Explaining Jury Research Focus Groups (And When Trial Attorneys Should Use Them)

A “focus group” is a panel of people assembled to participate in a guided discussion about a particular product, or to provide ongoing feedback on a political campaign, television series, etc. Focus groups date back to the 1930s, when social scientists began using focus groups rather than direct interviews to conduct studies. These scientists found they could often get more accurate results through focus groups, since the format allowed them to ask more open-ended questions and see how individuals responded in a group setting.

Trial attorneys use focus groups to see which of their arguments are persuasive, develop case themes, and learn how juror characteristics may affect their trial. If used properly, focus groups can be helpful in trial preparation or settlement negotiations, as they provide attorneys with a more objective and realistic view of their case.