Jury research is nothing new. For decades, it has been considered a critical tool—and, indeed, proven to be a highly valuable tool—for determining juror perceptions and understanding jury decision-making in all types of litigation. For many years as well, jury research has also been pursued through what many may consider “traditional means,” that is, through the use of in-person focus groups consisting of a representative sample of mock jurors from the trial venue observing presentations given on behalf of the plaintiff and defendant(s) in the dispute.
However, like almost every pursuit in the modern-day world, jury research, and the attorneys that practice it, are increasingly being pulled into the digital arena, where benefits such as shorter lead times, faster results and lower budgets beckon. Also, like many companies looking to improve outcomes of consumer research, jury research is seeing the benefits of integrating the traditional and the digital—taking the best of both worlds to create an even more insightful, more beneficial approach.
