So many litigators now are aware of the effectiveness of mock trials and the knowledge that comes from results in focus groups gives them a competitive edge. They find out which points to emphasize in an actual case, and sometimes, they know whether to go ahead and settle a case before it goes to trial. Potential mock jurors do not know what project they will participate in prior to a mock trial. What they need to do is listen to what is being said to find out why misconceptions are present and how they can be overcome. But it doesn't matter.
People still go on emotions and reactions.
The Jackson area is appealing to many companies who rely on market research because it is so unique, she said. It hasn't been over-surveyed, and people here are so open with their opinions. That's a very big attraction for outside business. The trouble we have is convincing people it is legitimate research. When you call people on the phone and tell them you're actually going to pay them cash for their opinions, they're skeptical.