Category: Insight

World Toilet Day 2024: Why does it matter?

November 2024, by Nicola Church

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

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

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

How can MM-Eye help?

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

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

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

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

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

Could Esports Become The Next Mainstream Sport?

November 2024, by Matias Van der Heijden

As we come to the end of the year, one of the final and largest esports events in the world has gone. The League of Legends worlds championship took place over the last month, spanning from the 25th of September – to the 2nd of November. It was a painful watch for many (including me), seeing a lot of people’s favourite teams going out early, but the ending was sweet, seeing the Greatest Of All Time, Faker, winning his 5^th Trophy.

Every year, the world’s final seems to break new viewership records, with this year being no exception. The finals drew in 6.9 million live viewers across the world (excluding China) and brought in over 190 million hours of watch time across the tournament. With the finalists being both Korean and Chinese, the viewership from these countries was incredibly high. China doesn’t release viewership statistics, but my friend in China visited a nightclub that projected on the wall at 5 AM that it was the League of Legends World’s final (I can’t imagine this was the best viewing experience, though). At MM-Eye, we believe that understanding the consumer’s interest in emerging events like these is important for businesses looking to tap into new markets or adapt to changing trends. Our consumer research tools allow us to track how public perception is shifting toward esports, moving beyond the typical gaming audience and inching into the mainstream consciousness. The surge in viewership, the sold-out arenas, and the significant economic impact are strong indicators of changing consumer behaviour.

Many esports have done well through the years, notably, the Fortnite World Cup back in 2019, which brought in 2.3 million peak viewers. However, viewership has been noticeably dropping over the last few years, now at 809,000 peak viewers. League of Legends, however, has managed to maintain its standing at the pinnacle of viewership. Year after year, it comes back the most viewed and breaks its own records for most viewed esports events. For brands and companies trying to understand the impact and relevance of esports, these statistics can’t be ignored. Our custom market studies help explain how and why these trends are happening. Businesses can use these insights to craft advertising strategies, sponsorships, and partnerships that connect with this engaged and growing audience.

In person, the event was incredibly well organised, and it was impressive to see the turnout and management at an event that’s the size of a large sporting arena. With the event I was visiting being hosted at the Adidas arena in Paris, it was certainly sizeable but not quite the size of the finals that were hosted in London at the O2 arena.

As an in-person viewer, my experience was great, and I managed to enjoy the event along with countless other fans. Enjoying a multitude of incredible moments, watching the pros walk onto the stage, watching Bin throw his jacket into the crowd, sitting behind Faker himself and getting a splitting headache trying to track what he’s doing on his screen.

The viewership online was incredible, but with this being such a popular event, being held in the O2 this year. The finals tickets were nearly impossible to get your hands on. Causing Riot Games, the event organisers attempted to resolve these issues by forcing you to sign up for the ticket release through a code from an account that had been actively playing the game.

While these efforts show a move toward more consumer-centric solutions, the challenges highlighted by the ticketing issues reveal how much more brands can learn about their audiences. At MM-Eye, we understand that the consumer experience is more than just attending an event; it’s the journey leading up to it. Our research indicates that consumer sentiment around fairness and accessibility can impact brand loyalty, and these experiences often shape public perception long after the event is over.

Aside from the ticket issues, the event seems to have been an overwhelming success for both esports and the economy. Sadiq Khan stated on X: “The Capital will welcome gamers and fans across the globe, boosting our economy by £12m and showing that London is a leading destination for esports”.

Overall, this event was a massive success and I’m sure that the fans, the organisers and many more are happy with what it brought. However, understanding what the general public thinks about esports as a whole adds a fundamental layer of insight. At MM-Eye, we know that examining the perception of emerging industries, such as esports, is important for brands looking to align with evolving consumer attitudes.

It’s always interesting to look into an industry that seems to be growing. Our insights indicate that consumer perception can significantly impact an industry’s trajectory. Understanding how different demographics view esports can provide valuable opportunities for brands to position themselves within this rapidly growing space. With this tournament breaking viewership records, selling out arenas, and boosting the British economy, it’s worth examining whether esports is on the cusp of becoming mainstream entertainment or if it remains niche.

At MM-Eye, we’re committed to helping brands understand evolving consumer attitudes, whether it’s through traditional market analysis or deeper dives into new industries like esports. If you’re interested in leveraging our insights for your industry or exploring how public sentiment can shape your business strategy, contact us at info@mm-eye.com or use the form below to book a consultation.

The Explosive Truth About Fireworks: What Consumers Are Demanding from Brands on Sustainability

November 2024, by Katie Brown

Fireworks have been a part of celebrations for centuries, lighting up the night sky with their vibrant colours and thrilling explosions. But as environmental concerns continue to grow, it’s important to ask: are fireworks sustainable?  By looking at the following areas: Material, Method, Environmental Impact, and Innovation—we can take a closer look at the sustainability of fireworks and explore what greener alternatives might look like in the future.

What Are Fireworks Made Of?

Traditional fireworks are made using a combination of chemicals and metals that produce the colourful effects we see. Metals like barium, copper, and strontium are responsible for the colours, but they also release harmful pollutants into the environment when fireworks explode. These chemicals can contaminate the air and water, posing risks to human health and ecosystems. In recent years, there has been some progress in developing “eco-friendly” fireworks, which use fewer toxic compounds. However, these alternatives are still in their early stages and haven’t yet been widely adopted.

From a consumer standpoint, this is increasingly concerning. Our Say Do Sustainability Study (SDSS) at MM-Eye has shown that more consumers are paying attention to the ecological impact of their entertainment choices and demanding greater transparency and innovation from companies that produce celebratory goods. This growing awareness has even led some communities to reconsider traditional fireworks displays in favour of more eco-friendly alternatives.

Manufacturing and Transportation: The Hidden Costs

The way fireworks are manufactured and transported also plays a role in their sustainability. Production often takes place in countries where safety and environmental regulations are less strict, and workers are exposed to hazardous conditions. The materials used in fireworks are often non-renewable, and transporting them long distances adds to their carbon footprint. To make fireworks more sustainable, manufacturers would need to focus on using safer materials, adopting better waste-reduction practices, and considering local production to cut down on emissions.

SDSS highlighted that consumers are increasingly prioritising brands that demonstrate social and environmental responsibility across their supply chains. Companies in the pyrotechnics industry have an opportunity to communicate how they are improving their manufacturing processes and minimising environmental harm to improve consumer perceptions.

The Environmental Toll of Fireworks

Fireworks have a significant environmental impact, especially when used on a large scale. When fireworks are set off, they release pollutants such as heavy metals, carbon dioxide, and particulate matter into the atmosphere. This is particularly concerning during major events when air quality can take a dramatic hit. Chemicals like perchlorates, used to stabilise the explosives, can also leach into water systems, posing risks to aquatic life and drinking water sources. We also need to think about the effect this has on wildlife and pets, the loud noises and bright flashes disturb animals, causing stress and disorientation. Consumers, particularly pet owners or wildlife enthusiasts, are increasingly vocal about these issues. This growing awareness has sparked a demand for less disruptive and more sustainable alternatives.

Innovations in Green Technology

The future of fireworks may not involve traditional fireworks at all. Innovations like drone light shows and laser displays are starting to emerge as alternatives that offer the same visual excitement without harmful environmental effects. Drone shows, in particular, have been gaining popularity at major events like the Olympics, where hundreds of drones are synchronised to create dazzling patterns and animations in the sky. These technologies, while still expensive, offer a promising alternative to traditional fireworks, and as they evolve, they could become a more accessible option. Consumers are receptive to creative, sustainable alternatives, especially if they offer a similar level of spectacle. As these technologies evolve and become more affordable, we anticipate that consumer demand will continue to push event organisers and municipalities toward these greener options.

Balancing Tradition and Sustainability

Fireworks have deep cultural significance and bring joy to millions of people, but it’s clear that their environmental impact is something we can’t ignore. By looking at fireworks through the MM-Eye lens, we can see that making them more sustainable is about more than just reducing emissions—it’s about rethinking the materials and the manufacturing process and exploring innovative alternatives. Combining eco-friendly materials, careful usage, and exciting new technologies like drones could allow us to enjoy these displays without harming the environment.

Ultimately, making fireworks sustainable will require balancing tradition with responsibility. Consumers are increasingly aware of the environmental trade-offs and are looking for brands and communities to take action. For businesses, this presents both a challenge and an opportunity to align with consumer values.

At MM-Eye, we’re here to help brands understand and respond to these evolving consumer expectations. Our research and insights can guide you in making impactful, data-driven decisions. Whether you’re looking to implement greener practices or enhance your appeal through sustainability, reach out to us at info@mm-eye.com or use the form below to book a consultation. We’d love to discuss how our expertise can benefit your business.

Embracing Green AI: Balancing Innovation and Sustainability

October 2024, by Vitalija Narstyte 

Since the debut of ChatGPT in November 2022, the use of Generative AI has surged across industries. New AI-powered services and products are emerging daily, integrating into our everyday lives and transforming the way we do business. The potential of AI seems limitless. The promise of generative AI to revolutionise industries has generated an unprecedented level of excitement, with businesses eager to leverage its capabilities.

Amidst this enthusiasm, there is growing interest in how AI can help tackle climate change. AI excels at detecting patterns in data, identifying anomalies and similarities, and using historical knowledge to predict future outcomes. This capability makes AI invaluable for monitoring the environment and aiding governments, businesses, and individuals in making more eco-friendly decisions. For example, AI can detect when oil and gas facilities emit methane, a potent greenhouse gas contributing to climate change. Additionally, AI algorithms are being used to optimise energy consumption in buildings, predict weather patterns for renewable energy sources, and even monitor deforestation through satellite imagery.

However, the conversation about the environmental cost of large AI models often gets overshadowed. The more powerful and sophisticated the AI, the more resources it consumes. While it can be challenging to calculate the exact carbon footprint of a single AI model, factors include the energy required to manufacture computing hardware, develop the model, and run it. Training a single GPT-3-like model has been estimated to produce significant CO2 emissions – comparable to the annual emissions of over 100 petrol-powered cars. And that is just for training; deploying large AI models can have an even greater environmental impact. Data centres that house these AI models consume vast amounts of electricity, often generated from non-renewable sources, contributing further to greenhouse gas emissions.

These concerns have led to the emergence of Green AI. Green AI focuses on developing and applying AI technologies that emphasise energy efficiency and environmental sustainability. It aims to reduce CO2 emissions by using and training large models. Researchers and tech companies increasingly prioritise the ecological impact of their AI solutions, seeking ways to make AI more sustainable without sacrificing performance.

Green AI solutions fall into two categories: Mitigation and Oversight.

Mitigation involves creating more efficient models that require less energy. Researchers are exploring ways to compress large models into smaller ones that maintain accuracy but consume less energy. Google’s TensorFlow Lite is an example of a framework designed for deploying lightweight models on mobile and embedded devices, reducing the computational load and energy consumption.

Oversight relates to monitoring and predicting AI’s carbon footprint. This includes developing tools to estimate the energy consumption and emissions associated with AI workloads. Tools like carbon footprint calculators are becoming essential for increasing awareness of AI’s environmental impact. For example, Google’s Cloud Sustainability Calculator helps estimate the carbon footprint associated with using the Google Cloud Platform, allowing businesses to track and manage their emissions. Similarly, the Green Algorithms project provides an open-source tool to estimate the carbon emissions of computational tasks, promoting transparency and accountability.

Balancing energy efficiency with model accuracy can be challenging. However, the trade-off is often worth it when considering the environmental benefits. By focusing on algorithmic efficiency and leveraging hardware designed for low power consumption, It is possible to develop AI solutions that are both effective and eco-friendly.

Embracing Green AI also has significant business advantages. Companies that adopt sustainable practices can reduce operational costs by lowering energy consumption. Moreover, they can enhance their brand reputation by demonstrating a commitment to environmental responsibility, which is increasingly important to consumers.

While AI offers immense innovation potential, it is crucial to consider its environmental impact. By adopting Green AI practices, businesses can continue to leverage the benefits of AI while contributing to a more sustainable future. The transition to Green AI is not just about technology; it is about reshaping business models and strategies to prioritise sustainability.

At MM-Eye, we know that harnessing the power of AI is about making smart, data-driven decisions that align with consumer expectations. Our Say Do Sustainability Study (SDSS) has shown that consumers are increasingly scrutinising the environmental impact of the brands they support. This is why integrating Green AI practices is so important, and we help businesses identify emerging sustainability trends and consumer demands.

If you are interested in learning more about Green AI and how it can benefit your business, contact us today at info@mm-eye.com or use the form below to book a consultation.

Consumer Sustainability Trends 2025

October 2024, by Ettie Etela

As we approach 2025, sustainability has already become a core focus for consumers. They are demanding more transparency, authenticity, and action from the brands they support. It is important for brands and businesses to understand these developing consumer behaviours to stay relevant.

At MM-Eye, our Say Do Sustainability Study (SDSS) continues to provide valuable insights into how consumers perceive sustainability efforts, helping brands understand and navigate this shifting landscape.

Key Consumer Sustainability Trends for 2025

Self-Sufficiency and Control
In 2025, consumers are increasingly taking sustainability into their own hands by embracing self-sufficient behaviours. From growing their own food to choosing products that help them reduce their carbon footprint, people are looking for brands that empower them to make sustainable choices. Brands that can support this shift toward self-sufficiency will be more likely to win over these environmentally conscious consumers​.

Through the upcoming SDSS Wave 3, we’ll explore how these trends influence consumer buying decisions and how brands can provide meaningful solutions that resonate with their audience’s sustainability goals​.

Trust and Transparency
As consumers become more aware of greenwashing, the demand for transparent, credible sustainability practices continues to rise. Consumers expect companies to follow through on their environmental commitments, and any discrepancy between what brands say and do is met with scepticism​.

Our SDSS Brand Index monitors how well brands are closing the “say-do” gap—whether their claims about sustainability match their actions. As part of Wave 3, we’ll be investigating how trust and transparency affect brand loyalty in 2025​.

Sustainable Packaging and Circularity
Packaging remains a key area of concern for consumers, and the demand for sustainable solutions will only increase in 2025. Consumers are prioritising brands that offer recyclable, compostable, or reusable packaging as well as products that embrace circular economy principles​.

SDSS Wave 3 will explore these packaging preferences more deeply and help brands better understand how to address consumer concerns about waste and resource efficiency​.

Technology-Driven Sustainability
Consumers are also turning to technology to help them make more sustainable choices. From apps that track personal carbon footprints to digital tools that recommend eco-friendly products, tech-driven solutions are becoming integral to the sustainability journey​.

SDSS  will provide insights into how consumers are leveraging these technologies, giving brands opportunities to engage with their audience in meaningful ways.

What This Means for Brands in 2025

The Say Do Sustainability Study is designed to track these consumer expectations and behaviours, offering brands key insights into how their sustainability strategies are perceived. SDSS Wave 3 will benchmark your brand’s performance and provide the actionable insights necessary to navigate this evolving landscape. Brands that prioritise transparency, innovation, and genuine engagement in sustainability will find themselves ahead of the curve in 2025.

Consumers are more focused than ever on holding brands accountable. As part of our SDSS Wave 3, we’re committed to helping brands understand these trends and align with consumer expectations. Brands can build stronger, more trusting relationships with their customers in the years to come by staying informed and responsive.

If you’re ready to take the next step in aligning your brand with consumer sustainability trends, contact us today at info@mm-eye.com or use the form below to book a consultation. Mor information about SDSS wave 3 below.

Are Bots Ruining Your Surveys? Here’s How We Catch Them!

October 2024, by Hayley Kingston

At MM-Eye, our mission is to help our clients make informed business decisions by investigating what really matters to their customers, employees and stakeholders. We rely heavily on the quality of the data we collect to ensure that we can provide tangible, accurate insights for our clients.

One of the biggest challenges faced by the market research industry at the moment is ensuring the quality of the data we collect. We see fraudulent respondents undertaking surveys and developing technologies, including AI and Language Models, that are used by bots and click farms, meaning that we need to be even more vigilant and stringent with our quality control checks.

To ensure the data we collect is free from sub-par or fraudulent responses, we have established various techniques for “weeding out” these responses at different stages of the data collection process. Firstly, at the survey completion stage, we can implement red herring questions in our surveys, designed to catch respondents who are not paying attention to ensure that respondents are actively reading the questions. In addition to these, we can implement straightlining checks to flag when respondents select the same answer for most or all questions within a survey, as this indicates that they may not be providing attentive responses.

Looking at respondent behaviour is another way we can ensure the reliability of our data during data collection. Several behavioural indicators help us identify whether respondents are providing thoughtful and accurate answers or simply rushing through surveys. For example, the time it takes for a respondent to complete a survey is a strong indicator of response quality. We have an idea of how long a survey should take to complete, so respondents who complete too quickly may not be paying attention or completing the survey appropriately. Therefore, we implement speeder checks in our surveys, screening out responses that fall below a reasonable threshold of completion time.

As well as filtering out low-quality responses within the survey completion, we conduct thorough and ongoing checks throughout the fieldwork period on our open-ended questions. These checks are an essential part of our process to ensure that our data is clean, accurate, and reliable.

Every day, our team manually reviews all open-ended verbatim responses to identify fraudulent responses, bots, or individuals who have not taken the survey seriously. Some of the things we look for are gibberish/keyboard spam, nonsensical answers that do not answer the question we’re asking, and answers that have been copied from the internet or generated by an AI model.

In addition to checking open-ended responses daily, we perform a comprehensive review of the entire dataset weekly. This includes a deep dive into both open-ended and closed-ended questions, using our years of experience to identify broader patterns that could indicate data issues or whether bots/click farm respondents are present.

Maintaining data quality is an ongoing and ever-changing process that requires a combination of preventative measures, real-time checks, and regular reviews. By monitoring respondent behaviour, implementing tools to weed out poor quality responses, and conducting daily and weekly checks, we ensure that the data we collect is both reliable, trustworthy and accurate.

Our goal at MM-Eye is to deliver actionable insights that inform critical business decisions, and these rigorous processes ensure that we achieve that goal with data that we and our clients can trust.

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

World Mental Health Day: Building a Positive Workplace

October 2024, by Katie Brown

World Mental Health Day is a time to think about the importance of well-being, both at work and in our personal lives. Did you know that 1 in 4 people around the world will experience a mental health problem at some stage in their lives? This shows how common it is, yet many people still struggle in silence. In fact, mental health issues are said to cost UK employers £51 billion every year due to lower productivity. That’s why it’s so important for companies to do their part and support mental health at work.

At MM-Eye, mental health fits perfectly with our values. We focus on positive change, sustainability, and helping everyone who is connected to our business. Our work is guided by four main ideas: People, Planet, Profit, and Partnership. This means we want to make a real difference for everyone—whether it’s our team, our clients, or the wider community. We believe a successful business is one that cares about mental health as much as it cares about making a profit. Our employee ownership model shows this, as it gives everyone a voice and a say in shaping our future.

This World Mental Health Day, we are spotlighting our “Positive Change” initiative. These groups focus on things like well-being and personal growth, which are super important for creating a happy and healthy team. We try to make it easy for people to keep learning, support programs that help mental wellness, and make sure there are places where people can speak up and share their thoughts. This way, everyone feels heard and appreciated.

Around 60% of employees still feel uncomfortable talking about their mental health at work. This stigma can stop them from asking for help when they really need it. That’s why we want to break down these walls and make sure people feel safe to talk about their struggles, big or small.

Plus, we’re proud of our B-Corp certification because it proves that we care about running a business in a way that’s responsible and has a good impact on the world. Mental health is a huge part of that promise.

By taking care of mental health, we’re investing in our people and making sure they stay strong and motivated to deliver the best results for our clients. To us, World Mental Health Day isn’t just about one day—it’s about making well-being a daily priority.

If you’re interested in learning more about MM-Eye and how we support our people and how we can help you support yours, contact us today at info@mm-eye.com or use the form below to book a consultation. Let’s keep working together to build workplaces where mental health matters, making a positive impact for everyone.

From Innovation to Oblivion: E-Waste and the Tech Industry’s Environmental Challenge

September 2024, by Matias Van der Heijden

With the release of the new iPhone 16 and 16 pro announced, the already over-saturated market of mobile devices gets some new contenders. Now for anyone choosing a new phone has a sea of options to choose from. So, how are people meant to choose?

Apple is fortunate to be in a position where people will be purchasing from them for the foreseeable, thanks to the ecosystem that they have created. However, this ecosystem has been plagued by a certain issue for years. This issue is the lightning connector.

As Apple announced its devices this year, it became apparent that all devices are now switched to USB-C. However, for some devices, such as the AirPods Max, this is the only upgrade.

Apple only recently switched from its own lightning cables after the EU introduced legislation to prevent e-waste. They have been using lightning connectors since 2012, which has meant that for years, people have been buying lightning cables. With a multitude of other electronics using USB-C as the industry standard, many have been doubling up on buying USB cables along with their lightning connectors.

I’m sure many of us have experienced a cable that stops working, or we may lose a cable somewhere, resulting in us buying a new cable. However, the old one becomes e-waste. Apple produced a huge amount of e-waste thanks to their decision as a company to hang onto the lightning cable until they were forced to switch by new regulations. This switch also produced more, as Apple made the executive decision to be “greener” by not providing a charging block with phones anymore. This only caused more issues, though, as the new cables provided with phones were double-ended USB-C, meaning that they would not plug into your previous Apple charging brick. This decision meant that all the old charging bricks became e-waste, even though they could have been used if Apple had decided to use a USB-A to USB-C cable in its place.

Although there are a lot of negatives to be mentioned, there are some positives. Apple has now got a system that allows you to recycle your previous devices for a discount on your new purchase. This is great, as it means that less lithium needs to be mined to produce batteries, doing at least a small part to lower the impact of this incredibly harmful industry. The recycling also helps with the other parts that have various production methods, so all in all it’s an incredible system to have in place.

This isn’t solely Apple’s idea, though, as there are many options from other companies like Samsung and independent stores, such as Back Market, which refurbish devices to resell and, therefore, be re-used.

E-waste has been a rising issue in recent times, with there being almost 350-million tonnes of e-waste on earth and only 17% of that being recycled. With annual e-waste estimated to be worth over $60 billion. As technology improves more and more, it is likely these numbers only increase in the future as people gather up to get the new, sleekest, fastest devices. However, as more e-waste is produced, the materials are lost. This means that not only is this bad for the environment, but it is also bad for consumers. With the decline in resources available, these new devices will likely become more expensive to purchase and repair.

This is why there is now more pressure from consumers for electronic manufacturers to become environmentally friendly. New contenders in the market are providing what people want. Fairphone is a good example of this, as they use replaceable batteries, recycled materials and are e-waste neutral. This means that for every 225g phone they make, they use 225g of recycled materials.

These new greener companies are coming up in more sectors of the tech industry too, with companies such as Framework producing laptops that are largely recycled materials, with replaceable components for almost the entire device, so that they can be used for longer.

At MM-Eye, we’ve seen first-hand through our Say Do Sustainability Study (SDSS) that consumer priorities have shifted dramatically, especially regarding sustainability in tech. It’s no longer just about the latest features or the sleekest design—consumers are looking for brands that align with their environmental values. SDSS has shown that consumers expect more transparency and responsibility from tech companies, and they’re willing to switch brands for more sustainable options. Brands like Fairphone and Framework are great examples of businesses that are thriving by meeting this demand for greener technology.

For companies that want to stay ahead of the curve, it’s key to understand how consumers perceive your sustainability efforts. At MM-Eye we provide invaluable insights into these consumer attitudes, helping you align your strategies with what truly matters to your audience.

If you’re in the tech industry and looking to strengthen your appeal to environmentally conscious consumers, contact us at info@mm-eye.com or use the form below to book a consultation.

The Good, The Bad, and The Unseen in the Dog Food Industry

September 2024, by Matias Van der Heijden

The debate of dogs versus cats is a highly contested topic, with many people leaning strongly towards one side. Even the most hardcore cat lovers should be able to appreciate the world’s favourite furry friends. Here at MM-Eye, we are surrounded by pets at home, and we are heavily split over this debate. But regardless of our standing on the debate, we all agree that all pets have to eat…

Pet food is a massive market in the UK, with the market worth a whopping £4 billion in the UK alone. This is covered by massive corporations such as Mars and Nestle, alongside a plethora of smaller businesses. Unfortunately, a large amount of pet food you will find in your local supermarket is not ideal for your pets, as they are filled with unnecessary carbs and can contain unsafe ingredients. Legislation exists for what can be in pet food. However, this legislation still allows many potentially harmful ingredients, such as artificial preservatives/colourings and propylene glycol, which all have shown links to health issues, including Cancer.

Aside from just the health issues, there is always a sustainability concern in the current age. Using by-products from meat that is being farmed for human consumption is a great way to keep dog food sustainable. However, the quality of by-products can vary greatly, with some containing diseased meats that can harm your beloved friends. Even if you read the ingredients to find a product suitable for your pet, you still have no idea about where the ingredients come from. There is nothing to tell you whether the salmon in your pet’s food is caught from wild fishing or from an overloaded fish farm.

All of this has led to many people’s lack of trust in large companies that produce pet food, and we pet owners are turning to smaller farm-based companies that feel more trustworthy. Many of these companies have sustainable practices that cater to the vast amount of environmentally conscious pet owners who want to try their best to make positive change. A great example of one of the companies that cater to this is Laughing Dog Food, a farm bakery that produces grain-free natural dog food, from wet food to dog treats. The company is proud to be sustainable, using solar power to power their farm and recyclable packaging.

So, if you’re a dog owner looking for the best food for your dog, luckily, there are plenty of tools around to help you decide what to feed your dog. I would personally recommend AllAboutDogFood, a website that will help you choose your pet’s food based on its size, breed and budget.

At MM-Eye, we understand the growing importance of sustainability, especially for consumers who are increasingly prioritising eco-friendly and transparent practices in every sector, including pet food. Our Say Do Sustainability Study (SDSS) has shown that consumer trust is heavily influenced by the alignment between a company’s sustainability claims and its actual practices. This is particularly true for environmentally-conscious pet owners, who want assurance that the products they buy not only benefit their pets but also reflect their values around sustainability. Brands that take active steps to communicate their sustainability efforts effectively can build stronger, long-term relationships with their consumers, ensuring loyalty in an increasingly competitive market.

If you are in the industry looking for ways to become more sustainable and trustworthy as a company, then I would recommend getting in contact with our team and receiving some insights that could power your positive change. If you’re interested in learning more about how MM-Eye can help you improve how consumers see your business, contact us today at info@mm-eye.com or use the form below to book a consultation.

The Art Of Better Communication With ThoughtScape™

September 2024, by MM-Eye 

The communications landscape is very competitive, and brands are constantly vying for consumer attention. The key to cutting through the noise is going beyond delivering a message and understanding how that message lands with your audience. At MM-Eye, we’ve developed ThoughtScape™, a tool that uses top-of-mind insights to help brands grasp how consumers perceive their communication. It leverages system-one thinking to capture immediate reactions and sentiments. ThoughtScape gives brands the data they need to refine their communication strategies and improve their advertising effectiveness.

Why Top-of-Mind Insights Matter

When consumers engage with a brand’s message, their initial, instinctive reactions are often the most revealing. These top-of-mind insights—what consumers think and feel at the moment they encounter an ad or communication—are critical for understanding how well the message is understood. Rather than focusing on after-the-fact reflections, which external factors can shape, ThoughtScape™ captures immediate, unfiltered responses, providing a direct line to the consumer’s genuine perceptions.

Unlike traditional surveys or focus groups, which rely on deeper, more considered responses, ThoughtScape™ taps into the raw, instinctive reactions that define consumer engagement. Understanding what’s top-of-mind for your audience, can help you identify whether your message is impactful, clear, and aligned with their expectations—giving you the insight needed to refine your approach.

How ThoughtScape Improves Communication and Advertising

1. Pinpointing Message Clarity and Impact

One of the biggest challenges in advertising is ensuring that your message is both understood and memorable. ThoughtScape’s™ top-of-mind insights allow brands to assess whether their messaging is immediately clear to consumers or if it’s causing confusion. When a message fails to resonate, ThoughtScape™ provides data on the specific areas where communication is falling short, enabling brands to make targeted improvements.

For example, if an ad campaign for an eco-friendly product isn’t generating the expected response, ThoughtScape might reveal that consumers don’t fully understand the sustainability claims or find the message vague. With this insight, the brand can refine its messaging to be more straightforward and compelling, ensuring it lands as intended.

2. Understanding Emotional Reactions

Advertising is about creating an emotional connection. ThoughtScape captures consumers’ immediate emotional responses, whether positive, negative, or indifferent, allowing brands to gauge how their messaging makes people feel. This is invaluable for brands seeking to engage their audience on a deeper, more personal level.

If a brand is running a heartfelt campaign designed to evoke feelings of nostalgia, ThoughtScape™ can determine whether that emotion is actually being triggered. If the data shows that the campaign isn’t generating the expected emotional response, the brand can adjust the tone, visuals, or messaging to create a more emotionally resonant experience.

3. Refining Audience Targeting

Different consumer segments respond to messaging in other ways. ThoughtScape’s™ top-of-mind insights allow brands to see how various audience demographics react to their communication, enabling them to tailor messages more effectively. Understanding what resonates with specific groups—whether it’s age, gender, or geographic location—can help brands create more targeted and personalised communication strategies.

If a fashion brand finds that its sustainability messaging is more impactful with younger audiences but needs to be communicated differently to engage older consumers, ThoughtScape™ provides the insights needed to adjust the tone or language to better engage each demographic.

What This Means for Our Clients

For our clients, ThoughtScape offers an invaluable tool for refining communication strategies and optimising advertising effectiveness. By focusing on top-of-mind insights, ThoughtScape provides a clear picture of how consumers react to messaging in the moment, allowing brands to

• Pinpoint areas where communication is unclear or ineffective and adjust the message to improve clarity and engagement.
• Understand the emotional responses triggered by your ads, helping you refine your messaging to build stronger consumer connections.
• Tailor your messaging to specific audience segments based on real-time insights, ensuring relevance and effectiveness.
• Monitor campaign performance as it unfolds, allowing for agile adjustments that enhance overall impact.

At MM-Eye, we’re dedicated to helping our clients understand what matters to their audience and deliver insights about what consumers really think.

Understanding how consumers perceive and react to your messaging is key to crafting impactful advertising campaigns. ThoughtScape™ offers a window into the instinctive, top-of-mind insights that drive consumer engagement.

If you’re interested in learning how ThoughtScape can help you optimise your communication strategies and improve your advertising, contact us today at info@mm-eye.com or use the form below to book a consultation.

You can find more insight articles on ThoughtScape here

https://www.mm-eye.com/beyond-surveys-what-consumer-really-think/

https://www.mm-eye.com/bridging-the-gender-gap-in-sustainability-communication/