Jury research is usually focused on – the jury. Yet studies show that the most commonly-used methods of collecting, analyzing and applying information about jurors are flawed. Juror "profiles" do not produce consistent results, and as predictors of plaintiff or defense leanings, are no better than random – the flip of a coin. That lack of predictive power applies to trial outcomes as well, which should lead one to question the orthodox use of jury research as a tool for managing risk.

 

So if jury research isn't shown effective on defense, what's it good for? Research is helpful for seeing how jurors react to the evidence, gauge the appeal and credibility of witnesses, and identify comprehension issues. But research becomes reliable and truly powerful as an offensive tool, when it is aimed at improving the effectiveness of the most influential factor in your case – you.

 

Anyone can be a critic and make pronouncements. We aim to take a different, more comprehensive, approach to jury consulting, using sophisticated research methods that can be translated into concrete actions. Your jury consultant should be doing the hard stuff: understanding and simplifying complex information, helping craft a coherent narrative, and making a substantive, creative contribution. Those are the criteria by which our consultants hope to be judged.