Theoretically, an urban juror is likely to find for the plaintiff in a products case. They are more inclined to perceive life as being controlled by forces or events outside human control.
Farmers are accustomed to equipment failure (malfunction) and view these failures as an inevitable part of life. They also experience more injuries and are more susceptible to tort reform and believe insurance rates will rise. Conversely, urban jurors are likely to assume people have control over their lives and that manufacturers can and should take responsibility for their products.
Management and supervisor types should be viewed as unfavorable to plaintiffs in products cases. Retailers and wholesalers are also contra-indicated. On the other hand, workers, laborers and union members view themselves as anti-establishment and therefore pro-plaintiff. Laborers and union members are exposed to accidents and risk and therefore, "trust" machines to work as intended.
Younger and better educated individuals are more likely to challenge the system. Older, less-educated persons generally view the existing system as something to respect. Better educated jurors are more consumer conscious and more likely to understand that, in some situations manufacturers and sellers should be held accountable.
People with abstract conceptualizations will better understand the responsibilities of the manufacturer (social responsibility issues).
People who believe their life is controlled by external forces will likely be plaintiff prone. (External locus of control v. internal locus of control). Self-starters and entrepreneurial types are a definite no.
Look for jurors who do not have a necessarily good relationship with products or manufacturers. Avoid a juror who has used rebates or coupons. Also avoid jurors who play the stock market. Another group to avoid are those who always buy the same brand name. Avoid long-time users of brand products.
In spite of these profiles, research has shown that demographic and psychographic generalizations are not particularly useful in identifying jurors. Rather, it is the underlying attitudes which are based on an individual's life experience when picking a jury. Profiles must be used with caution.
1. Occupational Trauma: Look for fired people or their spouses. Look for time at present job, transfers, and time present in the city. Job stability is important here. Select those without it.
2. Life Trauma: Look for death, divorce, serious accident, chronic illness in the immediate family. Use open-ended questions.
3. Generalized Hostility: This type of person feels "left out" and that life has passed her/him by. Listen to vocal tone and general demeanor.
4. Control Over One's Own Destiny: People who have little control over their own lives love governmental regulations. Punishment is a way to modify corporate behavior.
5. High Empathy: Select jurors who can identify with the Plaintiff.