Simple Statistics

If social scientists are right and jurors only retain 10 percent of what they hear in a courtroom — more likely than not what they heard first — what can you do to make them remember the defense’s case?

Using only a few carefully chosen statistics or key numbers to illustrate a point is a great way to arm jurors with ammunition they can use in the deliberations room.

As an example, a general internal medicine patient died from a calf sarcoma after multiple tests in response to “arthritis-type” pain.

Focus group research in the case revealed that highlighting the extent of the efforts made to diagnose the patient’s condition was crucial. The defense formulated a phrase that was used repeatedly to reinforce its theme: “Four tests were done by three different radiologists, at two hospitals, and none of them saw any sign of cancer.”

After trial, exit interviews revealed those words rang out again and again during deliberations — “four tests, three radiologists, two hospitals, and no cancer!”

Used correctly, simple statistics and numbers help to illustrate a theme and help arguments resonate in jurors’ minds, which they will hopefully remember when it comes time to render a verdict.