#318 - Focus Groups Are X-Rays For Your Case

Bill Kanasky, Jr., Ph.D. compares focus groups in jury research to x-rays in medical evaluations. X-rays are fast, reliable, and inexpensive early tests to reveal critical, structural issues prior to more advanced testing like an MRI. Similarly, focus groups conducted early in a case can be executed quickly and inexpensively and can reveal core foundational issues and opportunities in your case prior to more advanced testing like a mock trial. Virtual focus groups are exploratory in nature and exploration is the first step in the scientific method. Once exploration is done and hidden vulnerabilities and juror comprehension issues are identified and addressed, a confirmatory research study such as a mock trial can be done.

Bill talks about scenarios where a virtual focus group may not be sufficient or what the options are when there are complicating factors at play. Exploratory virtual focus groups help guide discovery, help make better decisions for settlement and mediation, help for trial prep, and help keep up with exactly what the plaintiff's bar is doing on their cases.