Written by leading jury consultant and best-selling trial advocacy author David Ball, this book shows you how to organize and direct your own focus groups, from deciding what kind of focus group best fits your case, to selecting the focus-jurors, to analyzing your conclusions.
The book is designed so that attorneys can easily start conducting their own focus groups and it also contains information about hiring trial consultants to run them for you. The procedures, advice, and warnings in How to Do Your Own Focus Groups are based on decades of research and experience by a wide variety of specialists.
The book shows you how to properly conduct focus groups, which in turn allow you to:
• Identify the important issues and the probable range of juror reaction to them
• Discover the reasons jurors are likely to lean either way on each issue
• Provide new ideas for how to present the case
• Identify which ideas are weak or harmful
• Create themes, arguments, and analogies
• Demonstrate which beliefs, attitudes, life experiences, and
• Show how well the exhibits work and how to improve them
The book comes with a CD-ROM that includes sample schedules, letters, forms, and questionnaires that you can easily import and adapt to your focus group.
"Every trial lawyer should be using focus groups on their cases and David Ball shows us how to do it effectively."
-Ernie Teitell, Silver, Golub & Teitell, Stanford, CT
"David Ball's book is a good paint-by-the-numbers for the beginning trial lawyer and, most importantly, a needed text for the experienced practitioner who wants to push the envelope and squeeze the focus group deliberations for every possible ounce of information."
-Don C. Keenan, The Keenan Law Firm, Atlanta, GA
Table of Contents
1. What Kind of Focus Group Should You DO?
2. Who Should Present the Case?
3. How is the Case Presented?
4. How Many?
5. What is Wrong with Winning?
6. When to Do Focus Groups
7. Where to Do Focus Groups
8. Recruiting the Focus-Jurors
9. Rooms and Video
10. When Focus-Jurors Arrive
11. Introductory Remarks
12. Who Are You?
13. What is this Project?
14. Writing the Presentation Statements
15. The Neutral Statement
16. Plaintiff or Prosecution Statement
17. Defense Statement
18. Plaintiff of Prosecution Rebuttal
19. Witness Preparation and Focus-Juror Questions
20. Divide the Jurors into Deliberation Panels
21. Instructions Before Deliberating
22. Verdict Questions
24. After Deliberations
25. Optional Next Step
A. Schedule of Events
B. Initial Recruiting Letter
C. Screener and Follow-up Letter
D. Response Forms
E. Verdict Form
F. Testing Alternates
G. Choosing a Trial Consultant
H. Debriefing Methods
I. Other Kinds of Focus Groups
October 13, 2010