Focus groups are exploratory research exercises that are more loosely structured than mock trials. Focus groups are used to perform an in-depth exploration of jurors’ attitudes and opinions about case issues or related topics. They are often undertaken as a preliminary exercise in high profile or potentially high profile cases.
The flexible format of a traditional social science focus group is used to encourage surrogate jurors to express themselves in more depth than is possible in a mock trial.
Focus group discussions provide clients detailed insights into why jurors think what they think, and how they are likely to react to key issues in your dispute.
Typically, fifteen to twenty participants are used in a focus group session; half-day exercises last three to five hours, full-day exercises last eight to ten hours.