Jury Trials – Using Focus Groups to Improve your Presentation
“Jurors see the world not as it is but as they are.
Jurors see your case not as it is but as they are.
We see our case not as it is but as we are. We are all biased.”
Eric Oliver – Facts Can’t Speak For Themselves
Why use Focus Groups?
If you have ever taken a case to trial in front of a jury you have more than likely had the unhappy experience of not anticipating or understanding the verdict that the jury has come up with. Jury verdicts are unpredictable. That unpredictability is one of the reasons that as trial lawyers we fear jury trials. We can reduce the amount of unpredictability however with the use of focus groups.
The reason that jury verdicts are unpredictable is that jurors see our cases differently than we see them. Eric Oliver’s quotation states it clearly:
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