Research can be rigorous, thoughtful, and packed with data − and still fall flat. If you’ve ever finished reading a report and thought so what…and now what?, you’re not alone.
Many organizations struggle to translate insights into action. The data might be there, but knowing how to use it, and what to do next, is often where things break down.
Why? Because too often, research misses the mark in five key ways:
1. The audience isn’t inclusive or clearly defined.
When research tries to speak to everyone, it rarely resonates with anyone. According to research by Greenlight, 54% of marketers are unsure if their campaigns reach the most valuable audiences. At Southpaw, we dig deep to ensure the right people − especially those often overlooked or hard to reach − are included, so your insights reflect the real-world diversity of your customer base.
2. The research question doesn’t match the challenge.
Too often, research answers what’s easiest to ask, rather than what’s most urgent to solve. We help clients clarify the real business question before we ever go into the field. That upfront work ensures we’re aiming at the right problem, not just collecting data. At our core, we ask thoughtful and probing questions, so you can make smart decisions based on smart data.
3. The work doesn’t dig beyond the surface.
Truly actionable insights reflect what people do, feel, and believe in real life. But what about when those things don’t align? The gap between stated intent and actual behavior is well-documented in behavioral science. That’s why it’s critical to look beyond surface answers, using mixed methods and behavioral data that help uncover deeper tensions or contradictions.
4. The insights are too abstract to guide.
Themes like “authenticity matters” or “value is key” are a great starting point, but they are hard to act on. We focus on specificity. What kind of authenticity builds trust with Gen Z? What type of value unlocks loyalty? Our goal is to make insights concrete enough to guide actual decisions by translating observations into tangible, relevant takeaways that speak directly to strategy, messaging, or innovation.
5. There’s no bridge to action.
Even the best insights need a handoff. Research without direction can stall out at the finish line. We design Activation Workshops that help teams connect the dots, translating insights into concrete next steps, decision frameworks, and creative opportunities.
Ultimately, the job of a research partner isn’t just to uncover insights. It’s to make sure they land. At Southpaw, we’re here to help teams not only understand the story, but act on it. We deliver actionable insights that enable movement. They guide a choice, shape a plan, or inspire a new direction. Insight isn’t just about delivering information; it’s about creating the conditions for change.
