not parsed)(JAVASCRIPT CODE)

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S1 TYPE:Drop Down Question ALIAS:State FIPS US Only

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In which state do you live?(Choose One Answer From The Drop-Down Box Below)

Choose One Answer

1 Alabama2 Alaska4 Arizona5 Arkansas6 California8 Colorado9 Connecticut10 Delaware11 District of Columbia12 Florida13 Georgia15 Hawaii16 Idaho17 Illinois18 Indiana19 Iowa20 Kansas21 Kentucky22 Louisiana23 Maine24 Maryland



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Decision Analyst 4

25 Massachusetts26 Michigan27 Minnesota28 Mississippi29 Missouri30 Montana31 Nebraska32 Nevada

33 New Hampshire34 New Jersey35 New Mexico36 New York37 North Carolina38 North Dakota39 Ohio40 Oklahoma41 Oregon42 Pennsylvania44 Rhode Island45 South Carolina46 South Dakota47 Tennessee

48 Texas49 Utah50 Vermont51 Virginia53 Washington54 West Virginia55 Wisconsin56 Wyoming99 Outside of the U.S.

(PAGE BREAK)

S2 TYPE:Single Response ALIAS:GenderLOGIC INSTRUCTIONS:

Are you...?(Choose One Answer)

1 Male2 Female

(PAGE BREAK)

S3 TYPE:Single Response ALIAS:Age

LOGIC INSTRUCTIONS:MUST ANSWER CODES 2-5; OTHERWISE, DNQ2 - SKIP TO CLOSE

In which of the following categories does your age fall?(Choose One Answer)

1 Under 182 18 to 243 25 to 344 35 to 445 45 or older

(PAGE BREAK)



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Decision Analyst 6

S4 TYPE:Single Response ALIAS:Device Using

LOGIC INSTRUCTIONS:MUST ANSWER CODES 1 OR 2; OTHERWISE, DNQ3 - SKIP TOCLOSE

Which of the following best describes the device you are using right now to access the Internet?(Choose One Answer)

1 A traditional desktop computer2 A laptop computer3 A tablet computer4 A television-based browser or television-set top box, such as WebTV5 A game station, such as Sony PlayStation 2, Microsoft Xbox, or Sega Dreamcast6 A mobile phone7 Other (Please Type In The Other Device)

(PAGE BREAK)

S5 TYPE:Single Response Horizontal Grid ALIAS:Past Product Purchase

LOGIC INSTRUCTIONS:RANDOMIZE ANSWERS

In the past 3 months, have you purchased any of the following products?(Choose One Answer On Each Row Below)

Yes No Dont Know/DontRemember

S5_1 Chewing gum 1 2 3

S5_2 Mints 1 2 3

S5_3 Snack bars 1 2 3

(PAGE BREAK)

S6 TYPE:Single Response Horizontal Grid ALIAS:Future Purchase

LOGIC INSTRUCTIONS:MUST ANSWER CODE 1 IN S5_3 OR S6_3; OTHERWISE DNQ4 ANDSKIP TO CLOSE.RANDOMIZE ANSWERS SAME AS S5.

In the next 3 months, are you likely to purchase any of the following products?(Choose One Answer On Each Row Below)

Yes No Dont Know

S6_1 Chewing gum 1 2 3

S6_2 Mints 1 2 3

S6_3 Snack bars 1 2 3

(PAGE BREAK)

S7 TYPE:Single Response Horizontal Grid ALIAS: Employment Security

LOGIC INSTRUCTIONS:MUST ANSWER CODE 2 IN S7_1, S7_2, AND **S7_3**; OTHERWISEDNQ5 AND SKIP TO CLOSE.RANDOMIZE ANSWERS

Do you or any members of your household currently work for any one of the following types of companies?(Choose One Answer On Each Row Below)

Yes No Dont Know/Dont



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Decision Analyst 7

Remember

S7_1 An advertisingagency, salespromotion firm,public relationsfirm, or marketingresearchorganization

1 2 3

S7_2 A manufacturer or distributor of anyfood products

1 2 3

S7_3 A retail store or anyother establishmentwhere youpersonally sell foodproducts

1 2 3

(PAGE BREAK)

S8 TYPE:Single Response ALIAS:Wear Eyeglasses

LOGIC INSTRUCTIONS:MUST ANSWER CODE 1 OR 2; OTHERWISE DNQ6 AND SKIP TOCLOSE.RANDOMIZE;DNR CODE 3.

Do you normally wear eyeglasses or corrective lenses when using a computer?(Choose One Answer)

1 Yes2 No3 Don't know/Not sure

(PAGE BREAK)

S9 TYPE:Single Response ALIAS:Will Wear Eyeglasses

LOGIC INSTRUCTIONS:ASK IF CODE 1 IN S8; OTHERWISE SKIP TO S9A.MUST ANSWER CODE 1, OTHERWISE DNQ7 AND SKIP TO CLOSE.RANDOMIZE SAME AS S8; DNR CODE 3.

Will you please wear them for the remainder of this survey?(Choose One Answer)


(PAGE BREAK)



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Decision Analyst 8

T2 TYPE:HTML / Text Block ALIAS:Survey Instructions

LOGIC INSTRUCTIONS:

Before continuing with this survey, please carefully read the following instructions:

1 Please take the survey in one session.

2 While taking this survey, please do not at any time open any other windows or tabson this computer or any other computer.3 While taking this survey, please do not at any time use any hand-held electronic

device, such as a PDA, or any mobile phone.4 Please do not view any other written material or electronic devices while taking this

survey.5 Please do not consult or talk with any person while taking this survey.6 Please do not disclose to any party or copy or download any information that you will

see in this survey.

S10 TYPE:Single Response ALIAS:Agreement

LOGIC INSTRUCTIONS:MUST ANSWER CODE 1, OTHERWISE DNQ8 AND SKIP TO CLOSE.RANDOMIZE SAME AS S8; DNR CODE 3.

Do you understand the above instructions and agree to follow them?(Choose One Answer)


(PAGE BREAK)

T3 TYPE:HTML / Text Block ALIAS:ACOP Qualify Text

LOGIC INSTRUCTIONS:

Thanks for completing this screening questionnaire. Your account will be credited{{respondent.screener_amount}} Points within two weeks.

You are invited to participate in the survey. It will take about 10 minutes to finish. Your incentive of{{respondent.incentive_amount}} Points will be credited to your account within two weeks if you completethe following questionnaire by the date specified in our email.

(PAGE BREAK)

T8 TYPE:HTML / Text Block ALIAS:Survey Intro

LOGIC INSTRUCTIONS:

Now you will see three photos, one at a time. The first photo shows five packages of the same brand ofchewing gum. The second photo shows five packages of the same brand of snack bars. And the thirdphoto shows five packages of the same brand of mints.

Scroll up and down, as necessary, to see all of each photo.

Please look at the products shown in each photograph as you would if you were thinking about buyingthem.

When you are done looking at the first photo, please click on the Continue button to look at the other twophotos.



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Decision Analyst 9

(PAGE BREAK)

T10 TYPE:HTML / Text Block ALIAS:Chewing gum

LOGIC INSTRUCTIONS:DO NOT RANDOMIZE T10-T11-T12.DELAY CONTINUE BUTTON FOR 15 SECONDS

(IMAGE: Images/Photo4.jpg)

The Continue button will appear shortly.

(PAGE BREAK)

T11 TYPE:HTML / Text Block ALIAS:Snack bars

LOGIC INSTRUCTIONS:DELAY CONTINUE BUTTON 15 SECONDS



(PAGE BREAK)

T12 TYPE:HTML / Text Block ALIAS:Mints

LOGIC INSTRUCTIONS:DELAY CONTINUE BUTTON FOR 15 SECONDS



(PAGE BREAK)

T9 TYPE:HTML / Text Block ALIAS:Survey Instructions

LOGIC INSTRUCTIONS:

Now you will see a few m ore photos and then you will be asked some questions. For each question, if youdont know or dont have an answer, please dont guess. Just indicate you dont know or dont have ananswer and well go on to the next question.

(PAGE BREAK)



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Decision Analyst 10

Q1 TYPE:Single Response ALIAS:Shown in this photo are five packages ofsnac...

LOGIC INSTRUCTIONS:RANDOMIZE ANSWERS SAME AS S8; DNR CODE 3.BLOCK RANDOMIZE Q1-Q3,Q4-Q6, AND Q7-Q9PROGRAMMER SHOW PHOTO BASED ON VERSION. VERSIONS 1 AND 2 = PHOTO 2,VERSIONS 3 AND 4 = PHOTO 3

Shown in this photo are five packages of snack bars. Scroll up and down as necessary to look at the entirephoto.

@@IMAGE INSERTED BASED ON VERSION@@

Do you think this brand of snack bars IS or IS NOT made by, or made with the approval or sponsorship of,the same company that makes the snacks bars you saw in the earlier photo?(Choose One Answer)

1 Yes/IS2 No/IS NOT3 Dont know/No opinion

(PAGE BREAK)

Q2 TYPE:Multi-line Text Open End ALIAS:What makes you say that?

LOGIC INSTRUCTIONS:ASK IF CODE 1 IN Q1; OTHERWISE SKIP TO Q4.

What makes you say that?(Please Type Your Answers In The Box Below. Please Be Specific And Include Details.)

(PAGE BREAK)

Q3 TYPE:Multi-line Text Open End ALIAS:Anything else?

LOGIC INSTRUCTIONS:

Anything else?(Please Type Your Answers In The Box Below. Please Be Specific And Include Details.)

(PAGE BREAK)



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Decision Analyst 11

Q4 TYPE:Single Response ALIAS:Shown in this photo are five packages ofchew...

LOGIC INSTRUCTIONS:RANDOMIZE ANSWERS SAME AS S8; DNR CODE3.PROGRAMMER SHOW PHOTO BASED ON VERSION. VERSIONS 1 AND 3 = PHOTO 5,VERSIONS 2 AND 4 = PHOTO 4

Shown in this photo are five packages of chewing gum. Scroll up and down, as necessary, to look at the

entire photo.


Do you think this brand of chewing gum IS or IS NOT made by, or made with the approval or sponsorshipof, the same company that makes the chewing gum you saw in the earlier photo?(Choose One Answer)

1 Yes/IS2 No/IS NOT3 Don't know/No opinion

(PAGE BREAK)




(PAGE BREAK)


LOGIC INSTRUCTIONS:


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Decision Analyst 12

Q7 TYPE:Single Response ALIAS:Shown in this photo are five packages ofmint...

LOGIC INSTRUCTIONS:RANDOMIZE ANSWERS SAME AS S8; DNR CODE3.PROGRAMMER SHOW PHOTO BASED ON VERSION. VERSIONS 1 AND 3 = PHOTO 6,VERSIONS 2 AND 4 = PHOTO 7

Shown in this photo are five packages of mints. Scroll up and down, as necessary, to look at the entire

photo.


Do you think this brand of mints IS or IS NOT made by, or made with the approval or sponsorship of, thesame company that makes the mints you saw in the earlier photo?(Choose One Answer)

1 Yes/IS2 No/IS NOT3 Don't know/No opinion

(PAGE BREAK)




(PAGE BREAK)


LOGIC INSTRUCTIONS:


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Decision Analyst 13

Q10 TYPE:Single Response Horizontal Grid ALIAS:Followed Survey Instructions

LOGIC INSTRUCTIONS:MUST ANSWER CODE 2 FOR Q10_1 - Q10_5; OTHERWISE - DNQ9.DO NOT COUNT TOWARDS QUOTA AND DO NOT PAY.RANDOMIZE ROWS

At any time during this survey did you do any of the following?

(Choose One Answer On Each Row Below)

Yes,I Did No, I Did Not Dont Know/ DontRemember

Q10_1 Open another window or tab onthis computer

1 2 3

Q10_2 Use another computer

1 2 3

Q10_3 Look at or use anyhand-heldelectronic device,such as a PDA,

tablet computer, orany type of mobilephone

1 2 3

Q10_4 View any writtenmaterial (other thanthis survey) orconsult or talk withany person

1 2 3

Q10_5 Copy or downloaded anyinformation yousaw in this survey

1 2 3

(PAGE BREAK)



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Decision Analyst 14

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EXHIBIT F

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Q1 VERSION 1&2



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Q1-VERSIONS 3 & 4



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Q4- VERSION 1 & 3



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Q4- VERSION 2 & 4



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Q7-VERSIONS 1 & 3



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Q7-VERSIONS 2 & 4



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EXHIBIT G



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RESPONDENT DEMOGRAPHICS

Test Group Control Group

18 to 24 years 28 2618.3 17.0

25 to 34 years 51 5333.3 34.6

35 to 44 years 45 4529.4 29.4

45 or older 29 2919.0 19.0

GENDER

Male 62 6140.5 39.9

Female 91 9259.5 60.1

RESPONDENTS 153 153100.0% 100.0%



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EXHIBIT H



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EXHIBIT I



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EXHIBIT J



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EXHIBIT K



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PanelID Cell Version S1_1 S2 S3 S4 S5_1

267,381 1 1 36 1 5 1 2

325,369 1 1 24 1 4 1 1

440,248 2 3 22 1 4 1 2

933,789 2 3 53 2 4 2 21,055,475 2 3 17 2 4 2 2

1,304,858 2 4 25 2 4 1 1

1,388,967 2 3 27 2 4 2 1

1,546,254 2 4 48 2 5 1 1

2,037,492 2 4 6 2 5 1 1

2,267,708 2 4 47 1 5 2 1

2,278,306 1 2 29 2 3 1 1

2,358,577 1 2 34 2 5 1 1

2,395,479 1 2 6 2 4 1 12,409,634 1 1 47 2 5 1 1

2,570,345 2 4 6 2 4 2 1

2,657,499 1 1 42 2 5 1 2

2,725,392 1 2 37 1 5 1 2

2,911,304 1 1 55 2 5 2 2

2,942,291 1 1 37 2 5 2 2

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1 of 88



99/185


4,413,957 1 2 39 1 3 1 1

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2 of 88



100/185


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3 of 88



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102/185


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5 of 88



103/185


104/185


15,497,046 1 2 20 2 4 2 1

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7 of 88



105/185


149,065,313 2 3 39 1 4 2 1

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8 of 88



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9 of 88



107/185


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10 of 88



108/185


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11 of 88



109/185

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111/185

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112/185

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15 of 88



113/185

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114/185

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115/185

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18 of 88



116/185

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19 of 88



117/185

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20 of 88



118/185

PanelID

149,568,676

149,574,225

149,580,326

149,584,730

149,593,802

149,594,221

149,596,253

149,596,998

149,599,584

149,600,259

149,600,460

149,603,081

149,607,182

149,609,296

149,610,191

149,612,544

149,612,773

149,614,427

149,617,055

149,617,938

S5_2 S5_3 S6_1 S6_2 S6_3 S7_1 S7_2

2 1 1 1 1 2 2

1 1 1 1 1 2 2

2 1 1 1 1 2 2

2 1 2 2 1 2 2

1 1 1 1 1 2 2

1 1 2 1 1 2 2

2 1 1 2 3 2 2

1 1 1 1 1 2 2

2 1 2 2 1 2 2

1 1 1 1 1 2 2

1 1 1 1 1 2 2

1 1 1 1 1 2 2

2 1 2 1 1 2 2

1 1 1 3 1 2 2

2 1 1 1 1 2 2

2 1 1 3 1 2 2

2 1 1 2 1 2 2

1 1 3 3 1 2 2

2 2 2 2 1 2 2

1 1 3 1 1 2 2

21 of 88



119/185

PanelID

149,621,469

S5_2 S5_3 S6_1 S6_2 S6_3 S7_1 S7_2

1 1 1 1 1 2 2

22 of 88



120/185

PanelID

267,381

325,369

440,248

933,7891,055,475

1,304,858

1,388,967

1,546,254

2,037,492

2,267,708

2,278,306

2,358,577

2,395,4792,409,634

2,570,345

2,657,499

2,725,392

2,911,304

2,942,291

2,959,724

2,978,067

3,005,946

3,259,291

3,278,015

3,395,829

3,399,773

3,463,458

3,491,510

3,546,329

3,673,984

4,049,556

4,148,033

4,251,893

4,357,938

S7_3 S8 S9 S10 Q1

2 1 1 1 2

2 2 #NULL! 1 3

2 1 1 1 2

2 2 #NULL! 1 32 1 1 1 2

2 2 #NULL! 1 3

2 2 #NULL! 1 3

2 1 1 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 1

2 2 #NULL! 1 2

2 2 #NULL! 1 12 1 1 1 3

2 2 #NULL! 1 2

2 2 #NULL! 1 3

2 1 1 1 3

2 2 #NULL! 1 3

2 1 1 1 2

2 1 1 1 1

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 1 1 1 3

2 1 1 1 2

2 1 1 1 3

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 1 1 1 2

2 2 #NULL! 1 2

2 1 1 1 1

2 1 1 1 3

2 1 1 1 1

2 1 1 1 1

23 of 88



121/185

PanelID

4,413,957

4,437,664

4,461,635

4,675,345

4,717,438

4,875,313

4,937,978

4,990,710

5,245,908

5,271,633

5,379,110

5,390,045

5,421,635

5,434,451

5,604,123

5,718,187

5,730,336

10,037,158

10,048,420

10,112,390

10,315,423

10,353,762

10,638,79410,831,252

10,878,531

10,955,032

11,020,699

11,045,719

S7_3 S8 S9 S10 Q1

2 2 #NULL! 1 2

2 1 1 1 3

2 1 1 1 2

2 1 1 1 2

2 2 #NULL! 1 2

2 1 1 1 2

2 1 1 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 1

2 1 1 1 2

2 1 1 1 3

2 2 #NULL! 1 2

2 2 #NULL! 1 1

2 2 #NULL! 1 2

2 1 1 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 1 1 1 2

2 1 1 1 1

2 1 1 1 3

2 2 #NULL! 1 3

2 2 #NULL! 1 2

2 1 1 1 22 1 1 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 1

2 1 1 1 3

2 2 #NULL! 1 3

24 of 88



122/185

PanelID

11,180,017

11,198,624

11,275,36111,388,352

11,532,657

11,719,142

11,813,750

11,843,072

11,946,473

12,013,852

12,147,084

12,163,377

12,164,485

12,212,359

12,274,011

12,578,555

12,663,782

12,770,732

12,912,858

12,940,178

12,958,110

12,962,812

12,981,228

12,984,203

12,990,361

13,006,874

13,007,879

13,018,545

S7_3 S8 S9 S10 Q1

2 1 1 1 2

2 2 #NULL! 1 3

2 2 #NULL! 1 22 2 #NULL! 1 3

2 2 #NULL! 1 2

2 2 #NULL! 1 3

2 2 #NULL! 1 3

2 2 #NULL! 1 3

2 1 1 1 2

2 2 #NULL! 1 3

2 2 #NULL! 1 2

2 2 #NULL! 1 3

2 1 1 1 2

2 1 1 1 3

2 1 1 1 1

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 1 1 1 3

2 2 #NULL! 1 3

2 1 1 1 1

2 2 #NULL! 1 2

2 1 1 1 2

2 1 1 1 2

2 2 #NULL! 1 3

2 1 1 1 2

2 1 1 1 2

2 1 1 1 2

2 2 #NULL! 1 3

25 of 88



123/185

PanelID

13,122,253

13,122,444

13,143,276

13,204,63113,249,815

13,268,523

13,288,356

13,312,751

13,323,918

13,335,584

13,549,201

13,604,503

13,650,983

13,707,727

13,728,860

13,733,308

13,734,498

13,739,340

13,859,844

13,985,457

13,989,733

13,992,304

14,019,634

14,029,404

14,040,381

14,060,884

14,061,90014,080,649

14,098,883

14,159,124

14,162,605

14,167,437

14,167,775

S7_3 S8 S9 S10 Q1

2 2 #NULL! 1 2

2 1 1 1 3

2 2 #NULL! 1 2

2 2 #NULL! 1 12 1 1 1 2

2 2 #NULL! 1 1

2 2 #NULL! 1 2

2 1 1 1 2

2 1 1 1 3

2 2 #NULL! 1 3

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 1 1 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 1 1 1 2

2 1 1 1 1

2 1 1 1 2

2 1 1 1 1

2 1 1 1 2

2 2 #NULL! 1 2

2 1 1 1 2

2 1 1 1 3

2 2 #NULL! 1 2

2 1 1 1 22 2 #NULL! 1 2

2 1 1 1 3

2 2 #NULL! 1 1

2 1 1 1 3

2 2 #NULL! 1 2

2 1 1 1 1

26 of 88



124/185

PanelID

14,180,291

14,186,469

14,187,298

14,235,879

14,252,686

14,255,517

14,284,021

14,331,930

14,375,914

14,461,284

14,533,45014,551,199

14,589,931

14,595,411

14,612,817

14,627,326

14,632,859

14,652,693

14,655,474

14,657,361

14,675,587

14,692,380

14,733,652

14,769,589

14,781,479

14,786,077

14,819,470

14,831,535

14,841,278

14,882,711

14,899,638

14,904,032

14,910,524

14,925,551

14,933,737

S7_3 S8 S9 S10 Q1

2 1 1 1 2

2 1 1 1 1

2 2 #NULL! 1 1

2 1 1 1 2

2 1 1 1 2

2 1 1 1 3

2 1 1 1 2

2 1 1 1 3

2 1 1 1 1

2 1 1 1 1

2 1 1 1 22 1 1 1 1

2 1 1 1 3

2 2 #NULL! 1 2

2 2 #NULL! 1 3

2 1 1 1 2

2 1 1 1 2

2 1 1 1 2

2 1 1 1 2

2 1 1 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 3

2 1 1 1 2

2 2 #NULL! 1 2

2 1 1 1 2

2 2 #NULL! 1 2

2 1 1 1 3

2 2 #NULL! 1 2

2 1 1 1 3

2 1 1 1 2

2 2 #NULL! 1 2

2 1 1 1 3

2 1 1 1 1

2 1 1 1 2

2 2 #NULL! 1 2

27 of 88



125/185

PanelID

14,962,709

14,983,347

14,987,507

14,989,331

14,990,417

15,030,715

15,031,516

15,032,610

15,036,709

15,089,080

15,172,725

15,181,831

15,206,432

15,228,115

15,244,694

15,272,034

15,276,705

15,276,734

15,295,582

15,304,799

15,304,951

15,337,111

15,358,817

15,381,754

15,383,744

15,384,814

15,393,295

15,394,262

15,404,674

15,421,622

15,447,523

15,456,620

15,459,948

S7_3 S8 S9 S10 Q1

2 1 1 1 2

2 1 1 1 2

2 1 1 1 1

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 1 1 1 3

2 1 1 1 3

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 1 1 1 2

2 1 1 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 1

2 1 1 1 2

2 2 #NULL! 1 1

2 2 #NULL! 1 1

2 1 1 1 2

2 1 1 1 1

2 2 #NULL! 1 2

2 1 1 1 2

2 2 #NULL! 1 3

2 1 1 1 2

2 1 1 1 1

2 2 #NULL! 1 3

2 1 1 1 2

2 2 #NULL! 1 1

2 2 #NULL! 1 2

2 2 #NULL! 1 1

2 2 #NULL! 1 3

2 1 1 1 1

2 1 1 1 3

28 of 88



126/185

PanelID

15,497,046

15,506,015

15,508,964

15,536,29415,538,157

15,541,397

15,553,912

15,561,516

15,567,003

15,593,056

15,618,574

15,627,254

15,640,302148,811,118

148,860,302

148,870,441

148,874,505

148,884,404

148,901,192

148,907,715

148,921,115

148,921,154

148,962,868

148,991,320

149,005,758

149,006,324

149,026,422

149,028,141

149,029,722149,034,057

149,041,727

149,048,552

149,064,712

S7_3 S8 S9 S10 Q1

2 1 1 1 3

2 2 #NULL! 1 3

2 2 #NULL! 1 2

2 2 #NULL! 1 22 1 1 1 2

2 1 1 1 2

2 2 #NULL! 1 1

2 2 #NULL! 1 1

2 1 1 1 2

2 2 #NULL! 1 2

2 1 1 1 3

2 1 1 1 2

2 1 1 1 32 2 #NULL! 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 1

2 1 1 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 3

2 2 #NULL! 1 3

2 1 1 1 3

2 2 #NULL! 1 3

2 2 #NULL! 1 1

2 1 1 1 3

2 1 1 1 2

2 2 #NULL! 1 3

2 2 #NULL! 1 3

2 2 #NULL! 1 1

2 1 1 1 32 1 1 1 3

2 1 1 1 3

2 2 #NULL! 1 2

2 1 1 1 2

29 of 88



127/185

PanelID

149,065,313

149,079,722

149,081,093

149,082,087149,090,978

149,108,260

149,112,888

149,115,429

149,120,112

149,142,379

149,156,370

149,159,995149,169,169

149,182,285

149,192,003

149,214,126

149,223,537

149,224,017

149,224,520

149,236,340

149,243,131

149,268,750

149,292,180

149,293,979

149,294,739

149,339,892

149,351,503

149,352,998

149,354,786

149,358,244

149,362,521

149,364,555

149,367,081

149,369,166

149,376,292

S7_3 S8 S9 S10 Q1

2 2 #NULL! 1 3

2 1 1 1 1

2 2 #NULL! 1 2

2 1 1 1 22 2 #NULL! 1 3

2 2 #NULL! 1 1

2 2 #NULL! 1 2

2 1 1 1 3

2 2 #NULL! 1 3

2 2 #NULL! 1 3

2 1 1 1 2

2 1 1 1 22 1 1 1 3

2 1 1 1 2

2 1 1 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 1 1 1 2

2 2 #NULL! 1 2

2 1 1 1 2

2 1 1 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 1

2 2 #NULL! 1 1

2 2 #NULL! 1 1

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 1 1 1 1

2 2 #NULL! 1 2

2 1 1 1 1

2 1 1 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 2

30 of 88



128/185

PanelID

149,392,292

149,410,160

149,418,328

149,426,578

149,437,358

149,438,590

149,442,124

149,442,982

149,447,540

149,463,544

149,474,080

149,479,549

149,486,314

149,508,573

149,525,190

149,525,608

149,527,896

149,532,809

149,536,379

149,540,810

149,542,181

149,544,178

149,551,333

149,551,371

149,556,387

149,560,291

S7_3 S8 S9 S10 Q1

2 1 1 1 2

2 2 #NULL! 1 2

2 1 1 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 1 1 1 2

2 1 1 1 2

2 2 #NULL! 1 1

2 1 1 1 2

2 2 #NULL! 1 3

2 2 #NULL! 1 2

2 2 #NULL! 1 1

2 2 #NULL! 1 2

2 1 1 1 3

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 1

2 1 1 1 3

2 2 #NULL! 1 3

2 1 1 1 1

2 2 #NULL! 1 2

2 1 1 1 2

2 2 #NULL! 1 1

2 1 1 1 2

2 2 #NULL! 1 2

2 1 1 1 3

31 of 88



129/185

PanelID

149,568,676

149,574,225

149,580,326

149,584,730

149,593,802

149,594,221

149,596,253

149,596,998

149,599,584

149,600,259

149,600,460

149,603,081

149,607,182

149,609,296

149,610,191

149,612,544

149,612,773

149,614,427

149,617,055

149,617,938

S7_3 S8 S9 S10 Q1

2 1 1 1 2

2 1 1 1 1

2 1 1 1 1

2 2 #NULL! 1 2

2 1 1 1 1

2 1 1 1 2

2 1 1 1 3

2 2 #NULL! 1 2

2 1 1 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 2 #NULL! 1 1

2 2 #NULL! 1 2

2 1 1 1 1

2 2 #NULL! 1 1

2 1 1 1 1

2 2 #NULL! 1 2

2 2 #NULL! 1 2

2 1 1 1 3

2 2 #NULL! 1 2

32 of 88



130/185

PanelID

149,621,469

S7_3 S8 S9 S10 Q1

2 1 1 1 2

33 of 88



131/185

PanelID

267,381

325,369

440,248

933,7891,055,475

1,304,858

1,388,967

1,546,254

2,037,492

2,267,708

2,278,306

2,358,577

2,395,4792,409,634

2,570,345

2,657,499

2,725,392

2,911,304

2,942,291

2,959,724

2,978,067

3,005,946

3,259,291

3,278,015

3,395,829

3,399,773

3,463,458

3,491,510

3,546,329

3,673,984

4,049,556

4,148,033

4,251,893

4,357,938

Q2 Q3

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

The package is similar I believe it is the same brand.

#NULL! #NULL!

Same names for the different varieties of snack

bar. Close to the same see-through packaging.#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

It is a unique set of packages but you could see

Clif presenting these Mojo bars in something like

this.

These are very nice packages and I was looking

for a special Valentine gift along these lines

anyway, so it is exciting to encounter new

products with better ingredients.

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

#NULL! #NULL!

#NULL

Documents

Kind LLC v. Clif Bar & Company, Declaration of George Mantis