#302 - The Likeable Plaintiff

The likeability of witnesses is a huge factor in juror evaluation and decision-making. Bill Kanasky, Jr., Ph.D. talks about the necessity of testing plaintiff likeability by getting the plaintiff deposition on video so it can be played in a focus group to get feedback on the plaintiff. Juror perception of the plaintiff is a major influencing factor in how they consider the case. Likeability of defense witnesses is important to test as well since the likeability factor applies to both sides, so understanding what jurors think about the likeability, credibility, knowledge, etc. of all witnesses is crucial. Lastly, Bill shares how to address likeability of plaintiff witnesses in voir dire in order to diffuse it as an issue during deliberations.

CSI Litigation Consultant Linda Khzam joins Bill Kanasky, Jr., Ph.D. to talk about early jury research. Linda describes the format of the virtual focus group model and benefits that clients and attorneys realize from conducting these education and evaluation jury research projects. Bill and Linda discuss how focus groups differ from mock trials, and how, especially when conducted early, help identify hidden vulnerabilities in your case. They also talk about the advantages of the test/retest model in jury research and how focus groups can, in certain circumstances, be more useful for trial prep than a mock trial. Lastly, they discuss other uses of the focus group model including testing counter-anchors, damages, liability, voir dire, opening statements, and exhibits.

Mike Bassett, Trial Lawyer and Managing Partner at The Bassett Firm, joins Steve Wood, Ph.D. and Bill Kanasky, Jr., Ph.D. to commemorate the 300th episode of The Litigation Psychology Podcast and discuss a wide range of topics about managing litigation and how things have evolved over the years. Mike shares the benefits he and his firm realize from conducting early jury research and how these early focus groups guide discovery and influence mediation. Steve, Bill, and Mike talk about the importance of validity in how jury research is conducted, the impact of confirmation bias on the legal team, and how clients need to view jury research as an investment, not simply an expense. The group also talk about attorney recruitment, attorney retention and the benefits of using Culture Index for hiring and team management. Lastly, they discuss the use of AI in legal and the criticality of briefer and tighter opening statements in today's world of short attention spans.

Bill Kanasky, Jr., Ph.D. shares recent feedback he has received from corporate and insurance clients with regards to a reluctance by some of their defense attorneys to take a different approach in how they manage their client's litigation. Some corporate and insurance clients are wanting more proactivity and aggressiveness from their counsel and are running into resistance from some, which is leaving them frustrated. Bill tells a couple of stories from recent interactions as examples of how corporate and insurance clients are thinking about the working relationship with their firms and makes suggestions about how attorneys can get better alignment with their clients on how they want their files handled.

Doug Marcello, Shareholder with Saxton & Stump and an expert in trucking litigation, joins Bill Kanasky, Jr., Ph.D. to give a state of the union on litigation in the transportation and trucking space. Doug shares what he sees as the primary issues in trucking litigation today and Bill and Doug discuss suggestions on what insurance companies and defense attorneys should do differently in managing their litigation. Doug shoots down common objections the defense side often bring up related to being proactive. He describes the benefits of conducting early jury research and talks about situations where it makes sense to proactively sue the plaintiff for an accident before they can file suit against the defendant. Bill and Doug also discuss the driver shortage challenge, managing immigrant drivers, technology, AI, and more.

Bill Kanasky, Jr., Ph.D. describes the surprising connection between Meat Loaf's 1993 hit song I Would Do Anything for Love (But I Won't Do That) and the Reptile Theory. Bill breaks down the correlation between the lyrics of this love song and the unreasonable expectations and standards that are present in Reptile questions. He explains how attorneys need to help witnesses understand that circumstances and judgment play a pivotal role when responding to classic Reptile questions in deposition.

Holly Howanitz, Managing Partner with Tyson & Mendes, joins Bill Kanasky, Jr., Ph.D. to discuss the current state of litigation in Florida after the tort reform bill H.B. 837 was passed in March 2023. Holly shares how both tort reform and the new rules of civil procedure that went into effect in January 2025 are impacting cases. The biggest change that Holly has seen is related to medical bills since whether the plaintiff had health insurance was not allowed to be discussed in court before tort reform. Bill and Holly also discuss how to handle anchoring, thoughts on medical billing experts, dealing with modified comparative negligence, eggshell plaintiffs, anchoring apportionment, and more.

Bill Kanasky, Jr., Ph.D. describes what he calls the dead zone in opening statements. The dead zone is the middle part of the opening where juror attention is at its lowest. Bill lays out a 3 x 3 framework for the dead zone in the opening: 3 core issues supported by 3 high impact facts. He talks about how the opening statement should be focused on teasing and framing your case, not getting into the weeds, and letting your witnesses handle the details later. Lastly, Bill describes the concepts of dilution and repetition in opening statements.

Jim Pattillo & Todd Weston, Partners with Christian & Small, join Bill Kanasky, Jr., Ph.D. to talk about a range of topics on managing a law firm and managing litigation. The group discuss how to get younger attorneys trial experience, particularly when fewer and fewer cases are going to trial, how to manage stress, work/life balance, and healthy lifestyles while still growing a profitable firm, thoughts around voir dire, mistakes they have made while practicing law and the lessons learned, witness preparation, and more.

Bill Kanasky, Jr., Ph.D. and Steve Wood, Ph.D. take a look back at some cases the CSI team worked on during 2025 and share stories, takeaways, and lessons learned. Bill and Steve talk about what causes witness deposition failures and why leveraging neurocognitive witness training leads to improve deposition testimony. They talk about why the work attorneys do to prep witnesses are often inadequate and why its not the attorney's fault. Bill and Steve also provide updates on recent changes in how CSI conducts jury research and how focus group research has transformed case development and strategy for attorneys. They describe the importance of validity and reliability in jury research and how conducting exploratory research like focus groups vs. confirmatory research like mock trials can significantly improve litigation management decisions. Lastly, they discuss alternatives to traditional jury selection and why a focus on voir dire questioning strategy (i.e. disruptive voir dire) and opening statement construction is much more useful than having a jury consultant sitting next to the legal team during jury selection.