Philosophy & Process

“The difference between information and meaning is the difference between losing and winning.”

Richard Gabriel, our President

Whether you are doing jury research, presenting your case in trial, conducting voir dire, or preparing a witness to testify there are a number of core tenants that can guide you to success.


After decades of research and experience in thousands of mock and actual trials, Decision Analysis created a series of guides for clients who want a short list of the primary issues they should be considering when approaching these major areas of litigation and trial preparation.

The topics covered in this guide are:

Persuasion & Trial Presentation
Jury Selection
Jury Research
Witness Preparation

 1. Understand the case.

Reading documents, meeting with witnesses, and identifying key decision issues.

 2. Understand the audience.

We research the venue, judge, and jury and identify the main components of the intended audience’s decision-making process.

 3. Frame the case.

Define best roles for everyone to most effectively communicate your case and pick the primary focus of the case.

 4. Create the ideal story.

Identify the human stories in the case, told through characters, environment, backstory, to create an impact on the audience.

Your job is to know the evidence and the law. Our job is to know the humans.

1. See the story behind the case

Tell authentic stories that ring true rather than a recitation of facts and law that meet required definitions.

2. Connect with every person

We connect you to the human stories of your witnesses and even the opposing side to result in favorable outcome/

3. Package the case in a human way

Find the soul of the case that ultimately resonates with your audience and helps them decide in your favor.

Looking for a winning edge?

We may be a good fit.