FOCUS GROUPS BOOK

CHIROPRACTOR
1. Bones
2. QuesIonable
3. Back pain
4. Adjustment
5. Crack your back
6. Shady
7. Hustler
8. Not a doctor
9. Bad
With all of the above word associaIon results, follow up quesIons to squeeze the orange on the
why and what life experiences led them to that word are imperaIve.
c. The Smart Phone Focus Group:
What it is:
The Smart Phone focus group is almost exactly what it sounds like. You are prompIng the focus
group to use their Smart Phone, tablet or computer simultaneously with you as you ask them to
do research on the internet regarding a parIcular topic of your case.
This focus group outline is tailored towards medical malpracIce cases or the damages porIon
of your cases and the human body, as the outline regarding symptoms, diagnosis and treatment
signifies. Do not let this discourage you from using this method to test any parIcular topic or
concern in your cases. Simply adjust the outline as needed to correspond to your case topic.
When to do it:
The Smart Phone focus group is contained in the Second Stage case phase group. This focus
group, as with those contained within this chapter, all should be done sooner rather than later.
Once you have idenIfied the main injury or concept in your case that jurors will be potenIally
researching at trial on the internet, you are equipped with enough informaIon to run the Smart
Phone focus group template to begin tracking what they are finding, what sources are providing
informaIon and how credible the informaIon they are locaIng is to them.
ObjecFve:
The why is very important. You may be asking yourself, why would I want the parIcipants to be
searching for these answers online, isn’t the point of a focus group to determine what they
know?