FOCUS GROUPS BOOK

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Chapter 12: Chapter 13: Chapter 14: What the Jury Gets out of the Verdict EvaluaDng Damages Determining the Value STAGE 5 – THE MOCK TRIAL Chapter 15: The Adversarial Focus Group BONUS Chapter 16: Virtual Focus Groups in the Era of Covid-19 APPENDIX 1. Sample Focus Group Memo 2. Adversarial Focus Group Case Specific QuesDonnaire 3. Adversarial Focus Group Blog 4. Virtual Focus Group Checklist 5. Sample AdverDsement and QuesDonnaire 6. Sample Focus Group ConfidenDality Agreement 7. AFM Focus Group Blog
CHAPTER 1: INTRODUCTION Welcome to the second installment of The Keenan Law Firm’s Policy and Procedure Manual for Focus Groups. How this book came about will help guide you through knowing how to best use it. The first Keenan Law Firm focus group book – “The Keenan Law Firm Policy & Procedure Manual on Focus Groups” focused heavily on the who, what, and when of focus groups. The chapters in the first manual set out the procedural aspects of a focus group, including why we do them, when to do them, who and how to get parIcipants, where they are physically conducted; with the how porIon of the focus group being a much smaller taste. The power and depth of what we can be doing in our focus groups is why we are here. Andrew Gould and William Entrekin did a phenomenal job in the first policy and procedural manual of giving the audience a “how to” on focus groups. At its very core, the purpose of this book is to provide you as the reader with all of the tools you need to feel confident to be running focus groups early on in your cases, and most importantly, oNen. My hope for you is that you can start shiNing your way of thinking from how a lawyer thinks, to how your jury pool will be perceiving your case. To give you the tools to idenIfy the opinions, life experiences and biases they are bringing into your court room and how to work with them.
Page 1 and 2: THE KEENAN LAW FIRM INCLUDES GUIDE
Page 3 and 4: Ms. Miller grabbed the below shot o
Page 5: TABLE OF CONTENTS Preface: Chapter
Page 9 and 10: it aligns with your objecIve. For e
Page 11 and 12: presenIng a strong defense point in
Page 13: FOCUS GROUP STAGES STAGE INTAKE STA
Page 16 and 17: Objec?ves: Let us look into and exp
Page 18 and 19: 3. Assess how much Bubba cares abou
Page 20 and 21: The below wriHen ques0ons are those
Page 22 and 23: (Objec+ve: case selec+on criteria s
Page 24 and 25: Pa0ent Phil Doe was 51. He was born
Page 26 and 27: For instance, simply naming who is
Page 28 and 29: harms), and where else in our world
Page 30 and 31: chaeng as a group and are influence
Page 32 and 33: 5. To who? 6. How can they be harme
Page 34 and 35: j. What safety rules can you think
Page 36 and 37: When to do: The simple answer is, y
Page 38 and 39: stress this enough. In my experienc
Page 40 and 41: In 2015, Jane and John were expecEn
Page 42 and 43: 17. What other similar situaEons or
Page 44 and 45: CHAPTER 5: TIMELINE FOCUS GROUP Wha
Page 46 and 47: How to do a >meline focus group: Th
Page 48 and 49: In 2010, Mary and Joe were expec?ng
Page 50 and 51: 14. Graphically, what did you think
Page 52 and 53: Merry Hospital, its doctors and nur
Page 54 and 55: c. Surgery Center d. Outpa?ent surg
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sounds complex, it is hard to prono
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Example 1: ErecIle dysfuncIon: 1. W
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11. How many of you believe that a
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. The Word AssociaFon Focus Group:
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CHIROPRACTOR 1. Bones 2. QuesIonabl
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groups are finding for the informaI
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Example 2: Topic: Monsanto/Polychlo
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3. What are the symptoms of PCB exp
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5. Mortality/Morbidity? Conclusion:
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As a whole, you will begin having t
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Running your case topic through the
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5. What damage can occur by an unqu
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Recall of Products: Warnings: corpo
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5. Is it good or bad? BONUS - THE A
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2. What do you feel thankful for? 3
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The potenAal piOalls that you are a
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Conclusion: EvaluaAng witness photo
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Demonstra;ve evidence should always
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The main objecPves of a demonstraPv
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1. What is this place? 2. Is it war
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MOI MAJOR TRUTH NUMBER 1: If the pu
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Some>mes, the mo>ve will be obvious
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The Edge case therefore is built ar
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CHAPTER 11: OPENING STATEMENT FOCUS
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Prac=ce =p: While of course your op
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De-brief Ques>on Samples: 1. Based
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The ques=on template for the plain=
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Elizabeth P Teresa P Angela P Quint
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m. Doctor liability n. What was nee
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CHAPTER 12: DETERMINING WHAT THE JU
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What they need out of the verdict a
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How? We need to present our cases t
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Nonetheless, while not the focus, i
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Let’s first, give a quesEonnaire
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3. Why? 4. Known anyone with it? 5.
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5. Tell focus group parEcipants tha
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25. If I menEon to you a phenomenon
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CHAPTER 14: DETERMINING THE VALUE F
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Specific outline: The following is
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CHAPTER 15: THE ADVERSARIAL FOCUS G
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ObjecOve: Mr. Keenan puts it simply
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SEND CASE SPECIFIC QUESTIONNAIRE TO
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IDENTIFY AND CREATE ISSUE BOARD You
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CHOOSE ATTORNEYS TO PLAY PLAINTIFF
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3. What the tracking board looks li
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At the Keenan Law Firm, it is firm
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4. Lower cost. When we do focus gro
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from what they wrote down a]er hear
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follow up quesJons including perhap
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TO: FROM: RE: DATE: KLF Focus Group
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. Why did it take 18 hours? (x2) c.
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1. TOP 3 FACTS: a. Gabriel i. The t
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ADVERSARIAL FOCUS GROUP (MOCK TRIAL
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To help you with implementation, I
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the ;lip side, if you are seeing mo
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While I think it’s a mistake for
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VIRTUAL FOCUS GROUP CHECKLIST VIRTU
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Example 1: On Monday, April 13, 202
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All informaMon will be kept confide
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CONFIDENTIALITY AGREEMENT The under
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Without further ado, a>er three mon
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I o>en hear sen*ments like the foll
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