Source of article 2's Company - Magnus Insights.

In writing about the window of opportunity for trial consulting, I reflected on who are our “best??? clients, and why.  Our best clients are the attorneys who “get it??? – who understand what we do, what goes into it, and what they will get out of it.  But, how do they know these things?  They have done it before – they took the first step and hired a trial consultant, hopefully us, for the first time.  But, why did they do that?  Many of them have reported to us that they had previously been surprised by a jury trial result.  They won a case they expected to lose, or more commonly, they lost a case they should have won.  They contact Magnus because they never want to have that happen again, if there is a way to avoid it.  So, while not foolproof, they conduct mock jury research.  Over and over again, mock jury results are often not what the attorney or their client expected in some way.  Things may be better or worse, or maybe they will confirm perceptions, but mostly, the results point to details which need more or less emphasis, or different information.  But, I digress.  The point of this post is that the best clients know they don’t know it all, and they know it is a mistake to pretend they do.  As a result, our clients tend not to be young, or new attorneys, who, even if they have a case warranting jury research, perhaps have not learned this hard lesson.