The Jury Bias Model&#153
is a trademarked name



Litigation Research:

Focus Groups. Focus groups are excellent litigation tools for developing a compelling case and helping jurors comprehend the complex information they must absorb in trials. They enable you to test trial strategies in practice, not theory, and question participants in detail concerning their feelings about your case. Used strategically from the inception of the trial through discovery and trial preparation, focus groups are invaluable aids for positioning the case for settlement or trial.

Mock Trials. Mock trials enable you to integrate all the elements of your case into one fluid presentation. They differ from focus groups in terms of the quantity of information that is delivered and the fact that the jury is given instructions and allowed to deliberate, as in a trial setting. Mock trials are the most effective way to learn how jurors are likely to evaluate your trial themes, opening statement, exhibits, evidence presentation, witnesses and closing argument. They often reveal flaws in timing, substance and order of presentation that can go undetected using less comprehensive research techniques.

Public Opinion Surveys. Using the Jury Bias Model™ to structure questions for public opinion surveys yields revealing information about localized attitudes and biases. Identifying tort reform bias and other underlying prejudices enables you to prepare more effective questions for voir dire, hone trial arguments, prepare change-of-venue motions, and present a more effective case in every phase of trial.




Change of Venue Analysis.

Applying the Jury Bias Model™ to identify prevailing community attitudes and prejudices relevant to your case is advantageous in evaluating the impacts of pre-trial publicity on the jury pool. We use carefully structured community attitude surveys and exacting content analyses of media coverage to gauge whether your client can receive a fair trial locally, and to help prepare change-of-venue motions, where necessary.



Jury Selection and Voir Dire.

Using the Jury Bias Model™ to analyze structured questions for supplemental jury questionnaires and evaluate jurors' answers helps identify bias, prejudice and subjective opinion that go unnoticed using conventional methodology. Applying these same principles, we write individualized voir dire questions for each prospective juror and accompany you to court for jury selection, where we are available to make suggestions for peremptory and cause challenges.


Witness Evaluation and Preparation.

Your witnesses bring more than facts to the courtroom; their body language, vocal inflections and psychological makeup can be the difference between whether you win or lose your case. We prepare your witnesses for the arduous environment of the courtroom, evaluating and preparing them to communicate clearly, project credibility and inspire jurors' trust.


Opening Statements and Closing Arguments.

Working in close consultation with out clients, we draft opening statements and closing arguments that integrate principles of the Jury Bias Model™ to overcome biases and create a powerful personal connection with the jury. The opening statement sets the stage for a convincing presentation of trial evidence; it tells your trial story in a way that is demonstrative, compelling and begins to persuade jurors that your client should win. The closing argument brings all the evidentiary elements of the trial together, repeats trial themes and summarizes the case in a strong, seamless presentation.


Interpretive Exhibits.

Interpretive exhibits help you tell your trial story by engaging jurors, answering their questions and broadening their understanding of your case. We prepare exhibits using imaginative graphics and concise language to communicate layers and levels of information that support your communications objectives, case themes and evidence. Drawing on insights gained from applying the Jury Bias Model™, our exhibits use analogies and comparisons designed to strike a chord with jurors' inherent perceptions of the world.



Public Relations:

Pre- and Post-trial Publicity. A public relations plan should be an integral part of the trial lawyer's strategy from the outset of the case. Media coverage can have a decisive impact on the trialŐs outcome; if the defense senses that public sympathies are tilting toward the plaintiff, they may worry that the jury will react similarly and become more willing to settle. Post-trial publicity can help solidify favorable public opinion of the specific case and the societal benefits that it engenders, as well as heightening the public's regard for the practice of plaintiff's law, in general.

Media Events. A well-organized media event can benefit your case and the trial lawyer's profession immeasurably. Timing, location, presentation, exhibits, press materials - these are but a few of the components of a successful media event. We have organized hundreds of media events nationwide, coordinating with local-interest organizations, issues or personalities, to heighten public awareness of our clients' cases and move public opinion toward your corner.

Consumer Coalition-building. We can work with you to form alliances with groups with common interests and goals and, in many cases, form new advocacy organizations for your specific purposes. The recognition and resources that these groups bring to the table has added immeasurably to the credibility and forcefulness of many of our previous campaigns. Where appropriate, you can use the publicity associated with a lawsuit to work with legislators to pass new laws increasing consumer protections - in turn, generating more publicity for the case and its social value.


Marketing and Advertising.

Our attorney advertising and public relations always ask a primary question: Will it enhance the legal profession's image as well as bring in new cases? Or does it promote an image of "greedy trial lawyer."

The majority of your cases have saved countless lives, made products safer, and held corporations accountable. Yet, lawsuit abuse advocates have blown up a very few cases with excessive settlements to sway public opinion toward tort reform. On top of that, advertising by some attorneys further promotes the negative image of profession.

We have produced advertising and placed stories on major news shows like 60 minutes and 20/20 that serves the attorney as well as informing the general public about how lawsuits bring about positive change. To see samples of this Raising the Bar type advertising and public relations, visit www.ChangingOpinions.com


Media Training.

Interacting with the media presents tremendous opportunities for you to get your message across, but it also is fraught with pitfalls. Most trial lawyers recognize that they benefit from the counsel of public relations professionals who understand the media's rules of engagement, mechanisms and timelines, and who enjoy a high degree of credibility with key journalists. We can give you practical experience to enhance your media skills and handle difficult questions; enhance verbal and non-verbal communications skills; draft talking points or press statements; ask the proper questions before meeting with the media; and prepare effectively before you do so.






* The Jury Bias Model is a trademarked name