Any trial attorney who has ever talked with jurors after a trial becomes keenly aware of issues or evidence that were important to them, assumed by them, or more importantly, misunderstood by them. Typically, the reaction is something along the lines of “I wish I would have known.”
If you have tried a lawsuit more than once due to an appeal, mistrial, or for some other reason, you are aware of how much easier the second trial becomes. Practice and preparation can make perfect. Focus groups enable attorneys to see first hand how a potential jury may react to your case. It is easier to persuade others when you know what they are thinking or when you know which issues they perceive as important. A focus group allows you to learn by preparation... not by losing.
WHAT IS GAINED BY THE USE OF FOCUS GROUPS?
I. FOCUS GROUPS ASSIST ATTORNEYS IN EVALUATING THE VALUE OF CASES
Focus groups can be used in a couple of different ways. I am quite confident that many attorneys have had a client that would not budge from a settlement figure in which they arbitrarily set for their own case. For some reason, they have placed this arbitrary value on their case and indicated that they would never consider a settle amount under (or over) that amount. It is amazing to see how quickly a client’s position changes after a focus group reaches a finding of not guilty or awards a much different sum of money than they anticipated.
Conversely, there are times when we as lawyers are intensely concerned about the difficulty of some legal issue or factual dispute involved in a case. A focus group that hear the case may think these issues are not nearly as significant. Under those circumstances, a modest settlement offer, which may have been somewhat tempting before the focus group, may then be rejected with a greater comfort level.
II. FOCUS GROUPS SERVE AS A MEANS OF PRACTICE AND PREPARATION.
World class athletes practice for countless hours before every contest. Yet, lawyers will take a case to verdict, a case involving potentially enormous sums of money, without similar levels of practice. The focus group allows the attorney the opportunity to look “jurors” in the eye and determine how the presentation and/or testimony will be received. Without a focus group, their reaction may be learned much too late.
III. A FOCUS GROUP ENABLES THE ATTORNEY TO DETERMINE IF A JURY’S ATTITUDES AND EXPERIENCES WILL CO-EXIST WITH THE FACTS OF THE CASE
As a plaintiff’s personal injury attorney, quite often I utilize focus groups to determine how I most effectively can present damage testimony. Will awarding damages in a wrongful death case be consistent with their experiences? For example, we have learned in some situations a divorced person may be inclined to award less in certain wrongful death cases as they are of the belief, “I did not get much for the “loss” of my spouse, why should we make her “rich”? Similarly, many attorneys encounter cases where the settlement with one or two parties is contemplated, however, it will lead to the “empty chair” defense by the remaining parties. A focus group is an excellent tool to determine whether or not the remaining parties will be able to shift all or some of the blame to the settled party.
IV. FOCUS GROUPS ASSIST ATTORNEYS IN DESELECTING POTENTIAL JURORS
Jury selection or “de-selection” is absolutely one of the most crucial aspects of any trial. I believe the primary purpose of voir dire is to ferret out bias or root out prejudiced jurors. For example, focus groups enable an attorney to listen to a number of issues that impact a juror’s thought process... even though there had been no evidence to support their views. For example:
a. Insurance
No matter who happens during the course of a focus group or trial, one juror will inevitably always make a comment on insurance. On countless occasion, focus group members have commented that “the defendant is insured, don’t worry.” Most jurors are aware that there is insurance. That is good news from a plaintiff’s perspective. The bad news is the flip side to that argument. Some jurors are concerned about the lawsuit resulting in higher insurance rates. It is interesting to see how the focus groups will address these issues and what types of jurors or potential jurors address these topics.
b. Lawyers’ fees
Like it or not, lawyers’ fees play a part in the verdict. Jurors believe that lawyers’ fees are 1/3 of a judgment and will often figure that into their final outcome.
c. Media
The impact of the O.J. Simpson trial, the McDonald’s coffee verdict, Rodney King and other high profile cases cannot be understated. In that jury room, these jurors are talking about these cases. This information (or disinformation), depending upon your view of the reliability of this information, has unquestionably influenced their attitudes about the civil justice system. Potential jurors how have enriched views of what goes on in our courtrooms.
V. FOCUS GROUPS CAN SERVE AS A METHOD FOR SCREENING CASES
By definition, one can argue that a focus group is a gathering of people that consider whatever aspects of the case you wish to present to them. One of the important factors in a focus group is having some type of direction or control of where you would like the discussion to go. Many of us have been contacted in controversial or complex cases that we do not know if we wish to handle. For example, sexual abuse cases or medical malpractice cases involving abortion or the like are the types of cases that may waive “red flags” to the general population. An early focus group will help us with determining how a group of people will view those issues.
CONCLUSION
Focus groups are an invaluable tool. They enable attorneys to create or test themes prior to trial. More importantly, focus groups enable attorneys to thoroughly understand community attitudes or the way potential jurors may view ceratin issues in your case. Examining the results from the focus group discussions and conclusions will offer a wealth of information.
One word of caution to attorneys is that focus groups are not the Utopia in the trial of a case. One reason trial attorneys are successful in the courtroom is because of their instincts in understanding peoples reactions to testimony and/or evidence. Rely on your instincts in the trial of your case. Do not set aside your own experience as a lawyer in making decisions about a trial.
Continue reading "
CHICAGO PERSONAL INJURY ATTORNEY USES FOCUS GROUPS TO PREPARE YOUR CASE
" »
Posted In:
