Apple Inc. v. Samsung Electronics Co. Ltd. et al

Filing 991

Administrative Motion to File Under Seal Documents Re Apples Opposition To Samsungs Motion To Exclude Opinions Of Certain Of Apple Experts filed by Apple Inc.. (Attachments: #1 Declaration Of Cyndi Wheeler In Support Of Apples Administrative Motion To File Under Seal Documents Re Apples Opposition to Exclude Apple Experts Opinions, #2 [Proposed] Order Granting Apples Administrative Motion To File Under Seal, #3 Apples Opposition To Samsungs Motion To Exclude Opinions Of Certain Of Apples Experts, #4 Declaration Of Mia Mazza In Support Of Apples Opposition To Samsungs Motion To Exclude Opinions Of Certain Of Apples Experts, #5 Exhibit Mazza Decl. Ex. D, #6 Exhibit Mazza Decl. Ex. F, #7 Exhibit Mazza Decl. Ex. G, #8 Exhibit Mazza Decl. Ex. J, #9 Exhibit Mazza Decl. Ex. K, #10 Exhibit Mazza Decl. Ex. L, #11 Exhibit Mazza Decl. Ex. R, #12 Exhibit Mazza Decl. Ex. S, #13 Exhibit Mazza Decl. Ex. T, #14 Exhibit Mazza Decl. Ex. U, #15 Exhibit Mazza Decl. Ex. V, #16 Exhibit Hauser Decl. Ex. B, #17 Exhibit Hauser Decl. Ex. C, #18 Exhibit Hauser Decl. Ex. D, #19 Exhibit Hauser Decl. Ex. E, #20 Exhibit Musika Decl. Ex. S, #21 Exhibit Musika Decl. Ex. T, #22 Exhibit Musika Decl. Ex. U, #23 [Proposed] Order Denying Samsungs Motion To Exclude Opinions Of Apples Experts)(Jacobs, Michael) (Filed on 5/31/2012) Modified on 6/3/2012 attachment #1 Sealed pursuant to General Order No. 62 (dhm, COURT STAFF).

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Exhibit K Highly Confidential - Attorneys' Eyes Only Page 1 1 2 3 4 UNITED STATES DISTRICT COURT NORTHERN DISTRICT OF CALIFORNIA SAN JOSE DIVISION --------------------------------x APPLE INC., a California corporation, 5 Plaintiff, 6 Case No. 11-CV-01846-LHK vs. 7 8 9 10 SAMSUNG ELECTRONICS CO., LTD, a Korean business entity; SAMSUNG ELECTRONICS AMERICA, INC., a New York corporation; SAMSUNG TELECOMMUNICATIONS AMERICA, LLC, a Delaware limited liability company, 11 Defendants. 12 --------------------------------x 13 14 15 16 17 18 19 20 21 22 23 24 HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY VIDEOTAPED DEPOSITION OF JOHN HAUSER, a witness called by the Defendants, taken pursuant to the applicable provisions of the Federal Rules of Civil Procedure, before James A. Scally, RMR, CRR, a Notary Public in and for the Commonwealth of Massachusetts, at the offices of WilmerHale, 60 State Street, Boston, Massachusetts, on Friday, April 27, 2012, commencing at 9:31 a.m. TSG Job # 48803 25 TSG Reporting - Worldwide 877-702-9580 Highly Confidential - Attorneys' Eyes Only Page 11 1 that that's no longer in issue in this case. 2 patent expert interpret my information for any other 09:38:41 3 patents, I can't comment upon that. 09:38:44 4 Q. Okay. Should a So we're going to now talk about the 09:38:36 09:38:45 5 qualitative interviews which you discuss in your report in 09:38:51 6 paragraphs 35 to 41, beginning on page 20. 09:38:55 7 So you say in your report in the second sentence 09:39:07 8 of paragraph number 35, "I instructed AMS to conduct in- 09:39:10 9 depth interviews with current Samsung smartphone and tablet 09:39:15 owners." 09:39:18 10 11 Do you see that? 09:39:19 12 A. I see that sentence, yes. 09:39:19 13 Q. Okay. 09:39:22 14 Do you know anything about the process by which these 20 people were selected? 09:39:27 15 A. Yes. 09:39:31 16 Q. Tell me everything you know about this process. 09:39:32 17 A. I'll tell you what I can remember at the moment. 09:39:35 18 These potential qualitative interviewees were selected 09:39:40 19 using Bernett Research. 09:39:49 20 Q. Sorry? 21 A. Bernett. 22 well. 23 09:39:51 I will provide a spelling of that as bit. 24 25 It's a Boston-based firm. We work with them quite a 09:39:52 09:39:54 09:40:01 And these were selected to be representative -not random, as it is not necessary for qualitative TSG Reporting - Worldwide 877-702-9580 09:40:01 09:40:03 Highly Confidential - Attorneys' Eyes Only Page 12 1 interviews -- representative of Samsung's smartphone and 09:40:08 2 tablet users. These were interviews that were about 30 to 09:40:14 3 45 minutes. They were open-ended, exploratory interviews. 09:40:19 4 They were conducted by professionals at Applied Marketing 09:40:24 5 Science. 09:40:30 6 the words and phrases that consumers use; they're exploring 09:40:33 7 how consumers talk about these smartphones and tablets. 09:40:37 8 And it's basically background that's part of the design of 09:40:42 9 the study. 09:40:46 10 11 12 13 Q. During these interviews, they're just exploring It's not the study itself. Okay. you mentioned that selected these 20 people? A. B-e-r-n-e-t-t. Q. Okay. 15 A. Yes. 09:40:51 09:40:53 And I will make sure of that spelling, but that's the best I can remember at the moment. 14 16 Could you spell the name of that firm that And you said you'd used them before? They're a common partner of Applied Marketing Science, AMS. 09:40:59 09:41:06 09:41:09 09:41:15 09:41:19 17 Q. Do you know how many people they invited? 09:41:25 18 A. No, I do not. 09:41:28 19 Q. Do you know how they ended up with 20? 09:41:39 20 A. The rule of thumb is that we talk to these people 09:41:43 21 until we feel we have a good understanding of the market 09:41:49 22 information that will help me design the questionnaire. 09:41:55 23 And there's also some good scientific evidence 09:41:58 24 that 20 is more than sufficient. 25 paper that I wrote published in Marketing Science called I'd cite a 1980 -- 1993 TSG Reporting - Worldwide 877-702-9580 09:42:00 09:42:08 Highly Confidential - Attorneys' Eyes Only Page 13 1 "The Voice of the Customer." 2 awards. 3 4 5 It's actually won a number of 09:42:13 And it indicates that 20 is more than sufficient. Okay. Q. 09:42:17 09:42:23 Do you know the split between tablet versus smartphone customers in this -- within this group of 20? A. It's -- I don't know the exact split, but what I'm 09:42:25 09:42:29 6 trying to do is have both tablet and smartphone users in 09:42:33 7 there. 09:42:37 8 Q. 9 10 It would be approximately 50/50. Are you -- what are you basing that 50/50 -- what are you basing the 50/50 on? A. 09:42:45 As I said, it's approximately 50/50. 11 the exact number. 12 I don't know interviewing. 13 Q. 14 15 A. That would be typical in this type of 09:42:47 09:42:49 09:42:52 split? Okay. 09:42:42 Would you be surprised if it was some other 09:42:53 09:42:58 Well, it's quite possible. It's always possible. 09:43:01 16 You talk to one person and learn everything you need to 09:43:04 17 know. 09:43:06 18 talked to just one person in either one of these. It's unlikely. So I would be surprised if they 09:43:11 19 I do know that a number of these people owned both 09:43:13 20 tablets and smartphones, so essentially getting information 09:43:17 21 on both. 09:43:25 22 than 50/50 that I did check on. 23 set of people who are going to give us the words and 09:43:35 24 phrases. 09:43:38 25 Q. And that's not -- 50/50 -- it's a little bit less But the goal is to have a And how do you know that -- how do you know that TSG Reporting - Worldwide 877-702-9580 09:43:28 09:43:38 Highly Confidential - Attorneys' Eyes Only Page 16 1 2 3 Q. Okay. Do you know the gender distribution of this group of 20? A. 09:46:19 09:46:21 I do not know the gender distribution other than 09:46:22 4 knowing that, as is appropriate, we have both males and 09:46:24 5 females in this sample and that it's not particularly 09:46:29 6 skewed one way or the other. 09:46:32 7 Q. And how do you know that? 09:46:34 8 A. This is -- this is the standard way of doing 09:46:35 AMS has been doing this for 24 years now, and I 09:46:38 9 things. 10 have established the procedures, I know the rules and 09:46:47 11 procedures they work with, and I'm confident that they 09:46:49 12 follow those. 09:46:52 13 Q. 14 of 20? 15 A. Do you know the income distribution of this group 09:46:56 09:46:59 I do not know the income distribution nor do I 09:47:01 16 need to know the income distribution. 17 know in these qualitative interviews that are a part of the 09:47:06 18 design process, not part of the study, is that we have 09:47:09 19 people represented across the income distributions. 09:47:12 20 21 22 23 24 25 Q. What I do need to And you know that because that -- that's the standard procedure? A. 09:47:16 09:47:20 This would be the standard procedure, procedures that we've put in place and we've followed for 24 years. Q. 09:47:03 But you -- you don't know specifically if it was followed here, do you? 09:47:21 09:47:25 09:47:28 09:47:30 TSG Reporting - Worldwide 877-702-9580 Highly Confidential - Attorneys' Eyes Only Page 20 1 material? 09:52:16 2 A. What do you mean? 09:52:17 3 Q. Well, a memo or notes or anything like that. Did 09:52:19 4 you write anything down and give it to anyone at AMS for 09:52:27 5 the purpose of AMS coordinating this group of 20 people for 09:52:33 6 the interviews? 09:52:40 7 8 MR. ILLOVSKY: A. Objection to form. Well, just so that -- I don't want to make -- I 09:52:40 09:52:43 9 want to make things clear that there are, of course, papers 09:52:48 10 that I've written, and, you know, most of them are required 09:52:51 11 to read these. 09:52:54 12 general methodology, there is nothing specific to this case 09:52:58 13 that was -- that I gave them that was written. 09:53:03 14 15 Q. Beyond those papers, and that's just in You told them to follow standard procedures; correct? 09:53:05 09:53:08 16 A. Yes, I did. 09:53:09 17 Q. You told them to conduct interviews that you could 09:53:10 18 use to form -- to write a questionnaire; correct? 09:53:14 19 A. Yes. 09:53:21 20 Q. And you expected that they followed your 09:53:22 21 22 direction; correct? A. Yes. 09:53:27 I mean I've worked with them many times, 09:53:30 23 and, yes, I -- I am confident that they followed my 09:53:33 24 directions. 09:53:39 25 Q. 09:53:41 That's based on past experience; correct? TSG Reporting - Worldwide 877-702-9580 Highly Confidential - Attorneys' Eyes Only Page 24 1 citizen check on them. 2 Q. Okay. 09:58:17 Did you -- did you ask -- do you know -- do 09:58:18 3 you know anything about the employment status of any of 09:58:24 4 these people? 09:58:26 5 know that? 09:58:31 6 A. 09:58:31 Like are they unemployed or employed, do you What we know is that they own smartphones or that 7 they own tablets. We know that they're -- you know, cover 09:58:34 8 a broad set of demographic characteristics or sufficiently 09:58:38 9 broad so that they form background. 09:58:48 10 Again, it's not a study in and of itself; it's 09:58:52 11 just information I'm using to design a study. 12 following qualitative guidelines. 13 guidelines, I don't think you're going to find that says 09:59:02 14 you have to have a particular set matching up -- a 09:59:04 15 particular set of demographics that will match up to that. 09:59:09 16 What you want to do is you want to hear what people have to 09:59:12 17 say. 09:59:15 18 phrases that people use. 19 And I'm 09:58:55 And the qualitative 09:58:58 You're essentially trying to sample the words and Q. 09:59:18 Well, so, for example, if everyone in the sample 09:59:19 20 was from Boston and everyone made over $100,000 a year, and 09:59:24 21 everyone was white, would that be a good -- would that be a 09:59:30 22 good sample for your qualitative interviews? 09:59:36 23 MR. ILLOVSKY: 09:59:39 24 Incomplete hypothetical. 09:59:41 Yeah. 09:59:43 25 A. Objection to form. It's -- I mean you're forming a TSG Reporting - Worldwide 877-702-9580 Highly Confidential - Attorneys' Eyes Only Page 25 1 hypothetical that's not true, for one thing. 2 answer that. 3 this were a study that I was going to try and project from, 10:00:00 4 then I might be worried about that. 10:00:04 5 interesting and why I'm hesitating is because if it turns 10:00:11 6 out that any set of characteristics are not correlated with 10:00:18 7 the variable of interest, then in fact you can project from 10:00:21 8 that. But, of course, I wouldn't know that ahead of time. 10:00:24 Do you know which smartphones and tablets were 10:00:30 9 10 Q. But let me 09:59:46 And if this were a study, and it's not, if 09:59:51 Now, what's sort of represented in this group of 20? 10:00:33 11 A. 12 I do not. 10:00:39 13 Q. Okay. 10:00:40 14 A. Well, yes, I do. 15 Again, we're trying to get words and phrases. No, They're Samsung smartphones and tablets. 10:00:36 10:00:41 10:00:44 16 Q. Do you know which models? 10:00:44 17 A. I am trying to remember, and I can probably check 10:00:47 18 on that, whether or not we tried to be rich in the actual 10:00:49 19 smartphones and tablets that are at issue in this case. 10:00:55 20 Again, it's just background, it's qualitative background 10:01:01 21 that I'm using to design -- that's going to help me design 10:01:05 22 the study. 10:01:07 23 Q. 10:01:08 And do you know how ownership -- do you know if 24 ownership of a Samsung smartphone or tablet was checked for 10:01:12 25 this group of 20? 10:01:18 Did they bring the devices with them to TSG Reporting - Worldwide 877-702-9580 Highly Confidential - Attorneys' Eyes Only Page 26 1 these qualitative interviews? 2 MR. ILLOVSKY: 3 10:01:22 Objection to form. 10:01:25 Compound. 10:01:25 4 A. Can you ask it as two separate questions? 10:01:28 5 Q. Do you know whether these 20 people brought their 10:01:33 6 7 8 9 10 11 device to these qualitative interviews? A. 10:01:36 I do not know whether or not they brought the device to the qualitative interviews. Q. 10:01:41 Do you know if the ownership of a Samsung 10:01:43 smartphone or tablet was verified? A. 10:01:39 10:01:47 Well, do you mean -- you mean when I came in here, 12 they asked for my license; did we ask to see it? 13 didn't ask to see it. No, we 10:01:53 10:01:56 10:02:00 14 Q. So they -- they told Bernett that they owned one? 10:02:01 15 A. Well, they told Bernett, but given the set of 10:02:06 16 qualitative interviews and given that the interviewers from 10:02:10 17 Applied Marketing Science are asking people about their 10:02:15 18 smartphones, and they're Samsung, and these are Samsung 10:02:18 19 issues, Samsung smartphones and tablets, that question 10:02:22 20 wouldn't actually come up during the qualitative interview. 10:02:27 21 So it's highly likely that, you know, unless they 10:02:31 22 specifically lied to us, which is doubtful, that they did 10:02:35 23 in fact own Samsung smartphones or tablets. 10:02:39 24 Q. 25 interviews? Were these people compensated for these 10:02:43 10:02:45 TSG Reporting - Worldwide 877-702-9580 Highly Confidential - Attorneys' Eyes Only Page 30 1 which one to use at which point. 2 10:07:32 A random sample, which is an equal probability of 10:07:34 3 selection sample, says that anybody in the population has 10:07:37 4 an equal probability of being in the sample. 10:07:40 5 standard to which no particular method that we know of can 10:07:43 6 attain. Internet comes about as close as we can get. 10:07:48 So what we look for is a representative sample, 10:07:53 7 It's a gold 8 and a representative sample is that if I have these people, 10:07:57 9 they will act, when I ask them questions, those questions 10:08:01 10 will represent what the target population would say. So 10:08:07 11 they would act as a surrogate for the target population. 10:08:11 12 And in the two studies that I do, I have representative 10:08:14 13 samples. 10:08:18 14 Now, in a qualitative study, a qualitative study 10:08:19 15 is really best thought of as deep background. 16 study in and of itself, as used in this report, and it's 10:08:27 17 providing input to the design of the questionnaire. 10:08:33 18 a result, what I'm trying to do is have people who are 10:08:40 19 Samsung smartphone or tablet users, it does not have to be 10:08:44 20 randomly distributed across any demographic characteristic, 10:08:49 21 as long as, in some sense, they help me understand words 10:08:53 22 and phrases that's going to be helpful. 10:08:58 23 It's not a So as If I were trying to project from the qualitative 10:08:23 10:09:00 24 sample, which I'm not, then I might want it to be either 10:09:03 25 representative or random. 10:09:06 But I'm appropriately using the TSG Reporting - Worldwide 877-702-9580 Highly Confidential - Attorneys' Eyes Only Page 31 1 2 3 qualitative sample. Q. Okay. 10:09:09 You mentioned -- you mentioned the phrase "target population." What is your target population here? 10:09:11 10:09:15 4 A. For which study? 10:09:19 5 Q. For the smartphone study. 10:09:20 6 A. So we're now talking about the quantitative 10:09:23 7 8 9 10 questionnaire. Q. 10:09:27 Well, you -- you used the phrase. I'm just -- I need to understand how you meant it in what you just said. A. Well, I think my report's very clear. I did two 10:09:27 10:09:29 10:09:34 11 studies. 12 smartphones, and the other was a conjoint study for 10:09:40 13 tablets. 10:09:43 14 sure that I was confident in those studies. 15 switching gears now and we're talking about the conjoint 10:09:51 16 study for smartphones? 10:09:54 17 I then described some other things I did to make And are we 10:09:37 10:09:48 Well, I just need to -- I just need to know how 10:09:55 18 you are defining that term, "target population," because 10:09:59 19 you used it in your last answer. 10:10:02 20 Q. One was a -- basically a conjoint study for A. Well, the target population is -- for the conjoint 10:10:05 21 study are consumers or people who, I guess "own" is the 10:10:10 22 characteristic we use, Samsung smartphones that are at 10:10:17 23 issue in this case. 10:10:23 24 Q. And what about the tablets? 10:10:30 25 A. The tablet study, the conjoint study, the target 10:10:34 TSG Reporting - Worldwide 877-702-9580 Highly Confidential - Attorneys' Eyes Only Page 32 1 population are -- is people who own Samsung tablets that 10:10:38 2 are at issue in this case. 10:10:42 3 4 Q. So that the people at AMS, they're the ones who conducted these interviews; correct? 10:10:55 10:11:02 5 A. Yes, that's correct. 10:11:04 6 Q. And do you know who at AMS conducted these 10:11:05 7 interviews? 10:11:08 8 A. Yes, I do. 10:11:08 9 Q. Can you tell me their names? 10:11:09 10 A. The people who conducted the qualitative 10:11:12 11 interviews, that's the ones we're talking about now? 10:11:16 12 Q. Correct. 10:11:18 13 A. Okay. 10:11:19 And I've already provided the spelling to 14 the court reporter, Elizabeth -- she just got married, so I 10:11:22 15 may not pronounce her name right -- Valaquez. 10:11:29 16 other one was Patty Yanes. And then the 10:11:35 17 Q. Do you know how to spell that last name? 10:11:41 18 A. Yes, I do. 10:11:43 19 Q. And did Elizabeth Valaquez and Patty Yanes, did It is Y-a-n-e-s. 10:11:59 20 they know that this survey -- these interviews were being 10:12:04 21 undertaken to support a report that you were going to 10:12:10 22 submit on behalf of Apple in this litigation? 10:12:13 23 A. This is qualitative background information. It's 24 possible they knew. 25 this is really just information I'm using in the background I -- I don't recall. TSG Reporting - Worldwide Again, it's -- 877-702-9580 10:12:16 10:12:20 10:12:25 Highly Confidential - Attorneys' Eyes Only Page 33 1 to help design a survey. 2 3 Q. 10:12:27 Did you tell them that it was -- it was to support a report you were going to submit on behalf of Apple? 10:12:29 10:12:33 4 A. I do not recall telling them. 10:12:36 5 Q. What's -- what would be the standard procedure? 10:12:38 6 A. For qualitative interviews, it could go either 10:12:43 7 way. There's no -- again, it's not relevant, because we're 10:12:47 8 really just trying to design a survey and understand what's 10:12:52 9 going on. 10:12:55 10 Q. It's not a study in and of itself. And do you know -- do you know, did they tell the 10:13:02 11 20 people in the qualitative interviews, did the people 10:13:07 12 from AMS tell the interviewees that this was to support a 10:13:11 13 report in litigation? 10:13:17 14 15 16 17 A. I'm confident that they did not, but, again, 10:13:23 that's a standard procedure. Q. 10:13:27 But you don't know if they -- you don't know 10:13:28 whether they did or not; right? 10:13:29 18 A. I would be surprised if they did. 10:13:30 19 Q. And what do you know about the -- the background 10:13:37 20 21 of Elizabeth Valaquez? A. 10:13:38 Well, I know that, again, they've gone through AMS 10:13:42 22 training, that I've spoken to them a number of times; 10:13:46 23 they're well aware; they're good qualitative interviewers. 10:13:50 24 The qualification for qualitative interviewer is really 10:13:56 25 someone who can speak and can listen very carefully. 10:14:00 TSG Reporting - Worldwide 877-702-9580 And Highly Confidential - Attorneys' Eyes Only Page 54 1 2 none of those things. Q. Yeah. 10:44:10 I was asking about any sort of prior 10:44:11 3 experience that she may have had dealing specifically with 10:44:14 4 either smartphones or tablets. 10:44:17 5 this project, do you know whether she had any specific 10:44:22 6 training in smartphones or tablets? 10:44:25 Prior to her undertaking 7 A. Do you mean did she get a course in smartphone -- 10:44:29 8 Q. Well, has she ever researched smartphone 10:44:32 9 10 customers, tablet customers? Had she done any of that background work prior to this project? 11 MR. ILLOVSKY: 12 Objection. Do you know? Asked and 10:44:35 10:44:38 10:44:45 answered. 10:44:46 13 A. I don't know for sure. 10:44:47 14 Q. Okay. 10:44:48 15 And is that the same -- would your answer be the same as to Ms. Yanes? 10:44:51 16 A. I don't know for sure. 10:44:57 17 Q. Okay. 10:44:58 18 And did you deal directly with Ms. Valaquez on this project? 10:45:11 19 A. Well, did I speak to them, yes. 10:45:16 20 Q. Okay. 10:45:18 21 to Ms. Valaquez about this project? 22 A. Daily? 23 Q. Okay. 24 25 Do you remember about how often you spoke Was it daily? It certainly wasn't daily. 10:45:30 Do you remember about how many conversations you had with her about this project? A. 10:45:24 No. 10:45:33 10:45:33 10:45:36 TSG Reporting - Worldwide 877-702-9580 Highly Confidential - Attorneys' Eyes Only Page 55 1 Q. Is it more than 50? 10:45:37 2 A. No, it wasn't more than 50. 10:45:41 3 Q. Was it fewer than ten? 10:45:42 4 A. You know, it's the ballpark of that, maybe. 10:45:46 5 Q. Okay. 10:45:50 6 A. But, again, bright lines, more than ten, less than 10:45:50 7 ten, that's a hard answer for me to give. 10:45:53 8 Q. Okay. 9 A. Yes, they were telephone. 10:45:59 10 Q. They were all telephone conversations? 10:46:00 11 A. Oh, I'm trying to remember. 10:46:06 And were these telephone conversations? 10:45:56 I do remember some of 12 the AMS people coming to my office once, but I don't 10:46:21 13 remember whether Elizabeth or Patty were -- were involved 10:46:25 14 in that visit. 10:46:30 15 Q. Was that visit about this case? 10:46:31 16 A. Yes. 10:46:33 17 Q. Okay. So you -- you don't know if -- you don't 10:46:34 18 know if that was about the in-depth interviews; right? 19 could have been about the pretest; it could have been about 10:46:46 20 the study? 10:46:49 21 22 23 24 25 MR. ILLOVSKY: A. It Objection to form. The visit was as part of the design of the questionnaire. Q. 10:46:40 10:46:50 10:46:53 10:46:56 Do you remember anything specifically that you discussed with Ms. Valaquez in these conversations that you TSG Reporting - Worldwide 877-702-9580 10:47:07 10:47:10 Highly Confidential - Attorneys' Eyes Only Page 56 1 2 had with her? A. 10:47:14 Well, we discussed what she's learning, how people 10:47:17 3 describe smartphones, and, you know, as developing the 10:47:24 4 questionnaire, are these features the type of features that 10:47:35 5 people can understand the phrasing of; are they the type of 10:47:39 6 features that people mentioned as being important, or at 10:47:42 7 least, you know, part of their overall decision making. 10:47:45 8 9 10 Q. So did she ever -- did she ever write you a memo 10:47:58 or any other -- did she put this ever down like in an 10:48:01 e-mail or some sort of document that she sent you? 10:48:06 11 MR. ILLOVSKY: 12 Objection to form. 10:48:12 Compound. 10:48:13 13 Q. Did she ever do it that way? 10:48:13 14 A. Not that I recall. 10:48:15 15 Q. Okay. 10:48:16 16 So all your communications with her about the in-depth interviews, they were oral? 10:48:20 17 A. To the best of my recollection, they were oral. 10:48:22 18 Q. Okay. 10:48:24 19 A. Yes, that would be correct. 20 21 And would that be the same for Patty Yanes? I'm -- as you know, I have a cold. 10:48:29 I was wondering if at some point we could have a break. 22 MR. GALVIN: 23 right now if you want. We can take a break 24 THE WITNESS: 25 THE VIDEOGRAPHER: 10:48:32 10:48:34 10:48:37 10:48:38 Okay. 10:48:39 Going off the TSG Reporting - Worldwide 877-702-9580 10:48:39 Highly Confidential - Attorneys' Eyes Only Page 57 1 record. The time is 10:48. 2 (Recess.) 3 THE VIDEOGRAPHER: 10:48:40 4 5 6 record. 10:48:42 We're back on the The time is 10:57. 10:58:04 BY MR. GALVIN: 10:58:07 Dr. Hauser, earlier you mentioned that a firm 10:58:10 7 called Bernett selected the 20 people for the in-depth 10:58:13 8 interviews; correct? 10:58:18 9 10 11 Q. 10:57:35 A. Well, I mean they provide a sample, and AMS then selected them. Q. 10:58:22 10:58:26 They -- they provided -- so did they provide -- 10:58:26 12 did they offer AMS a pool larger than 20, and then AMS 10:58:30 13 selected 20 from that larger pool? 10:58:36 14 A. I don't recall. But they -- chances are they 15 would provide names, and AMS would then call. 16 know, you can't always reach everybody. 17 broader set of names. 18 Q. Okay. And, you So it would be a 10:58:38 10:58:43 10:58:47 10:58:50 So would it be standard to just then select 10:58:51 19 the 20 people, the first 20 people that AMS was able to 10:59:02 20 reach? 10:59:07 21 MR. ILLOVSKY: 22 23 Objection to form, 10:59:08 vague. A. 10:59:09 Well, this is a set of people who are smartphone 10:59:10 24 users that Bernett has either pre-recruited or part of 10:59:13 25 their panel, and AMS is trying to do qualitative 10:59:20 TSG Reporting - Worldwide 877-702-9580 Highly Confidential - Attorneys' Eyes Only Page 71 1 time they were reasonably complete. 2 11:20:31 But we began to discover that we wanted a better 11:20:35 3 way. 4 looked into procedures where you say these two are most 11:20:44 5 similar; this is -- which one of the three things, which is 11:20:49 6 dissimilar. 11:20:54 7 looked into a lot of different ways of getting this 11:20:57 8 information. 11:21:00 And so we looked into a lot of different methods. 9 We looked into open-ended interviews. We We And, I remember, she's now a chaired professor at 11:20:39 11:21:01 10 Utah, Professor Abbie Griffin and I basically undertook a 11:21:09 11 study, and also Steve Gaskin, who's at Applied Marketing 11:21:14 12 Science now, another one of my students, we -- we tried a 11:21:19 13 number of different methods. And I don't want to bore you 11:21:22 14 with all the various methods. But the ones we found most 11:21:26 15 useful were the open-ended, qualitative, voice of the 11:21:29 16 customers type interviews. 11:21:34 17 at the time that 10 to 20 were sufficient. 18 published this. 19 with it. 20 And we were somewhat surprised And we 11:21:39 And, you know, a lot of mathematics along And we've been using it ever since. 11:21:42 11:21:46 And, of course, over time, you know, as we train 11:21:48 21 people at AMS, they get very good at asking the questions. 11:21:51 22 But I found that by doing open-ended interviews, it really 11:21:55 23 helps me design a good conjoint analysis questionnaire. 11:22:00 24 also helps me design perceptual mapping questionnaires; it 11:22:03 25 helps me design other questionnaires. 11:22:08 I -- I would tend TSG Reporting - Worldwide 877-702-9580 It Highly Confidential - Attorneys' Eyes Only Page 72 1 probably not to do a market research study unless I had, 11:22:10 2 you know, previous -- was just repeating a questionnaire 11:22:16 3 without qualitative interviews, but there are other 11:22:19 4 researchers who have other ways of finding out information 11:22:21 5 that will help them write a questionnaire. 11:22:25 6 7 8 9 Q. Do you know if -- do you know whether Ms. Valaquez took notes during these interviews? A. I don't think she did. 11:22:32 11:22:38 It's -- it's very 11:22:42 interesting, and, again, we tried this. It's not that 11:22:47 10 it's -- it's not without some thought. If I take notes, 11:22:50 11 and I see you're taking notes as I'm -- as you're talking 11:22:58 12 to me, although right now you're staring at me, and, you 11:23:02 13 know, you're trying to listen to every word I say and take 11:23:06 14 it in. 11:23:09 15 carefully to consumers. 16 distracts them. 17 want this to be a conversation back and forth. We want the interviewers to be able to listen very 18 If they're taking notes, this It also somehow stops the rapport. And we 11:23:14 11:23:18 11:23:24 So we want the interviewers to really concentrate 11:23:26 19 on the interviewee and probe back and forth. 20 trying to get to the point where they understand what's 11:23:35 21 going on. That helps me make 11:23:38 22 the decisions for the questionnaire. It's -- as I've said 11:23:43 23 earlier, it's neither necessary nor sufficient. 24 another input into the design of the questionnaire. 25 Q. They pass that along to me. Okay. They're It's So you've mentioned that they passed it TSG Reporting - Worldwide 877-702-9580 11:23:30 11:23:48 11:23:52 11:23:57 Highly Confidential - Attorneys' Eyes Only Page 73 1 along. 2 the interview -- let's just take -- let's just take the 11:24:07 3 very first interview that Ms. Valaquez conducted, the first 11:24:11 4 in-depth interview she conducted. 11:24:18 They -- do you have any idea, after they completed 11:24:01 5 A. Okay. 11:24:19 6 Q. Do you have any understanding as to how much time 11:24:20 7 passed from when that interview concluded until when Ms. 11:24:22 8 Valaquez told you about that first in-depth interview? 11:24:27 9 10 A. Well, you're creating something -- the way you've described it is not how it happened. 11:24:34 11:24:40 11 Q. Okay. 12 A. So the way you've described it, you said, "Here's Tell me, you can -- 11:24:41 11:24:43 13 an interview," she tells me everything about the interview. 11:24:46 14 No. I think I've made it pretty clear throughout this 11:24:48 15 whole process that it's -- these interviews build upon one 11:24:53 16 another. 11:24:58 17 to get this deep understanding, and then they brief me. And during this process, you know, they're trying 11:25:02 18 Q. At the end of all of the 20 interviews? 11:25:05 19 A. At the end of the -- well, if I'm unhappy with the 11:25:08 20 briefing, I'll have them go do more, of course. 21 I was happy at this point, and I felt that they -- they 11:25:15 22 gave me a sufficient number of attributes that seemed to 11:25:18 23 make sense; they had good face validity; they checked out 11:25:21 24 with respect to websites. 11:25:25 25 into having this distraction attributes into the conjoint But -- but You know, all the things that go TSG Reporting - Worldwide 877-702-9580 11:25:11 11:25:27 Highly Confidential - Attorneys' Eyes Only Page 74 1 analysis. 2 11:25:32 So they served their purpose, I was very 11:25:32 3 comfortable with their purpose, and I think the 11:25:34 4 interviews -- the qualitative interviews were one of the 11:25:37 5 many inputs to designing that questionnaire. 11:25:42 6 Q. Okay. I think you mentioned earlier that it's 11:25:45 7 your understanding that the qualitative interviews occurred 11:25:47 8 over a span of two weeks; correct? 11:25:51 9 A. I -- I think what I said, and I'm not sure, you 11:25:54 I -- I don't know exactly how long, the ballpark of 11:25:57 10 know. 11 two weeks. 12 Q. But I -- I don't know. Okay. 11:26:04 Why did you say two weeks, or how is 13 that -- why did you -- why did you say two weeks? 14 what's the basis of that understanding? What -- 11:26:05 11:26:09 11:26:12 15 A. 16 interviews. 11:26:18 17 Q. Do you know whether after -- after an interview 11:26:19 18 was conducted, the interviewer made notes for themselves 11:26:26 19 about what happened in that particular interview? 11:26:34 20 21 A. That's roughly how long it takes to do 20 I don't know for sure. I'd be surprised if they did, but I don't know for sure. 11:26:16 11:26:41 11:26:43 22 Q. Why would -- why would that surprise you? 11:26:49 23 A. Well, what the interviewer is trying to do is, you 11:26:52 24 know, they're trying to build this -- this understanding; 11:26:55 25 and, you know, at some point they're going to come and say, 11:26:58 TSG Reporting - Worldwide 877-702-9580 Highly Confidential - Attorneys' Eyes Only Page 75 1 "Okay, here are a set of features, Dr. Hauser." 2 know, I'll start writing them down, and, you know, with 11:27:09 3 some help, obviously, I listen to them, they're 11:27:11 4 professionals, and then we'll try to create some levels 11:27:14 5 that make sense. 11:27:17 6 expertise in kind of knowing how to write questions, also, 11:27:22 7 you know, looking at the Internet and seeing what else is 11:27:26 8 out there. 11:27:30 9 And, you 11:27:01 And, of course, you know, my own All these things go into that design. Ultimately I do a study. And the study stands on 11:27:32 10 its own. And I think probably the best way to think about 11:27:38 11 it is if I wrote down attributes that were poorly phrased, 11:27:42 12 then we would pick it up in the pretest. 11:27:47 13 just waste time and money. 14 want to get that -- that right. 15 attributes that were unimportant, then we would pick that 11:27:58 16 up in the conjoint analysis. 11:28:01 17 And that would So I don't want to do that. I Also, if I wrote down So the study -- again, some people, conjoint 11:27:51 11:27:55 11:28:03 18 analysis, just write down the attributes, and then they 11:28:09 19 rely on the pretests and the conjoint analysis itself to 11:28:12 20 pick up these things. 11:28:16 21 I like to start by having an understanding of the market, 11:28:19 22 or at least an understanding of the words and phrases of 11:28:22 23 the consumers in the market. 11:28:27 24 25 Q. That's not the way I like to do it. So let's -- let's -- let's assume that you're right, that the in-depth interview process took two weeks. TSG Reporting - Worldwide 877-702-9580 11:28:31 11:28:33 Highly Confidential - Attorneys' Eyes Only Page 79 1 A. If we take a look at my -- 2 MR. ILLOVSKY: 3 4 Objection to form. A. Okay. Wait. 11:33:28 Wait. 11:33:30 Vague. 11:33:31 If we look at page 6, paragraph 7, of my 11:33:41 5 expert report, which is Exhibit 1, "I was asked by counsel 11:33:51 6 for plaintiff to design and conduct two surveys, one for 11:33:57 7 smartphones and one for tablets, to determine the price 11:34:02 8 premium," et cetera. 11:34:04 9 10 11 I -- that's -- those studies were not done by interviewers. Q. Those studies were Internet studies. In Exhibit -- what's been marked as Exhibit 13, so 11:34:05 11:34:09 11:34:13 12 do you read -- do you read this section as only pertaining 11:34:21 13 to the actual survey conducted in the conjoint study? 11:34:27 14 A. The qualitative interviews weren't -- were 11:34:36 15 background to help me design the study. 16 this particular paragraph is -- she's stating it for 11:34:43 17 surveys, okay, not for qualitative interviews. 11:34:48 18 qualitative interviews are not part of my survey. This is not -- Again, the 11:34:38 11:34:53 19 Q. But -- 11:34:57 20 A. You're reading her -- you're reading her 11:34:59 21 statements out of context. 22 Q. 23 study? 24 A. 11:35:02 25 The qualitative interviews are not part of your 11:35:03 11:35:06 The qualitative -MR. ILLOVSKY: 11:35:07 Objection. Misstates TSG Reporting - Worldwide 877-702-9580 11:35:08 Highly Confidential - Attorneys' Eyes Only Page 80 1 2 the prior testimony. Okay. 11:35:12 A. 11:35:10 The qualitative interviews helped me design 3 the studies that I -- I did. 4 nor sufficient. 5 a survey. 11:35:23 6 Q. 11:35:24 7 study? They were background that helped me write So, in that sense, aren't they involved in your 11:35:16 11:35:20 11:35:29 8 MR. ILLOVSKY: 9 10 They were neither necessary Objection to form. 11:35:30 Argumentative, vague. Yeah. 11:35:34 A. 11:35:32 You -- I mean, again, let's -- let's be 11 very clear what we have. 12 done that were background, and then we have a study. 13 The study is 100 percent reproducible. 14 providing -- provided all the materials. 15 Internet study. 16 You can -- you can pretest it yourself. 17 our data. 18 to it. 19 I've been certainly instructed -- I've given instructions 11:36:11 20 that everything related to the study has been provided. 11:36:13 21 Now, there were things, information, you know, 11:36:17 We have some things that were Okay. You've been The study is the And that's what you can work -- work from. You can analyze You know, you can have new respondents respond So it's entirely testable. And I understand that, 11:35:36 11:35:39 11:35:42 11:35:46 11:35:50 11:35:57 11:36:01 11:36:04 22 that helped me write the study, write the questionnaire, 11:36:19 23 and that's background. 11:36:23 24 described those to you. 25 Q. And, yeah, that's -- you know, I've 11:36:27 So isn't it -- isn't it fair to say that one of TSG Reporting - Worldwide 877-702-9580 11:36:36 Highly Confidential - Attorneys' Eyes Only Page 81 1 2 the steps in this particular study involved interviews? A. There were -- 3 Objection to form. 5 6 11:36:47 MR. ILLOVSKY: 4 Well, wait a minute. 11:36:48 Vague. 11:36:49 Go ahead. A. Okay. 11:36:39 11:36:51 There were 455 conjoint analysis interviews 11:36:52 7 for the smartphone, and there were 415 conjoint analysis 11:37:00 8 interviews for the tablet study. 11:37:04 9 interviews. 11:37:09 Q. 11:37:09 10 11 12 So, yes, there were And what about the -- and weren't there 20 qualitative interviews and 20 pretest interviews? A. 11:37:12 There were 20 qualitative interviews that were 11:37:16 13 part of helping me design the study, and there were 20 11:37:22 14 pretest interviews to help me decide that the study in fact 11:37:25 15 was legible, but they're not the study per se. 11:37:29 16 Q. It's not the study per se, but the interviews -- 11:37:44 17 the interviews, those were -- weren't those part of the -- 11:37:50 18 weren't those part of the survey because they formed the 11:37:56 19 basis of the survey? 11:37:58 20 MR. ILLOVSKY: Objection to form. 11:38:01 21 It's argumentative, mischaracterizes the 11:38:03 22 prior testimony. 11:38:05 23 24 25 A. They were neither necessary nor sufficient. helped me design the study. MR. ILLOVSKY: They are not -- 11:38:11 11:38:14 Is that the study or TSG Reporting - Worldwide They 877-702-9580 11:38:17 Highly Confidential - Attorneys' Eyes Only Page 162 1 A. Oh, God, I'm trying to remember this. I'm trying 14:33:45 2 to remember whether it's within the 16, within the 4, or 14:33:51 3 within the total. 14:33:55 4 sure. I'd have to go look that up again to be 14:33:59 5 Q. Okay. 14:34:00 6 A. But basically what we're trying to do is you can 14:34:02 7 see the opposite, that if I had, say, a particular level 14:34:06 8 appearing with another features level a lot, that could 14:34:11 9 make my design inefficient, or if I had the levels not 14:34:17 10 balanced essentially across people and across attributes, 14:34:22 11 that also could lead to inefficiencies. 14:34:26 12 So there's an algorithm -- again, I can look up 14:34:30 13 the details of it -- that tells me how to level balance it. 14:34:33 14 And I think we've -- someplace in here, we've given the 14:34:38 15 Sawtooth CVC technical paper reference, and you can just 14:34:41 16 look it up yourself as well. 14:34:47 17 the details of what level balancing does. 18 But I'm trying to remember 14:34:49 I can say, though, that we did post-test the 19 design, and the design is 100 percent efficient. 20 worked. 21 Q. So it 14:34:52 14:34:55 14:35:01 Within each -- for each respondent, do you know 14:35:10 22 how many -- how many -- were all 64 hypothetical products 14:35:14 23 they were shown, were those all different? 14:35:21 24 25 A. No, no, no. They're randomly chosen, right, subject to these criterion -- criteria. TSG Reporting - Worldwide 14:35:26 14:35:29 877-702-9580 Highly Confidential - Attorneys' Eyes Only Page 163 1 2 Q. So do you know how many different hypothetical products a respondent saw? 14:35:35 3 A. No. 4 Q. They -- they were generated randomly for -- for 5 But we can get that from the data. each respondent? 6 A. 14:35:32 14:35:39 14:35:44 14:35:47 Each time we hit a choice task subject to these 14:35:49 7 criterion -- criteria, they in fact are randomly generated, 14:35:52 8 yes. 14:35:57 9 10 Q. Okay. So we did, what was that, we came up with that number of like 4,000 or something -- 14:35:57 14:36:05 11 A. Well, that's the total number of possible -- 14:36:07 12 Q. Configurations? 14:36:14 13 A. -- configurations, right. 14 15 That's just taking 4 to the 7th, which is 2 to the 14th. Q. Okay. 14:36:15 14:36:21 So that the standard method of -- of level 14:36:26 16 balancing, that's contained within the Sawtooth software; 14:36:29 17 is that what you said? 14:36:32 18 A. Yes, it is. 19 Q. Okay. 14:36:33 All right. Let's now go on to pretesting, 14:36:35 20 and you talk about that starting at paragraph 42 of your 14:36:40 21 report, which is on page 23. 14:36:43 22 A. Yes. 14:36:51 23 Q. So how do pretests -- you say that you removed or 14:36:51 24 minimized pretest help to assess the potential for and 14:36:55 25 remove or minimize demand artifacts and to ensure that all 14:37:02 TSG Reporting - Worldwide 877-702-9580 Highly Confidential - Attorneys' Eyes Only Page 164 1 survey questions were understood as intended. 2 pretests reduce demand artifacts? 3 4 A. So how do 14:37:06 14:37:10 Well, if we identify them and we rephrase so that they're not there. 14:37:13 14:37:18 5 Q. And how do you identify them? 14:37:21 6 A. Well, as the -- these are -- these are serious 14:37:25 7 pretests. 8 they will ask at the end of completing the survey questions 14:37:33 9 such as "What was the purpose of the survey?" 14:37:36 When -- as the interviewer is going through, 14:37:30 You know, 10 "Did the survey indicate to you that you should answer one 14:37:41 11 way or the other?" 14:37:48 12 but we -- we want -- people naturally are going to say, 14:37:51 13 "Yes, this feature was about making choices among 14:37:54 14 smartphones," or it might say that, you know, "You varied a 14:37:58 15 number of features, and you made me make a choice." 14:38:03 16 may be even smart enough to say, "You want to figure out 14:38:06 17 how much I want to pay for these features." 14:38:09 18 but they may do that. 19 It depends upon the actual interviewer, They That's rare, 14:38:13 What we don't want is we don't want them to 14:38:15 20 realize that we're focusing on the touchscreen feature. 21 don't want them to say, "Oh, this is for litigation." 22 don't want them to say, "Oh, this is being done to get a 14:38:23 23 high number" or a low number or whatever. 14:38:31 24 they sort of say a general statement, because, you know, 14:38:36 25 they are -- they are smart people, by and large, you know, 14:38:38 TSG Reporting - Worldwide We We And as long as 877-702-9580 14:38:18 14:38:21 Highly Confidential - Attorneys' Eyes Only Page 165 1 that's okay. 2 14:38:43 But if there is a demand artifact there, then I'll 14:38:44 3 go back, and I'll rewrite the survey in such a way that we 14:38:48 4 get rid of that demand artifact. 14:38:52 5 have to do some more pretests where we continue on. We 14:38:57 6 didn't see any demand artifacts, but we did do a demand 14:39:01 7 artifact test, and we did it explicitly. 14:39:04 8 9 Q. And, you know, then we'd The -- you know, the website printouts that we 14:39:08 looked at, they didn't -- none of them, you know, mentioned 14:39:11 10 touchscreen reliability. 14:39:16 11 that by asking them about touchscreen reliability, you 14:39:19 12 focussed them on that feature? 14:39:22 13 A. So do you think it's possible This definitely is something that the pretests are 14:39:24 14 looking for. 15 reliability," we would have said, "Okay, we need to 14:39:32 16 disguise it further," and that did not come up. 14:39:35 17 18 Q. If they said, "Now, this is about touchscreen That didn't come up in any of the 20 people that you talked to? 14:39:28 14:39:37 14:39:40 19 A. That's right. 14:39:42 20 Q. Okay. 14:39:44 21 A. It's also from Bernett. 14:39:48 22 Q. These aren't the same people? 14:39:50 23 A. Of course not. 14:39:52 24 Q. And as with the -- the 20 people that Bernett got 14:39:55 25 Who -- where did you get these 20 people? to -- got for AMS to interview in the -- the in-depth TSG Reporting - Worldwide 877-702-9580 14:40:03 Highly Confidential - Attorneys' Eyes Only Page 166 1 interview, the qualitative portion, do you know anything 14:40:10 2 about the demographics of these 20 people? 14:40:15 3 A. Okay. Are we going to spend another two hours on 14:40:18 4 this? 5 one, if they understand survey research, would expect the 14:40:30 6 pretest to be matching up to any vector of demographics. 14:40:33 7 That would be incorrect and would -- would suggest a 14:40:36 8 person's not an expert. 14:40:39 9 you want to have some women, some men, some old, some 14:40:44 10 young, you know, basically to seeing how human beings react 14:40:49 11 to the survey, and that's what we did. So pretty much all 14:40:54 12 the answers I gave this morning for qualitative interviews 14:40:58 13 apply to the pretests. 14:41:01 14 15 16 Q. These are a set of, again, qualitative pretests. No In fact, what you want to do is So are -- what -- what -- what population are these 20 people representative of? A. In general, human beings. 14:40:21 14:41:03 14:41:07 But they are definitely 14:41:14 17 Samsung smartphone -- English speakers, English speaking. 14:41:19 18 In general they are smartphone -- Samsung smartphone or 14:41:27 19 Samsung tablet users. 14:41:30 20 Q. You know that for sure? 14:41:39 21 A. That was to be the recruit, yeah. 14:41:41 22 Q. And did you -- did you have -- did you direct 14:41:46 23 Bernett personally in the selection of the 20 people to 14:41:51 24 participate in the pretest? 14:41:56 25 A. Well, I think all the answers I gave this morning TSG Reporting - Worldwide 877-702-9580 14:42:00 Highly Confidential - Attorneys' Eyes Only Page 189 1 A. I'm testifying -- I'm sorry -- hesitating. 15:22:51 2 Responsible -- I mean there's a clerical function here 15:22:55 3 which is typing changes in. 15:22:59 4 the technical person at Applied Marketing Science. 5 give -- give you his name, if you'd like. 6 7 8 9 Q. And that may have been done by I can And -- 15:23:08 How were those changes conveyed to the technical person at Applied Marketing Science? A. 15:23:12 15:23:16 Well, recall that I'm talking to my development team during this process. 15:23:05 My development team includes 15:23:19 15:23:22 10 Jason and Patty. It also includes their supervisors, Steve 15:23:27 11 Gaskin and Shelley Schussheim, both of which I've given you 15:23:32 12 the spelling of. 15:23:36 13 know, they'll call, we'll talk about it. 14 changes that I'll recommend. 15 changes to the survey. 16 where the programming actually makes those changes. 17 then the pretest continues. 18 Q. And usually it's a conference call. You And there are 15:23:43 And then they'll make the 15:23:50 Again, there's a clerical step 15:23:53 And 15:24:00 15:24:03 What are some of the changes that you remember 15:24:16 19 occurring in the survey besides what's -- besides what's on 15:24:20 20 the -- the summary of changes? 15:24:24 21 recall that -- other ways that the survey changed? 22 recall anything else? 23 A. Is there anything else you Do you 15:24:29 15:24:39 I -- the -- I think Exhibit 9, Exhibit H, is a 15:24:39 24 good description of the changes or things we learned. 25 obviously this was reflected in word -- wording changes. TSG Reporting - Worldwide 877-702-9580 And 15:24:48 15:24:52 Highly Confidential - Attorneys' Eyes Only Page 190 1 But, you know, there's only one survey that I used to 15:24:57 2 collect data, and that's the survey in the end. 15:25:01 3 not as if we are collecting data, analyzing data, changing 15:25:05 4 the data, in -- in a way that will favor one party or the 15:25:10 5 other. 15:25:14 6 this point as to whether or not the questions are 15:25:17 7 understandable. 15:25:19 8 9 Q. We're just not doing that. Okay. So it's We were just worried at And after -- after, you said, about two 15:25:24 weeks and, you know, multiple changes, you were satisfied 15:25:29 10 that the -- the questionnaire was easy to understand; 15:25:34 11 right? 15:25:34 12 A. This is what was reported to me, that people now 15:25:38 13 understand the question well, they're not picking up any 15:25:42 14 demand artifacts, and they're actually asking, doing probes 15:25:46 15 for them, that respondents can answer the question. And so 15:25:48 16 now -- now we start the study. Everything up to this point 15:25:52 17 has been designing the study. And now I, let's say, pull 15:25:57 18 the trigger on the study, and now we're actually going to 15:26:02 19 start collecting data. 15:26:05 20 It better have been right at that point. 21 was right. 22 the high 90s or at least mid to high 90s. 23 completed the survey once they started it. 24 internal validity. 25 good -- we were able to field a study. We got very high completion rates. And it They're in So this process worked. So people 15:26:12 15:26:19 We've good 15:26:24 We got a 15:26:27 It's the study TSG Reporting - Worldwide 15:26:09 877-702-9580 15:26:32 Highly Confidential - Attorneys' Eyes Only Page 191 1 that's important. 2 by which the study was designed. 3 Q. Okay. The stuff before that is just the means 15:26:35 15:26:37 Let's talk about the -- let's talk about 15:26:39 4 the sample, and that's beginning in paragraph number 48 in 15:26:43 5 what's been marked as Exhibit 1. 15:26:48 6 sample was a willingness to participate in research 15:26:56 7 surveys; right? 15:27:02 One characteristic of the 8 A. This is a panel, correct. 15:27:05 9 Q. So is there any bias associated with willingness 15:27:08 10 11 to participate in surveys? A. 15:27:12 You know, we've been -- I remember basically when 15:27:14 12 I was research director at NSF Center, we were -- we were 15:27:21 13 worried about this early on, that suddenly the modality of 15:27:28 14 the Internet was coming in, a lot of product development 15:27:35 15 research was going to the internet, and it was fairly new, 15:27:38 16 and we did worry about it early on. 15:27:42 17 validity tests; they -- they seemed to be fine. 18 And we did some 15:27:45 What's happened at this point in 2012 is these 15:27:48 19 Internet panels are very well managed, and it is true that 15:27:52 20 they are opt-in panels. 15:27:59 21 absolutely every market research you do is opt-in. 22 we don't have any evidence that the Internet panels, which 15:28:13 23 are opt-in panels, are causing any bias. 15:28:15 24 contrary, we've got some pretty good evidence that they 15:28:21 25 work well. 15:28:24 And if you think about it, So, but And, to the TSG Reporting - Worldwide 877-702-9580 15:28:04 Highly Confidential - Attorneys' Eyes Only Page 272 1 PLEASE ATTACH TO THE DEPOSITION OF JOHN HAUSER 2 CASE: 3 DATE TAKEN: APPLE INC. VS. SAMSUNG ELECTRONICS CO., LTD., ET AL APRIL 27, 2012 4 ERRATA SHEET 5 Please refer to Page 272 for Errata Sheet instructions and 6 distribution instructions. 7 PAGE 8 ___________________________________________________________ 9 ___________________________________________________________ 10 ___________________________________________________________ 11 ___________________________________________________________ 12 ___________________________________________________________ 13 ___________________________________________________________ 14 ___________________________________________________________ 15 LINE CHANGE REASON I have read the foregoing transcript of my 16 deposition, and except for any corrections or changes noted 17 above, I hereby subscribe to the transcript as an accurate 18 record of the statements made by me. 19 20 Executed this _____ day of ____________, 2012. 21 22 _____________________ JOHN HAUSER 23 24 25 TSG Reporting - Worldwide 877-702-9580 Highly Confidential - Attorneys' Eyes Only Page 273 1 COMMONWEALTH OF MASSACHUSETTS SUFFOLK, SS. 2 3 4 5 6 7 8 9 10 11 12 13 14 15 I, JAMES A. SCALLY, RMR, CRR, a Certified Shorthand Reporter and Notary Public duly commissioned and qualified in and for the Commonwealth of Massachusetts, do hereby certify that there came before me on the 27th day of April, 2012, at 9:31 a.m., the person hereinbefore named, JOHN HAUSER, who provided satisfactory evidence of identification as prescribed by Executive Order 455 (03-13) issued by the Governor of the Commonwealth of Massachusetts, was by me duly sworn to testify to the truth and nothing but the truth of his knowledge concerning the matters in controversy in this cause; that he was thereupon examined upon his oath, and his examination reduced to typewriting under my direction; and that this is a true record of the testimony given by the witness to the best of my ability. I further certify that I am neither attorney or counsel for, nor related to or employed by, any of the parties to the action in which this deposition is taken, and further, that I am not a relative or employee of any attorney or counsel employed by the parties hereto or financially interested in the action. Dated: April 28th, 2012. My Commission Expires: April 23, 2015 16 17 18 19 _________________________ James A. Scally, RMR, CRR CSR/Notary Public 20 21 22 23 24 25 TSG Reporting - Worldwide 877-702-9580

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