It’s been a summer of rich conversations, on-the-ground experiences, and stories that bring human insights to life. From hanging out with Gen Z snack lovers in NYC parks, to capturing the lived experiences of new mothers and their advocates, to exploring how a community café can deepen its local impact, our recent projects showcase the breadth of ways Southpaw Insights helps organizations connect with the people who matter most. 

Case 1: Salty Snack Brand Immersion with Gen Z 

We hit the streets of NYC to help a leading salty snack brand get closer to its core consumers: teenagers and young adults. Over two days, we met friend pairs ages 14–28 in parks, coffee shops, and other familiar spots to talk about life, media, and snacking habits. 

A few “aha” moments: 

• Connection Culture: Everyday choices are increasingly tied to belonging and shared identity, with products and experiences serving as catalysts for social connection. 

• Shortcut Wellness: In a world of information overload, people lean on recognizable signals and symbols to stand in for deeper knowledge about health, quality, or sustainability. 

• Evolving Traditions: Heritage and nostalgia remain powerful anchors, yet there is growing appetite for reinterpretation, where the familiar is reimagined to feel fresh and relevant. 

The result? Actionable insights to help the brand stay true to what makes it iconic, while exploring fresh ways to connect with the next generation of snack lovers. 

Case 2: Maternal Health Storytelling Research 

We partnered with a nonprofit media organization to inform a series of short films designed to raise awareness and inspire action on maternal health equity. We conducted six virtual focus groups with new mothers and 21 in-depth interviews with health professionals, doulas, and community advocates serving Black birthing people across the U.S. 

A few “aha” moments: 

• Care is inconsistent: Some mothers described compassionate, personalized care, while others experienced dismissal, rushed interactions, or implicit bias—often within the same health system. 

• Support networks change outcomes: The presence of a trusted advocate, such as a doula, midwife, or partner, was often the difference between feeling powerless and feeling safe. 

• Stories drive action: Sharing lived experiences—both struggles and successes—can change public conversation, foster policy change, and encourage other parents to advocate for themselves. 

The result? Actionable insights and authentic stories that will help filmmakers create compelling narratives to spark dialogue, shift perceptions, and promote better maternal health outcomes nationwide. 

Case 3: Community Café Concept Testing 

In partnership with a local nonprofit dedicated to reducing recidivism through mentorship, agricultural work, and life skills training, we’re advising on a new café concept that aims to be more than a coffee shop. It’s envisioned as a community hub that provides job training and meaningful connections for people impacted by the justice system. 

In an interactive, on-site focus group setting, residents walked through the space, reacting in real time to the vision of a café that would be both a welcoming gathering spot and a social enterprise offering job training for people rebuilding after incarceration.  

A few “aha” moments: 

• Purpose inspires, but the experience seals it: The mission drew strong emotional support, but participants were clear—quality coffee, fresh food, and attentive service are the cornerstones of repeat visits. 

• A ‘third space’ that feels like home: Locals want a place that reflects them. A space that’s inclusive, non-corporate, and deeply rooted in neighborhood identity. 

• A living hub for the community: Ideas poured in for events—seed swaps, live music, art displays, resource fairs—that would keep the space alive, connected, and essential. 

By taking the conversation into the actual space, we tapped into a layer of feedback that can’t be recreated in a conference room—honest, visceral reactions that will help shape a café grounded in both mission and everyday joy. 

Why This Matters 

Whether it’s immersive, “in-the-wild” research with consumers, narrative-rich storytelling that brings social issues into focus, or community-driven concept testing that builds programs from the ground up, the through-line is the same: we help organizations listen deeply, see clearly, and act confidently. 

By combining empathy, curiosity, and strategic rigor, we ensure that the voices shaping your future aren’t just heard—they’re understood, amplified, and put to work. 

Reach Out

▶️ Let’s talk if you need to listen deeply, see clearly, and act confidently.