---
title: "Market Research Expert Witness’ Testimony Deemed Admissible Because of His Experience Conducting Surveys"
meta:
  "og:description": "Market research expert witness relied on his own experience with conducting similar surveys for over four decades to reach his conclusions"
  "og:title": "Market Research Expert Witness’ Testimony Deemed Admissible Because of His Experience Conducting Surveys"
  author: "Expert Witness Profiler"
  description: "Market research expert witness relied on his own experience with conducting similar surveys for over four decades to reach his conclusions"
---

# Market Research Expert Witness’ Testimony Deemed Admissible Because of His Experience Conducting Surveys

Posted on July 19, 2024 by Expert Witness Profiler

Plaintiff, Wheel Pros, LLC and Defendants, Rhino Tire USA, LLC are engaged in the business of selling wheels and tires for vehicles and each owns trademarks in its respective brand. Wheel Pros owns various trademarks related to its “Black Rhino” brand and Rhino Tire own trademarks for their “Rhino” brand.

Plaintiff brought this action against Defendants for trademark infringement alleging the the public is likely to be confused by the similarities between the marks. In support of its case, Plaintiff proffered the expert report of [Dr. Robert A. Peterson](https://expertwitnessprofiler.com/expert-witness/Robert-Peterson/1559319). Peterson conducted a forward likelihood of confusion survey designed to determine the likelihood of confusion between Plaintiff’s “Black Rhino” trademarks and Defendant’s “Rhino” trademarks within a target universe of survey respondents.

In rebuttal to Peterson’s report, Defendants proffered the expert report of [Dr. Henry D. Ostberg](https://expertwitnessprofiler.com/expert-witness/Henry-Ostberg/1512116). Ostberg offered opinions as to what he termed “significant problems and fatal defects” with Peterson’s survey.

Plaintiff filed a motion to exclude Ostberg’s rebuttal expert report and preclude him from testifying at trial pursuant to [Federal Rule of Evidence 702](https://www.law.cornell.edu/rules/fre/rule_702#:~:text=Rule%20702%20sets%20forth%20the,is%20a%20relatively%20narrow%20inquiry.) and [_Daubert v. Merrell Dow. Pharm., Inc._, 509 U.S. 579 (1993)](https://www.law.cornell.edu/supct/html/92-102.ZS.html).

## **Market Research Expert Witness**

[Henry D. Ostberg](https://expertwitnessprofiler.com/expert-witness/Henry-Ostberg/1512116) has over 40 years of experience in conducting marketing research and has conducted or overseen over 2,000 consumer surveys for various clients over that time. He earned an M.B.A. degree and a Ph.D. degree in marketing from Ohio State University and earned an L.L.B. law degree from New York Law School. Moreover, Ostberg has served as a marketing research expert in connection with trademark and intellectual property litigation in over 200 cases, has been a frequent speaker “on the subject of marketing, the use of surveys and related topics before a variety of professional organizations,” and was on the faculty of both New York University and Ohio State University.

[Want to know more about the challenges Henry Ostberg has faced? Get the full details with our Challenge Study report.](https://app.expertwitnessprofiler.com/login?eId=1512116)

## **Discussion by the Court**

#### **Dr. Ostberg’s Qualifications to Testify**

First, Plaintiff argued that Ostberg was not qualified because he testified and stated in his report that he was not familiar with Peterson’s methodology.

At his deposition, Ostberg admitted his lack of familiarity with Peterson’s “modified sequential evaluation” approach. However, Ostberg made these statements based on his experience in the field of conducting surveys in similar circumstances rather than due to any purported lack of experience or qualification.

Upon consideration of Ostberg’s qualifications, the Court held that he is sufficiently qualified to criticize Peterson’s methodology in his rebuttal report and at trial.

#### **Reliability of Opinions**

##### **1. Improper Research Design**

To begin with, Plaintiff argued that Ostberg’s opinions were unreliable because his conclusions were not based on his status as an expert or any research into that area, he was not familiar with the method employed by Peterson, and he mischaracterized the way in which Peterson’s survey was conducted.

The Court found that Ostberg relied on his experience in conducting surveys under similar circumstances, his review of Defendants’ website in marketing its products, conversations with Defendants’ attorney, and his experience as a consumer to conclude that the methodology employed by Peterson was inappropriate.

In other words, Ostberg’s methodology in criticizing Peterson’s research design was sufficiently reliable to permit his testimony at trial.

##### **2. Wrong Respondents Interviewed**

Ostberg next opined that Peterson’s survey was flawed because it failed to base its data on respondents who were likely to be future purchasers of Defendants’ products.

The Court found Ostberg’s methodology in raising such “technical deficiencies” with Peterson’s survey pursuant to the prevailing literature and practice to be sufficiently reliable to survive Plaintiff’s _[Daubert](https://www.law.cornell.edu/wex/daubert_standard)_ motion.

##### **3. Research Design Changed Midway**

Ostberg criticized Peterson’s use of a pilot study that resulted in a change to the survey. In particular, Ostberg stated that Peterson’s report failed to include a “credible explanation” for modifying his survey after the pilot study. The Court found Ostberg’s methodology in reaching this opinion sufficiently reliable. In other words, Plaintiff’s arguments challenging this opinion largely go towards whether Ostberg reached the right conclusion in applying his method and are therefore inappropriate to justify excluding Ostberg at this stage.

##### **4. Inappropriate Statistical Calculations**

Ostberg also opined regarding the statistical calculations in Peterson’s survey. Specifically, Ostberg noted that Peterson’s survey “did not have a probability sample,” yet the statistical calculations used are “applicable only to surveys based on true probability samples of respondents, according to many statistical texts.”

The Court noted Ostberg’s experience conducting consumer surveys in trademark litigation and, once again, found Ostberg’s method sufficiently reliable to permit his testimony.

##### **5. Internal Data Casts Doubt on the Validity of the Findings**

Now, Ostberg opined that the data collected in Peterson’s control group survey casts doubt on the validity of the survey itself because a 51.7% likelihood of confusion between Plaintiff’s trademark and the non-infringing control mark was abnormally high. Ostberg’s conclusion in this opinion did not cite to specific authority, but rather impliedly relied on his own education and experience with conducting similar surveys for over four decades. As with Ostberg’s other opinions, the Court found this opinion sufficiently reliable to preclude exclusion of the opinion at this stage.

#### **Helpfulness to Trier of Fact**

Finally, Plaintiff argued that Ostberg’s opinions will not be helpful to the jury.

The Court held that since Ostberg is being proffered to criticize Peterson’s forward likelihood of confusion survey, a technical matter in which Ostberg has sufficient experience and that is beyond the understanding of the average lay person, Ostberg’s opinions will be of assistance to the jury at trial.

## **Held**

To conclude, the Court denied Plaintiff’s _Daubert_ motion to strike testimony and opinions of Henry D. Ostberg, Ph.D.

## **Key Takeaways:**

- Ostberg relied on his experience in conducting surveys under similar circumstances, his review of Defendants’ website for marketing their products, conversations with Defendants’ attorney, and his experience as a consumer to reach his conclusions.

- Moreover, Ostberg’s analysis is grounded in his experience conducting consumer surveys in trademark litigation, as well as scholarly literature regarding the type of statistical analysis necessary in the survey conducted by Peterson.

- Because Peterson’s forward likelihood of confusion survey is a technical matter that is beyond the understanding of the average lay person, Ostberg’s opinions were considered helpful to the trier of fact.

## **Case Details:**

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