esure Insurance Ltd v Direct Line Insurance plc  EWCA Civ 842;  WLR (D) 252
“Since a trade mark case which raised the critical issue of confusion would be assessed from the viewpoint of the average consumer, the cogency of the evidence of an expert as to his own opinion, where the tribunal was in a position to form its own view, was in real doubt. The facts spoke for themselves. Consumer surveys were costly to produce and their results, when based upon the wrong questions, of no evidential value. To be commended was the practice of giving case management directions at an interim stage which required the parties to seek directions of the court (which could be given in advance of the trial) as to any proposed survey that the parties might wish to put in evidence at trial.”
WLR Daily, 24th July 2008
Please note once a case has been fully reported in one of the ICLR series the corresponding WLR Daily summary is removed.