Online Jury Research
In addition to conducting traditional jury research, R&D is pleased to announce that it has developed the next generation of jury research technology: Conducting jury research over the internet. We have created a platform that allows us many of the same capabilities that we have with traditional jury research:
- Jurors are recruited to be representative of the venue.
- They are able to complete extensive questionnaires.
- They can view videotaped presentations describing the case.
- They are able to rate the presentations in real time to tell us the strength and weakness of different arguments.
- Jurors can be interviewed individually and as a group.
To be sure, online jury research does not allow us to view the nitty-gritty of a jury deliberation group behind a one-way mirror. But it has certain advantages.
- The out-of-pocket expenses are a great deal less than traditional jury research. Hotels do not have to be rented, respondent fees and recruiting expenses are relatively modest, no audio visual equipment is required; no one has to be fed; and we and our clients avoid all travel expenses.
- There is far more flexibility about when the research is conducted. It can be done on any day of the week at any time of the day. With traditional jury research, scheduling is often very difficult.
- As discussed below, traditional telephone surveys have become less and less reliable. Online jury research offers a much better form of data collection.
We are not suggesting that online jury research replace traditional jury research. However, it should be used in the following ways:
- As the first stage of the jury research program. It will provide a clear picture of case strengths and weaknesses and the important values, beliefs, and knowledge that jurors bring to the table.
- Any time you need a quick and thorough read on a one-time event that may have a significant effect on your image among potential jurors: an adverse ruling from the FDA; a plant explosion; a media expose; etc.
- As a replacement for telephone surveys. This is especially true when the goal is to develop a jury profile to be used in voir dire and jury selection.
- Any time when serious budget restraints are an issue.
How representative is the online sample?
A 2004 Nielsen study revealed that 75% of Americans had online access and the percentage has clearly increased since that time. The online population is rapidly becoming the same as the population. Certainly, not every demographic or ethnic group is fully represented online, but we make every effort to match the demographics of the online sample to census data for the venue.
Why do an internet survey rather than a traditional telephone survey?
In a nutshell, because of three clear trends in American society: the increasing prevalence of caller ID, the increasing reliance on cell phones (particularly among the younger population), and the increasing availability of Internet access. Caller ID has made it more difficult for survey houses to reach people for traditional telephone surveys. In addition, even when survey houses do reach people they have a very high rate of refusals. More and more people are getting Internet access, both at home and at work. Online access is no longer limited to a select few; it has become available to people of all walks of life. An additional advantage of online surveys is that they can be completed at any time of the day or night, further increasing the number (and types) of people who are willing to participate. In addition to these trends, an online survey allows us to present the participants with far more information than can be accomplished in a traditional telephone survey (video, for example). We also get a higher level of comprehension and we are able to collect more data.
How secure/confidential is the online survey?
We use a secure website to restrict access to case information. Participants complete screening information, verify their identities, and indicate their willingness to abide by a confidentiality agreement before they are allowed access to case information. Although these steps vastly enhance security and confidentiality, it is important to note that all surveys‚ telephone, live, and online‚ have potential confidentiality issues.
To learn more about online jury research, go to lg-juries.com, the website of LookingGlass. LookingGlass is a subsidiary of R&D that is devoted to conducting online jury research.
