Tiit started to search for ways to apply semiotics while studying at the Tartu University. He (co)organized several workshops and discussions with specialists from various fields.

Since 2011 he has been in contact with lawyers and trademark attorneys in trying to develop the methodology for providing forensic expertise in trademark disputes.

He has arrived at a highly practical methodology which meets the OHIM trademark dispute recommendations, brings scientific arguments to such cases and, last but not least, saves money during the dispute.