Real-World Insights, Real Results

At Calvert Law Firm, we believe the best way to understand a case’s strengths, weaknesses, and true value is to see it through the eyes of ordinary people—the very people who will decide its outcome. For more than 25 years, our attorneys have made focus groups an essential part of our trial preparation, giving our clients a powerful edge and setting a standard for litigation strategy in Oklahoma and beyond.

Focus groups are more than a “trial run.” They are a proven tool to test legal theories, uncover biases, and shape arguments that persuade real juries. Our investment in this approach is so significant that, ten years ago, Calvert Law Firm created its own company dedicated to recruiting focus group participants via direct mail to active voters—ensuring truly representative panels.

Leadership and Expertise in Focus Groups

Few law firms can claim Calvert Law’s depth of experience with focus groups. Mr. Calvert has not only pioneered these techniques in our own practice, but has also shared his knowledge as a lecturer at Trial Lawyers University and as a presenter in continuing education classes for other attorneys. Our team is recognized statewide for its innovation and leadership in jury research.

Why Focus Groups Matter in Litigation

Every case has blind spots—hidden biases, unclear evidence, or messaging that doesn’t land as intended. Focus groups shine a light on these issues before trial, giving attorneys a chance to adjust, improve, and prepare with clarity.

Focus groups are invaluable for:

• Testing Arguments and Themes: We present the core facts, legal theories, and competing narratives of the case, and listen closely to participants’ reactions.
• Anticipating Juror Reactions: By observing how different individuals respond emotionally and intellectually, we identify strengths, weaknesses, and the best strategies to win over a real jury.
• Refining Case Presentation: Attorneys can adapt and clarify arguments, visuals, and evidence, ensuring the trial story is as compelling and understandable as possible.
• Identifying Juror Biases: Understanding which life experiences, attitudes, or beliefs might influence how jurors view the case helps us prepare for jury selection and tailor our trial approach.
• Practicing Openings and Closings: Focus group feedback helps us perfect the crucial moments of trial—making sure first and last impressions are strong.
• Determining Value and Settlement Strategy: Focus groups can give honest feedback on likely damages and how persuasive our evidence really is, allowing us to approach negotiations from a position of knowledge and strength.

How Calvert Law Firm Conducts Focus Groups

Our process is systematic, transparent, and tailored for every major case:

1. Recruiting Real, Representative Participants

Calvert Law Firm’s in-house recruitment company uses direct mail to active voters to assemble focus groups that reflect the diversity and attitudes of an actual Oklahoma jury pool. This approach ensures our findings are reliable and applicable to the real trial setting.

2. Case Presentation and Participation

We design focus group sessions to mirror the trial process as closely as possible, sharing selected facts, witness statements, legal arguments, and evidence with participants. They’re encouraged to ask questions, voice opinions, and deliberate as they would in a real jury room.

3. Gathering and Analyzing Feedback

Our team closely monitors reactions—both verbal and nonverbal—taking notes and recording group discussions. We analyze feedback for patterns, surprises, confusion, or strong emotional responses.

4. Applying What We Learn

We use these insights to refine every element of trial preparation:

• Strengthening persuasive arguments
• Addressing areas of confusion or skepticism
• Reworking visuals, exhibits, and demonstratives
• Adjusting witness testimony
• Shaping voir dire and jury selection strategy

5. Teaching and Leadership

Mr. Calvert’s expertise in focus groups goes beyond our own cases. He has presented to fellow trial lawyers on designing, conducting, and analyzing focus groups, sharing strategies that have become best practices statewide.

The Proven Impact of Focus Groups on Trial Outcomes

Focus groups have been central to many of Calvert Law Firm’s record-setting verdicts and settlements. By “practicing for trial” in a safe, feedback-rich environment, we consistently uncover insights that can mean the difference between a good result and an extraordinary one.

Our experience shows that:

• Cases refined through focus group feedback are better received by jurors.
• Surprises at trial are reduced because we have already anticipated many of the jury’s likely questions and concerns.
• Opponents who realize we’ve tested and prepared our case this thoroughly are often more willing to settle, or less able to surprise us in the courtroom.

The Calvert Law Commitment to Excellence

Focus groups are not an “extra” for us—they are an integral part of the Calvert Law culture. Our clients trust us to leave nothing to chance, and our peers often seek our guidance on integrating focus groups into their own practice.

By investing time and resources into this research, we ensure that every client benefits from strategies tested and proven in the real world.

When Should Focus Groups Be Used?

Focus groups are valuable in a wide range of cases:

• Business disputes
• Catastrophic injury and wrongful death claims
• Insurance bad faith and coverage litigation
• Professional malpractice
• Any complex, high-stakes, or high-profile trial

We recommend focus groups for any case where outcome depends on how ordinary people will interpret facts, evidence, or expert testimony.

Our Results Speak for Themselves

Calvert Law Firm’s approach to focus groups and trial preparation has helped us achieve:

• Oklahoma’s largest punitive damage awards
• Nationally recognized verdicts and settlements
• Consistent referrals from top law firms and litigation boutiques

Our attorneys are proud to offer this level of sophistication and readiness to every client, no matter the size or scope of the case.