Trial lawyers have long sought to understand what motivates a jury: how to frame a case, read the room, and tip a trial in their favor. Now, with the help of big data, we may be closer to an answer.

Join nationally recognized jury trial consultant Jesse Wilson and renowned trial scientist John Campbell for an insightful new webinar designed to transform your case using evidence from thousands of hours of trial analysis.

Featuring insights from his second book, The Most Important Juror, Jesse Wilson urges moving beyond the narrative of plaintiffs as victims, and instead portraying them as fighters: people overcoming challenges, seeking recovery, and pursuing joy. This approach has been shown to deepen jurors' emotional connection to your client.

John Campbell and Alicia Campbell, data scientists and founders of JuryBall, have conducted extensive analysis of over 800 civil cases and 250,000 jurors to understand what works best in trial. John will present their research showing how emphasizing resilience and strength over hopelessness and suffering can improve your odds of winning at trial. 

Key topics addressed:

• Introduction to the Victim-to-Victor Strategy
  • shift from focusing on suffering to highlighting strength and resilience
  • psychological and emotional effects of narratives on jury decisions
• Data and Empirical Evidence
  • data-driven insights from extensive studies on how the victim-to-victor approach affects case outcomes
  • insights from the JuryBall findings by Alicia and John Campbell
• Case Studies
  • John Campbell presents pivotal case studies on the victim-to-victor narrative
  • Jesse Wilson and John Campbell discuss a recent high-profile case involving a traumatic brain injury, illustrating the narrative’s effectiveness
• Juror Psychology and Storytelling
  • how jurors' emotions and motivations are influenced by plaintiff portrayal
  • the role of activating and deactivating emotions in juror decision-making
• Practical Application and Attorney Guidance
  • strategies for attorneys to implement the victim-to-victor approach in their cases
  • how to frame a plaintiff’s story to engage and motivate jurors effectively

This webinar will provide useful strategies for trial attorneys, legal consultants, law students, and anyone interested in enhancing their litigation strategies through innovative storytelling and juror engagement techniques. Don’t miss Jesse and John in an enlightening session that challenges conventional trial narratives and offers a new perspective on advocacy, aligning with modern juror expectations and psychological insights.

Click here for Access Instructions for On Demand Programs.

Each user must register individually as they will need their own login to access the program and comply with CLE requirements. 

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