#332 - The Concept of Measurement Sensitivity in Jury Research

Bill Kanasky, Jr., Ph.D. discusses the concept of sensitivity in jury research. Bill explains that the quality of the stimuli shared with participants in the research may impact the level of confidence in the research results. For example, when being able to show video footage of the incident or video of witness deposition testimony, these are high sensitivity stimuli that increase the reliability of the mock juror feedback. In contrast, if you only have written descriptions of the incident or witness deposition transcripts, the feedback from the jurors on those less sensitive stimuli will limit, to some degree, the confidence in the results. However, if you don't have video testimony or video of the incident, it does not mean you cannot still test what you do have. Making short videos of defense witnesses is a way to fill a video deposition gap. On the plaintiff side, if there's no deposition video, using social media of the plaintiff or other similar public media available can provide some useful insights from mock jurors. Gathering feedback based on the documentation you do have is still useful while recognizing that what jurors will see at trial will include stimuli that you were not able to test in the jury research. Watch the video of this episode here: https://youtu.be/HoCn8-10UIg