Use of Surveys in Advertising Substantiation: The Experts Weigh In

23 June 2011
Hosted By: the American Bar Association Section of Antitrust Law

On 23 June 2011, NERA Vice President Sarah Butler joined an expert panel for a webinar hosted by the Economics, Private Advertising Litigation, and Consumer Protection Committees within the ABA Section of Antitrust Law. The panel discussed common pitfalls when substantiating advertising claims with the use of surveys. Specifically, the panel examined statistical sampling, survey design and methodology, and analysis/interpretation of survey results. Ms. Butler and her co-panelists provided practical "do's and don'ts" to avoid common mistakes that marketing departments make in designing and analyzing surveys for advertisements. They also discussed how best to defend substantiation in trial practice or enforcement proceedings.

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