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Litigation surveys are surveys that are used in legal proceedings. Like surveys in nonlitigation contexts, they measure opinions, attitudes, and behavior among representative samples of the general public, consumers, employees, and other populations. They afford a useful mechanism for collecting and evaluating opinions or experiences of large groups of individuals bearing on disputed issues in civil and criminal lawsuits. When administered by independent persons who qualify as court expert witnesses in survey methodology by reason of their knowledge, experience, and education, these group assessments may provide more trustworthy information on legal questions than the testimony of a handful of witnesses chosen by an interested party.

State and federal courts throughout the United States now regularly admit survey evidence. However, before 1963, survey respondents' statements were considered hearsay (i.e. statements made outside of court, which are offered to establish facts), and such data were disallowed by many American courts. In 1963, the U.S. District Court in Zippo Manufacturing Co. v. Rogers Imports, Inc. [216 F. Supp. 670, S.D. N.Y.] recognized that survey evidence fit within certain exceptions to the hearsay rule (i.e. the “expert opinion” exception and the “state of mind” exception), essentially removing the hearsay objection as a bar to the introduction of survey evidence in U.S. courts. Today, surveys also have achieved the status of admissible evidence in legal proceedings in other countries as well, such as Canada, the United Kingdom, France, and Germany.

Litigation surveys provide evidence on a multiplicity of issues and now are used routinely in court as well as for the alternative resolution of civil disputes through mediation and arbitration. Public opinion surveys, consumer surveys, and employee surveys represent the most common forms of surveys for litigation.

Public Opinion Litigation Surveys

In the criminal law context, public opinion surveys are frequently used by defendants in highly publicized criminal cases, such as the Polly Klaas case (e.g. People v. Richard Allen Davis), to support motions for change-of-venue due to prejudicial pre-trial publicity. Change-of-venue surveys sample potential jurors in the jurisdiction where a criminal case is pending, measuring their exposure to pre-trial publicity (e.g. whether respondents have heard about the pending matter, and if so, what they have heard) and the potential for prejudice (i.e. whether respondents have formed opinions about the guilt or innocence of the defendant, or “pre-judgments”). To determine whether the potential for prejudice is the same elsewhere, change-of-venue surveys sample from other jurisdictions as well.

In civil litigation, defendants in class action and mass tort lawsuits often conduct public opinion surveys to evaluate their prospects for obtaining favorable jury verdicts and to support change-of-venue motions. Plaintiffs in civil litigation sometimes commission public opinion surveys to determine in which jurisdiction to file a lawsuit where they have the option to select from several jurisdictions.

Consumer Litigation Surveys

Consumer surveys (i.e. surveys of past and potential purchasers of particular products and services) represent the most common form of litigation survey. Because consumer surveys are so routinely used in trademark and advertising controversies, courts actually have commented unfavorably on the failure of a litigant to present survey evidence, and the failure of plaintiffs to provide survey evidence in such matters may give rise to the inference that results of a consumer survey would be unfavorable to their position.

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