DecisionQuest

Turning strategies into action

In 2003, the nation's leading trial research and consulting firm did some market research of its own and discovered that many of its prospective clients—trial lawyers, litigators and in-house counsel—could not discern the difference between trial research providers. These buyers also were clearly uncertain about how and when to use trial consulting services. The result? Prospects were making uninformed choices among methodologies, costing DecisionQuest business.

We clarified the process, broke it down into six steps and told buyers that, to get the best results, they needed to begin at the end; that is, imagine the outcome of the case in order to plan their very first steps toward a successful conclusion. A new logo was created that mimicked the diagram we created explaining the six-step process. A PowerPoint template told their story in sales presentations in a fresh way.  Advertising focused on the clarity jury consulting could provide, but in an unusual way:  An oncoming bus is about to hit a headline that says, "Exactly when did you see the verdict coming?"