FOCUS GROUPS BOOK

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.