Southpaw Insights

How can a survey of 1000 people accurately reflect the sentiments of an entire nation? In honor of Thanksgiving, Southpaw founder Jessica Broome, PhD explains survey sampling through the lens of her favorite side dish: mashed potatoes! (Thanks to Anya Zadrozny for the video genius.) Watch the video here: https://lnkd.in/dHZdhYS7. #surveysampling #thanksgiving

Southpaw is proud to be a participant in the 11th cohort of Capital One's Catapult program for diverse suppliers! Founder Jessica Broome, PhD and Chief of Staff Martha Gordon just got home from a few days in Plano, TX working on design thinking. Jessica says: "The most impactful learning from the design thinking session was that consumers own problems; we own solutions. I kept thinking about Henry Ford's quote that 'if I asked consumers what they want, they would say 'a faster horse.'' We have to uncover and understand the need-- not ask consumers to design their own solutions."

Southpaw founder Jessica Broome, PhD shares insight below on Southpaw's work with hard-to-reach audiences and why some of the most challenging projects are often the most rewarding and important. #researchmatters #hardtoreachaudiences

Wilks Group #testimonial #feedback #gamechanger

Southpaw is proud to be a New York City certified woman-owned business! Southpaw founder Jessica Broome, PhD and Senior Director of Research and Operations Quiana Cooper-Jarrett attended today's NYC Department of Small Business Services M/WBE Procurement Fair and made many great connections!

#HappyHalloween! What are you scared of? Spooky ghosts? Creepy ghouls? Or... the truth? We've found that a lot of people prefer to keep their heads in the sand when it comes to looking at data about how their business is doing. But really, data doesn’t need to be scary! In fact, data is the single best way to help you make SMARTER business decisions. If you need some extra reassurance, read this blog: https://lnkd.in/eGWMkFr7

Hannah Kaplan, MPH is at it again! Earlier this month, they attended Insights Association #AIIgnite event in New Jersey. Here, Hannah shares their thoughts on the intersection of #AI and #MRX.

In this month's Southpaw Snack, Southpaw Founder Jessica Broome, PhD shares how 5 years of interviewing throughout the criminal justice system shaped her approach to getting insights from the voices that are often the hardest to find. Watch the video here: https://lnkd.in/eBwkyv-6 Southpaw is proud to be a supplier diversity success story! Our WBENC and Disability:IN certifications helped us get connected to our newest client, Target. Watch Southpaw VP Martha Gordon talk about our journey with Supplier Diversity manager Jillian Schneeberger and other Target suppliers. Watch the video here: https://lnkd.in/e2w6yCtb Check out the full Southpaw Snack here: https://lnkd.in/eXszEU_e. Sign up for our monthly newsletter here: https://lnkd.in/eaYaiZFZ (We promise you will never be spammed, nor will your address ever be shared). #QualitativeResearch #QuantitativeResearch #Communications

At Southpaw Insights, we approach every survey with the same level of care and rigor—whether it’s a study for a brand, a nonprofit, or a class action suit. Recently, we’ve had the opportunity to work on a few legal cases where survey research plays a key role, like a class action against a car dealership involving customers from the past five years. Southpaw founder Jessica Broome has been preparing for a deposition as an expert witness. Jessica says: "While my research expertise spans many areas, my 20+ years as a survey methodologist are a good fit for the legal space. My focus is on designing surveys that are not only methodologically sound but can also stand up to scrutiny in a legal setting. This means thinking deeply about every step, from question wording to sampling, and anticipating the tough questions that might come later." Although legal work isn’t the core of what we do, Southpaw takes the same thoughtful, thorough approach to these projects as we do with all our work—ensuring our surveys are both reliable and defensible. #surveyresearch #legalwork #classaction #deposition

We encourage our clients to do in-person research whenever possible. New Jersey native and Southpaw Research Associate Hannah Kaplan, MPH just got back from in-store shop-alongs in Texas! (Hello, culture shock!) ? Hannah shared a few thoughts on the experience: ?? Culture as Context: Being physically on the ground in Houston offered me a rich understanding of the research context in ways I couldn’t have imagined gathering from my desk in New Jersey. Searching for a parking spot in the shade, seeing the store’s relation to its neighbors, driving across the freeway to go to the deli – these small experiential learnings gave me a stronger sense of the real environment that consumers experience while shopping at that particular store. Leading with Empathy: Engaging with respondents as they shop is incredibly personal! Not only did we talk about their preferences as a consumer – they also shared details about their families, their style inspirations, and how they navigate shopping for their body types. As I walked in the shoes of the respondent, I was reminded that empathy and trust are the foundation of meaningful insights. Striking a Balance: One of the biggest challenges - and rewards - of shop-alongs is striking the right balance between being present but not intrusive. The goal is for respondents to shop naturally while a stranger follows them, asking questions. There’s a delicate tension between staying unbiased as a researcher and helping them guide the interaction. I find that small reminders like, "It’s your world right now, I’m just living in it!" helped reinforce that they could be their authentic selves without pressure. This approach led to more insights not just about what consumers see, but also how they explore, decide, and emotionally connect with products. ? Looking forward to more in-person fieldwork opportunities ahead! #marketresearch #consumers #shopalongs