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The longer I practice in the jury research arena, the more I appreciate that psychology and sociology are as much art as science. I have also come to realize how little we really understand about predicting human behavior. Having said that, there are some axioms that are, at least, general guideposts in the practice of understanding jury, and juror, behavior.
More often than not, clients and litigators contact a jury consultant once they believe that a trial is imminent. They view jury research as an important exercise to ready their case for trial and to assess the level of risk associated with trying the case to a jury decision.