FOCUS GROUPS BOOK

CHAPTER 8: WITNESS EVALUATION FOCUS GROUP
What it is:
This focus group is specifically designed as a reminder and tool to seek feedback from your
focus groups on the people that will be tesAfying at your trial.
The witness evaluaAon focus group is as simple as puDng either photographs or videos of
witnesses and their tesAmony before a focus group. An oEen overlooked but essenAal tool to
ensure that you know beyond a shadow of a doubt how each person that will be tesAfying is
received, both posiAvely or negaAvely. This way, you can help your own witnesses overcome any
negaAve feedback from the focus groups, and capitalize on how defense witnesses are received.
When to do it:
EvaluaAng witnesses is included in Stage three of the case phases. While the photographs of the
parAes can be done at any Ame, deposiAon clips and video will come together further into the
discovery phase of your case.
Remember to conAnually be focus grouping witnesses as their deposiAons are being taken.
Also, do not overlook the importance of giving negaAve focus group feedback to your own
witnesses, making the necessary changes, and re-running for their input and eventual approval.
Objec?ve:
The objecAve of the witness evaluaAon focus group is to know before going into the courtroom
how the jury is going to respond to everyone that is going to come before them to tesAfy.
Instead of using costly trial consultants that are out of touch with Bubba’s reality, use your focus
groups to help deposiAon prep and trial prep your witnesses.