Category: Insight

Introducing Insight Lens – Knowledge to empower your decisions

February  2025, By Nicola Church

Being informed, agile, and responsive to shifting consumer trends enables better business. But with so much information out there, where do you start, and how do you make sense of it all, sifting out what’s useful and relevant?

At MM-Eye, we are committed to empowering decision-makers with knowledge, helping our clients navigate an ever-changing world with confidence. As an employee-owned business, our culture is built on collaboration, shared expertise, and a deep responsibility to deliver meaningful insights. That is why we launched Insight Lens, a (free!) series of short, focused, and actionable reports that do the heavy lifting for you.

Each month, we take a deep dive into the key topics shaping the future of business, using the latest market intelligence to cut through the complexity of social and economic landscapes. Our goal is simple, to provide actionable knowledge that helps businesses make informed, forward-thinking decisions that lead to sustainable success.

Coming Soon: The Evolving Consumer Mindset Towards Health & Wellbeing

Next week, we will publish our latest report exploring how consumer attitudes towards health and wellness have shifted, particularly since the COVID-19 pandemic. The self-care movement has accelerated, fuelling the growth of the global wellness sector, now worth $6.3 trillion. With 90% of Brits now engaging in some form of self-care, brands must understand how to respond to evolving consumer needs.

This month’s Insight Lens report will explore key trends shaping the health and wellness market, including:

• Personalisation – What does the demand for increased personalisation mean for access to biometric data? Will consumers be willing to share their data in exchange for more tailored product recommendations?
• Health at Home – As in-home health products and services continue to expand, how can brands strike the right balance between digital convenience and in-person care?
• Digital Apps & Wearables – With the global digital health market valued at $240.9 billion in 2023, what’s next for this rapidly growing sector?
• Sustainable Wellness – Consumers are increasingly looking for science-backed wellness products, but how are they balancing clinical effectiveness with a desire for natural or clean ingredients?
• Wellness from the Inside – Physical and mental health are just one part of the picture. Consumers are becoming more conscious of their nutrition and what they put into their bodies. Where are the opportunities for brands?

What Else Have We Covered?

Through Insight Lens, we have already explored topics that are shaping the consumer landscape, including:

• The Purchasing Power of Women – Key trends around how female consumers are shaping the market, particularly in areas such as sustainability, value, and digital adoption.
• The Mature Consumer Market – Understanding key trends and insights to help unlock the vast opportunities that this underserved market offers.

At MM-Eye, our mission is to provide businesses with the knowledge and confidence to stay ahead of change. If you would like to receive a free copy of any of our Insight Lens reports, contact us today at info@mm-eye.com or use the form below.

STEM Needs Women: How Do We Close the Gender Gap?

February  2025, By Vitalija Narsyte 

Women have been pioneers in science, technology, engineering, and mathematics (STEM) for centuries, making groundbreaking contributions that have shaped our world today. The International Day of Women and Girls in Science is a powerful reminder of our invaluable role and the pressing need to bridge the gender gap in STEM careers.

Despite the growing awareness and initiatives to encourage more women to pursue STEM careers, the gender gap remains a significant and urgent issue. Globally, women make up less than 30% of researchers, and gender biases in hiring, promotion, and funding continue to be prevalent. In the UK, women represent only 24% of the STEM workforce, and just 35% of STEM students in higher education are female, highlighting the pressing need to address the gender imbalance in these technical fields.

What’s Holding Women Back?

Societal norms and stereotypes discourage many young girls from pursuing STEM subjects from an early age. Research indicates that girls as young as six years old begin to associate intelligence more with men than women, which can deter them from considering careers in STEM. I was lucky, as I had a natural interest in math and science as a child and was encouraged by my dad to pursue my curiosity. However, I know that many girls do not receive that same encouragement, and this lack of support can have a lasting impact, shaping their confidence and career choices.

The latest Institute of Engineering and Technology (IET) research further highlights the key barriers preventing women from entering STEM fields. According to their findings:

• 45% of women are not encouraged to consider STEM careers in school.
• 32% are put off by how male-dominated the industry is.
• A third of STEM professionals feel that not enough progress has been made in reducing gender-based discrimination in the workplace.
• Fewer than half (48%) believe achieving gender diversity in STEM is possible.

These statistics highlight the systemic challenges hindering gender equality in STEM, demonstrating the urgent need for targeted interventions to create a more inclusive environment.

The Role of Intersectionality in STEM Disparities

While addressing the gender gap in STEM is critical, it’s equally important to recognise the role of intersectionality. Intersectionality is the way different aspects of identity, such as race, ethnicity, socioeconomic background, disability, and sexual orientation, overlap to create unique experiences of discrimination or privilege. Understanding and addressing these intersecting challenges is crucial to achieving gender equality in STEM.

For instance, women of colour in STEM face compounded barriers, experiencing both gender and racial biases that affect hiring, career advancement, and funding opportunities. In the UK, Black women make up just 1.8% of the STEM workforce, and research has found that ethnic minority women in STEM are less likely to receive promotions compared to their white counterparts. This is just one example of how intersectionality can create unique experiences of discrimination in STEM fields.

Recognising these intersecting challenges means that solutions must go beyond gender equality alone. Creating more inclusive policies, fostering diverse role models, and addressing systemic biases in recruitment, retention, and leadership opportunities will ensure a more equitable STEM landscape for all. This approach gives hope for a future where everyone, regardless of their gender or background, can thrive in STEM.

Why Does Gender Diversity in STEM Matter?

More women in STEM is not just about fairness; it leads to better research, innovation, and problem-solving. Diverse teams bring broader perspectives and ideas, enhancing scientific and technological advancements. For instance, studies have shown that gender-diverse teams in engineering and tech create more user-friendly designs, as they account for a wider variety of needs and experiences.

How Can We Close the Gender Gap?

As a Data Analytics Manager at MM-Eye, I see firsthand the benefits of an inclusive workplace. MM-Eye (which recently celebrated two years of Employee Ownership) fosters a culture where every voice matters, leading to greater innovation and a stronger sense of shared purpose.

MM-Eye is also committed to fostering internal growth and development, ensuring that our team members, particularly women in tech-focused roles, have opportunities to upskill and advance. As part of this, MM-Eye has actively encouraged and supported women like me in tech-focused roles to undertake data science training, equipping us with the skills needed to drive innovation. Investing in these learning opportunities empowers individuals and strengthens MM-Eye’s capabilities to deliver cutting-edge analytics and insights.

At MM-Eye, we believe that data and insights play a critical role in shaping inclusive workplaces and supporting women in STEM. Our research helps organisations identify barriers to gender equality, understand stakeholder perspectives, and implement effective strategies to drive positive change. Through our work, we support businesses in creating inclusive environments where women in STEM can thrive.

If you’re interested in learning more about how MM-Eye’s research can help your business create a more inclusive workplace and drive meaningful change, contact us today at info@mm-eye.com or use the form below to book a consultation.

Leadership Perspectives: Exploring the Future with Our Managing Director

February  2025, Interview with Damien Field 

At MM-Eye, we pride ourselves on staying ahead of the curve—whether it’s adapting to new challenges, supporting our clients with meaningful insights, or fostering a culture that values curiosity and innovation. As we step into 2025, we sat down with our Managing Director to reflect on the past year, discuss the opportunities ahead, and explore how the market research industry is evolving.

1. Looking back at 2024, what have our biggest strengths been and how can we build on these going forward?

The adaptability of our team; to respond to challenges, to devise new and better ways of delivering great insights, to go the extra mile to support our clients. We can build on these by believing in ourselves and the value we add and by continuing to communicate who we are, what we do and what makes us different.

2. What positive change are you making this year? 

In 2024, I spent a lot of time undertaking qualitative, in-person fieldwork around the world. Something I have not done so much of since the pandemic. This involved meeting inspiring research participants, working with great local partners and spending time with clients. These times were not always plain sailing; we had challenges but worked together to overcome them; I’m looking to retain the positive energy this gave me by meeting more people and spending quality time in person with the people who matter to me.

3. How do you envision the market research industry evolving over the next 2-3 years

2025 will be my 30^th anniversary of working in this industry. Change happens more slowly than you’d expect, and many would hope.

Some of the changes I hope to see over the next 2-3 years are…

• Improvements in online panel data quality driven by a concerted, industry-wide refusal to accept poor-quality data
• A new and more diverse generation of senior leaders, continuing the ethos of what makes market research such a great industry to work in but also bringing fresh perspectives
• Integration of AI into our working practices which add value – sometimes faster, sometimes cheaper, but always smarter

4. What would be your dream research project to do this year?

I spent much of 2024 working on a dream project; helping a global brand reframe their customer understanding by taking a step outside of the narrow confines of their category.

My 2025 dream project would be to help a small scale UK business, founded with a positive change ethos, to move their business to the next level. I’d like to do this by providing them with market and customer insight that unlocks new audiences and routes to market for them

5. What are the biggest challenges currently faced by the market research industry, and how do you believe companies can effectively address these challenges to stay competitive and relevant?

• Attract, nurture and retain people with the right blend of skills to make a successful career in market research
• How can companies address this? By having a clear purpose and identity, investing in their staff development, transparent internal communication, having positive momentum on the things that matter to people  – great clients, interesting projects, trailing new approaches, sharing in success, rewarding personal and collective progress

At MM-Eye, we believe in evolving with the industry while staying true to what makes us different—our people, our approach, and our commitment to delivering insights that truly make an impact. If you’d like to learn more about how we work and what drives us, contact us today at info@mm-eye.com or use the form below to book a consultation.

Two Years of Employee Ownership: A Reflection

January 2025, by MM-Eye

A year ago, we celebrated our first anniversary as an employee-owned company. Since then, it’s been a whirlwind of change and growth, and we’re excited to reflect on our journey and share what we’ve learned. At our most recent AGM Partners meeting, we discussed the changes that have occurred in the last year and shared thoughts and feelings about being employee-owners of the business.

One of the most significant changes we’ve experienced is deepening our ownership culture. Our Partner Council has become and crucial part of our decision-making process, ensuring that every partner’s voice is heard. We’ve seen firsthand how our collective input can shape the future of our company.

We’ve also made strides in financial transparency. By providing regular updates and fostering open dialogue, we’ve continued to empower our partners to make informed decisions about the company’s direction. This increased transparency has fostered a greater sense of responsibility.

Our colleague, Blessing, joined us 7 months ago. Her experiences since joining MM-Eye highlight some of the benefits of working as an individual in an employee-owned business.

Blessing says, “Personally, I’ve found that working for an employee-owned company has been incredibly rewarding. I feel more invested in my work and more motivated to contribute to the company’s success. It’s also great to feel that my voice matters and we’re listened to. I’m proud to be part of a team that is committed to doing the right thing, both for our clients and for each other.

Additionally, the company’s commitment to personal development plans has allowed me to grow professionally and personally since I joined which I look forward to building on.”

As we look to the future, we’re excited to continue growing our success as a company. We’re committed to creating a workplace where everyone feels valued and empowered. If you are considering employee ownership for your business, we encourage you to reach out to us. We’re happy to share our experiences and talk more about how we got to where we are, contact us at info@mm-eye.com or use the form below to book a consultation.

Why Market Research is More Important Than Ever

January 2025, by MM-Eye

In the current social and political climate where ideologies shift rapidly and consumer expectations evolve at an unprecedented pace, relying on yesterday’s knowledge to guide today’s decisions is no longer an option. The landscape of consumer behaviour is constantly being reshaped by cultural, economic, and political changes, making adaptability essential for businesses. This is where market research becomes invaluable.

The Changing Face of Consumer Behaviour

Consumers today are more informed, connected, and value-driven than ever before. Trends that were once considered niche can gain traction overnight, thanks to social media and global connectivity. Political developments, economic uncertainties, and cultural movements all influence consumer attitudes and choices in ways that can be difficult to predict.

The rise of progressive movements has amplified consumer interest in sustainability, inclusivity, and ethical sourcing. These shifts are driving demand for brands to be transparent, socially responsible, and aligned with values that champion equity and environmental stewardship.

At the same time, there has been a rise in more conservative voices influencing consumer behaviour. This includes increased interest in supporting locally made products, traditional values, and resistance to perceived “corporate virtue signalling.” Brands need to navigate these opposing forces carefully, ensuring their messaging connect without alienating key audience segments.

The Role of Market Research

Market research is about more than gathering data it is about understanding the “why” behind consumer actions and understanding opportunities to connect with them meaningfully. Research helps businesses:

1. Stay Relevant by identifying emerging trends and shifts in behaviour. With these insights, brands can adapt their strategies to meet the evolving needs of their audience, ensuring they remain connected to what matters most.
2.  Anticipate Change by understanding how political and cultural movements lead to significant shifts in consumer preferences. Analysing these changes in real time helps businesses prepare accordingly and respond proactively.
3.  Avoid Missteps in today’s value-driven marketplace, where brands are scrutinised more than ever. Market research provides a deeper understanding of consumer sensitivities, helping businesses avoid misaligned messaging or actions that could harm their reputation.
4. Uncover Opportunities by highlighting areas for growth and innovation. Research enables businesses to stay ahead of the curve and capitalise on new developments in the market.
5. Develop Targeted Approaches by providing insights that resonate with specific audience segments. This ensures that messaging and products are more effective, building stronger connections with consumers.

Why It Matters Now

The rapid pace of change in consumer beliefs and ideas means the insights you relied on last year—or even last month—may no longer be applicable. Global events, from the increased focus on climate change to the prominence of diverse political voices, have profoundly shaped consumer priorities. Some consumers now demand greater transparency and ethical accountability from brands, while others prioritise affordability, tradition, or local sourcing.

Businesses need to maintain a pulse on their audience to navigate this dynamic environment effectively. Market research provides the foundation for this understanding, offering the clarity needed to make informed, strategic decisions.

Guessing what your consumers want is no longer an option. The brands that thrive are those that invest in understanding their audience through robust market research. At MM-Eye, we specialise in helping businesses decode these shifts, offering insights that drive smarter decisions and more meaningful connections.

If you’re ready to stay ahead of the curve and better understand your consumers, contact us at info@mm-eye.com or use the form below to book a consultation.

The Rise of Sustainable Fitness Wear: Trends and Innovations for a Healthier Planet

January 2025, by Blessing Olaoye

The fitness industry has seen remarkable growth in recent years, likewise, so has the fitness wear industry – largely fuelled by a global focus on health and wellness across social platforms. However, this rise in popularity has resulted in an environmental cost, whereby conventional fitness wear is often made from petroleum-based synthetic materials, therefore contributing to pollution, microplastic release, and excessive waste. The good news is that a wave of sustainability is transforming the fitness world. Understanding consumer demand for sustainability is at the heart of what we do here at MM-Eye, and it’s clear that the fitness wear industry is experiencing a shift. We are seeing a rise in eco-conscious brands adopting innovative strategies in response to these growing

Let’s explore some of the current trends in the fitness wear industry that are shaping the industry’s future regarding sustainability.

Eco-Friendly Materials

One of the most significant sustainability trends in the fitness wear industry is the use of eco-friendly materials. Brands have started moving away from conventional synthetic fabrics like polyester and nylon, opting for more sustainable alternatives. Organic cotton, cultivated without harmful pesticides and fertilisers, is a popular choice for its reduced environmental impact and comfortable feel. Recycled polyester is also another popular choice, created from post-consumer plastic bottles, thus diverting waste from landfills and lessening our reliance on virgin polyester production. Some brands are even going further to utilise fabrics derived from ocean plastics, which offers a solution to marine pollution while providing high-performance fitness wear.

Sustainable Brands Leading the Way

An increasing number of brands have committed to sustainable practices throughout their supply chain. Patagonia, best known for their long-standing commitment to environmental responsibility, offers a wide range of durable and ethically sourced and produced activewear. Another brand is Girlfriend Collective, which focuses on inclusivity and body positivity while utilising recycled materials in their stylish activewear. Other mentionable brands include Pact and Everlane, each with their own unique approach to sustainability. For these brands, transparency, ethical sourcing, and fair labour practices are their utmost priority.

Circular Economy Initiatives

You may have come across the concept of a circular economy among your favourite clothing brands, it’s also gaining momentum in the fitness wear industry. ON Running’s Cyclon program offers a fully recyclable shoe subscription service which allows customers to return their shoes for recycling after use. Adidas has also committed to using 100% recycled polyester by 2024, while Nike’s Move to Zero initiative focuses on reducing waste and carbon emissions. These initiatives demonstrate how committed these brands are to shifting towards a more responsible and sustainable approach to production and encouraging sustainable consumption by consumers.

Consumer Attitudes and Preferences

Consumer attitudes towards sustainable fitness wear are also shifting rapidly as more consumers become more aware of the environmental and social impact of their fashion choices. Studies have shown that a significant portion of consumers are willing to pay more for sustainable activewear. This growing awareness and willingness to invest in sustainable alternatives is evidence of the change in consumer values and priorities. As consumers become increasingly concerned about the environmental impact of their fashion purchase decisions, they are looking for brands that are transparent about their practices and committed to reducing their environmental footprint. Thus, factors such as the use of more eco-friendly materials, ethical sourcing and reduced waste are becoming more important in consumer choices. Here at MM-Eye, we have seen firsthand through our Say Do Sustainability Study (SDSS) that consumers are increasingly looking for businesses to make moves towards more sustainable operations. They expect brands to offer eco-friendly products and to openly demonstrate their commitment to sustainable practices.

The shift towards sustainable fitness wear is a movement driven by consumer demand, innovative brands and technological advancements. For most, if not all brands, understanding the consumer perspective on sustainability is important for staying relevant and competitive and can present an opportunity to build trust and loyalty with your consumers.

If you’re interested in learning more about how understanding consumer sustainability expectations can benefit your business, contact us today at info@mm-eye.com or use the form below to book a consultation.

Sustainable Christmas Decorations: Where Tradition Meets Innovation

December 2024, by Katie Brown

Christmas is a time for tradition, but as we become more aware of how our choices impact the planet, it’s clear that some of these traditions need a little update. This doesn’t mean losing the magic of the season—it’s about finding new ways to celebrate that feels good for us and for the environment.

At MM-Eye Ltd, we love innovative thinking, so why not apply that same creativity to the festive season? With a little effort, we can create a Christmas that’s every bit as joyful but much kinder to the planet.

Why Sustainable Decorations?

Every year, tons of plastic decorations are thrown away, and many of them can’t be recycled. Then there’s all the packaging, glitter, and tinsel—most of it ends up in the bin. By switching to more sustainable options, we can cut down on waste and create something truly special that lasts for years to come.

It’s not about being perfect; it’s about taking small steps that make a difference. Plus, sustainable decorations often come with a story or a personal touch, making them even more meaningful.

Simple Ways to Make a Difference

1. Invest in Quality

Instead of buying loads of cheap decorations, choose a few well-made pieces that can be reused year after year. Look for items made from natural materials like wood, metal, or glass. These not only look beautiful but also feel more special than mass-produced plastic.

2. Bring the Outdoors In

Nature is full of inspiration, especially at Christmas.

Use greenery like holly, ivy, and pine to make your own wreaths and garlands. These smell amazing and can go straight into your compost after the Christmas season is finished.

Pinecones and acorns make lovely decorations—paint them, add glitter, or leave them as they are for a more rustic vibe.

3. Get Creative with What You Have

You don’t need to buy new things to make your home feel festive.

Old jars can be turned into candle holders—tie some twine or ribbon around them for a simple but lovely touch.

Even cardboard boxes can be cut into star shapes or snowflakes to hang on your tree.

Making decorations yourself can also be a fun way to spend time with family or friends.

A New Way of Thinking

Sustainability isn’t just about the materials we use—it’s about how we think about the things we buy and keep. Choosing decorations that are reusable or handmade means you’re creating a Christmas that’s both beautiful and meaningful.

At MM-Eye, we always look for purpose in design, and Christmas is no different. A more sustainable approach doesn’t take away the magic—it adds to it by focusing on what really matters.

Start a Tradition

Sustainability can even become part of your family’s Christmas traditions. Here are a few ideas:

Make a new decoration every year to add to your collection. Over time, you’ll have a tree full of memories.

Pass down decorations to your kids or grandkids—it’s a lovely way to keep family history alive.

Shop locally or support small businesses that make handmade, eco-friendly decorations.

A Little Goes a Long Way

We don’t have to get everything perfect right away, but every small step adds up. By thinking a bit more about what we’re buying or making, we can create a Christmas that’s not just joyful but also kinder to the planet.

Let’s make this year’s decorations something to be proud of—not just for how they look, but for the difference they make.

From all of us at MM-Eye Ltd, happy Christmas! Let’s celebrate with a little more creativity and a lot more care this year. If you’re interested in learning more about MM-Eye and how we can help you with your sustainability goals, contact us today at info@mm-eye.com or use the form below to book a consultation.

Optimising Christmas Retail: AI Solutions for Demand and Sustainability

December 2024, by Vitalija Narstyte

As the festive season approaches, UK retailers prepare for the year’s busiest shopping period. The Christmas season is a time of joy for consumers and a critical period for retailers, with sales often making up a sizeable portion of their annual revenue. Accurate demand forecasting during this time is essential to meeting customer expectations, managing inventory efficiently, and maximising profits. AI solutions are transforming how retailers predict and respond to consumer demand.

The High Stakes of Christmas Retail

December sales can account for up to 20% of a UK retailer’s annual turnover. Misjudging demand risks empty shelves and lost sales and results in overstocking, which has significant financial and sustainability implications. Excess stock often leads to markdowns, wastage, or disposal, contributing to economic losses and environmental harm. Disposing unsold goods increases landfill waste and undermines retailers’ efforts to align with consumer demand for sustainable practices. Traditional forecasting methods, relying heavily on historical sales data and manual adjustments, often fail to address these dual pressures, especially in the face of rapidly changing consumer behaviours and external factors.

Using AI in Managing the Christmas Rush

AI has transformed demand forecasting, offering retailers powerful tools to manage the complexities of the Christmas shopping season. By leveraging machine learning algorithms and big data analytics, AI enables businesses to process vast information from various sources, leading to more precise and insightful predictions.

One key application of AI is analysing historical sales data, uncovering patterns and trends that would be difficult to detect manually. Social media platforms like Twitter and Instagram provide another valuable resource, offering insights into trending or viral products. Economic indicators, including employment rates and consumer confidence indexes, help predict purchasing power, while weather forecasts can significantly influence seasonal buying behaviours, especially for industries like fashion and food.

Several prominent UK retailers have showcased the transformative potential of AI in demand forecasting. For instance, Tesco employs AI to analyse customer data and anticipate product demand, effectively addressing stock shortages and overstocking issues. Similarly, ASOS uses machine learning to predict fashion trends, ensuring the right products are available at the right time. Meanwhile, John Lewis Partnership has integrated AI into its supply chain, leading to improved accuracy in demand forecasting and better product availability during peak shopping periods.

These innovations have yielded significant benefits, including increased sales, reduced operational costs, and enhanced customer experiences.

Challenges and Considerations

Despite its advantages, the adoption of AI in demand forecasting is not without challenges. The effectiveness of AI systems hinges on the quality of the data they process; inaccurate or incomplete data can lead to unreliable forecasts. Additionally, integrating AI technologies requires considerable investment in infrastructure and skilled personnel, which can be a barrier for some retailers.

Data privacy also presents a critical concern. With regulations like the GDPR, businesses must handle customer data responsibly and comply with legal requirements. Addressing these challenges is essential for retailers looking to harness the potential of AI while fully maintaining customer trust.

As more retailers adopt these technologies and navigate the associated challenges, AI will continue to play a pivotal role in shaping the future of retail during the festive season and beyond.

How can MM-Eye help?

At MM-Eye, we leverage our expertise in AI to help businesses across industries meet their operational and sustainability goals. For example, our work with Burger & Lobster focused on harnessing data to anticipate energy demands, reduce waste, cut costs, and support their sustainability goals. Similarly, our AI-driven demand forecasting solutions can empower other businesses to analyse vast datasets to predict customer demand accurately.

MM-Eye’s advanced AI solutions analyse historical sales data, consumer behaviour patterns and external factors such as weather to deliver precise demand forecasts. This enables retailers to stock the right products at the right time, ensuring shelves are filled with what customers want while minimising the risk of overstocking.

Our AI tools can enhance operational decision-making beyond inventory. Businesses can better allocate staff during peak periods by predicting customer traffic and sales volumes, ensuring smooth operations. AI-driven insights can inform dynamic pricing strategies, allowing retailers to adjust prices based on demand patterns. These capabilities ensure retailers stay competitive and maximise revenue during the festive season.

Contact us today at info@mm-eye.com (or use the form below to book a consultation) to explore how our AI solutions can transform your demand forecasting strategy and prepare you for a successful festive season and beyond.

The Power of Ethnographic Research

December 2024, by MM-Eye

At MM-Eye, we spend a lot of time helping our clients truly understand the needs and behaviours of real consumers. While quantitative and traditional research methods remain essential, they don’t always capture the full picture of how people live, interact with products, or make decisions in the context of their daily lives. Ethnographic research is a powerful methodology that provides brands with deeper, more actionable insights.

This year, we have had the privilege of conducting in-home visits across the globe, observing consumers in their natural environments. Our travels inadvertently led to some interesting sustainability observations from the MD, which you can read about here: Why get so hung up about hotel towels? – MM-Eye

Our work this year has reinforced ethnography’s unique value in understanding the “why” behind consumer behaviours. Here, we will explore why ethnographic research is an important tool and how it can help your brand achieve its objectives.

What is Ethnographic Research?

Ethnographic research involves observing and interacting with consumers in their everyday environments, whether that’s their homes, workplaces, or local communities. Unlike surveys or focus groups, which rely on reported behaviour, ethnography offers a window into real-life actions and decision-making processes. This allows researchers to capture unspoken needs, cultural nuances, and contextual factors that influence consumer behaviour.

For example, ethnographic research can provide valuable insights into how home infrastructure supports or challenges the transition to electric vehicles. By spending time in consumers’ homes, researchers can see how factors like access to charging stations, energy management habits, or parking limitations influence decisions. This real-world perspective helps brands identify barriers and opportunities that traditional methods might overlook, guiding the development of tailored solutions for consumers navigating this shift.

Why Ethnographic Research Matters

Understanding the “Why” Behind Consumer Behaviour
While surveys can tell you what consumers think and traditional research can tell you how they behave, ethnographic research answers the question of “why.” By seeing how people use products in their natural environments, brands gain an understanding of the motivations, habits, and emotional drivers behind their choices.

Capturing Contextual Insights
Ethnography is great at understanding the influence of context on consumer behaviour. For instance, a consumer might answer a survey saying they prefer eco-friendly products, but observing their home may reveal barriers like the lack of convenient recycling solutions or competing priorities such as affordability. These insights provide richer, more nuanced data that brands can act on.

Innovating with Empathy
When brands understand the lived realities of their consumers, they are better equipped to develop products, services, and campaigns that resonate emotionally. Ethnographic research helps companies innovate with empathy, ensuring solutions align with real-world consumer needs.

Gaining a Competitive Edge
In a crowded marketplace, standing out requires deep consumer understanding. Ethnography provides the type of granular insights that can differentiate a brand. Whether it’s identifying unmet needs, uncovering latent desires, or gaining cultural understanding, this methodology can offer a distinct advantage over competitors relying solely on traditional methods.

How MM-Eye Brings Ethnographic Research to Life

At MM-Eye, we combine ethnographic research with our other methodologies to deliver well-rounded insights tailored to your business objectives. We ensure that the data collected through ethnographic research is robust and reliable. Combining this with our quantitative expertise and quality control measures (read more about how we fight bots in research: Are Bots Ruining Your Surveys? Here’s How We Catch Them! – MM-Eye), we create a holistic view of consumer behaviour that is both accurate and actionable.

Ethnographic research offers unique insights for brands looking to innovate or connect with their audience on a deeper level. Understanding the context in which consumers live, work, and make decisions allows you to develop solutions that are relevant, impactful, and aligned with real-world needs.

At MM-Eye, we pride ourselves on delivering insights that drive positive change. Whether through ethnography, surveys, or tailored research studies, we provide our clients with the tools they need to understand their consumers fully and make informed decisions.

Ethnographic research allows us to step into consumers’ worlds and understand their lives through their eyes and by integrating it into your strategy, you can realise the motivations, barriers, and opportunities that drive consumer behaviour, creating a foundation for better products, services, and campaigns.

If you’re ready to explore the power of ethnographic research and see how it can benefit your business, contact us today at info@mm-eye.com or use the form below to book a consultation.

World Toilet Day 2024: Why does it matter?

November 2024, by Nicola Church

World Toilet Day is held every year on 19 November to celebrate toilets and raise awareness of people living without access to safely managed sanitation. Toilets are an essential space at the centre of our lives and should be safe, secure and available to all. Yet, 3.5 billion people worldwide still live without safely managed sanitation, and 2.2 billion people live without safely managed drinking water.

When a challenge is this big, it can be hard to see how we can have an impact, but as companies, organisations, governments, and even individuals, we can all manage our water sustainably and contribute towards making a difference.

In our latest Say Do Sustainability Study (SDSS), we saw that though consumers recognise that it is important to take personal initiatives to live sustainably, the impact of their actions is significantly increased when supported by bigger, coordinated efforts. A united approach where community projects, government policies, and corporate responsibility all converge to enhance the impact of individual actions. World Toilet Day presents a platform on which to begin this journey and state your organisation’s commitment to drive change.

How can MM-Eye help?

At MM-Eye, we specialise in conducting materiality assessments that go beyond the basics, helping companies develop effective ESG strategies. We gather insights from a wide range of stakeholders, including customers, employees, and suppliers, to understand the issues that are most important to them, allowing you to focus efforts on areas that will have the most impact, both in terms of business performance and social responsibility.

Our model for conducting materiality assessments is designed to engage with consumers and stakeholders, providing a holistic view of what matters most. We use our strong experience in market research to gather qualitative and quantitative data, ensuring that the insights we deliver are actionable and aligned with your strategic goals.

The model is rooted in deep consumer and stakeholder understanding. We dig deeper to expose the underlying motivations and concerns that drive stakeholder behaviour. This allows us to provide you with a clear roadmap for integrating sustainability into your business strategy in a way that resonates with your audience and adds value to your brand.

Whether you’re just starting your sustainability journey or looking to refine your existing strategy, MM-Eye can help you identify the issues that matter most to your business and its stakeholders so you can make informed decisions that enhance your sustainability performance, strengthen stakeholder relationships, and drive long-term success.

If you’re interested in learning more about how we can help you to set up and benefit from a Materiality Assessment, contact us today at info@mm-eye.com or use the form below to book a consultation.