FOCUS GROUPS BOOK

CHAPTER 2: THE NARRATIVE FOCUS GROUP
What it is:
The narra0ve focus group is one of the most widely executed focus groups and formats we have
at our disposal. The reason being, at its core it is a simple presenta0on of a finite set of facts to
test an objec0fiable element of your case. The dic0onary defines narra0ve as, “A spoken or
wriHen account of connected events; a story.” I couldn’t love that defini0on more. A story. That
is exactly what you are doing in a narra0ve focus group, you are telling the story in as few words
as possible with as neutral a tone as possible, to get the blink and opinions of the par0cipants.
It is also one of the focus groups used at the Intake Stage of your case.
When to do it:
Frankly, the narra0ve focus group can be used at any 0me during a case to test just about any
issue posed.
A major truth to remember is that lawyers live in a different world than Bubba.
If you want to know how Bubba thinks, the last person to ask is another lawyer.
Most oRen, the narra0ve presenta0on is going to be a focus group used at the intake and
beginning stages of your case to iden0fy whether or not to take the case, to begin tes0ng who
your main defendants will be and to iden0fy where in your case the emo0onal buHons are.
From the get-go, the codes for your case begin emerging from the first narra0ve focus group
you run.
With that in mind, as your case progresses, don’t forget the benefit of the narra0ve
presenta0on. While the diagram at the beginning of this book outlines a linear 0meline of sorts
walking through the stages of a case, we all know that nothing in li0ga0on ever follows a
predictable path. Keep this narra0ve focus group in your toolbox throughout the en0re life0me
of your case to test issues as they arise and to add or take away facts or issues to see how they
change par0cipant opinions and votes. The simplicity of this type of focus group can always lend
a hand as the case con0nues to get more complicated and the case ebbs ad flows.