Near Media Private Market Intelligence
in partnership with AttorneySync & Mockingbird
How, exactly, do clients choose a personal injury lawyer?
It used to be that only Google knew what made clients choose one PI firm over another in search results. Not anymore. Near Media is pulling back the curtain on how prospective clients search for and choose PI lawyers, with our analysis of 2,000+ consumersʼ reported and observed behavior.
Stay a step ahead of your competition with our proprietary market research:
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Spend smarter.
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Win more clicks.
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Get chosen by more prospective clients.
In a rapidly changing search landscape, you can't afford NOT to know this data:
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Where to focus your marketing
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How prospects are using AI in their research
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What influences their decision to contact a firm.
Sample Insights
Get a preview of the insights and visualizations you'll receive from our research program.
What You Get
Consumer Intelligence You Can Act On
1,500+ consumer survey responses revealing what actually drives PI attorney selection
- •How consumers research lawyers on and off Google
- •Where AI influences the client journey (and where it doesn't)
- •Which sites, tools, and sources they trust most
- •How they evaluate word-of-mouth referrals
- •What ultimately tips the decision
Real Search Behavior, Captured on Video
600+ narrated Google search sessions showing exactly why consumers choose one attorney over another
- •Real mobile and desktop searches recorded on video
- •Consumers explaining their decisions in real time
- •AI's impact on engagement and attorney selection
- •Where clicks come from: Organic, Business Profiles, and Ads
- •Which search results and page elements drive conversions
- •Messaging that performs best
Expert Analysis That Turns Research Into Results
We combine survey data and real-world search behavior to identify the patterns that matter most — then translate them into clear, practical actions your firm can implement immediately.
Ongoing Strategic Guidance
Program clients are invited to six monthly advisory calls with Near Media experts, where we break down our latest findings and help you apply them to your market, your competitors, and your firm's growth goals.
Get the Advantage Before Your Competitors Do
Access is limited — we work with only 2 firms per metro area (In smaller states, access is limited to 2 firms statewide.)
Be the first in your market to apply these insights—and force your competitors to play catch-up.
Program Details
Limited to 2 personal injury firms per market (no agencies). Get a comprehensive view of how consumers choose a PI firm:
How legal consumers research their case, use of AI & more.
Topline findings from our February 2026 legal consumer survey.
Differences in reported behavior between demographics, directory brand penetration & more.
Deep-dives into segments of interest from our February 2026 legal consumer survey.
How prospective clients search, typical SERPs, AIO engagement & more.
An overview of observed consumer search behavior based on our February 2026 consumer panel.
What SERP features receive clicks, how that differs Mobile vs. Desktop & more.
A deep dive into the specific result types receiving the most action, and significant differences between mobile and desktop behavior.
What positions in the SERP receive clicks, where choices come from & more.
A deep dive into clickthrough rate curves for each result type, as well as the result types driving the greatest number of consumers' choice of law firm.
Research-Backed Messaging and Positioning Takeaways
Our recommendations for updating your Title Tags and ad headlines, as well as your website page layouts and content strategy.
Each report includes
PDF with contextual data analysis
On-demand videocast presentation walkthrough
Exclusive Q&A with Near Media experts
Our market research arms you with an actionable set of strategic marketing recommendations, and loads of specific tactics to implement on your website, Google Business Profiles, and traditional ads that will win you more clients.
Learn More About Our Research
Watch a quick 90-second explanation below, and get a sneak peek at the kinds of insights you'll receive from our program.
How We Conduct Our Research
Insights Preview
Access is strictly limited to 2 firms per metro area.
See how we define each metro area on the map below.
Plans and Pricing
National Survey and Search Behavior Data
On-demand access to our most recent 6 months of data plus an exclusive monthly Q&A with Near Media experts. Attitudinal survey data from our national panel (N=1,500) about factors that play the largest role in choosing an attorney, their use of AI, and more. Behavioral data from our national panel (N=600) of the SERP features they engage with most (and why) and *how* they choose an attorney on Google.
Get StartedLocal Brand Awareness and Creative Performance
Custom 300-respondent brand awareness and competitive benchmarking survey specific to your local market. Gauge your brand awareness vs. your competition and see how prospective clients react to your ads vs. your competitors'.
Get StartedLocalized Search Behavior
100-user search behavior panel specific to your market. See which competitors potential clients are choosing most frequently and why.
Get StartedBundle: Complete Search Marketing Roadmap
Get all three datasets and action items plus two 90-minute personal Q&A's with Near Media experts.
Enterprise B2C companies pay hundreds of thousands of dollars for this kind of research.
Through a cost-sharing model that pools the marketing resources of firms with distinct client bases, Near Media is able to deliver transformative insights at a price that all firms can afford.
One of the most valuable SEO & paid search investments you'll ever make.
See what our clients have to say about working with us.
"[Near Media] obtained detailed information about what my potential clients looked for in deciding what law firm to hire – really, the holy grail in marketing."
"Their collaborative effort has not only improved our online visibility but also positioned us for greater success in the digital arena."
"Near Media's expertise in local SEO and targeted content strategy has been a game-changer for us."
About Near Media
We're an applied market research firm helping large and mid-size PI law firms maximize their SEO & paid search investments.
Our Story
Founded by three veteran local search analysts in 2021, Near Media is an applied market research firm helping managing partners and marketing directors maximize their SEO & paid search investments. Through our unique combination of proprietary consumer research, localized search result page analysis, and step-by-step performance improvement roadmaps, we are the go-to strategic and tactical advisor for brands seeking to maximize their investments in paid, organic, and local search.
Learn More About Us →