The Litigation Group has developed a theoretical framework that helps the trial team understand how jurors think and respond to arguments. Though many different characteristics identify juror types, two specific types stand out: "Cognitive Thinking Jurors," who primarily use facts and issues to determine their opinions; and "Affective Thinking Jurors," who use emotion to help them determine their opinions. The Litigation Group works with the trial team to make the issues of a case simple and emotional enough to appeal to the Affective Juror type while still speaking to the interests of the Cognitive Jurors. Additionally, The Litigation Group provides a juror profile based upon both demographic and psychographic characteristics to identify the types of jurors who will be predisposed for and against your case.
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