Author: Ettie Etela

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.

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.