A large panel study that provides statistically reliable measures of case themes, arguments and issues.

An Issues Analysis Panel (IAP) identifies how a particular type of case is perceived, assesses the level of familiarity jurors have with the case issues, and evaluates the range of attitudes, beliefs and experiences jurors will bring with them to the courtroom. This research methodology also assesses the underlying psychological motivations behind jurors’ reactions. Only by learning what psychological issues jurors are likely to bring with them can we understand, predict, and ultimately control how the jury will assimilate the information presented to them at trial.


An IAP is a large group research project (compared to a Focus Group or Mock Trial) which incorporates both quantitative and qualitative methods. In-depth, comprehensive information about jurors' predispositions, perceptions, experiences, attitudes and values are gathered and analyzed by questionnaire. A randomly selected subset of jurors may also participate in a Mock Trial as the second phase of this type of project. The Mock Trial will identify case issues using a generic case or an actual case.

An IAP provides information to counsel that is similar to Focus Groups and Mock Trials plus:

  • A statistically reliable information bank on the general public's attitudes toward a particular type of case. This information bank will have a relatively long shelf life and application to many cases for years to come.
  • Statistical relationships (directional and strength) between attitudes, values and experiences and verdict preferences.
  • The persuasive impact of witnesses, exhibits, demonstrative evidence, and presentation technologies.
  • The Persuasion Icons™, or themes, that provide jurors with the organization structure which will optimize the probability of a favorable verdict.
  • A pool of future research participants for which we will already know how they feel certain types of cases.

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