Purpose:

The purpose of Focus Group research is to discover the range of attitudes, beliefs and experiences that jurors will bring with them into the courtroom. Furthermore, by studying a representative group’s response to a case, one is able to understand the underlying emotional and psychological motivations of potential jurors. By understanding these, a trial team is better prepared to predict and address how their jury will assimilate the information presented at trial.

Method & Work Product:

Focus Group research is small-group, qualitative project facilitated by one of Prolumina’s consultants. As the group meets to discuss case details, the facilitator probes participants in an open-ended and projective manner to get their reactions to a variety of topics. As participants discuss the issues, they may make unexpected associations and raise additional topics, which the facilitator then pursues with them.
Often, critical viewpoints or reactions that would not be anticipated by the trial team are identified. These discussions may be viewed by counsel sitting behind a one-way mirror or on a video monitor, and are videotaped for later analysis and review. The videotapes of the group discussions are content-analyzed and assessed by Prolumina’s consulting team. The report summarizes:

• Participant’s baseline attitudes and beliefs
• Participant’s perspective of case strengths & weaknesses
• Highlights specific issues and problems central to the case
• A detailed range of responses that may be expected in trial
• The impact of specific themes and order of evidence