Going “Into the Wild”: The Power of Immersive Research
We share best practices for getting immersive work right, and highlight projects where observing people in their natural environments completely changed our clients’ strategies.
The Other Side of Insight: Don’t Sleep on Quantitative
Qualitative research often gets the spotlight. But quant provides the evidence leaders need to make decisions with clarity and confidence.
What We’ve Been Up To This Summer: Immersive, Human-Centered Research in Action
Our recent projects showcase the breadth of ways Southpaw Insights helps organizations connect with the people who matter most.
Southpaw vs. AI: A Qualitative Analysis Showdown
Our latest study explored the pros and cons of different AI tools.
The Reality of Surveying Your Own List: Lessons from a Nonprofit Client
After 20 years of working with clients who want to leverage their own contact lists, I’ve uncovered a critical insight.
Community-Engaged Tips for Collaborating with Hard-to-Reach Audiences
At its core, research is about giving all kinds of people the opportunity to have their experiences heard. But in practice, some groups of people are easier to talk to than others. Many groups are considered “hard to reach” because they have been systemically marginalized: economically, socially, and politically. We know that communities are “hard […]
[Video] Southpaw Snack: It’s like Mashed Potatoes
How can a survey of 1000 people accurately reflect the sentiments of an entire nation? It’s a question we’ve studied extensively, and we’ve found a simple yet profound way to explain this concept—one that involves a humble yet beloved Thanksgiving side dish: mashed potatoes. Picture this: you’re in the kitchen, facing the perennial dilemma of […]
The Power of Listening
At Southpaw, all our work is centered around listening to people. The power of listening is what got me started in the research field. Right after college I was in the Peace Corps in Cape Verde, 400 miles off the coast of West Africa. I taught English and ran a women’s fitness group. I had a great […]
[Video] Combining Qual & Quant
Combining qualitative and quantitative research is a dynamic approach that allows us to uncover insights that are both statistically robust and emotionally resonant—a true win-win. Quantitative research forms the backbone of our work, enabling us to survey large sample sizes and derive insights that can be generalized to the broader population. For example, did you […]
Omnibus Surveys
Our very own Quiana Cooper Jarrett, the research director extraordinaire, has whipped up something special to demystify the world of omnibus surveys. In this video, Quiana breaks down the nitty-gritty of omnibus surveys—a handy research tool for gathering quantitative data in a cost-effective and timely manner. And let’s be real, who doesn’t love a good […]