Category: Insight

The Rise of Purpose Driven Brands

September 2025, By Lucie Emery

In today’s hyper-connected world, people are no longer just buying products; they’re buying into values. Whether it’s a skincare brand pushing for inclusivity or a coffee company fighting climate change, the most compelling brands today lead with purpose. And it’s paying off. Purpose-driven businesses are growing faster than their traditional counterparts as people increasingly seek out brands that align with their values and stand for something meaningful.

This shift underscores the critical role of insights and research as an essential guide for brands to connect meaningfully with their audiences. By leveraging insights, brands can ensure their purpose resonates authentically, fostering trust and long-term loyalty.

Understanding Purpose-Driven Brands
A purpose-driven brand is a company built around a clear mission that goes beyond selling products or delivering services. These brands are defined by the why behind what they do. Their purpose might focus on social justice, sustainability, wellbeing, or ethical business. What unites them is a willingness to take a stand and to follow it up with real action.

A great example of a purpose-driven brand is Allbirds, a retail brand built on sustainability from day one. The company designs its footwear using natural and renewable materials and publishes the carbon footprint of each product. Their commitment to becoming a fully carbon-neutral business underscores how purpose and environmental responsibility can be embedded into every stage of the supply chain.

Ultimately, what defines a purpose-driven brand isn’t the cause; it’s the authenticity, consistency, and depth of its commitment. It’s not about chasing trends, but about aligning every aspect of the business with a belief in something bigger.

Why Are Purpose-Driven Brands So Successful?
Research shows the success of purpose-driven brands stems from a shift in consumer expectations. Millennials and Gen Z, now the dominant consumer groups, want more than a good product. They want to know that their money supports something meaningful. The 2025 Global Consumer Engagement Report by WARC found that 78% of consumers feel a deeper connection to brands that communicate their mission and values authentically.

Purpose also acts as a powerful differentiator. In a world where products and services can be easily copied, a brand’s values and mission are harder to replicate. This emotional connection drives deeper engagement, stronger loyalty, and word-of-mouth advocacy. In 2020, Unilever’s sustainable brands (which include Dove, Ben & Jerry’s, and others) grew 69% faster than its non-sustainable brands, demonstrating that authenticity in purpose-driven branding can drive both brand loyalty and financial success.

Case Study: Dove’s Real Beauty Campaign
Dove is a shining example of a brand that has successfully transformed its identity by aligning its mission with consumer values. Originally positioned as a functional skincare brand focused on moisturizing benefits, Dove’s early advertising reflected conventional beauty ideals and performance-led messaging. But in 2004, the brand made a bold pivot with the launch of its Campaign for Real Beauty, challenging narrow beauty standards and sparking a global conversation about body image, self-esteem, and representation.

The results speak for themselves. Dove’s sales jumped from $2.5 billion to $4 billion following the shift, proving that purpose isn’t just good ethics; it’s good business. Two decades later, Dove remains one of the most trusted and loved beauty brands globally, not because it sells soap, but because it has stayed true to its mission of redefining beauty and empowering women.

But here’s the catch: purpose only works when it’s authentic. Consumers today are savvy and sceptical. They can spot inauthenticity a mile away, and they won’t hesitate to call it out.

Purpose Without Insight: A Risk Brands Can’t Afford
We’ve seen the consequences of purpose without insight: campaigns that miss the mark, backlash over perceived hypocrisy, and damage to trust. In many cases, brands set out with good intentions but fail to do the necessary groundwork. The result? Messaging that feels out of touch, opportunistic, or insincere.

Just look at brands like Pepsi, whose 2017 protest-themed advert was accused of trivializing social justice movements, or H&M, which promoted sustainability while facing scrutiny over labour practices. Each tried to tap into purpose but misfired by failing to align messaging with authentic action.

This is where market research is essential: to reveal how people truly feel and surface the subtle but critical differences between what a brand wants to stand for and what its audience is ready to believe.

How We Can Help
The most successful purpose-led brands aren’t just bold; they’re informed. They listen deeply, act intentionally, and ensure their values align authentically with those of their audience. At MM-Eye, we work with brands to bring real clarity to what matters most:

• Understand what your audience truly values: You might think your customers care about sustainability, but is that really their top concern?
• Stay grounded in your brand’s identity: Research helps you stay connected to your brand’s core identity while adapting to what’s happening in the world.
• Find meaningful direction: The best insights don’t just tell you what people say; they help you understand how they feel. When you understand what drives your customers emotionally, you can build a brand that actually connects.

With tools like ThoughtScape™, we explore how consumers react in the moment, capturing unfiltered, top-of-mind responses. When brands take the time to ground their purpose in insight, they don’t just avoid missteps; they build lasting trust, loyalty, and impact.

Contact us today at info@mm-eye.com or use the form below to book a consultation.

Another Day, Another Cyber Attack: Why Brands Need Research More Than Ever

September 2025, By Lucie Emery

This weekend’s latest cyber-attack on check-in and boarding software disrupted major European airports, forcing operators to switch to manual check-in and causing widespread delays and cancellations.

What was once seen as the territory of state-backed operations has increasingly involved organised criminal groups and other threat actors. Recent high-profile retail and manufacturing incidents, including the large-scale attacks on Marks & Spencer and the Co-op earlier this year, and a claimed attack on Jaguar Land Rover, show the breadth of targets and methods. Some reports have linked these incidents to English-speaking teenage hacker groups.

The impact of these attacks stretches far beyond the organisations directly hit. In today’s interconnected economy, every link in a supply chain can be affected — manufacturers, retailers, logistics providers, professional services, and yes, even market research partners! No organisation is truly immune.

For brands, the consequences of a cyber attack are far-reaching. Trust is shaken. Customer confidence falters. Reputations built over decades can be questioned overnight. It’s not only about restoring systems – it’s about restoring belief.

Why Market Research Matters After a Cyber Attack
In a world where cyber-attacks are becoming business-as-usual headlines, preparation and recovery are key. Brands cannot afford to guess how their audiences feel or hope that trust will simply return. In the aftermath of a cyber-attack, brands face a series of critical questions:

• How has customer trust been affected? Research can quickly capture consumer sentiment, highlighting areas of concern and identifying where reassurance is most needed.
• What messages will rebuild confidence? By testing communications and brand responses, research ensures brands strike the right tone, avoiding missteps that could deepen the damage.
• Where do risks remain in perception? Ongoing tracking helps companies understand if trust is being rebuilt over time – or if new vulnerabilities in reputation are emerging.
• How do stakeholders and supply chain partners feel? Research extends beyond customers, mapping the views of employees, investors, and business partners to ensure a joined-up recovery.

How can MM-Eye help?
At MM-Eye, we work with organisations to help them navigate moments of change and crisis. Our expertise in brand tracking means we can show how perceptions shift over time, measure whether responses are hitting the mark, and guide the steps that will truly rebuild confidence.

We combine traditional brand metrics with deeper emotional understanding using our ThoughtScape™ approach to reveal not just what is happening, but why. Our services include rapid sentiment diagnostics, communications testing, and ongoing brand tracking — plus stakeholder engagement programmes that map the views of suppliers, employees, and partners to support a joined-up recovery strategy.

These tools aren’t only for cyber incidents. The same methodologies help brands navigating relaunches, strategic shifts, regulatory change, reputational challenges, or any other period where people’s perceptions matter.

Get in touch
If your organisation would like help measuring impact, testing responses, setting up a tracker, or stakeholder programme, we’d love to talk.

📧 Email: info@mm-eye.com
📞 Phone: +44 (0)20 3084 9400
🌐 Website: www.mm-eye.com

The Two Faces of Sustainability: Local vs Global Action

September 2025, By Nicola Church

Ask ten people in the pub what sustainability means, and you’ll probably get ten different answers – and probably a lively debate. For some, it’s as simple as recycling more or buying local veg at the farm shop. For others, it’s all about the big stuff – cutting carbon emissions, saving the oceans, and fixing climate change. The truth is, there’s no single definition – it’s personal, messy, and shaped by what you care about most.

Neither side is wrong. We just approach it differently. So, why do people lean local or go global? And what does that mean for brands trying to sound genuine when they talk about sustainability?

The Appeal of Local Sustainability

Local action feels tangible. When someone shops at a farmer’s market, visits a repair café, or volunteers at a local litter pick, you can literally walk past the results later. There’s a strong sense of community pride and personal contribution.

In our latest Say Do Sustainability Study, we found that older consumers in particular lean towards more local sustainable actions. There is a common misconception that older generations are disengaged from sustainability and do little to lead a sustainable lifestyle. While this may be true for some, it’s far too broad a generalisation for an entire generation. It’s true that they may be less vocal or involved than Gen Z, but they have a broader perspective on sustainability, which influences their approach and actions.

Their approach tends to emphasise practical, hands-on solutions such as gardening, reducing waste, and supporting local businesses, often rooted in a desire to preserve the environment for future generations.

Psychologically, local sustainability appeals because it provides:

• Visibility of impact: Where cynicism about sustainability initiatives exists, the tangibility of being able to see the impact of your actions appeals.
• Trust and authenticity: It’s easier to believe in the farmer down the road than some faceless global organisation.
• Cultural resonance: “Supporting our own” has deep social and emotional roots, and many people like to feel they’re protecting their immediate environment.

Local sustainability tends to click with people who value community, love supporting small businesses, and want their efforts to feel personal and close to home.

The Pull of Global Sustainability

Then there are the big-picture thinkers – the ones looking beyond their own street. For them, sustainability isn’t just about what’s happening in the neighbourhood; it’s about fixing massive, borderless problems: climate change, deforestation, plastic pollution, energy systems – the lot.

What makes global action compelling is:

• A sense of scale: Big issues need big solutions.
• Scientific credibility: Global frameworks like the UN’s Sustainable Development Goals give structure and legitimacy.
• Shared responsibility: People drawn to global sustainability often see themselves as part of a collective human duty.

This outlook tends to resonate with younger generations (especially Gen Z), NGOs, policymakers, and global brands – basically anyone who sees themselves as a citizen of the world.

Why People Prefer One Over the Other

It mostly comes down to what makes you tick. If you want control and visible results, you’ll probably lean local. If you care about fairness and big-picture solutions, global sustainability might be more your thing.

Neither is “better”; they’re just different, and it often depends on how you see yourself.

Of course, plenty of people mix both – maybe you shop local and care about climate change – but usually, one instinct is stronger than the other, and it shapes how you spend your money, time, and attention.

What It Means for Brands

If brands want to sound credible when they talk about sustainability, they need to speak to both mindsets.

• For the local-minded: Show you’re part of the community. Use local suppliers. Support neighbourhood initiatives. Tell the human stories – the farmers, the employees. People want to see the faces behind the change.
• For global-minded audiences: Demonstrate how you’re tackling the big stuff. Transparent reporting, ambitious climate targets, and alignment with global sustainability standards are key. These audiences want proof that the company is serious about big-picture change.

The best brands balance the two. For example, Marks & Spencer talk to both sides through visible, authentic initiatives. Every time a customer shops at M&S with their Sparks card (customer loyalty scheme), M&S donates 1p to a charity of their choice – an initiative that has immediate, local, and tangible benefit. Simply by shopping at M&S, customers feel like they are making a difference to their local community. Alongside this, M&S tackle the bigger issues. Their Plan A – a bold, multi-year sustainability programme with 100 commitments across themes like climate change, zero waste, sustainable raw materials, and fair partnerships – includes measures that resonate well beyond the UK and speak to consumers with a global mindset.

Sustainability Isn’t a One-Size-Fits-All

It’s personal. It’s cultural. It depends on what you care about and where you feel you can make the most impact. Some people want to see change on their street. Others want to tackle problems across the planet. And honestly? We need both.

For brands, the opportunity lies in recognising those differences – and building strategies that speak to both the heart and the head.

Whether you’re planting a tree in your local community garden or campaigning for international climate policy, it’s all part of the same story: people trying to leave the world just a little better than they found it.

You can download the FREE 2025 Say Do Sustainability Study at www.mm-eye.com/sdss-report or contact us today at info@mm-eye.com

Fighting the fraudsters! The truth about online panel respondents and how you can fight back

September 2025, By Debbie Fitzpatrick

Can you trust your research data?

If it’s been collected via online panels, the significant increase in fraudster infiltration means the answer is most probably… NO.

But surely, if you see a list of the following, it should give you confidence that the panel provider can assure you of quality?

• Digital Fingerprinting
• Encryption to Tamper-Proof Links
• Cash-out ID Verification
• Geo-IP Flagging
• Invisible reCAPTCHA
• Logical Inconsistencies, including scrutiny of profiles
• Device / Account Duplication
• Location & Browser Spoofing
• 3 Intelligent Data Quality Layers
• AI Analysis of Open-End Text Questions
• Auto-Translation Detection
• Pattern Recognition Technology
• Red Herrings in place
• In-Depth Forensic Analysis
• Regulated by ISO, GDPR, and local data privacy laws

Unfortunately, the answer is still NO. Based on our experience, it’s just not enough to stop fraudsters from completing your surveys.

So, what can you do?

You must work with a research provider who is fully abreast of the issues of data quality and undertakes stringent quality control checks – both manually and via automated processes.

At MM-Eye Ltd, we believe that on average 40% of the completes we achieve via panels are not genuine. In some markets and with some panel providers, it’s as high as 90%. You might doubt that, but we have the removals to prove the claim.

Our team spends a significant amount of time checking and verifying that we have genuine respondents with valid responses. We never want to deliver data to our clients that we can’t be confident in.

The situation is getting worse, and our industry knows it. But what can you do to ensure robust, high-quality data?

There are only two things you can do:

1. Work with research agencies who can outline in detail what their automated and manual checking processes are when it comes to data collected via online panels – and expect to see a cost associated with that.

They need to:

• Validate responses against hard facts such as buyer profiles and sales figures
• Validate responses against logic such as mean responses, historic data, and the quality of written verbatims (i.e., both vocabulary expectations for the audience and language of origin)
• Be prepared to remove completes they don’t trust – and deal with the backlash that sometimes ensues from providers
• Be prepared to extend fieldwork to obtain genuine responses
• Carry out thorough data integrity checks and share their findings with you before sending a final report
• Share their expertise with others within the industry for the benefit of all

2. Work with panel companies who acknowledge that, even though they have cutting-edge technology, it’s not enough to stop fraudulent participants.

Ensure they:

• Don’t pretend the issue isn’t as widespread as it is
• Don’t challenge you when you remove completes that fail your quality checks
• Don’t stop fieldwork because the IR is lower than they calculated due to removal rates
• Collaborate with you to improve understanding and tackle the issues
• Support you in designing surveys that fraudsters cannot easily complete (without upsetting genuine respondents)
• Invest time, effort, and money in trying to stay ahead – while acknowledging that fraudsters may still be ahead of the game
• Share their knowledge and findings with the industry for the benefit of all

At MM-Eye Ltd, we are committed to sharing our knowledge and experience on this topic.

If you’re interested in learning more about how we approach data quality and how it can benefit your business, contact us today at info@mm-eye.com or use the form below to book a consultation.

MM-Eye Insight Lens: Holiday Special

August 2025, By Nicola Church

When you’re booking a holiday abroad, what’s on your mind first? Sunshine? Sightseeing? Good food? Price?

For many UK holidaymakers, sustainability is creeping onto that list too – but not in the way you might think.

71% of people now want to see information about a trip’s sustainability before they book. That’s a big majority.

Holidaymakers are now more conscious about the sustainable impact of their travel than ever before. But, when we asked what factors are very important to them when they make their holiday choice, far fewer mention either environmental or social sustainability.

So yes – people care. But when it comes to choosing between two holidays, the picture gets a little messy.

That’s why we use our Brand Choice Model in this year’s Say Do Sustainability Study to help us figure out which factors really make the difference when travellers decide on one holiday over another – and which brands they choose to travel with.

Sustainability can drive choice – but only if brands approach it the right way.

1. We don’t want to think about it – Holidays are for relaxing. They’re for having fun, exploring, and spending time with friends and family. Consumers are thinking about sustainability in their everyday lives, and when they’re on holiday, they want it built into the trip so they can feel good, without lifting a finger.
2. Give us a choice – Whatever they’re buying, when it comes to sustainability, they want transparency. No fluff. No vague promises. People want to see real action and real results. Give travellers easy-to-understand options so they can customise their trip based on their own sustainability values.

Why this matters for brands
Sustainability isn’t just a “nice extra” anymore. Done right, it can be a genuine brand differentiator—helping you win more bookings and build stronger loyalty.

To learn more about how sustainability can help travel companies to drive brand choice, download your FREE special holiday edition of MM-Eye’s Insight Lens here: Downloadable Reports – MM-Eye. We’d love to talk more, so contact us today at info@mm-eye.com or use the form below to book a consultation

Why Revisiting Existing Data Can Spark Fresh Insight

August 2025, By MM-Eye

In the effort to get on top of strategic goals, organisations often charge ahead, constantly collecting new data to answer evolving questions. The reality is that many of the answers we are searching for are already hiding in plain sight within the data we have already gathered.

At MM-Eye, we believe that re-examining what you already have is one of the most underused tools in the insight toolkit. We call this approach Resight, a methodology built around finding new meaning in existing data.

The Problem Is not a Lack of Data, it’s Underused Data

Every business has it: survey results from past campaigns, customer journey mapping exercises, sales figures, NPS trackers, internal feedback. Often, this information was collected to solve a specific problem at a specific point in time. But markets move. Priorities shift. New questions emerge.

Revisiting that data with fresh eyes often reveals more than we expect. The context has changed. So should our interpretation.

One insight leader told us recently, “We keep gathering data like magpies, but we rarely stop to ask what we could learn from what we already have.” That stuck with us. Because it’s not just a budget issue (though that matters too), it’s about making smarter use of what’s already in your reach.

Why Looking Back Helps You Move Forward

The value of revisiting your existing data is  in perspective. When you pair old datasets with new questions, business priorities, or contextual insight, you often uncover:

• Shifts in customer attitudes over time
• Emerging behavioural patterns you hadn’t noticed before
• Misalignments between internal assumptions and actual data
• Gaps that can be plugged without launching a full research programme

Good for Budgets, Great for Strategy

Let’s be honest, budgets are tight, and no one has time to waste. The beauty of reusing and reframing existing data is that it makes insight work harder for you. It also makes your future research sharper, because you’ve already squeezed all the juice from what’s in front of you.

Our Resight approach at MM-Eye is designed to help organisations uncover what they don’t yet know, from what they already do. We combine expert interpretation, behavioural understanding, and rigorous analysis to revisit your data through a new lens. Think of it as a virtual insight workshop that quickly gets to the heart of new opportunities or lingering blind spots.

And no, this doesn’t mean giving up on fresh research, it just means starting from a smarter place.

A Complement to (Not a Replacement for) New Research

New research still matters. But if you haven’t exhausted the insight already at your fingertips, you risk reinventing the wheel or overlooking cost-effective ways to advance.

That’s why we think Resight is most powerful when it works hand-in-hand with traditional methodologies—using existing insight to fine-tune what you really need to explore further.

From Data Overload to Decision-Ready Insight

So, if your team is sitting on a mountain of data but struggling to make it work for today’s decisions, it’s worth asking:

• What questions could we re-ask with old data?
• What hidden patterns have we overlooked?
• What could we learn in two weeks that could reshape our thinking?

At MM-Eye, we’re passionate about turning overlooked insight into powerful strategy. If you’d like to discover how Resight could help you unlock fresh thinking from what you already know, we’d love to talk.

Contact us at info@mm-eye.com or use the form below to book a consultation.

The Power of Women: Why Brands Need to Wake Up and Smell the Mascara

July 2025, By Katie Brown

Let’s be honest, if women had a dollar for every time a brand misunderstood them, we’d have… well, the $31.8 trillion in spending power we’re already controlling. That’s right. As of 2024, women are not just running the world emotionally, logistically, and nutritionally (via packed lunches and dinner plans) we’re also commanding the lion’s share of discretionary spending. And it’s only going up.

Yet, bafflingly, brands still seem to think “marketing to women” just means pink packaging and a token mum in yoga pants. Please.

This Is Not Just a “Female” Thing Anymore

Women’s influence on consumer spending is expanding far beyond the beauty aisle or family supermarket shop. We’re making the calls on everything from hybrid SUVs to smart home tech. But here’s the kicker: most brands still approach women like we’re one homogenous group. Newsflash – we’re not. We’re diverse, nuanced, busy, and maybe just a little tired (but still fabulous).

Between 1997 and 2019, 68% of new jobs in the EU went to women, and 31% of those were in high-paid roles. We’re not just entering the workforce; we’re upgrading it. Which means we’ve got more income and more decision-making power. Brands? Take note.

Digital, But Make It Useful

Women are thorough. Before we buy, we research. (Let’s face it, we’ve all fallen down the Pinterest rabbit hole trying to find “just the right” lamp or skincare serum.) Instagram, Pinterest, and TikTok aren’t just social platforms – they’re modern-day shopping malls, influencers are our personal shoppers, and yes, 86% of us are using social media to suss out our next purchase.

Want our business? Find us where we hang out digitally – and please don’t insult us with lazy stereotypes or #sponsored nonsense that screams “trying too hard”.

Oh, and just FYI: 71% of Pinterest users are women. It’s where ideas (and purchases) are born.

Representation Matters – But Make It Real

Here’s the thing: we want to see ourselves in your ads — but not as the perpetually stressed mum doing laundry while Dad grills sausages. In 2022, 66% of ads with women still showed them in domestic settings. Only 7% showed us in professional roles. That’s not empowerment – that’s a time warp.

And while women feature more often in ads now, it’s not just about quantity — it’s about authenticity. We want to see ourselves as we really are – ambitious, funny, multitasking queens – not just a before-and-after skincare story.

Sustainability Isn’t Just a Trend – It’s a Value

Women, especially younger ones, are putting their money where their morals are. Ethical consumption is on the rise, and women are leading that charge. We’re more likely to be critical of our own sustainability efforts (classic), but also hopeful and action oriented. We believe in small changes adding up – like switching to biodegradable bin bags or ditching brands that don’t give a toss about the planet.

So if you’re not factoring ethical values into your product and brand story? You’re already behind.

Loyalty: It’s Emotional (Like Everything Else We Care About)

Women define brand loyalty differently. We don’t just stick with a brand because it works – we stay when it feels right. We want an emotional connection. If you get it wrong (read: if you ghost us with bad service, or greenwash us), we’re out. But if you get it right? We’re yours for life – and we’ll tell our friends, our group chat, and possibly the whole PTA.

Brand loyalty isn’t just about rewards cards. It’s about trust, values, and showing up consistently. Especially across online and offline touchpoints – because yes, we shop everywhere.

So, What Should You (Yes, You) Do?

1. Know your audience. And no, “women aged 25-45” isn’t good enough.
2. Use real insights, not assumptions. We’re not just mums. Or millennials. Or “aspirational.” We’re people.
3. Meet us where we are. Online, in stores, on Instagram – and emotionally.
4. Show us real women. Not airbrushed ideals or stereotypes. Actual, relatable, aspirational-yet-attainable women.
5. Live your values. And we’ll back you with our wallets.

Still Unsure? Get Yourself ThoughtScape

At MM-Eye, we’ve developed ThoughtScape™, our AI-powered tool that taps into the emotional connection between consumers and brands – because it turns out the secret to making a woman buy your product isn’t just a discount code. It’s understanding what really matters to her.

So if you want to stop guessing and start engaging? ThoughtScape’s where the magic happens.

In Summary: Women are powerful. We’re intentional. We’re digitally savvy, ethically driven, emotionally connected, and more than ready to back brands that actually get us.

So don’t just talk to us. Understand us.

And if you’re serious about actually doing that -not just ticking a pink box – get in touch with MM-Eye. We’ve got the tools, the insights, and the sass to help you connect with women in a way that actually works.

We’re here. We’re listening. Are you?

Digital Twin Truths In Consumer Insight and Sustainability

July 2025, By Ettie Etela

Digital twins are real-time virtual representations of physical systems and are having a moment. Originally used in industries like manufacturing and urban planning, they are now increasingly being explored in retail, healthcare, and even consumer insight. They mirror everything from purchase behaviours to product performance and promise to help brands simulate outcomes, forecast needs, and optimise strategies.

At MM-Eye, we recognise the potential of digital twins as a powerful tool for planning and prediction. However, when it comes to understanding people real, messy, contradictory people, digital twins alone can fall short. Especially in areas like sustainability, where emotion, social signalling, and values often override logic, relying solely on simulated behaviours can result in brands missing the nuance that drives real-world choices.

We believe digital modelling is a valuable part of the insight toolkit. But it is not a substitute for understanding how people actually feel, decide, or behave, especially when those behaviours defy expectations.

The Allure of Perfect Prediction

There is no doubt that digital twins offer powerful potential. The idea of mapping a consumer’s journey, predicting how they will respond to different offers, and refining experiences in real time is exciting. For operational efficiency, supply chains, and even product testing, digital twins are transformative.

That said, the real world of human behaviour isn’t always rational. And that is particularly true when it comes to sustainability.

Consumers might click ‘yes’ on a survey about wanting ethical products, and then choose the less sustainable option at checkout. They might express deep concern for the planet, but still book a long-haul holiday. They might insist they want less packaging, but still reach for the items wrapped in plastic because it ‘feels cleaner.’

Why Behavioural Science Still Matters

We know that people don’t always make decisions based on logic or cost–benefit analysis. We are influenced by context, cognitive load, default options, emotional framing, and social norms. These factors are hard to simulate and often invisible in digital models.

Daniel Kahneman’s dual-system theory reminds us that much of our decision-making is fast, intuitive, and emotionally driven (System 1), not slow and considered (System 2). Digital twins, by nature, tend to model behaviours that look like they come from System 2: rational, consistent, and explainable. But that’s not how most consumer choices are made, especially when they involve trade-offs between values and convenience.

That is why we consistently see what we call the Say–Do gap in our research: what people say they care about versus what they do in practice. This is particularly stark in the realm of sustainability, where good intentions often meet real-world friction.

The Say-Do Gap: Where Digital Models Fall Short

Our Say Do Sustainability Study (SDSS) tracks this gap across a wide range of categories, from fashion to food to travel. What we find is that consumers are emotionally invested in sustainability, but their behaviour doesn’t always follow suit. Not because they are lying, but because they’re navigating a complex mix of identity, habit, accessibility, and social signalling. No digital twin, no matter how well-trained, can fully replicate that kind of internal tension.

Take packaging, for example. A digital twin might show a consumer who repeatedly selects eco-friendly products. But in reality, that same person might abandon those choices the moment the design feels unfamiliar or the recyclable materials don’t stack neatly in the fridge. These are subtle, often subconscious factors but they matter.

Why Real People Still Matter

At MM-Eye, we use tools like ThoughtScape™ to explore how consumers react in the moment, capturing unfiltered, top-of-mind responses. It’s not about what they think they should say, it’s about what really comes up. That’s where the most meaningful insights lie.

Digital models can tell you what someone might do. Qualitative insight helps you understand why. And when you pair both approaches thoughtfully, you get the most complete picture of your audience.

Understanding consumers as more than data points, as people with contradictions, values, and emotional blind spots, is not just good ethics. It’s good business.

Simulation with Connection

Digital twins are useful, efficient, and a brilliant tool in the growing research and innovation toolkit. However, they are most effective when paired with deeper, behavioural understanding. Brands that want to lead on sustainability, drive long-term loyalty, and connect on a deeper level need to go beyond simulation. They need insight that listens, interprets, and respects complexity.

At MM-Eye, we combine advanced tools with behavioural science to bridge the gap between what people say, what they do, and what they actually need. No matter how sophisticated the technology becomes, real connection still starts with real people.

If you are interested in learning more about The Say Do Sustainability Study, ThoughtScape™ or any of the other insights we specialise in to help businesses and brands connect to real consumers, contact us today at info@mm-eye.com or use the form below to book a consultation.

Considered Purchases: One Journey; many paths

June 2025, By Nicola Church

If you think about everything you’ve bought in the last month, you’ll know that some purchases were quick to make. Like which sandwich to buy at lunchtime or which toothpaste to add to your weekly shop. These are impulse purchases where the decision was easy because you’ve done it before, the cost is relatively low, and the decision won’t result in significant consequences.

On the other hand, there were probably some decisions which took a bit longer – perhaps you pondered over whether to buy a new dress or wanted to buy a new dishwasher and then realised how much research was needed into different (and sometimes pointless!) new features. Any decision that takes time, emotional involvement, and financial commitment is a considered purchase. It’s not just about cost – it’s about care. From designer goods to consumer electronics, these are the purchases that involve careful research, emotional tension, and often, brand trust.

One Journey, Many Paths

Not everyone enjoys the journey to a considered purchase – some thrive, enjoying the research and looking at every option; others hate it and want to make a purchase as quickly as possible. Our research uncovered five unique personas that define how people approach considered purchases:

• Cautious: Prone to stress, needs clarity and reassurance
• Anticipator: Loves the research journey and seeks joy in the process
• More to Life: Wants efficiency, values time
• Just Do It: Decisive and goal-driven
• Impulsive: Emotion-led, especially in luxury categories

What makes this even more complex is that personas can shift depending on the product category. Thinking back to our earlier example, a buyer might be impulsive about a new dress but highly cautious about buying a new dishwasher.

Emotion Drives the Experience

Beyond logic and research, considered purchases are deeply emotional, and if brands fail to acknowledge these emotional touchpoints, they risk losing customers halfway through the journey.

In this month’s Insight Lens, we explore each persona in depth, uncovering how brands can support each persona effectively by tailoring their messages, platforms, and purchase experiences. We provide clear guidance on the nature of messages, preferred research, and purchase channels to tailor an experience that taps into the emotional needs of each persona.

Why It Matters More Than Ever

In the UK alone, billions spent each year on considered purchases such as holidays, consumer electronics and luxury goods, meaning the stakes for getting this right are huge. The difference between a lost lead and a loyal customer could be as simple as the right message at the right moment. In a noisy market, understanding your customers’ emotional and practical needs isn’t just a nice-to-have – it’s a competitive advantage.

To learn more about Considered Purchases, download your FREE copy of MM-Eye’s latest Insight Lens here Downloadable Reports – MM-Eye. We’d love to talk more, so contact us today at info@mm-eye.com or use the form below to book a consultation.

Do Consumers Really Want Sustainable Travel?

June 2025, By Caleb Bendrey

Sustainable tourism: small changes, big impact
Many tips for sustainable tourism are relatively simple to integrate into holiday plans. Swapping single-use plastics for reusable water bottles and cups, or disposing of waste responsibly and respectfully, are easy wins. If you’re planning to explore nature on foot, sticking to designated paths and following guidance from local caretakers helps protect local ecosystems and wildlife.

At MM-Eye, we know from speaking directly with consumers that these small actions matter. They are part of personal responsibility, but also increasingly part of how people judge the brands, destinations, and services they choose to support.

Avoiding the crowds, helping the planet
Over-tourism remains a concern, and frankly, nobody enjoys being trapped in a busy tourist hotspot. Choosing to travel outside of peak seasons or picking a quieter, sustainably run destination doesn’t just improve your holiday experience, it also supports the local community and infrastructure.

Our consumer insight work, highlights that more travellers are considering these factors when planning their breaks. As pressure on global destinations increases, awareness of travel’s impact is likely to grow, and expectations of brands will grow with it.

Looking local: travel doesn’t have to mean far-flung
One easy way to engage with sustainable tourism is to look closer to home. The UK alone offers a wide range of beautiful and fascinating places to explore. Local travel reduces emissions and pollution, can save money, and allows holidaymakers to invest in local communities all while cutting out the need for air travel.

As seen in our SDSS data, this idea of “staycations with purpose” is gaining traction, especially among younger consumers who are weighing sustainability more heavily in their decisions. Brands and destinations that acknowledge this shift are better placed to retain trust and loyalty.

Eco-tourism: where education meets exploration
Eco-tourism is a nature-based form of travel that aims to strengthen the positive effects of tourism while reducing the negatives. It prioritises experiences that support conservation and foster genuine connections with local cultures and communities. From luxury eco-lodges to budget-friendly, nature-first options, it’s a segment of the industry that continues to grow and consumer interest with it.

Our research at MM-Eye supports this trend. Consumers are increasingly curious about how they can explore the world without contributing to its harm and are looking for travel brands that can guide them in that.

Sustainability matters for travel companies, too
Sustainable tourism isn’t just about individual actions; it’s also about what companies do. Many hotels are reducing single-use plastics, introducing recycled or compostable materials, and taking measurable steps to lessen their footprint. But it’s not enough to act, brands also need to communicate those actions clearly.

This is where insight becomes essential. SDSS includes a deep dive into consumer attitudes toward travel companies, revealing the growing importance of sustainability credentials when making booking decisions. Consumers are paying attention, and they remember who is walking the walk.

Closing the say–do gap
At MM-Eye, we specialise in understanding the gaps between what people say they care about and how they act especially when it comes to sustainability. If you are in the travel or tourism sector, now is the time to align your actions with your messaging and make sustainability a meaningful part of your brand strategy.

Want to understand how travellers view your sustainability efforts or what you should focus on next?
Contact us at info@mm-eye.com or use the form below to book a consultation.