Jessica Broome is a seasoned and dynamic researcher with diverse experience in both quantitative and qualitative methodologies. She focuses on rigorous questionnaire design to collect high-quality data, as well as using data to tell a story that leads clients to action.

Jessica began her career in the non-profit sector, interviewing inmates in both state prisons and city jails across New York. She then worked for several years in the research and insights departments of major public relations agencies, including Ogilvy and Edelman, where she managed the much-publicized Edelman Trust Barometer. Since launching Southpaw Insights (formerly known as Jessica Broome Research) in 2008, Jessica has conducted results-oriented research for both agencies and end clients across a broad swath of sectors, including pharmaceutical, food, technology, financial services, consumer packaged goods, education, and non-profits.

During this month’s Titanium Member Spotlight, we sat down with Jessica to learn about her career as a data scientist, researcher, and small business owner.

The Professional

You’re a leader in your industry now, but did you always know this is what you wanted to do?

Nobody grows up wanting to be a survey methodologist, but I was really lucky to stumble on to the research path early on in my career. I was a Peace Corps volunteer in West Africa after college, but my exit interview inspired me to seek out a career where I could ask other people questions. I thought this would be a great fit since I’ve always been inherently curious, and when I realized that the answers to my questions could help shape brands, products, campaigns, and organizations, I was hooked!

How does the reality of your work compare with what you thought it would be?

I thought every research project would have different findings; in reality, we see a lot of the same trends in attitudes and behaviors over and over again, regardless of the topic of a study.

What is the most important lesson you’ve learned over the course of your career?

People do business with people they like, trust, and who make their lives easier. We have so many clients who come back to us over and over again– not because we’re the biggest research company, but because we listen to what they need and learn about their business and offer them useful insights to help inform smart decisions.

What does success mean for you and your line of work?

If we give clients insights that help inform their business decisions, we consider that a success!

How do you bring your work to life to make this happen?

We get to know our clients and understand their business. Many of our clients come back to us for multiple projects, and every project is an opportunity for us to get to know their organization better.
We involve our clients throughout our process, and ask them provocative questions to help us design effective studies.
We meet our respondents where they are; we communicate with them in a way that encourages them to open up and be honest.

What is a common myth about your job or field of expertise?

One myth I hear a lot is that researchers fall firmly into the camp of qualitative or quantitative work; quantitative researchers don't like people, and qualitative researchers don't like numbers. The truth: Everyone on my team is skilled in both qual and quant, and we all like both numbers AND people!

I know that no two days are alike, but if you had to sum it up, what does a typical day in the life of Jessica Broome look like?

Early morning workout, meditation, and grounding: without this my whole day is off.
Mid-morning focused work: this is my brain's best time for writing and thinking.
Afternoon meetings: I'm an extrovert, so I rely on other people's energy to help lift me out of the post-lunch slump.
Late afternoon walk: getting away from my computer always leads to great ideas and solutions.
Early evening catch up: I come home, write up all the brilliant ideas I had on my walk, lay out priorities for the next day, and try (with mixed results) to get to inbox zero by the end of every day.
Evening power down: I try to stay off screens after 8 or 9 PM to calm my mind and improve my chances of getting a good night of sleep.

We’re always looking for new trends. What new industry trends are you keeping up with and which ones do you wish would go away?

I think a lot of clients have opened up to digital research since the pandemic made this a necessity. I'm hoping the "100% virtual research" trend will give way to people being open-minded that sometimes in-person really is the way to go.

The Partnership

What three words would you use to describe Titanium?

Energetic, inspiring, exciting.

What do you value most about being a member of Titanium?

Getting to share ideas with lots of smart, interesting people who all have different focuses and skills from me. Our tagline is “Bold alone, brilliant together,” and it’s so true. I can do awesome research, but getting to partner with The Mixx and Captain and see our insights used in developing their creative work is really magical. Also, this.

Titanium is the first collective agency of its kind. In your own opinion, what’s the power of partnership?

We lift each other up, complement each others' zones of genius, and are brilliant together!

The Person

What do you draw inspiration from?

My family and the lessons they've taught me: work hard, be humble, never miss an opportunity to shut up. My grandmother moved across the country with two kids and an eighth grade education, and every time I'm struggling I remind myself how easy I have it compared to everything she went through.

What does diversity and inclusion mean to you?

Deliberately seeking out difference, listening and empathizing, being authentic and allowing others to do the same. We have a primary focus on diversity and inclusion at Southpaw; a few of our core pillars include building a diverse team; supporting diverse businesses; donating to organizations that support racial justice and structural change; requiring annual bystander intervention training for all employees; and amplifying stories of marginalized groups.

We’re always looking for a good read. What three books would you recommend?

The Four Agreements (wisdom that can be applied to any area of life).
Me Talk Pretty One Day (still makes me laugh after 100 readings).
People Aren't Robots (my favorite book about empathic questionnaire design).

What words do you live by?

“From everyone who has been given much, much will be demanded; and from the one who has been entrusted with much, much more will be asked.” Luke 12:48
“I'd rather hustle 24/7 for myself than work 9-5 for someone else.”- Unknown
“Be yourself; everyone else is already taken.”- Oscar Wilde

Do you have any final words of wisdom?

Dream big, hope is real.

Titanium Member Spotlight: Jessica Broome, Founder of Southpaw Insights