Legal Consulting & Expert Witnessing

In today’s complex legal environment, cases involving brand crises, product recalls, consumer fraud, and data privacy require more than technical analysis—they demand insight into how consumers think, feel, and respond. My scholarship work as a marketing professor at Toronto Metropolitan University, combined with published books on crisis communication, equips me to provide consulting and testimony that bridges academic rigor with practical relevance. I help legal teams understand not just the facts of a case, but the behavioural and reputational dynamics that shape outcomes.

As both a consultant and expert witness, I specialize in clarifying the impact of contested marketing practices on consumer trust and brand equity. This includes evaluating the effectiveness of crisis responses, diagnosing reputational harm, and critiquing or designing consumer surveys used in litigation. My role is to translate complex behavioural science into clear, defensible insights that strengthen legal arguments and inform strategic decisions.

Whether supporting case preparation behind the scenes or presenting testimony in court, I bring an independent, scholarly perspective grounded in peer-reviewed research and applied expertise. By combining consulting analysis with expert witnessing, I ensure that legal teams have the tools to navigate disputes involving false advertising, product recalls, data breaches, and reputational damage with confidence and clarity.

Topical Expertise

  • Product Recalls & Crisis Management

    I provide expertise in evaluating the reputational and behavioural impact of product recalls. My research examines how consumers respond to corrective communication, apologies, and remediation efforts, offering legal teams evidence-based insights into damages, trust erosion, and the effectiveness of corporate crisis strategies.

  • False Advertising & Consumer Fraud

    I specialize in analyzing how consumers interpret marketing claims and the likelihood of deception or confusion. Drawing on behavioural science and survey design, I help assess the validity of advertising practices, quantify consumer harm, and critique research methods used in litigation involving fraud or misleading promotions.

  • Trademark Infringement & Brand Dilution

    My expertise lies in measuring brand equity loss and consumer confusion in disputes over trademarks and brand identity. I provide academically grounded analysis of how infringement or dilution affects consumer perception, loyalty, and reputational value, supporting damages assessments and legal arguments under the Lanham Act.

  • Defamation & Reputational Harm

    I offer insight into how public statements, media coverage, or corporate missteps affect consumer trust and brand reputation. My work helps quantify reputational damage, evaluate the effectiveness of corrective communication, and establish the behavioural consequences of defamation in both corporate and consumer-facing contexts.

  • Data Privacy & Consumer Trust

    I analyze the impact of data breaches and privacy violations on consumer behaviour and brand credibility. My expertise highlights how misuse of personal data undermines trust, influences consumer decision-making, and creates reputational risk—critical evidence in cases involving privacy law and regulatory compliance.

  • Survey Design & Litigation Research

    I bring advanced knowledge of survey methodology to legal contexts, ensuring that consumer surveys used in litigation are valid, reliable, and free from bias. I critique flawed survey instruments and design robust alternatives that withstand scrutiny in cases involving advertising claims, consumer confusion, or class actions.

Partial List of Experience

  • In 2024, I contributed to a litigation matter involving allegations of vehicle defects and warranty issues, where one party sought dismissal of certain claims on the grounds that they were overly broad or improperly filed. My role was to prepare a strategic research brief analyzing the opposing party’s marketing activities within the Canadian automotive sector. This work supported the legal team’s arguments by providing academically grounded insight into branding, consumer perception, and market positioning.

  • In 2024, I served as an expert witness in a litigation matter concerning allegations of product design similarity within the consumer goods sector. The case involved disputes over intellectual property, trademark issues, and branding practices. My role was to provide testimony that analyzed the design features, brand positioning, and consumer perception of the respondent’s primary product, offering academically grounded insights to support the applicant’s claims.