Personality Type is a psychological model that originated from the work of psychologist Carl Jung, as well as Isabel Briggs Meyers and Katherine Briggs. Understanding personality type is the key to knowing what kind of information people focus on (facts or possibilities), and how they make decisions (personally or objectively).

All jury research we facilitate involves personality type analysis. In addition to screening mock jurors for demographic and other personal variables, we determine each person's type, which is then factored into our overall analysis of how the jurors reacted to the case. A juror's type is one of the most important psychological filters through which he or she views the evidence and testimony in a lawsuit. Therefore, using this model in our research provides the attorney with the means to craft specific themes and arguments that will ultimately appeal to the particular jurors sitting on the actual case.