Identify Population Profile
Based upon your venue and physical trial location, market research is conducted to develop a demographic and socioeconomic profile of the potential jury pool. as much as possible. In the instance of smaller trial markets, this profile is matched to other geographical areas to create a lookalike audience.
Conduct Psychographic Research
Based on the market research, a large-scale (>300 respondents) quantitative psychographic survey is implemented, either online or via phone to better understand reactions to the case from lookalike jurors. Key arguments could be tested including overall sentiment, award amounts, argumentation success, etc.
Test Sentiment
Drafted opening statements are used in a non-variable method in the Intermark NeuroLab. A small pool of test participants is selected to listen to opening statements from both sides. Biometrics are monitored to get accurate insight into emotional peaks and interest. This foundational data is used to hone in on questioning during the Focus Groups.
Dig into Perceptions
Depending on the case, one or more Focus Groups are conducted in tandem or staggered to pair qualitative and quantitative data.
Uncover Biases
Innate biases and perceptions can be measured through favorability testing. We utilize Focus Groups to measure against industry benchmarks for friendliness, sincerity, memorability, and other metrics. Our team can provide guidance to the trial attorneys on topic owners, presentation order, and even coaching needs based upon the findings.
Settlement Research and Prep
For many cases, settlement is a strong option if carefully considered. Pre-trial research can predict juror sentiment and analyze risk to give the team better guidance on where to position during settlement conversations.
Juror post-trial polling and interviews
Polling jurors post trial can provide insights into your team’s presentation strengths as well as identify any areas for improvement in future trials. Understanding why jurors reached a particular verdict can also aid in assesses the strengths and weaknesses of a case should it go to appeal or if there are similar cases.
