In recent years, "nuclear verdicts”, those astonishingly high jury awards that grab headlines, have become more common, creating significant financial risks for defendants. Understanding how to mitigate these risks is crucial for attorneys and their clients. One powerful tool in this endeavor is the use of jury research projects, such as mock trials and focus groups. These methods offer valuable insights into jury behavior, allowing legal teams to craft strategies that resonate with jurors and potentially avoid catastrophic verdicts.

The Case for Jury Research

Jury research projects provide a controlled environment to test theories, arguments, and presentation styles before a real trial. Here’s how mock trials, focus groups, and other jury research tools can help combat nuclear verdicts:

1. Identifying Key Issues and Juror Reactions:
   • Mock Trials: Simulated trials involving a panel of mock jurors allow trial teams to present their case, in whole or in part. Observing jurors' reactions and deliberations provides insights into which arguments resonate and which fall flat. Mock trials are typically conducted over one to three days and involve presentation of evidence, testimony by witnesses (usually in the form of video depositions), leaning and reaction questionnaires, and panel deliberations.
   • Focus Groups: Smaller, more in-depth sessions with potential jurors can help identify specific aspects of a case that may trigger strong emotional responses. Understanding these triggers allows attorneys and trial consultants to address or mitigate them proactively. Focus groups can be conducted in half or full day sessions and are typically less expensive than a full-scale trial simulation.
2. Refining Case Themes and Narratives:
   • Crafting a compelling narrative is essential. Jury research helps in refining the case theme, ensuring they align with jurors' values and perceptions. Through these projects, attorneys can test various narratives and select the one that best mitigates potential biases and emotional reactions.
3. Developing Effective Voir Dire Strategies:
   • Jury selection is critical in high-stakes cases. Focus groups can reveal characteristics and attitudes that correlate with higher or lower damage awards. This information guides attorneys in selecting jurors who may be more favorable to their case or less inclined toward awarding punitive damages. From the data collected during the research process, our consultants can develop an “Ideal” and “Non-Ideal” juror profile to be used during jury selection.
4. Evaluating Witness Credibility and Presentation:
   • Witnesses play a crucial role in influencing jurors. Mock trials and focus groups can assess how witnesses are perceived, allowing for adjustments in testimony delivery, demeanor, and even which witnesses to call to the stand during trial.
5. Testing Visual Aids and Demonstratives:
   • Visual aids can significantly impact juror understanding and engagement. Jury research allows for testing the effectiveness of various demonstratives, ensuring they enhance rather than detract from the case presentation.
6. Assessing Damages and Settlement Options:
   • Understanding how jurors assess damages, including compensatory and punitive damages, helps in setting realistic expectations and developing settlement strategies. By gauging potential award ranges through mock trials, legal teams can better negotiate settlements that avoid the risk of nuclear verdicts.

Implementing Jury Research Findings

The insights gained from jury research projects must be integrated into trial strategy. This involves:

• Adjusting Case Presentation: Modify arguments, themes, and presentation styles based on feedback from mock jurors and focus group participants.
• Strategic Witness Preparation: Prepare witnesses to address potential juror concerns and improve their credibility.
• Targeted Voir Dire: Use insights to develop questions that identify high-risk jurors during Voir Dire, allowing for more informed jury selection.

Conclusion

Jury research projects are invaluable tools in the fight against nuclear verdicts. By providing a window into juror thinking and reactions, these methods enable attorneys to fine-tune their strategies, address potential pitfalls, and ultimately present a more compelling case. If you are interested in learning more about how pre-trial jury research can assist you in your case strategy, give us a call. We would love to help you secure a win for your client.