Winning over a jury is as much about understanding their psychology as presenting your case. Jake is an expert in the surprising ways juries make decisions and how skilled litigators can use psychological principles to connect with jurors on a deeper level. His work is framed around key biases—such as narrative preferences, consistency principles, anchoring, and cognitive dissonance—and he and his team use this to guide case strategy across a multitude of disciplines. No matter the topic, attendees of his session will leave with actionable insights to make a lasting impact in the courtroom.
About the Speaker
Jake McKenzie is the Founder and Lead Strategist of Intermark Legal and CEO of Intermark Group. With more than two decades of experience in psychology-driven persuasion and strategic communication, Jake helps trial teams understand how jurors think, feel, and make decisions in high-stakes litigation.
Drawing on behavioral science and real-world jury research, Jake works alongside attorneys nationwide to shape case strategy, refine themes, develop persuasive damages models, and improve courtroom communication. His work spans complex litigation, including mass torts, wrongful death, catastrophic injury, product liability, and corporate negligence. Known for translating complex psychological principles into practical trial strategy, Jake helps legal teams turn juror insight into courtroom advantage.
About the Work
Intermark Legal is a litigation consulting firm built on a simple belief: winning cases requires more than strong facts and legal arguments—it requires understanding human decision-making. We help trial teams apply behavioral psychology throughout the life of a case, from early case strategy through verdict. Our work integrates jury research, psychographic analysis, narrative development, voir dire strategy, witness preparation, trial graphics, and damages communication to create persuasive courtroom messaging.
Unlike traditional jury consulting firms focused solely on research execution, Intermark Legal partners deeply with trial teams to shape strategy, pressure-test arguments, and build communication that resonates with real jurors.
Session Overview
Jake discusses how to apply psychology to jury decision making, including cognitive biases. Additionally, Jake provides insights into how successful litigators apply psychology to effectively persuade juries, and how savvy litigators can utilize this to increase their odds of winning. We will review several juror’s cognitive biases and how savvy litigators can leverage them to increase your odds of winning. These will include:
- Narrative biases
- Consistency principles
- Anchoring
- Cognitive dissonance
Attendees will gain a better understanding of juries and walk away with actionable ways to be a more effective litigator.
Past Speaking Topics
- Irrational Juries and How to Love Them
- The Intersection of Psychology and Damages in Litigation
- Using Psychology to Craft Compelling Narratives
- Legal Presentation Skills Training
- Translating Jury Research in the Mediation Room
