ohio voice of the customer landscape workshop iii · dui 16 traffic 22 landlord/tenant 22 car issue...

Ohio Voice of the Customer LandscapeWorkshop IIIDecember 1, 2017

Executive Summary

2

Of the 800 respondents, 58% had used the Internet to search for legal help Costs and confusion about the legal system were by far the biggest access hurdles Certain groups in particular perceived themselves as being highly susceptible to these legal

barriers:1. Ohioans with a family income of $30k/year or lower2. Urban residents 3. Ohioans with less than a bachelor’s degree

Support for a legal access portal was strong (68%) Target strategies to support portal success/adoption:

Directness and simplicity – eliminating “the use of legal mumbo jumbo.” Cost-savings – (ex. 35% could not afford any limited scope representation) giving users

valuable, contextualized information Security protection – moderate hesitancy existed for portal concepts, and respondents

desired to see a reputable, trustworthy website

Qualtrics leveraged for survey responses

3

Leveraging State Partners

Respondent requirements: At least 50% making $30k/year or less At least 15% self-classified rural

respondents, 40% minimum urban95%Fielded through:

Preexisting, Qualtrics-specific survey pool Conventional advertising techniques (e.g.

Facebook, online shopping)

Fielded through: Distribution through Legal Aid Societies Corporation for Appalachian Development 5%

QualtricsSurveys

Demographics mostly mirror OH population

4

0

20

40

60

80

100%

Income/year

Less than $10k 14%

$10 - $20k 17%

$20 - $30k 20%

$30 - $40k 10%

$40 - $50k 10%

$50 - $60k 7%$60 - $75k 6%$75 - $100k 6%

$100k+ 11%

798

Geography

Urban 42%

Suburban 41%

Rural 17%

797

Age18-21 5%

22-34 25%

35-44 19%

45-64 38%

65 or older 14%

797

Education

Bachelor degree or more 31%

Some college (includes associate

degree) 38%

High school diploma or GED 28%

786

Race

White (non-Hispanic)

78%

Black / AA 16%

Latina/o 2%Asian 2%Native American 2%795

Less than high school 3%

75/88 counties represented

Source: Voice of the Customer Study, 2017; US Census Bureau, 2016Note: OH life expectancy (77.8) used for upward range for 65+

51% makes $30k or less per year (family

income)

Mean age =45.5 years old

26% of all Ohioanshave a bachelor’s degree or higher

~6% identified as Latina/o, Asian, and/or

Native American

0

20

40

60

80

100%

Overall

42%

58%

800

$30k/year or less

39%

61%

405

Urban

39%

61%

330

Rural

43%

57%

136

Some college or less

37%

63%

546

Bachelor degree

52%

48%

240

Black

31%

69%

129

White

43%

57%

623

NoYes

A majority of demographic groups have searched for legal help

5

0

20

40

60

80

100%

Overall

42%

58%

800

$30k/year or less

39%

61%

405

Urban

39%

61%

330

Rural

43%

57%

136

Some college or less

37%

63%

546

Bachelor degree

52%

48%

240

Black

31%

69%

129

White

43%

57%

623

NoYes

Source: Voice of the Customer Study, 2017

“Have you ever used the Internet to look for help about a legal problem, either for yourself or for someone else?”

Top legal searches predictively dealt with family, consumer, traffic, and housing

6

0 20 40 60 80

Domestic Violence 10Social Security 10

Taxes 10Eviction 10

Speeding Ticket 12Disability 13

DUI 16Traffic 22

Landlord/Tenant 22Car Issue 23

Wills 29Child Support 33

Bankrupcy 40Child Custody 45

Divorce 74

Count of Actual

Other common responses included property issues, employment issues,

accidents, and drug offenses

[If yes to having searched for legal problem] “What kind of legal problem(s) was it? Write up to three responses.”


Costs and confusion dominate legal access hurdles

7

0 100 200 300 400 500

Immigration concerns 6

Language barriers 22

Childcare 47

Concern for my safety 54

Disability limitations 62

Lack of transportation 113

Time off work 143Confusion about court 200

Court fees 283

Can't afford an attorney 408

Source: Voice of the Customer Study, 2017Note: Respondents choosing “I have never dealt with a legal problem” and/or “I don’t know / Not sure” were excluded

“Have you experienced any of the following challenges when dealing with a legal problem, either for yourself or for someone

else? Select all that apply.”N = 798

Affordability, Court Fees, and Transportation reporting 10% higher for

those <$30K household income

Costs were overwhelmingly cited as the most common legal challenge

8

“I believe the legal system is a money game. If you have money, you can buy your way out of legal issues. If you don’t, you suffer.”

“The legal system favors large corporations who can afford expensive lawyers.”

“When looking for legal help, you have to pay for something even for simple questions answered.”

“Court fees are outrageous.”

“We filed bankruptcy. The only challenge we really had was finding the money to pay for the attorney. Especially since we were broke.”

“You have to pay exorbitant amounts of money, and even getting to be heard in court takes longer sometimes than just riding out the problem naturally.”

“Trying to find a lawyer that would not charge hour fees just to find out they could not help.”


61% saw a need for more legal education

9

0

20

40

60

80

100%

5%

11%

24%

23%

38%

800

Strongly DisagreeDisagree

Neither Disagree nor Agree

AgreeStrongly Agree

“It would help my family to have a better understanding of the legal system and how the court works.”


“It's just so complicated. It's hard to

even know where to start, let alone find what your specific needs are. I think they do that on

purpose.”

“I need lots of help to navigate through [legal

challenges].”

With lower income again signaling more support for increased legal education

10

0

20

40

60

80

100%

Less than $10k

5%

12%

22%

20%

40%

113

$10 - $20k1%

10%

21%

13%

56%

136

$20 - $30k3%

8%

17%

23%

49%

156

$30 - $40k5%9%

24%

28%

35%

80

$40 - $50k5%

10%

26%

24%

35%

78

$50 - $60k6%

12%

31%

19%

33%

52

$60 - $75k2%

9%

30%

36%

23%

47

$75 - $100k

7%9%

29%

36%

20%

45

$100k or more

12%

16%

31%

27%

13%

89



AgreeStrongly Agree



0

20

40

60

80

100%

High school diploma or less2%9%

24%

18%

47%

245

Some college (includes associate degree)

4%

7%

21%

23%

46%

301

Bachelor degree or more

9%

16%

27%

28%

20%

240



AgreeStrongly Agree

And those with less education also desiring more legal education

11 Source: Voice of the Customer Study, 2017


“The fancy terminology used

on documents are a little

confusing or difficult to

understand.”

Confusion on the legal system’s complexity was widespread

12

“Dealing with the confusing rules of the legal system and courts cause significant, often debilitating, anxiety.”

“I couldn't understand the legal stuff on the website, ended up going to a lawyer through my husbands union.”

“I don’t understand legal talk.”

“It was hard to understand how to plead when I received my driving ticket. It confused me why I had to plead the way I did to make the charges and fee less.”

“Knowing how to even start! Afraid of my lack of knowledge. To trust myself to make any choices or decisions needed to move forward in what to do next…”

“The number one problem is not understanding it. There are a lot of questions, but when reading things or trying to research things I do not understand them.”

“The way they speak isn't even English! The whole system seems to be designed to confuse lay people.”


Price sensitivity for limited scope representation

13

0

20

40

60

80

100%

Overall

$1,001 + 2%$501 - $1,000 4%

$201 - $500 10%

$101 - $200 15%

$0 - $100 34%

Could not afford service 35%

650

Urban

$1,001 + 2%$501 - $1,000 4%

$201 - $500 7%

$101 - $200 14%

$0 - $100 31%


275

High School or less

$501 - $1,000 3%

$201 - $500 8%

$101 - $200 12%

$0 - $100 34%


204

“Many people can’t afford a lawyer to take their entire case. What is the most that you would pay to talk to a lawyer for

help only about how to represent yourself?”“[It’s a challenge] to

find someone knowledgeable

enough to answer a single obscure legal

question, but nothing that merits a

retainer or a $300 fee.”

“I couldn't afford the hourly rate of it all.”


68% see the need for a portal that provides relevant information and tools

14

0

20

40

60

80

100%

3%6%

23%

27%

41%

800



AgreeStrongly Agree

“There is a need for a website in Ohio with useful information and

tools about legal problems.”

Source: Voice of the Customer Study, 2017; LSC

60%+ support seen across all demographic groups, including those

with bachelor degrees and those making over

$100k/year

Example [For Illinois Legal Aid Online]: In 2015 alone,

there were 3 million visitors to the website.

0

20

40

60

80

100%

Overall3%6%

23%

27%

41%

800

$30k/year or less3%7%

21%

21%

48%

405

Has searched for legal problem

2%4%

16%

27%

51%

464

Could not afford limited scope representation

4%

7%

17%

21%

52%

228



AgreeStrongly Agree

Certain groups perceived this need with more intensity

15

“There is a need for a website in Ohio with useful information and tools about legal problems.”


Close to half believe the portal should mostly target low-income people

16

0

20

40

60

80

100%

8%

13%

30%

20%

29%

799



AgreeStrongly Agree

Source: Voice of the Customer Study, 2017; LSC Justice Gap Study, 2017

“The focus of such a website should be people with low income.”

“86% of the civil legal problems reported by

low-income Americans in the past year

receivedinadequate or no legal

help.”-LSC 2017 Justice Gap

Study

Low-income people believed this more strongly

17

0

20

40

60

80

100%

Less than $10k

9%

13%

26%

22%

30%

113

$10 - $20k4%7%

23%

18%

49%

136

$20 - $30k6%

11%

22%

21%

40%

156

$30 - $40k6%

16%

35%

24%

19%

80

$40 - $50k

8%8%

35%

19%

31%

78

$50 - $60k

12%

18%

41%

16%

14%

51

$60 - $75k6%

17%

34%

30%

13%

47

$75 - $100k

13%

22%

36%

18%

11%

45

$100k or more

16%

18%

40%

19%

7%89



AgreeStrongly Agree



In addition to those with less education…

18

0

20

40

60

80

100%

High school diploma or less

7%10%

29%

19%

36%

245

Some college (includes associate degree)

7%

11%

27%

22%

33%

301

Bachelor degree or more

10%

17%

35%

21%

17%

240



AgreeStrongly Agree



Urban respondents also favored a low-income focus as well

19


0

20

40

60

80

100%

Urban6%8%

26%

20%

40%

329

Suburban8%

19%

34%

19%

20%

329

Rural

15%

11%

26%

24%

24%

136



AgreeStrongly Agree


Google is the main legal entry point; result multiplicity can exacerbate confusion

20

0 100 200 300 400

Avvo 13

Social media 39

Legalzoom.com 51

Bar websites 53

General information websites 79

Free Legal Answers 96

Government websites 134

Legal Aid website(s) 167

Google 396


[If yes to having searched for legal problem] “Where did you search for help on the Internet? Select all that apply.”

N = 464

Lawyer availability and legal information were most sought after

21

0 100 200 300 400

Information on how courtrooms work 48

Other court information (ex. directions, fees)

75

Information about lawyer costs

85

Forms 108

Legal Aid in my area 127

Lawyers in my area 162

Legal information and/or advice 346


N = 452

[If yes to having searched for legal problem] “What did you search for on the Internet? Select all that apply.”

67% of those searching for “Legal Aid in my area” made $30k/year or lower

Clear consensus: an effective portal would be a major step in reducing these access gaps

22

“Such a website, especially if for a nominal fee, [where] we could discuss issues with a lawyer, would be a benefit to society. I'm for it.”

“When getting divorced, I couldn't afford an attorney so I tried to use a kit found at Office Max. Several years after a felony conviction, I cannot find information or assistance to have my personal record expunged.”

“It can be ambiguous and hard for the individual to understand. It seems like the law system is not made for the small person.”

“They use too many big words + it's rigged against us.”

“I want a website that is written by lawyers…and verified that information is 100% correct. I've seen too much contradictory information online. Also, use simpler language and shorter explanations. Hard to understand and so overwhelming.”

“Because of my low income, and never having used a lawyer, I didn't know what to expect when going before the court.”

“The biggest issue aside from money was the lack of knowledge of my own rights. I have had…pro bono attorneys who weren’t helpful in showing me my rights and how to address things in a more informed manner.”


Furthermore, there is general acceptance for portal concepts (with some ambiguity)

23

0 20 40 60 80 100%

Would you trust a lawyer referral?

Yes 48% I don't know / Not sure 37% No 15% 800

Would you feel comfortable with

online chat messaging?

Yes 49% I don't know / Not sure 28% No 23% 800

Would you be willing to create an online

profile?Yes 52% I don't know / Not sure 32% No 16% 800


Transparency and a solid reputation will be key to earning user trust

24

“If the website referred you to a lawyer, would you trust the referral?”Answer: “I don’t know/ Not sure (optional- please explain why)”

“Because most referrals usually are because the lawyer has given them incentive to refer them.”

“Depends on the source of the website and its funding.”

“I would probably look into this person's ratings etc. first if available.”

“I would want to know how the website goes about making its decisions on referrals.”

“If just one I would suspect this was an ad but if several in area I would consider”

“It depends on the pool from which they chose and transparency in selection process of lawyers/offices to refer to.”

“Want to make sure the person is not biased. Has a good work reputation.”

“Only if the lawyer had been previously vetted and the website only had lawyers who they trusted.”


Privacy concerns a potential barrier

25

0

20

40

60

80

100%

Address

57%

Income

50%

Name

41%

Criminal history

33%

Disability status

31%

Other

7%

.494

“If a legal resource website collected additional information from you, it could potentially provide more help for your legal problem.

Please check each box containing information that you would NOT be willing to share?”

Social security number

represented 0.69% of all

“Other” responses


And full mobile capabilities will also be essential to ensuring a broad reach

26

0

20

40

60

80

100%

Overall

Cell phone 39%

Personal Computer 38%

Tablet 19%

799

$30/k or less per year

Cell phone 40%


Tablet 18%

405

Black

Cell phone 44%


Tablet 18%

128

Has searched for legal help

Cell phone 40%


Tablet 20%

464Non-personal computer

4%Non-personal computer



4%

“How do you usually get on the internet?”

Source: Voice of the Customer Study, 2017; LSC

Example [For Illinois Legal Aid Online]:

Nearly half of their 2015

traffic came through mobile devices, and

that percentage is only

expected to increase

Top easy-to-use websites (continued)

28

Website Number of MentionsGoogle 385Yahoo 61

Facebook 47Bing 43

Wikipedia 41LegalZoom 36

Amazon 35Youtube 15

Ask 11Avvo 11Ebay 11


Central lessons to take from the VOC survey

29

Top barriers: legal costs, confusion about the legal system, and transportation

Strong support for portal, especially among groups in need of the most aid

Target principles for the portal according to respondents: Digestible to the general public Reputable (e.g. with lawyer

referrals, third-party sourcing) Secure and accessible platform

(including confidentiality standards)

ohio voice of the customer landscape workshop iii · dui 16 traffic 22 landlord/tenant 22 car issue...

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