Dr. Bill Kanasky, Jr. covers five common mistakes being made when conducting focus groups, the consequences of these mistakes, and what adjustments should be made:
1) too much information on slides (less is more);
2) too many mock jurors (recruit a more reasonable number of 12-15);
3) too long of a day (juror fatigue is real; keep the days a reasonable length);
4) long presentations (juror attention span is short, keep presentations short);
5) the approach to testing damages (just want to get a feel for a range; a mock trial with juror deliberations is the method to get specifics)