Randy Calvert – Designing the Perfect Focus Group

About 25 years ago – years after stints as a professional pilot, steel worker, and certified public accountant – Randy Calvert discovered focus groups. “I just saw the value, and then, the more you do it, the more value you see in it,” he explains to host Dan Ambrose. Tune in to learn how Randy’s methodical approach—such as using statistically representative participants rather than recruits from Craigslist—has transformed his practice. At TLU Beach (June 4-7), he will guide attorneys in designing, implementing, and analyzing focus group results that unlock maximum case value.

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Episode Snapshot

• Randy began his career as a professional pilot and flight instructor, later working as a steel worker and CPA before becoming a trial lawyer at age 32.
• As a high school debater, Randy developed foundational skills in research, organization, and public speaking that would later serve him in the courtroom.
• After Shell Oil refused a $3 million settlement offer, Randy secured an $83.6 million verdict, defeating seven major law firms through years of litigation.
• Randy emphasizes conducting focus groups early in a case—before depositions—to understand juror perspectives and craft effective deposition strategies.
• Instead of finding participants through Craigslist or unemployment agencies, Randy created a company that solicits focus group jurors through direct mail to active voters across all precincts.
• Randy's focus groups are conducted at neutral locations without revealing which side he represents to allow for unbiased feedback.
• For Randy, the key to effective focus groups is finding the right jurors, understanding what information they need, and refining the case strategy based on their reactions.

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