MSInteractive - The PA and Jury Research

The PA and Jury Research
Mock jury research to evaluate testimony and courtroom presentations

Getting the most out of trial preparation is key. The Perception Analyzer is a proven technology used for the pre-testing of opening statements, closing arguments, witness questioning and cross-examination. Use the Perception Analyzer to determine which arguments are most effective, what areas might be best avoided and how jurors are likely to respond to your planned course of action.

The PA is used for scientific jury selection testing, opening and closing argument testing and evidence testing. Scientific jury selection involves testing voir dire questions and then matching responses with demographic variables. An excellent discussion of this can be found in the book "Judging the Jury", by Valerie P. Hans and Neil Vidmar, Plenum Press, New York, 1986. See Chapter 6, "The New 'Science' of Jury Selection". Argument testing and evidence testing make extensive use of moment-to-moment analysis to track participants' reactions to the various elements of these presentations.

Benefits of Using the Perception Analyzer in Jury Research

Understand instantly how jurors respond to opening and closing statements, lawyer presentations, even witness testimony. Compare pre-deliberation results with post.
Use calculated variables to analyze data by subsets such as age, gender, education, etc. And mix subsets, such as a subset of "Females ages 18-35".
Collect honest feedback, uncontaminated by the group dynamic, and secure detailed and accurate results through enhanced group participation.
Immediately receive hard data that can be reviewed and shared, in graphical and/or crosstab format, rather than waiting days for responses to be tabulated and analyzed.

Performing conjoint exercises through the Perception Analyzer allows for deeper and faster analysis than traditional focus groups. Not only does the PA allow you to instantly know who prefers the Prosecution or Defense, but it tells you specifically why and by how much.

The unique dials of the Perception Analyzer enable you to create moment-to-moment video overlays to capture participants' changing perceptions during every second of the presentations or testimony. This lets you isolate effective arguments and weed out ineffective ones. This data is available for analysis in video format or digitally on CD for easy review by clients and colleagues.