Focus groups allow you to refine issues, learn what resonates with jurors, work on witnesses, and tailor case themes.
Our attorney-led focus groups can be conducted virtually, giving you the benefit of a legal perspective without breaking the bank.
You cannot put all of your stock in a gut feeling or the artistry of trial. However, you can use data to efficiently and affordably predict your case outcome before ever reaching a courtroom.
Data has the power to drive verdicts. And with its rapid democratization, data is accessible to more people than ever before. As attorneys, it's up to us to find ways to use it.
Start by thinking about your case as a study worthy of experimentation. Cases are not mysteries to be solved; they are a series of testable questions that can be answered by people who, more times than not, follow predictable decision-making thought processes. The likely outcome of a case, as well as what influences its outcome, can and should be measured.
Focus groups are a tool. They provide you with the insight needed to draw informed conclusions about your case and fine tune your presentation... before you step foot in the courtroom.
Our focus groups not only can be done virtually on a Saturday at a more competitive price than consultants, but also they allow your trial attorneys to focus on watching and learning instead of hosting. Still not convinced? Read on.
Why Focus Groups?
Know what to expect from the start. Early on, data from focus groups can help eliminate path dependency. If initial feedback is discouraging, identify problems in time to course correct or even drive resolution. Data gathered at earlier stages can also shape discovery or help you communicate a more accurate picture to your client.
Explore elements of your case. During a case's discovery phase, focus groups can shed light on which themes or what language is most impactful. By listening to jurors share their feelings or beliefs about your case while they deliberate, you might identify what evidence is (or is not) convincing. Take time to learn where gaps exist in your story, or even determine how people react to your witnesses, understand your case, or perceive your client. How much should you ask for in your closing? Let a focus group tell you.
Test your theories or other points of emphasis. Have you already identified your key themes, arguments, and evidence? Perhaps there are certain elements of your case presentation that you would like to test. For instance, how does showing a particular video affect overall recovery? Which message impacts the jurors' understanding of liability? Do jurors like one witness better than the other? Which attorney's delivery does the jury prefer? This type of approach allows you to test your weakest and strongest arguments.
Profile jurors. Use this approach to get a sense of who your jurors will be and how they will assign weight and credibility, as well as predict their judgments of liability and damages. You might also develop a sense for how different personalities interact and influence one another while deliberating, a valuable resource when selecting a jury. Moreover, learn what's confusing and what's clear in your instructions and verdict forms.
Fishman Haygood
New Orleans Office
201 St. Charles Ave., Ste. 4600
New Orleans, LA 70170
fishmanhaygood.com
Ph: 504.586.5252
Fax: 504.586.5250