Another Day, Another Cyber Attack: Why Brands Need Research More Than Ever
September 2025, By Lucie Emery
This weekend’s latest cyber-attack on check-in and boarding software disrupted major European airports, forcing operators to switch to manual check-in and causing widespread delays and cancellations.
What was once seen as the territory of state-backed operations has increasingly involved organised criminal groups and other threat actors. Recent high-profile retail and manufacturing incidents, including the large-scale attacks on Marks & Spencer and the Co-op earlier this year, and a claimed attack on Jaguar Land Rover, show the breadth of targets and methods. Some reports have linked these incidents to English-speaking teenage hacker groups.
The impact of these attacks stretches far beyond the organisations directly hit. In today’s interconnected economy, every link in a supply chain can be affected — manufacturers, retailers, logistics providers, professional services, and yes, even market research partners! No organisation is truly immune.
For brands, the consequences of a cyber attack are far-reaching. Trust is shaken. Customer confidence falters. Reputations built over decades can be questioned overnight. It’s not only about restoring systems – it’s about restoring belief.
Why Market Research Matters After a Cyber Attack
In a world where cyber-attacks are becoming business-as-usual headlines, preparation and recovery are key. Brands cannot afford to guess how their audiences feel or hope that trust will simply return. In the aftermath of a cyber-attack, brands face a series of critical questions:
- How has customer trust been affected? Research can quickly capture consumer sentiment, highlighting areas of concern and identifying where reassurance is most needed.
- What messages will rebuild confidence? By testing communications and brand responses, research ensures brands strike the right tone, avoiding missteps that could deepen the damage.
- Where do risks remain in perception? Ongoing tracking helps companies understand if trust is being rebuilt over time – or if new vulnerabilities in reputation are emerging.
- How do stakeholders and supply chain partners feel? Research extends beyond customers, mapping the views of employees, investors, and business partners to ensure a joined-up recovery.
How can MM-Eye help?
At MM-Eye, we work with organisations to help them navigate moments of change and crisis. Our expertise in brand tracking means we can show how perceptions shift over time, measure whether responses are hitting the mark, and guide the steps that will truly rebuild confidence.
We combine traditional brand metrics with deeper emotional understanding using our ThoughtScape™ approach to reveal not just what is happening, but why. Our services include rapid sentiment diagnostics, communications testing, and ongoing brand tracking — plus stakeholder engagement programmes that map the views of suppliers, employees, and partners to support a joined-up recovery strategy.
These tools aren’t only for cyber incidents. The same methodologies help brands navigating relaunches, strategic shifts, regulatory change, reputational challenges, or any other period where people’s perceptions matter.
Get in touch
If your organisation would like help measuring impact, testing responses, setting up a tracker, or stakeholder programme, we’d love to talk.
📧 Email: info@mm-eye.com
📞 Phone: +44 (0)20 3084 9400
🌐 Website: www.mm-eye.com