At IMS, we believe our people are our greatest asset. In honor of our incredible team, we are thrilled to go "beyond the bio" and share personal stories from across our organization.
With a background spanning psychology, public health, and biostatistics, Gabriela Orsak, PhD, applies rigorous, data-driven approaches to help legal teams understand and measure how consumers think and respond. From survey design to rebuttal analysis, she transforms consumer perception evidence into clear expert insights that stand up to scrutiny.
We spoke with Dr. Orsak about the role of surveys in litigation, what sets impactful survey research apart, and how a strong academic foundation informs her work on the Litigation Surveys and Consumer Science team at IMS Legal Strategies.
Q: What would you like clients to know about surveys when they come to you?
A: Surveys are not just about asking questions and collecting responses. Every aspect of the survey process must be carefully constructed so that the results meaningfully address the legal question at issue. My role is to ensure that the research is methodologically sound and able to withstand scrutiny.
Q: What kinds of clients are interested in litigation surveys? At what stage in the litigation process?
A: Surveys can be used whenever consumer perception is relevant to the issues in a case. They can be conducted before any litigation begins and can continue to play a role throughout the litigation process for affirmative or rebuttal reports.
Q: What would you like judges/jurists/decision-makers to know about surveys when they consider your reports?
A: Surveys are tools used to measure consumer perception in a structured and reliable way. When carefully designed, they provide information that can help judges and other decision-makers better understand how consumers interpret products, advertising, or branding in the real world, among other topics.
Q: How did you get into this industry and find IMS?
A: I previously served as an Assistant Professor in the Departments of Community Health and Epidemiology & Biostatistics at the UT Tyler Health Science Center. During that time, I became interested in applying research methods and statistical analysis in a litigation support context. I subsequently joined Dr. Charles Cowan at Analytic Focus, LLC, which was later acquired by IMS.
Q: What do you like most about your specific department and/or role?
A: What I like most is that every project presents new challenges and opportunities. No two matters are exactly alike, making the work engaging and rewarding.
Q: What special strengths and unique skills do you offer clients and colleagues?
A: I bring a strong analytical approach to complex problems. I also place strong emphasis on clear communication and collaboration. I work closely with colleagues and clients to ensure that findings are conveyed in a way that is easily understandable to all.
Q: What do you think sets IMS apart from competitors or other companies?
A: I believe IMS stands out for the wide range of expertise offered to clients. IMS brings together professionals from a wide range of disciplines, allowing us to provide comprehensive support across many different types of matters.
Learn More
Dr. Orsak plays a critical role in helping clients navigate key questions around consumer perception. Her commitment to precision, clarity, and collaboration reflects the standard of excellence we strive to deliver on every engagement.
Click below to learn more about how IMS supports litigation through survey research and consumer science expertise.
