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Specialties & Experience of this Expert Witness

General Specialties:

Marketing and Advertising

Keywords/Search Terms:

Consumer Surveys, Lanham Act, Likelihood of Confusion, Dilution, Trade Dress Infringement, Intellectual Property, Trademarks, Genericness, False Advertising, False Labeling, Consumer Class Actions, TTAB, NAD


Master's Degree in Survey Research & Data Analysis, University of Connecticut; Master's Degree in Law, Columbia University; Juris Doctorate, Gonzaga University; Bachelor's Degree in Music, Loyola University

Years in Practice:


Additional Information

Michael Keyes is a partner at Dorsey & Whitney, an international law firm. He brings a unique value proposition to the table as a consumer survey expert. He has been litigating and trying trademark cases for nearly 25 years. In this capacity he has represented some of the biggest and most well-known brands in the world including TikTok,, Meta, Kraft Foods, Abercrombie & Fitch, the North Face, Footlocker, and Sazerac. In addition to his distinguished career as a trademark and advertising trial lawyer, Mike has vast expertise as a consumer survey researcher. He has an advanced degree in survey research and data analysis. He publishes, writes, and lectures on the topic of consumer survey evidence for national legal organizations including the American Bar Association, the American Intellectual Property Law Association, and the Practicing Law Institute. He has also provided trainings and briefings related to consumer survey research to the American Association for Public Opinion Research. Mike is an adjunct professor at the University of Washington where he teaches about conducting survey research for use in trademark and advertising disputes. Mike is well-versed in the evolving and dynamic legal standards that govern the development and admissibility of survey evidence. He is the author of Lanham Act Surveys for Lawyers, an online resource devoted to covering legal updates effecting consumer survey experts.