Southpaw Insights

What Southpaw Insights does

Southpaw Insights is a woman-led human insights and market research firm headquartered in Brooklyn, New York, founded in 2008 by Jessica Broome, PhD (Survey Methodology, University of Michigan). The firm specializes in mixed-methods research that blends quantitative and qualitative techniques — including exploratory research, creative testing, brand and campaign evaluation, and thought leadership studies — and applies proprietary approaches such as The Southpaw Method, Cultural Context Grids, In-Situ Experience Labs, and Immersive Ethnographic Research. A differentiator is its focus on engaging historically marginalized and hard-to-reach audiences (BIPOC, LGBTQ+, disabled communities), enabled by the team's diverse lived experiences and PhD- and MPH-level credentials.

The firm's business model is custom project-based professional services, with no publicly disclosed pricing and engagements scoped through direct consultation. Its customer base is enterprise and institutional across retail (Target, Macy's), CPG and food (General Mills, Grupo Bimbo), healthcare and nonprofit (CVS Health, American Red Cross, Bone Health and Osteoporosis Foundation, StrongMinds), communications (Ogilvy), education (Cornell University), and civic technology (Smartmatic). Go-to-market is sales-led and consultative, supported by thought leadership content on the company website, LinkedIn, case studies, newsletter, and podcast/video appearances. Distribution is direct client engagement with no channel partners, and the firm operates as a national U.S. market player from its Brooklyn headquarters.

Ownership is independent and founder-controlled, with no external funding, parent company, or institutional investors disclosed. The team is small (stated as 4 members) and has accumulated institutional certifications including WBENC, WOSB, Disability:IN, NYC Certified Woman-Owned Business, Green NYC, and an EcoVadis Commitment Badge. Notable recent initiatives include the May 2026 launch of The American Strain mixed-methods study in partnership with Everything in Moderation, Qualzy, and Gazelle Global Research Services, plus ongoing public-sector and civic-tech research engagements.

Name

Southpaw Insights

Legal name

Southpaw Insights

Website

https://southpawinsights.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Southpaw Insights is a woman-led, Brooklyn-based mixed-methods market research firm serving enterprise clients in retail, CPG, healthcare, and nonprofit sectors with specialized expertise in engaging hard-to-reach audiences.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Industry & Sector Research (Syndicated/Custom) (BPAHALAE), Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB)

Keywords

• Market research services
• Qualitative research
• Consumer insights
• Ethnographic research
• Thought leadership research

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Custom Research Projects: Project-based professional services delivering custom insights and strategies designed to address specific client challenges across exploratory research, testing creative, evaluation, and thought leadership.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Southpaw Insights is a Brooklyn-based human insights firm that delivers custom quantitative and qualitative market research for brands and organizations. The firm offers four core research services: exploratory research, creative testing, evaluation research, and thought leadership research, employing mixed methodologies to uncover consumer insights for enterprise clients.

Product overview

Southpaw Insights is a human insights and market research firm offering qualitative and quantitative research services. The company provides exploratory research, creative testing, brand/campaign evaluation, and thought leadership services. Their approach combines traditional and digital research techniques to uncover consumer attitudes and behaviors. The firm specializes in reaching diverse and hard-to-reach audiences and serves clients across retail, CPG, health, non-profit, and agency sectors. Notable methodologies include immersive research, focus groups, surveys, and mixed-methods studies. They have conducted notable research on topics including financial压力 (The American Strain study), food shaming, workplace experience, and social impact.

Differentiator

Problem solved

Functional benefit

Products and services

• Exploratory Research

Quantifiable outcome

• 72% of registered dietitian nutritionists report telling clients that food should be affordable, nutritious, and enjoyable—highlighting the gap in consumer messaging uncovered through Southpaw's food shaming study for General Mills
• +1 more outcomes

Named customers10 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Everything in Moderation (Mandie Fox)coreStrategic or Co-development Partner · 1 May 2026Collaborating on The American Strain study—a large-scale mixed-methods research project exploring how Americans are redesigning their lives under financial pressure. Mandie Fox contributes expertise as a strategic partner in this research initiative.
• QualzycoreStrategic or Co-development Partner · 1 May 2026Research partner collaborating on The American Strain study, providing expertise in qualitative research methods for the listening lab phase of the project.
• Gazelle Global Research ServicescoreStrategic or Co-development Partner · 1 May 2026Research partner on The American Strain study, contributing quantitative research capabilities alongside Southpaw's mixed-methods approach.
• BBG&G Integrated MarketingminorStrategic or Co-development PartnerPartnered with BBG&G on a study for NY State Office of Addiction Services and Supports (OASAS) to improve public health messaging for young people around substance use. Southpaw provided research expertise while BBG&G developed messaging based on insights.
• SmartmaticminorStrategic or Co-development PartnerConducted research for Smartmatic on voters with disabilities, providing insights to help election officials and technology better meet the needs of voters with disabilities.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kelton Global: Boutique consumer insights and strategy firm specializing in mixed-methods research for major brands. Closely comparable to Southpaw in offering custom quantitative and qualitative research to enterprise marketing clients.
• PSB Insights: Insight consultancy offering custom research, advanced analytics, and strategy for Fortune 500 brands. Comparable in size, methodology, and client roster to Southpaw.
• LRW Group: Insight-led agency offering custom research and analytics to consumer brands. Comparable as a custom market research provider; notably connected to Southpaw through former colleague Quiana Cooper-Jarrett's tenure at Lieberman, Inc.
• Hall & Partners: Brand and communications research firm offering custom insights to global brands. Comparable in focus on brand/creative work and consumer intelligence for large enterprise clients.
• Material + GK: Strategic research and design consultancy delivering custom mixed-methods insights to enterprise brands. Directly comparable in applied research, mixed-methods design, and brand-side buyer profile.
• C+R Research: Full-service custom insights agency offering qualitative, quantitative, and immersive research to brands across retail, CPG, and consumer categories. Highly comparable in methodology mix and client profile to Southpaw.

Emerging players

• Discuss.io: Qualitative research platform supporting focus groups, in-depth interviews, and online research. Tangentially comparable to Southpaw's qualitative research services but delivered via technology infrastructure.
• Dscout: Research technology platform specializing in in-the-moment and diary-style research. Comparable to Southpaw's immersive ethnographic and longitudinal diary offerings but delivered as a scaled platform.
• Sparks Research: Specialist ethnographic research firm focused on consumer, retail, and healthcare categories. Directly comparable in immersive ethnographic methodology and use-case focus.

Broad incumbents

• Human8: Global insights network formed from InSites Consulting, Columinate, and others. Larger incumbent offering custom research communities and mixed-methods work, overlapping with Southpaw's methodology but at much wider scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/southpaw-insights

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Southpaw Insights