Conducting informal focus studies

Conducting informal focus studies

I’ve written about the importance of focus studies and how to conduct them for more accurate feed back information. I’ve recently conducted three "informal" focus studies. That is, these are ones where the group is arranged by a service, the meeting is in our building in a conference room and we arrange the study on an inexpensive and informal basis. I recommend How to do Your Own Jury Research by David Ball with Debra Miller and Artemis Malekpour. Published by Trial Guides an excellent book on this subject.

Here’s my own approach to this kind of a study. I start with an introduction to make sure everyone knows what is going to happen and why the study is important. I cover the following points:

Introduce people I identify everyone there including the paralegal. However, I do not tell them I am a lawyer or which side I represent because that can influence the responses. In the last session the group thought I worked for a survey company because they said I was objective about how I conducted the study.

Video Tape If I am video tapping the session I explain that it is being done so we can later watch it for more study

Real Case I make it clear this involves a real case and real people. The decisions and opinions are very important because it will influence what is done with the case. Decisions will be based on their statements and opinions

Honesty I emphasize that it is important to be totally honest about initial reactions and views.

Confidentiality I explain why confidentiality is important because they might inadvertently say something to a prospective juror in case without knowing it which would impact the jury pool and trial.

Procedure Wewill present information about the case in written form in order that we provide the important information. We will read it to them

  • We will show one minute excerpts from the key people involved and ask them to fill out a memo of their impressions of them. If they were to have met them at a party and talked for them for a minute, what would their impression have been?
  • They then will fill out the verdict form with questions about their decision and views.
  • After the verdict form will go around the table and ask each one how they voted and why
  • Next we will ask what questions they wanted answered and what information did they need. We will not answer these until we have everyone’s questions. This is to help us identify what they thought was important that wasn’t answered by us.
  • After that we will have a general discussion
  • Please note: Before filling out form we won’t answer any questions & no discussion because discussion can influence how other people think and initial impressions can be changed after listening to someone else. We want initial impressions
  • The video impression sheet is very simple. It says: Impression: ( ) very good ( ) good ( ) average ( ) below average ( ) bad Reason and blank lines to fill in.

    The verdict form begins by a ranking as to strength of their decision. For example, here is an opening question from a recent study: Was defendant University of Washington negligent?

    ___ Absolutely yes___ Probably yes___ Probably not___ Absolutely not

    They then give their verdict. The same technique is used on damages. The first question is how they rank the damages. Here’s an example: As a general evaluation, what size of verdict is appropriate in this case for plaintiff Joe Smith?

    ___ Nothing___ A very small amount___ More than a small amount___ A large amount ___ A very large amount

    This is followed by a request for a specific dollar amount. This verdict would also ask them to fix percentages of fault for people and ask if there is anyone not named they think is at fault.

    This kind of simple procedure is very helpful for general evaluation of a case. It is not perfect and it is not scientific but it is great improvement over asking your lawyer friends what they think of your case

    Leave a Reply

    Your email address will not be published. Required fields are marked *

    This site uses Akismet to reduce spam. Learn how your comment data is processed.