Opinions and values. The opinions and values that jurors hold can affect how they view the evidence and arguments presented by the parties. Thus, knowing how jurors feel about important opinions is key to understanding how they will react to your case. Potential themes . Related to uncovering opinions and values is the determination of what the best theme of the case is.
Themes are important in persuasion at trial.
The theme adopted by jurors serves as a filtering mechanism for how the evidence will be processed. Perceptions of the litigants . This image serves as the context from which jurors will interpret the actions of the party. As shown in Figure 1, the fact that a particular oil company was viewed by over three- quarters of the jurors as being at least somewhat greedy did not bode well for the interests of this company that faced a claim that its actions were motivated by greed. An extremely important feature of juror surveys is their ability to uncover the jurors' decision preferences in a case.