1. Set the local scope without mistaking population for demand
Morton Grove is a village in Cook County, Illinois. The 2020–2024 American Community Survey 5-year estimate records a population of 24,619, with a margin of error of 45. That is useful for defining the community your firm serves; it is not evidence of how many people will call, which practice areas they will ask about, or how many matters your firm can accept. Intake Coach should therefore be evaluated against your firm’s real conversations and service area rather than a population-based forecast.
Recommended approach
Bring a clear geographic and practice-area definition to the consultation. Decide whether the review should cover callers seeking help in Morton Grove, matters elsewhere in Cook County, or a broader Illinois footprint. Then compare coaching observations with your own records. Do not use the Morton Grove population estimate as a substitute for call, qualification or conversion data.
