Tao Sun, Ph.D. Expert Witness
Curriculum Vitae

Contact this Expert Witness

  • Company: Applied Marketing Science, Inc.
  • Phone: (781) 250-6337
  • Website: ams-litigation.com

Specialties & Experience of this Expert Witness

General Specialties:

Marketing and Advertising

Specialty Focus:

Trademark and Trade Dress Infringement (Likelihood of Confusion, Secondary Meaning, Dilution, Genericness), False and Deceptive Advertising, Class Action, Expert Witness Testimony, Marketing and Survey Research 


Ph.D., University of Minnesota - Twin Cities; M.A., Pennsylvania State University

Additional Information

Tao Sun is a manager and testifying survey expert in the Litigation Support practice at Applied Marketing Science, Inc. (AMS). He provides survey evidence and expert testimony on matters related to trademark and trade dress infringement, false and deceptive advertising, and class action litigation. In addition, his expert services include critiquing opposing expert reports, and guiding the deposition and trial questioning of opposing expert witnesses. In his role at AMS, Dr. Sun is involved in all aspects of litigation research, including survey and sample design, data analysis, and expert report preparation. With over 20 years of teaching and research experience, Dr. Sun has designed and conducted various surveys and experiments related to consumer behavior, advertising effectiveness, and mass media effects. His research findings have been published in outlets such as the Journal of Consumer Behavior, Journal of Advertising Research, Psychology & Marketing, among others. Dr. Sun has taught at the University of Vermont, where he was an associate professor of communication, and at Emerson College. His courses centered on topics including advertising effects, consumer behavior, applied research methods, and communication law. AMS is a market research and consulting firm with an established practice focused on consumer surveys for litigation. AMS has over 30 years of experience conducting consumer litigation surveys for complex legal matters. Consumer surveys can be critical pieces of evidence in high-stakes litigation—but only when conducted with scientific rigor, carefully analyzed and supported by clear, authoritative expert testimony. Our decades of experience, methodical approach and expert understanding of the litigation process have helped us consistently deliver outstanding results for our clients. AMS collaborates with a network of talented litigation survey research experts who have expertise in areas such as consumer behavior, social psychology, advertising, branding, marketing strategy, economics, content analysis and other related areas. AMS’s litigation services include evaluation of potential benefits of collecting market research data; survey design, implementation, and analysis; expert report preparation; critique of opposing expert reports; expert testimony; guidance on the deposition and trial questioning of opposing expert witnesses.