Our Story
We Help Attorneys Win.
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After more than 4,000 cases across the country, one thing has become crystal clear:
Attorneys win more often when they see their case the way jurors will - early, honestly, and in detail.
For over three decades, Rick M. Goldberg & Associates has built its reputation on doing exactly that. We help trial teams understand how jurors think, how witnesses land, and how case themes really play in the room that matters most.
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PREVAiL is the next chapter in that story.
Where We Started
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In 1992, Rick Goldberg founded Tri-Coastal Legal Technologies, Houston’s premier litigation-visual and strategic consulting firm. Tri-Coastal helped trial teams around the country make complex stories clear to juries, and handled dozens of significant commercial, criminal, personal injury, and family law matters every year.
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In 2004, Tri-Coastal was acquired by one of the nation’s largest trial consulting firms. Rick became a shareholder and Senior Vice President, managing the Houston division through 2008 and working on high-stakes cases in venues across the U.S.
Along the way, he earned a reputation for being the consultant you call when the case is complicated, the stakes are high, and you need straight answers, not sugar-coating.
Why Rick Goldberg & Associates Was Re-Born
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In 2012, Rick relaunched Rick M. Goldberg & Associates out of a simple conviction:
Trial teams deserve honest, data-driven insight into how real people will respond to their case, before they’re sitting in front of a jury.
This wasn’t just professional. It was personal.
Rick has been in the client’s shoes. He’s been sued. He’s had to sue others. He knows what it feels like to live with the uncertainty, the cost, and the emotional toll of litigation.
That experience deepened his empathy for clients and sharpened his focus for lawyers:
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Understand how jurors will see the case
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Prepare witnesses to tell the truth clearly and credibly
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Test themes and damages before they harden
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Give trial teams actionable intelligence, not vague impressions
For years, RG&A did this the traditional way: live focus groups, mock trials, witness prep, venue surveys, and shadow juries in court. It worked, and still works. But another truth was becoming impossible to ignore.
The Problem We Kept Seeing
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Traditional jury research is powerful, but it isn’t always:
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Fast enough for emerging or fast-moving cases
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Scalable enough for firms with multiple active matters
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Affordable enough to use on every file that actually needs it
Lawyers, carriers, and in-house counsel were asking the same questions:
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“I can’t run a full mock trial on every case—how do I prioritize?”
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“Can I get real juror feedback in days, not weeks?”
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“Is there a way to do this for my mid-size cases, not just the blockbusters?”
We realized we were running into the same wall over and over:
Insight was essential, but the old way of getting it couldn’t stretch far enough.
That tension is what led to PREVAiL.
The Birth of PREVAiL
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PREVAiL is the product of everything we’ve learned in 30+ years of trial consulting:
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How jurors actually listen, think, and decide
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What they remember, what they ignore, and what they punish
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How witnesses either build or bleed credibility
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Why some themes grip a panel and others never get off the ground
We Asked A Simple Question:
What if we could take decades of jury research, pattern recognition, and venue-specific insight - and build a system that lets lawyers test cases quickly, repeatedly, and at scale?
PREVAiL does exactly that.
It combines our real-world trial experience with advanced modeling to let you:
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Stress-test liability, causation, and damages theories
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See how different juror profiles respond to your facts and themes
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Compare venues and case valuations
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Shape openings, closings, and witness prep with actual feedback instead of guesswork
Not to replace traditional research - but to extend it and make it available to far more cases, far earlier in the life of a file.
What This Means for You
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Whether you’re outside counsel, in-house, or at a carrier, PREVAIL and RMG&A give you:
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Clarity on how your case really plays with decision-makers
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Speed to test new ideas without starting from scratch every time
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Confidence to negotiate, mediate, or try the case with your eyes open
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Strategy shaped by data and narrative psychology—not wishful thinking
We still do what we’ve always done:
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Witness preparation
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Mock trials & focus groups
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Community attitude & venue surveys
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Shadow juries and in-court feedback
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Trial strategy, narrative, and visuals
PREVAiL sits on top of that experience and makes it faster, repeatable, and scalable.
Why We’re Here
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At the end of the day, our purpose is simple:
We help attorneys win—with better insight, better preparation, and better decisions.
Sometimes that means spending two days in a war room with a trial team.
Sometimes it means running a venue survey or a shadow jury.
Sometimes it means logging into PREVAIL to pressure-test a theme before mediation.
But the mission never changes:
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Tell you the truth about your case
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Show you how real people are likely to react
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Help you choose the best path forward for your client
That’s our story.
And if you’re ready to see how PREVAiL and RMG&A can change the way you try cases, we’re ready to get to work.
Rick M. Goldberg, MA
Trial Psychologist
Staci Watson, JD
Attorney, Legal Consultant
Amanda Tucker
Attorney, Legal Consultant
Alison Repp, MA, LPC
Senior Analyst
Dustin Williams, PhD
Director of Research
Jordan Bowerman
AI & Software Engineer
Chris Martin
PARTNER, DISIERE, JEFFERSON & WISDOM, LLP
Rick works as an extension of the trial team. He is accessible, practical, and focused on decision making, not theory.
Alycen Moss
PARTNER, COZEN O’CONNOR
Rick is hands-on and present throughout the life of the case. He is thinking about juror reaction, language, and tone at every stage, not just at the mock trial.