The Women Steering the Science for a Sustainable Future

February 2024, by Ettie Etela

As we observe the International Day of Women and Girls in Science, our focus extends to applauding the inspirational women leading the charge in sustainability. These pioneers are redefining the intersection of science and environmental stewardship, forging a future where their contributions shape our approach to the planet’s most pressing challenges. Despite representing less than a third of the world’s researchers, according to Unesco, these women’s achievements in sustainability signal a powerful shift towards a balanced and inclusive scientific community.

As we celebrate the International Day of Women and Girls in Science at MM-Eye, we want to highlight not just the women excelling in scientific fields but also those who are spearheading efforts in sustainability and climate science. These trailblazers are at the forefront, using science as a tool for environmental advocacy and policy. Their work is so important in the fight against climate change, proving that the role of women in science stretches far beyond the laboratory and into the fabric of global sustainability efforts. Let’s honour these influential women who are not only doing science but are staunch supporters and leaders in climate and sustainability science.

Prime Minister Mia Mottley of Barbados is a formidable advocate for climate justice and sustainable development. Her leadership is marked by proactive steps to address climate change, notably through her Bridgetown Initiative, which seeks to reshape the financial landscape in favour of vulnerable nations facing climate adversities. Mottley’s stance on climate issues is bold and action-oriented, pushing for innovative economic reforms that align closely with environmental resilience. By advocating for “loss and damage” funding at international platforms, she has become a leading voice for small island states, demanding equity in global climate responses. Her advocacy emphasises the need to rethink financial systems to better serve climate-impacted regions.

In the UK Helen Clarkson, the CEO of The Climate Group, is a force for environmental change in the business world. The Climate Group collaborates with powerful networks of businesses and governments around the globe to promote clean technologies and policies, striving for a world of net-zero carbon emissions. Under Clarkson’s leadership, the group has launched impactful campaigns like RE100, committing influential companies to 100% renewable energy, and EP100, driving corporate energy productivity. Helen Clarkson’s leadership galvanises corporate leaders to integrate sustainability into their core operations, fostering a market environment where green business practices are the norm.

Dr. Ngozi Okonjo-Iweala, a Nigerian-American economist, pioneered a new path of remarkable achievements in both social and environmental sustainability, culminating in her role as the first woman and first African Director-General of the World Trade Organisation. Her influence extends into numerous international, nongovernmental, and charitable organisations, reflecting her deep commitment to global economic sustainability. Dr. Okonjo-Iweala’s work is centred around advocating for economic strategies that incorporate environmental health. She has contributed to the Global Commission on the Economy and Climate and the International Commission on Financing Global Education. Her efforts exemplify the integration of sustainability into global trade, finance, and policy, making her an influential figure in the pursuit of a resilient and sustainable future.

The world of fast-moving consumer goods has seen leaders like Beatriz Perez set a precedent. As The Coca-Cola Company’s first Chief Sustainability Officer, Perez has been instrumental in driving forward programs for environmental and women’s economic empowerment, according to Sustainability Magazine​​. Her work is a testament to the power of female leadership in fostering sustainable corporate practices.

Jennifer Morgan, in her pivotal role as Germany’s Climate Secretary, has been a key player in the complex negotiations surrounding climate change policy. Formerly the head of Greenpeace International, Morgan transitioned to government work, which placed her at the heart of the COP27 climate conference, charged with navigating the contentious issue of climate reparations, known as “loss and damage”​​. This crucial role had her mediating between almost 200 countries, striving to reconcile the diverse and often conflicting interests of wealthy nations and those most vulnerable to climate change.

At MM-Eye, we recognise that the future of consumer research and stakeholder engagement is intertwined with the insights and contributions of women. Their perspectives are essential in understanding the complex tapestry of consumer behaviour, particularly through the lens of sustainability. Integrating these insights into our Say Do Sustainability Tracker (SDSS) ensures that businesses can make decisions that are not only environmentally sound but also resonate deeply with their audience.

Our approach at MM-Eye is to prioritise inclusivity and depth in our research methodologies. By doing so, we capture the nuances of stakeholder voices, ensuring that every insight contributes to a holistic understanding of market trends and consumer priorities. This inclusive research is crucial for businesses looking to navigate the intricacies of sustainability in a way that’s both responsible and resonant with today’s conscientious consumers.




Bridging the Education Gap: Harnessing Market Research to bolster the accessibility and effectiveness of EdTech

January 2024, by Ben Davis


The International Day of Education on January 24th is a UN initiative highlighting the global importance of education as a universal right and a catalyst for progress towards Sustainable Development Goal 4, the right to quality education. The day helps emphasise the need for inclusive and quality learning opportunities for everyone, regardless of background, bringing education gaps, inequalities and solutions to the forefront of international political and social discourse.

In the UK, technology has significantly shaped education enhancing accessibility and personalising learning experiences. Unfortunately, this is not the case worldwide and the challenge of securing quality education for all and reducing education inequalities remains prominent. As the world celebrates The International Day of Education, it is crucial to recognise the challenges faced by learners and educators alike and the role that technology can play in bridging this gap. To navigate this complex terrain, it is crucial for Ed Tech companies to stay ahead of the curve, and market research emerges as a powerful tool to bridge this gap effectively.

The COVID impact

Statistics paint a stark picture of educational disparities around the globe. According to UNICEF data, about 260 million children were out of school in 2018, nearly one-fifth of the global population in that age group, and more than half of all children and adolescents worldwide are failing to meet minimum proficiency standards in reading and mathematics. Moreover, the COVID-19 pandemic has further exacerbated these inequalities, with millions of students transitioning to online learning due to school closures. Missing vital face-to-face contact hours with teachers has left some students behind, most notably those without access to technology However, whilst the lack of access to technology has hindered some it also meant the Education Technology sector boomed and ensured millions had continued education throughout the pandemic.

The future of Ed Tech

Aside from the implications of the COVID pandemic, the increasing demand for online learning platforms is evident, as indicated by the rise in enrolment numbers and the proliferation of educational technology startups. Forbes has predicted that from 2022 to 2030, this market is expected to grow annually by 16.5% and is expected to expand 2.5 times from 2019 to 2025, up to $404 billion in 2025.

Zoom lectures, virtual classrooms, and online courses may form EdTech’s foundation, but the industry goes much further than that. Now, gamification, artificial intelligence, and virtual reality have all made their way into Ed Tech and are changing the way people learn — from early childhood to professional life. A significant part of venture investments was made in professional or corporate education and upskilling with 48% of Ed Tech investment deals belonging to the workforce education segment in 2020.

However, the question remains: are these platforms meeting the diverse needs of learners and educators?

To address this question, EdTech companies must consider diverse perspectives and accessibility is a critical concern that needs to be prioritised. EdTech is in a great position to accelerate access to education in all corners of the globe. While many underserved communities currently lack access to reliable internet connectivity and adequate technology infrastructure, EdTech companies are leading efforts towards making education more accessible through offline modes, mobile optimisation, and partnerships with local initiatives.

Another aspect that needs attention is the inclusivity and diversity of educational content. A one-size-fits-all approach may not effectively cater to the requirements of diverse learners. Companies should strive to develop customised content that considers different learning styles, cultural contexts, and multiple languages that can be implemented globally to ensure that the content is inclusive and representative.

The role of Market Research

Market research plays an essential role in addressing the gap between educational demand and what educational technology companies offer. Understanding the needs and preferences of learners, educators, and educational institutions is crucial in developing tailored solutions and market research can help Ed Tech companies do this. By gathering data on user preferences, pain points, and the effectiveness of existing tools, Ed Tech companies can then develop targeted and customised solutions that truly address the demands of the educational community.

Market research can reveal insights into the accessibility challenges faced by different user groups, helping companies design products and services that can cater to a diverse audience. This not only ensures a broader market reach but also contributes to the positive societal impact of education technology.

Market research can also help companies identify gaps in the market, discover emerging trends, and make informed decisions regarding product development and marketing strategies, helping EdTech companies navigate the challenges discussed.

Concluding remarks

In conclusion, as we celebrate The International Day of Education, it is important to highlight the pressing issues facing education and what Ed Tech companies can do to help bridge the education gap. By addressing factors like accessibility, inclusivity, and diverse perspectives, these companies can play a pivotal role in ensuring equal access to quality education for all. Market research can help Ed Tech companies who seek to align their offerings with the evolving needs of the education sector and contribute to creating a more inclusive and equitable learning environment. Through our insights the team her at MM-Eye stand ready to accelerate progress towards the fourth sustainable development goal, helping to ensure quality education for all.





In January 2023 we became employee owned. Employee ownership is an exciting, progressive way to structure our business, that holds benefits for staff, our clients as well as suppliers and everybody else we work with. From now on, all employees will have a say in how the business is run and will share in the profits we generate. We are the fifth in a growing band of market research agencies who feel that employee ownership is the right model to secure future growth and development.




As a dedication to creating a sustainable future and driving positive change within our industry, we are very proud to have signed up to the Market Research Society (MRS) Net Zero Pledge.

By signing the MRS Net Zero Pledge we make four commitments:

  • to become Net Zero by 2026
  • to track and publish our carbon emissions
  • to collaborate across the market research sector – sharing our learnings and best practices
  • to encourage conversations and call outs by our partners, clients and suppliers on environmental concerns.

Each year, we calculate our carbon footprint, aiming to reduce our Co2 emissions year on year wherever possible. And for the carbon that we’re not able to reduce, we’re now working with Ecologi to offset our emissions by investing in their climate projects which are not only beneficial to the environment, but also to the people behind the projects. These include renewable energy generation, forest protection, and community initiatives such as providing access to clean water.

By signing the MRS Net Zero Pledge, we are making a firm commitment to address the environmental challenges facing our industry. We aim to lead by example, inspiring others to join us in this crucial endeavour. Through our collective efforts in promoting positive change, we aim to create a sustainable future, reduce our carbon footprint, and contribute to the global fight against climate change.




We were officially certified as a B Corp in September 2023 and are committed to using our business as a force for good, by:

  • delivering insights for our clients which power positive change
  • empowering and nurturing our team
  • supporting our community
  • respecting our environment


Certified B Corporations, or ‘B Corps’ are companies who are accredited to have achieved high standards of social and environmental performance, transparency, and accountability.  B Corps are a rapidly growing global community of 6,000+ organisations committed to using their business as a force for good.  The UK is home to upwards of 1,400 of these companies.

The process to becoming a B Corp Certified company is rigorous and requires meeting targets in five areas: Governance, Workers, Community, Environment and Customers.

Businesses must provide evidence of socially and environmentally responsible practices relating to energy supplies, waste and water use, worker compensation, diversity and corporate transparency.

Once B Corp status is reached – certified by B Lab UK for UK businesses – the company must make a legal commitment to maintaining these standards through amendments to its articles of association.  To remain a B Corp, companies need to keep improving and must recertify every 3 years, demonstrating they have made improvements since last being certified.

More information on becoming a B Corp can be found here:


Companies applying to be a B Corp are independently assessed to ensure they meet the standards of social and environmental performance required for certification as a B Corp. The certification process is rigorous – taking up to a year to qualify. The assessment is continually updated and made harder, taking into account the way the world is changing.

As part of our application process we formed a working group looking at all areas of our business and operations, proposing changes to how we work, how we manage ourselves and how we engage with suppliers and clients.  The working group is now a focal point for continual improvement in our business and how we measure up to B Corp’s standards, looking forward to our recertification in a few years’ time.


We are very proud to have achieved an overall impact score of 125.6, well above the minimum score of 80 required to become a B Corp.

For more details about our score and how it is built up, please visit our page on the B Corp directory:


Our B Corp certification is important to us as it underlines to our staff, our clients, our suppliers and our wider stakeholders our moral and legal commitment to balance environmental and social considerations alongside making a fair profit, in all the decisions we make as a business.  Our B Corp certification reinforces our company values of acting with Integrity, being Supporting and being Empowered.

B Corp has given us a framework to bring together all the work we do around our agenda for positive change and has given us some practical tools and ideas for further improvements.

We are also delighted and proud to be recognised members of this growing global supportive community of like-minded, value-driven businesses.





Evolution Money was established to provide credit and improve the quality of life for homeowners who, due to imperfect credit history, were being refused finance in a time of need.

They now needed evidence to further inform the Board how far they had progressed against delivering this business purpose and to seek opportunities to improve upon their offering.


From the outset we built our research design to measure Evolution’s progress against their core business purpose – Does an Evolution loan have a positive impact on their customers’ quality of life?

Evolution themselves were going through the process of becoming a certified B Corp company and were new to conducting market research. As such, the programme had to be focused, with clear objectives and deliver actionable recommendations for further improvement.

Initially, we spoke to around 200 customers in a quantitative survey to build an understanding of the Evolution customer journey – covering both the highs and the lows – and evidencing the financial impact their loan had on their everyday lives. We then followed this up with in-depth interviews to uncover the personal stories and experiences of customers. What had bought them to Evolution? Had the loan had a positive impact on their personal lives? Had it changed their spending habits?


Combining the evidence gathered from the quantitative stage with the depth of understanding uncovered in the in-depth interviews we developed positive impact stories which could be shared to evidence their business purpose.

The research delivered facts and stories which will be used to demonstrate the positive change that Evolution has to their customers’ lives, along with areas for further improvement where they can continue to evolve.


“MM-Eye helped us to evidence the positive impact we believed we had on our customers. We knew that our loans helped our customers when they had nowhere else to turn, but we lacked the data to prove this. The insight they provided not only gave us this evidence but painted real-life pictures of our customers – the financial situations they had found themselves in and the positive impact our loan had on their everyday lives. This research will be invaluable in helping us achieve our goal to become B Corp accredited and has given us clear, tangible recommendations on how to continue delivering against our business purpose.”

Susan Harrison, Head of ESG

Evolution Money






In a crowded marketplace, our client identified the need for a foundational understanding of the casual dining market, with a specific focus on sustainability, in order to stand out and attract new customers (whilst not alienating a loyal customer base).

A core objective of the research was to understand whether there was a consumer demand for sustainable dining and, if so, how this should be communicated to diners. Does sustainability impact diners’ decisions on where to eat on a rational or emotional level? Are diners willing to pay more for a sustainable dining experience?

There was a clear need for further evidence before any commercial decisions or changes were made.


We built a research programme focusing on the stakeholders which mattered most to our client and where there was the greatest potential for a positive change – their customers.

A large, robust study was conducted to profile the casual dining market and understand the emotional and rational motivations and drivers of dining decisions. Did this include sustainability?

Alongside this, we conducted a number of qualitative, face to face interviews with diners at our client’s restaurants to understand the ‘why’ behind these motivations.


With the client’s objective to understand the impact of sustainability on dining decisions, we delivered insight on where sustainability sat alongside other emotional and rational drivers.

We provided clear, tangible direction and prioritised ideas on how our client could incorporate sustainability into their future operations and strategy, giving them a point of differentiation from competitors, without distracting from their core offer.