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.