Juries are fairly predictable in terms of what they look for at trial. They like stories, simple language, visuals, authenticity, confidence and a human touch. They filter
evidence through their values and life experiences. They can hold individual plaintiffs
accountable as quickly as corporate defendants. They will do their best to understand
scientific evidence but if the science is poorly explained, they will discount it. If the
science is at odds with their beliefs or experiences, they will reject it. They do not, as
some people believe, make up their minds after opening statements.
We have spent many years studying jurors. Their thinking is embedded in our thinking.
There are times, especially in complex litigation, when attorneys want to listen to mock
jurors talk about aspects of their case to guide trial strategy or settlement. This is when a
jury focus group or mock trial may be very useful. Contrary to some opinion, these jury
research tools do not have to be expensive, as long as you scale the focus group or mock trial appropriately. We have done valuable research in a few hours with seven or eight jurors.