A consumer panel is a group of respondents who have elected to make themselves available to take part in surveys and other market research, primarily via the Internet. Like any other type of survey, online surveys must meet generally accepted principles of survey research to be admitted into evidence.
Keegan & Donato Consulting specializes in consumer-based survey research and has developed surveys for plaintiffs and defendants throughout the nation on issues related to likelihood of confusion, strength of mark, secondary meaning, acquired distinctiveness, dilution, genericness, false advertising, and other trademark and trade dress issues.
Our education and combined 25 years of experience conducting and critiquing consumer survey research enables us to design studies that avoid the methodological pitfalls that often afflict competing research studies. We have designed and executed hundreds of surveys that have been admitted into evidence in state and federal courts, at arbitration, to the NAB, and to the TTAB.
Our Survey Principles
Some consumer surveys have been found by courts to contain significant flaws, such as asking leading, suggestive or ambiguous questions, under-inclusive or over-inclusive sampling of the consumer universe, sampling from the wrong geographic area, and so on. These flaws can significantly compromise the credibility of the survey.
Keegan & Donato Consulting follows established principles of consumer survey research, including but not limited to:
- Properly defined universe selection and sampling frame;
- Rigorous and valid survey design that is probative of the relevant issues in the case;
- Inclusion of representative, qualified respondents;
- Use of procedures to minimize potential biases in data collection;
- Use of clear, precise, non-leading questions;
- Use of procedures to reduce guessing among respondents; and
- Full analysis and reporting of the data gathered.
In addition, we use an industry-leading online survey software platform which facilitates the programming and execution of advanced survey designs, including complex skip logic and advanced rotation and randomization of questions, answer options, and stimuli. These features are employed whenever appropriate.
We obtain our survey sample from leading marketing research companies that maintain multi-million member online consumer panels. These companies are top providers of survey sample in the U.S. and are used by prominent marketing research firms.
When you need a marketing survey to gauge consumer perception of products or services, assess the buying habits of a target market, or test the marketplace for a new brand name, logo or idea, Keegan & Donato Consulting can help.
We recently conducted a two-pronged market research study for a client that organizes and promotes social painting events geared toward female audiences to help them gauge both consumer awareness and consumer perception of their brand.
Qualified respondents were screened to ensure that they were females of U.S. legal drinking age (21 or older), had recently attended a social painting event or were likely to do so in the near future, and resided in the geographic area in which the client operates.
The empirical evidence we collected demonstrated that the client is the most recognized social painting brand in its geographic area and confirmed the effectiveness of their marketing efforts.
Contact Keegan & Donato Consulting at (914) 967-9421 when you need a consumer panel survey for trademark litigation or marketing research and take advantage of our vast experience and exceptional capabilities.