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JurEcon, Inc.
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Focus Groups & Consumer Research JurEcon Inc.'s teams of Ph.D. experts in statistics, consumer research and attitudes, political science, and psychology have been running focus groups for more than 15 years. Focus Groups for Attorneys We are often called upon to test composite juror profiles by bringing together several distinct groups of "jurors" who are presented with videotaped opening statements from attorneys representing both plaintiff and defendant. The jurors then vote based upon their initial reactions to the presentations, are led by a facilitator in a discussion of the salient issues of the case, and then fill out a detailed questionnaire eliciting their opinion on many of the issues discussed in the group.The whole proceedings are videotaped so the attorneys can replay the juror responses to the case. These are then analyzed in conjunction with detailed background information on these jurors to provide a test of our hypotheses. In addition to providing a setting for testing key issues or an entire strategy, the focus group exercises are also useful to attorneys in advancing settlement discussions by asking focus group members how they would award damages and why. Focus Groups for Consumer Research and Other Purposes A similar approach to constructing and running focus groups for attorneys is used for consumer research. The hypotheses which the client wishes to have tested are identified and a statistician consults on how appropriately to identify members of the focus group -- how many members are needed and with what distribution of backgrounds. Careful design of questionnaires are completed. Trained discussion group facilitators then engage the focus group members in discussing all of the relevant issues which have been developed into a meticulously written script. Following the focus group session, a report is written summarizing all of the findings. We include in appendices detailed descriptions of the statistical analysis which leads to our conclusions. Videotaping the session is option but often recommended so that the reactions and comments can be studied in more detail at a later time, if necessary. JurEcon, Inc. arranges for facilities and selection and compensation,
as needed, of focus group members. Issues of confidentiality need
to be carefully discussed and agreed upon.
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