Community Attitude Surveys

providing power to persuasion making cases compelling


Attitude Survey Research


definition       uses  


design       procedure  


experience       preparation       skill  

Scales of justice


Attitude Survey Goals

DEFINITION Group of People

Attitude surveys are a scientific study of likely juror perceptions, and are used when wanting to learn about a venue and about how venire members respond to a select, limited number of key issues in a case. Attitude surveys offer data from phone interviews using a large random sample of venire members.


Community attitude surveys create a case-based snapshot in a venue of jurors' attitudes, life experiences, values/beliefs and demographics. These data can be used to:


evaluate a venue: gauge the nature of a venue and/or compare venues

learn juror leanings: understand jurorsí reactions to a case vignette, identify case-related values and beliefs, and learn jurors' verdict preferences

profile jurors: statistically profile jurors by determining how juror demographics, experiences and predispositions affect verdict outcome

identify questions differentiating jurors: identify critical questions to ask in voir dire and on juror questionnaires

Attitude Survey Process


A case vignette is written addressing select case issues, and placed in a survey protocol that asks questions before and after the case vignette. Before the vignette, the protocol asks questions about case events, issues, and parties. After the vignette, the protocol asks questions about verdict preferences, damages/punishment preferences and demographic/biographic information. This protocol is used to poll venire members in telephone interviews.


Presenting ResultsInterviews of 10 to 15 minutes are conducted by phone using a random sample of all phone numbers (both listed and unlisted) in the venue. All respondents are eligible for jury duty and not currently called or serving. At least 300 to 400 people are surveyed, with the actual number determined by a case's research goals and budget.

The data are analyzed statistically, and a report of the results is prepared. Statistical analyses are conducted of the venue(s), jurorsí experiences and attitudes, jurorsíresponses to the case vignette, jurors' verdict preferences, and characteristics of jurors that differentiate plaintiff/prosecution from defense jurors. Recommendations are made for the venue (or its change), voir dire, a juror questionnaire, and jury selection.

ComConís Expertise

ComCon is unique in its research expertise and its knowledge of community attitude surveys. Dr. Kellermann holds an advanced degree in probability and statistics, consults on research design, and is a recognized expert in research methods. Dr. McCann has received advanced graduate-level training in statistics and research methodology. ComCon is expert in conducting community attitude surveys.


ComCon consultants have conducted community attitude surveys for cases in venues across the country. The survey results have been used to compare venues for determining where to file, to support change of venue motions, to profile jurors, and to understand jurors' approach to a case.

A key take-away from ComCon's experience is that certain cases are well suited to community attitude surveys, while other cases are better suited to mock trial or focus group research. Ask ComCon if your case is well suited for an attitude survey.


ComCon consultants are expert at preparing survey protocols, screening jurors for eligibility, screening out respondents who might speak to the media or opposing parties, drafting questions useful to a case, randomly sampling the venue, conducting the interviews, statistically analyzing the data, and preparing the report.


ComCon believes that quality is critical, and takes ongoing steps to ensure valid and reliable research results. ComCon consultants conduct community attitude surveys that yield reliable results and effective recommendations.

Conferring Presenting

ComCon is dedicated to making your case psychologically compelling for the decision-makers you face.