Rob Duboff and Nancy Neufer review the strategic jury selection approaches that might have led to a different outcome in a criminal murder trial.
Perspectives
Case Study information pages
The Problem The brand (Brand X) that established the category of treatment for a specific cancer diagnosis had lost market share to two new entries. The brand team wanted a fresh approach. The Hypothesis The new entries were thought to be more potent than Brand X, but Brand X believed it could benefit from its […]
