We conduct research at three different levels:

• At the most general level, we investigate, analyze, and explicate the fundamental principles of persuasion and identify and develop model arguments. We teach these principles and models as part of the law school curriculum at the University of Southern California Law Center in a class entitled Persuasion.  

• At the next level down, we research and analyze basic tools of trial advocacy. In our Trial Lab, we uncover the specific theories, techniques, and questioning patterns that maximize persuasion in four settings: (i) opening and closing presentations, (ii) cross examination, (iii) direct examination, and (iv) jury selection. The results of this work, portions of which are presented in Articles, will be the subject of a forthcoming multi-volume treatise.  

• Finally, at the most concrete level, we conduct specific research and analysis through Jury Studies on each case to identify the most effective means of persuading decision-makers in that case.