In false advertising cases, a crucial part of the analysis involves identifying the effects of misinformation on consumer choice, whether that misinformation arises from one firm mimicking the products of another, or from a firm making false statements about their competitor.

We have conducted this type of analysis in a variety of cases. We are experienced in collecting primary customer data in order to elicit the value that consumers place on particular product features, as well as in performing conjoint analysis, or the statistical and econometric evaluation of data with respect to customer purchases and sales. Brattle principal and Nobel Prize winner Daniel McFadden pioneered many of the methods used in these analyses and several of our consultants either studied under him or have worked with him in designing data collection methods and analysis.

Learn more about our Consumer Protection & Product Liability practice.