As intellectual property disputes, class action lawsuits, and consumer protection cases increasingly rely on data-driven evidence, the role of consumer behavior research in litigation continues to grow. Against this backdrop, Applied Marketing Science (AMS) has expanded its litigation support capabilities by adding consumer behavior and conjoint analysis specialist Dr. Suneal Bedi to its network of affiliated expert witnesses.

The intersection of marketing science, consumer behavior, and legal strategy is becoming increasingly important as courts and regulatory bodies place greater emphasis on empirical evidence in complex litigation. Recognizing this trend, Applied Marketing Science (AMS) has announced the addition of Dr. Suneal Bedi to its expanding network of litigation survey experts.

The appointment strengthens AMS's capabilities in areas where consumer research and legal proceedings increasingly overlap, particularly in intellectual property disputes, class action litigation, marketing law, and business ethics cases.

Dr. Bedi currently serves as an Associate Professor of Business Law and Ethics and Jerome Bess Faculty Fellow at the Indiana University Kelley School of Business. His academic work spans intellectual property law, consumer behavior, litigation finance, business ethics, and marketing regulation, disciplines that have become increasingly interconnected as businesses navigate evolving legal and consumer environments.

The move comes as organizations face growing scrutiny over branding practices, product claims, consumer communications, and intellectual property rights. In many of these disputes, courts rely on survey-based evidence and consumer perception research to assess issues such as trademark confusion, brand recognition, advertising impact, and consumer decision-making.

One of Dr. Bedi's key areas of specialization is conjoint analysis, a quantitative research methodology widely used to evaluate how consumers value specific product attributes. Originally developed for marketing research, conjoint analysis has become a valuable tool in litigation, particularly in cases involving damages estimation, intellectual property valuation, product differentiation, and consumer preference measurement.

For legal teams, the methodology offers a structured way to quantify how specific product features, brand elements, or market factors influence purchasing decisions. As courts increasingly seek evidence grounded in behavioral science and statistical rigor, experts capable of designing and defending these studies have become highly sought after.

Beyond his litigation work, Dr. Bedi's academic research examines the broader relationship between law, business, and public policy. His studies combine experimental methods, quantitative analysis, and philosophical frameworks to explore how legal systems interact with marketplace behavior. This multidisciplinary approach reflects a broader trend within legal and business research, where complex disputes often require expertise that extends beyond traditional legal interpretation.

The addition also reflects AMS's continued investment in litigation support services. The firm has built a reputation for applying market research methodologies to legal proceedings, helping law firms, corporations, and courts evaluate consumer perception and marketplace evidence. Survey research, consumer confusion studies, and behavioral analysis have become increasingly important in intellectual property and consumer protection litigation, particularly as digital commerce and online branding create new legal challenges.

Industry experts note that litigation involving trademarks, patents, advertising claims, and class action disputes has become more data-intensive over the past decade. As organizations generate larger volumes of customer and market data, attorneys increasingly rely on expert testimony supported by advanced analytics, survey methodologies, and behavioral science.

The growing use of expert witnesses in these areas mirrors broader developments across industries where data-driven decision-making is becoming a standard requirement. Research from organizations such as Gartner and McKinsey & Company has consistently highlighted the importance of analytics and evidence-based strategies in business decision-making, a trend that is extending into legal and regulatory environments.

Dr. Bedi brings an unusually interdisciplinary background to this work. He earned a Ph.D. and M.S. in Marketing from the The Wharton School, a J.D. from Harvard Law School, and a bachelor's degree in economics from Swarthmore College. This combination of legal, economic, and marketing expertise positions him to address disputes that require both scientific analysis and legal interpretation.

His research has appeared in leading academic publications, including the New York University Law Review, Cornell Law Review, Vanderbilt Law Review, the Harvard Journal of Law & Technology, the Journal of Business Ethics, and the Journal of Marketing Research. He has also contributed commentary and analysis to mainstream publications including The New York Times, Forbes, U.S. News & World Report, and the San Francisco Chronicle.

For AMS, the addition represents more than an expansion of its expert witness network. It reflects a growing demand for professionals who can bridge the gap between consumer psychology, marketing science, and legal strategy. As litigation increasingly incorporates behavioral evidence, survey analytics, and quantitative modeling, firms capable of providing scientifically defensible expertise are likely to play a larger role in complex legal proceedings.

The appointment underscores a broader shift occurring across legal and business disciplines: the growing importance of consumer insight and data science as critical components of modern litigation support.

Market Landscape

The litigation consulting market is increasingly incorporating advanced market research methodologies, behavioral science, and data analytics into legal proceedings. Intellectual property disputes, consumer protection cases, advertising litigation, and class action lawsuits frequently depend on empirical evidence to establish consumer perception, damages, and marketplace impact.

Conjoint analysis, survey research, and consumer behavior modeling have become important tools in legal strategy, particularly as courts seek objective, statistically valid evidence. As businesses continue to operate in highly competitive and digitally driven environments, demand for expert witnesses with expertise spanning law, marketing, and analytics is expected to grow.

Top Insights

• AMS has expanded its litigation support practice by adding consumer behavior and conjoint analysis expert Dr. Suneal Bedi to its affiliated expert network.
• Dr. Bedi specializes in intellectual property disputes, class action litigation, business ethics, and consumer behavior research supported by quantitative methodologies.
• Conjoint analysis is becoming increasingly important in litigation as courts seek measurable evidence regarding consumer preferences, damages, and product valuation.
• The appointment reflects rising demand for expert witnesses who can combine legal expertise with marketing science and behavioral analytics.
• Organizations facing trademark, advertising, and consumer protection disputes are increasingly relying on survey-based evidence and consumer research methodologies.

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