FOCUS GROUPS BOOK

ObjecOve:
Mr. Keenan puts it simply, “The adversarial focus group is never a ‘first’ focus group, but aber
you start seeing the blueprint for success then your final focus group should be the adversarial,
which is the most predicCve for the trial outcome of any of the focus groups.”
The objecCve here is simple: can our side win on the biggest issues in our case, and if not, how
do we make adjustments to be able to do so.
In addiCon, this is the true test on interpretaCon of focus groups. See below regarding
demographics, life experiences and tells during voir dire. During the mock trial focus group, you
are puUng together all of the research and development you have done up to that point
together to assess who is going to be best on your jury.
PracCce Cp: Do not let your focus group memos sit collecCng dust. If we are not going back and
reviewing them, interpreCng them and analyzing the results, they are of no purpose. I suggest
siUng down before the adversarial focus group and coming up with a list of who you believe is
going to be your best juror and worst juror based on the focus groups you have done to date.
Then, when the seaCng chart and demographics for the adversarial focus group are put