FOCUS GROUPS BOOK

To help you with implementation, I’m going to cover some crucial components.
VOIR DIRE – I usually do a written questionnaire followed by an actual voir dire. I don’t
strike anybody during this time, I just clearly know the demographics of the people that I’m
going to be working with and know that will impact how they come in on a verdict.
TRIAL – Just like the real trial, this part of the focus group starts with an opening from the
plaintiff followed by an opening from the defense and then your order of proof.
There is ONE considerable difference: After each component (either after the plaintiff
opening or after the plaintiff and defense opening), go ahead and do a silent paper vote. I
like the “which way you do lean” questions during this time, so you’re not forcing the jury.
Example: “Which way do you lean, more toward a plaintiff or defense verdict?” and ask
them to quantify it on a scale of 1 to 10, etc.
Of equal importance, ask them to list their top three reasons why they are leaning this way.
Also ask them to write down a list of anything they want to learn or know about, which they
haven’t heard yet.
The interim votes are silently written down and passed up to the moderator. The
moderator tallies the votes and writes the total on a ;lip chart, along with a summary of the
issues. Below is a sample ;lip chart work up. Note that not only do you list the “p” and “d”
votes, you also get to list the three most important issues that are helping produce the vote: