Legal Consulting

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About me

I am an expert on branding and consumer behavior, with experience in legal testimony.

Legal Bio:

Zachary Estes (PhD in Psychology, Princeton University) is a leading expert on branding and consumer behavior, with experience in writing legal reports and providing courtroom testimony under cross-examination. He is Director of Research for the Faculty of Management, Co-Director of the Behavioural Research Lab, and Professor of Marketing at Bayes Business School, City University of London. He has served on the editorial boards of several journals in both psychology and marketing, including as Associate Editor of the Journal of Consumer Research (currently), the Journal of Consumer Psychology (currently), and Cognitive Science (previously). His research on branding and consumer behavior has won several government grants and international awards, has been published broadly in psychology and marketing journals, and has been reported in popular media including BBC Radio, Scientific American, New Scientist, Harvard Business Review, NewsWeek, BusinessWeek, The Guardian, The New Yorker, and Forbes, among others.

Expert Witness

I provide value as an expert witness by combining deep and broad topical knowledge with objective indicators of esteem in my field, backed up by practical experience in legal cases.
Expertise: Branding
99%
Expertise: Consumer Behavior
99%
Credibility of Expertise
99%
Experience: Legal Reports
90%
Experience: Courtroom Testimony
50%

Expertise

With an academic background in cognitive psychology (e.g., attention, categorization) and psycholinguistics (e.g., phonetics, semantics), my expertise falls within the broad domains of branding and consumer behavior, with specific expertise in the topics detailed below.

Linguistic Branding

I am expert on linguistic aspects (e.g., phonetics, semantics) of names, slogans, and other language elements of branding.

Visual Branding

I am expert on visual processing (e.g., perception, recognition, attention) of logos and other visual elements of branding.

Packaging

I am expert on perceptual and semantic aspects of packaging, such as how visual and tactile properties affect perceived quality.

Advertising

I am expert on visual and semantic aspects of advertising, and how consumers perceive and respond to ads, products, and brands.

Consumer Cognition

I am expert on the personal, social, and cultural factors that shape consumers' thoughts and feelings about brands and products.

Consumer Behavior

I am expert on motivations and individual factors that affect whether and how consumers act on their thoughts and feelings.

Credibility

For evidence of esteem in research on branding and consumer behavior, please see my Research page.
See Research Page

Experience

I have experience as expert witness, providing legal briefs, extended research reports, analytical critiques, adversarial replies, and courtroom testimony in the UK and Europe.

Written Reports

I have written hundreds of pages of legal reports, including legal briefs, extended reports, analytical critiques, and adversarial replies.

Witness Training

I have completed a short course on courtroom testimony, delivered by renowned agency Bond Solon.

Courtroom Testimony

I have provided several hours of expert testimony under cross-examination in UK court.

Team Management

For cases requiring extended reports and/or diverse expertise, I recruit and manage additional experts and/or research assistants.

Expert Referrals

If I'm not the right person for your case, I will be happy to suggest, discuss, and/or introduce alternative experts you can trust.

Flexibility

I have experience with short and long reports, solo and in teams, as named expert and ghost writer, in cases across the UK and Europe.

Enquiries

If you'd like to discuss a case, please email me and I’ll get back to you soon.