EP280 Juror Psychology – Jake McKenzie of Intermark Legal

In this insightful interview, Jake McKenzie, CEO of Intermark Legal, joined Mac Pierre-Louis to discuss the importance of leveraging psychology and behavioral science in the legal field. Jake shares how his background in psychology and marketing led him to apply these principles to help lawyers shape their case strategies and jury selection.

Jake emphasizes that understanding how jurors process information and make decisions is crucial for achieving better outcomes. Intermark Legal’s team of PhDs and behavioral scientists work closely with lawyers to profile the jury pool, identify favorable and unfavorable jurors, and craft compelling narratives that resonate with the decision-makers.

The discussion delved into the art of storytelling, highlighting how it can help jurors remember key information and convey moral lessons. Jake also addressed Mac’s concern about “manipulating” the system, clarifying that Intermark’s approach is about organizing and presenting information in a way that aligns with how people naturally make decisions.

This talk underscores the importance of adapting legal strategies to the psychology of the audience, whether it’s a jury or a judge. By leveraging these insights, lawyers can increase their chances of success, even in close cases where the facts alone may not be enough to sway the decision-makers.