Focus Groups

   Focus groups have been used with great success for many years in the marketing arena to help uncover consumers' attitudes about new or existing products.  Why should a legal case be any different?

   In legal pre-trial research, focus groups are used to thoroughly analyze issues of the case. Through the use of focus groups, the trial team is given the opportunity to help shape and refine case presentation.

   Focus groups involve a balanced presentation of the case to a representative sample of the actual juror population.  Mock jurors hear abbreviated arguments presented by the trial team including the presentation of any demonstrative evidence when necessary.  They are then given actual jury instructions and are instructed to deliberate on the issues and reach a verdict.  During the presentation and deliberation period, the mock jurors are carefully observed and evaluated by our team of consultants in the social and behavioral sciences to help pinpoint problem areas which require additional explanation.  A Detailed report is prepared and recommendations are made.

   Focus groups can be used as the primary research method or they can be used as the foundation for further research projects such as mock trials. Additionally, focus groups aid in designing relevant voir dire questions and preparing for jury selection.