Focus Groups

If you’d like to conduct a focus group, but are concerned about the expense or don’t know where to start, Jon Karon can help. He can put together a focus group for your case, either virtual or in person.

Jon has been running focus groups for many years. His article “Tips for Conducting Focus Groups” in the November 2022 issue of the Massachusetts Academy of Trial Attorneys’ Journal (available on MATA’s website) discusses the different types of focus groups and how to design a focus group that’s right for your case. For example:

• A neutral narrative can be presented to discover the ways in which you might lose your case.
• A concept focus group can be used to get feedback on specific issues or reactions to a key piece of evidence.
• A deliberative focus group can present each side’s best case and have the participants deliberate.

Here’s Jon discussing how he can help you:

I’ve always learned something valuable from a focus group. The key to planning a focus group is figuring out what you want to know and then how to get the participants to tell you. I frequently joke that the goal of a first focus group is to lose your case. But it’s no joke. One of the most important things focus groups can do for you is uncover the hidden traps, the subtle biases, and the facts that jurors will focus on. Planning is important as is creating an environment where participants feel comfortable sharing and where the moderator gets out of their way and lets them talk. Finally, analyzing the results, not just what the participants are saying, but why, is crucial.

You may be surprised at how easily and inexpensively a focus group can be conducted. Because I enjoy brainstorming with other lawyers and running focus groups, I can offer a reasonable rate for my services. If you’re curious, please reach out. Whether you retain me or not, I’d be happy to discuss focus groups with you.