We’re excited to introduce you to the always interesting and insightful Jessica Broome. We hope you’ll enjoy our conversation with Jessica below.

Jessica, appreciate you joining us today. Any thoughts around creating more inclusive workplaces?

In the past, I worked in places where I felt like I had my shoes on the wrong feet every day: nothing egregious, but I had a constant sense that I was just a little out of place.

When I started Southpaw, I really wanted it to be a place where all different kinds of people could feel like a part of something. We are a multi-cultural, multi-generational team, and everyone has dramatically different life experiences. This is a situation where “the whole is greater than the sum of the parts:” we bring our diverse perspectives together and deliver insights that reflect that.

One of our core tenets is that “great work comes from a great workplace,” and I feel strongly that this must be a company where people feel trusted and respected. Everyone is able to be their authentic selves and we recognize that what people do outside of work serves to make them better, more well-rounded researchers.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I was always very curious (some might say nosy) about other people, but I didn’t realize I could make a living that way. After college, I joined the Peace Corps where I taught English in the Cape Verde islands for two years. It was a great experience but I realized that I did NOT want to be a teacher. One of the last things I did before leaving Cape Verde was an exit interview, where someone from Peace Corps Washington came and asked me a million questions about my experience. I had a ball, and by the time I was done, I realized that I wanted a job like this, where I could travel around and ask people questions. When I got back to the States, I started my career at a criminal justice non-profit, interviewing incarcerated people in prisons and jails all around New York. I spent a few years in non-profits and eventually started working in the Research and Insights departments of major PR agencies. It was a big change from working in maximum security prisons, but I loved it. I worked with clients like Unilever, Pfizer, and C0ca-Cola, and interviewed everyone from moms and teens to surgeons and CEOs.

After building my skills and relationships in agencies, I went out on my own and started Southpaw Insights in 2008. We help our clients understand what people think, feel, and do. Our expertise is in primary research, both quantitative (surveys) and qualitative (focus groups, interviews, and ethnographies). We use research tools that range from traditional to cutting edge, and always combine book smarts and people skills to deliver actionable insights that help our clients make smart decisions. We are proud to be a multi-cultural, multi-generational, woman- and disability-owned small business.

We’d love to hear about how you keep in touch with clients.

Obsessively! I have a big list of people I try to keep in touch with at least quarterly. I love to meet up with people for lunch or coffee and hear about their life and work. This is easy to do because I pretty much only work with people I like, and I have so many clients/ colleagues who have become friends over the years.

At least once a year, I send out handwritten cards designed by my good friend Nicole Ray (https://sloeginfizz.com/); they are really creative and usually involve some kind of research humor. I also send an email newsletter every month or so, just to let people know what we’re doing and remind them that we’re happy to be of service whenever they need us.

What do you think helped you build your reputation within your market?

Clients really appreciate that our work is both statistically relevant and emotionally resonant.

We believe that smart decisions come from smart data, and we know that the results of our research might be used to shape a product, a communication strategy, or an entire organization. We take this responsibility seriously. Our team designs and conducts methodologically rigorous research to make sure that our clients get high-quality data and meaningful insights to take action on.

At the same time, we never forget that our respondents (real people!) are at the heart of our work, and without them, we couldn’t do what we do. We treat research participants with respect and humble curiosity. We show respect for their time, ideas, and experiences, and they reward us with unique insights.

Contact Info:

• Website: www.southpawinsights.com
• Linkedin: https://www.linkedin.com/in/jessica-broome-8a83b04/?msgControlName=view_message_button&msgConversationId=2-Mzk1MzlmNmQtZWYwNS00M2MwLWI4MGUtMjlkZjVhZTg1OWRkXzAxMA%3D%3D&msgOverlay=true

Image Credits
Gavin DuBois (speaking shot) Lesley Bohm (writing shot) Kari Otero (all other shots)