Venue Specific Research
Many attorneys ask where their jury research should be conducted. The answer is, “in the trial venue.” The reasons jury research should be conducted in the trial venue are: jurors’ attitudes and life experiences vary from venue to venue; the salient issues in the case are different depending on the composition of the jury; and the image of local parties must be evaluated in order to fully understand the case. The only reasons for conducting jury research outside the trial venue are when the publicity about the case is extremely high and/or when the population is small enough to fear contamination of the jury pool. In these rare instances, a “matched venue” must be selected so that research participants who closely approximate the actual jury pool can be utilized.
Jury composition does impact the case outcome.