THE PROOF

Plaintiff Likeability

Defense Likeability

Data from BEI National Juror Tracking Database

Every incremental increase in favorability of key witnesses results in a significant improvement in outcome.

Now at this point you might be saying; so what? Everybody knows this!  But look at this chart closer.  There is the same percentage improvement between taking a favorable witness to very favorable as there is taking an unfavorable witness to favorable status.  In other words, even if you think you have a good witness, by making an incremental improvement in that witness’ performance you get the same, large incremental improvement in outcomes as you get from turning a problem witness around.  EVERY WITNESS’ PERFORMANCE CAN BE IMPROVED, AND IMPROVEMENT = BETTER OUTCOMES. PERIOD.