Jury trials are based on the relative abilities of the plaintiffs and defendants to frame a given case in a manner which resonates with pre-existing attitudes and beliefs held by the members of that jury. Qualitative research, including focus groups and simulated courtroom testimony, can be critical in helping either side test potential lines of attack and defense, assess the strengths and weaknesses of likely witnesses, and identify potential stumbling blocks in a jury deliberation. Hearing focus group participants drawn from the same pool as a future jury deliberate their case can be invaluable for attorneys.
GBA has also used a combination of qualitative and quantitative research to help attorneys with jury selection. After identifying key issues and messages that have a determinative impact on how potential jurors view the case, GBA can then use polling within the jury pool to build demographic and ideological profiles to assist attorneys seeking to maximize their potential for success.
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