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Focus Group Research (cont'd)
Purpose.
Focus group research is used to determine how jury-eligible individuals are likely to respond to case arguments, evidence, facts, and theories. It yields in-depth descriptive information about how jury-eligible individuals perceive the strengths and weaknesses of a case, and is helpful in evaluating key components of a case such as witness testimony or trial visuals.
Timing.
Typically used in earlier stages of litigation, focus groups help concentrate trial preparation efforts on issues likely to be of greatest importance to jurors or to evaluate key case issues.
Research Design.
Focus group research is extremely flexible and can be customized to evaluate a broad range of issues, from large to small or simple to complex. In general, this research is conducted in the trial venue or a matched venue. Multiple panels of jury-eligible participants are randomly recruited and carefully screened by our in-house recruitment department. These participants are exposed to information about the case, and then engage in a facilitator-led discussion. Exposure to case information can take several forms, such as summary case presentations by attorneys, brief statements read by facilitators, or presentations of exhibits or other visuals. Written questionnaires may be administered to obtain quantitative information about selected topics.
Work Products.
Closed circuit notes with a summary of focus group participant profiles, including social/demographic, experiential, and attitudinal information
OR a comprehensive Written Analysis with recommendations accompany DVDs of the focus groups.
Assistance Required From Counsel.
After counsel and Tsongas have agreed on the scope and general format of the focus group research design, counsel prepares case information to present to focus group participants. This information typically takes the form of case or issue summaries, which Tsongas Litigation will assist counsel in drafting and presenting live or on video. Counsel is also responsible for preparing any relevant case documents or exhibits.
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