Tracy Farrell

With nearly 30 years of experience as a trial consultant, Senior Jury Consultant Tracy Farrell is an affiliate of IMS and offers her clients extensive knowledge and expertise. She has been a key strategist on a broad range of litigation matters in both state and federal courts, including, but not limited to, intellectual property, employment, personal injury and wrongful death, insurance, contracts, product liability, criminal prosecution, securities, and medical malpractice cases.

Having participated in the selection of about 250 juries, Tracy is adept in all aspects of the jury selection process. She has drafted proposed attorney and court voir dire questions, developed and evaluated juror questionnaires, and in the courtroom, she has been an indispensable support system for attorneys. Tracy has also conducted various forms of jury research, including focus groups and mock trials. In addition, she is adept at conducting case analyses, theme development, witness preparation, and post-trial interviews. Notable cases to which she has contributed include US v. Martha Stewart, People of CA v. Scott Peterson, Oracle v. SAP, and SCO v. Novell.

Tracy earned a Bachelor of Arts degree in psychology from Mills College in Oakland, CA, and a Master of Science degree in industrial/organizational psychology from San Francisco State University. Prior to joining IMS, Tracy worked with other trial consulting firms in California.

Tracy resides in the San Francisco Bay Area and enjoys walking, cooking and eating with friends and family, and watching foreign crime dramas in her free time.

Notable publications and presentations:

• Farrell, T. (2024). How to Make the Most of Limited Voir Dire. Insights.
• Farrell, T., Cuculich, J., & Hillmer, B. (2023). Stereotypes Won’t Get You Far in Jury Selection. Insights.