Category: Insight

Celebrating Accessibility: Happy Birthday Louis Braille

January 2024, by Catherine Gordon

Today is World Braille Day, an International Day of Awareness highlighting the importance of the Braille writing system as a means of communication for blind and visually impaired people worldwide and promoting equal opportunity and inclusion.

It is the birthday of the system’s creator, Louis Braille, who was born in France on this date in 1809. He lost his sight as a child in an accident in his father’s workshop. Inspired at school by a visit from a Captain in Napoleon’s army who taught him about nighttime coding systems, Louis went on to develop and create a fingertip-reading system of raised dots — which became synonymous with his name.

Braille is a code for individual letters or phrases and can be used in different languages. Each character is a cell of up to 6 raised dots, the cell being small enough to feel with the touch of a fingertip, enabling the reader to move quickly from one cell to the next across a page. Versions of Braille for maths symbols and music notation have now also been developed. Braille’s creation is today recognised as a worldwide means of written communication for blind and visually impaired people; it improves quality of life, increases access to education and employment, and reduces social exclusion.

I remember seeing David Blunkett, a government minister between 1997 and 2005, reading speeches written in Braille from the despatch box in parliament, his hands gliding swiftly across the paper in front of him, his guide dog sleeping at his feet. When appearing on the Radio 4 programme ‘Great Lives’, David Blunkett chose to talk about Louis Braille, and the impact his writing system had on his own life chances. He believed it gave him the opportunity to be at the top of his game and lead a full and influential life.

Today there are many other examples of technological developments which improve access and opportunities for a wide array of physically or mentally impaired people. They range from mobility aids, prosthetics and orthotic devices, to hearing aids, screen readers and website apps.

We come across many different companies currently designing new mobility and access products, such as education software tools to improve access for neurodiverse students. There are also specialist funders who back technology developments aimed at people with learning disabilities.
Louis Braille’s lived experience of sight loss informed the creation of his writing system, but how can today’s product developers capture the invaluable feedback of the lived experience of people with a diverse range of disabilities, and interpret what people really want and need?

There is a clear role here for customer insight research to find out what end users really want out of any proposed new product — at the design, prototype testing and product launch stages. Research can also assist the customer journey from purchase and ordering all the way through to product setup, improve the clarity of instruction manuals, and provide ongoing support. Such research can be invaluable for the development of mobility products aimed at end users with diverse and often very person-specific needs.

By engaging with the end user, insight research can give any company a deep level of understanding of their customers’ and prospective customers’ needs and priorities. This will ensure commercial success and also ensure that companies are maximising the social benefit their products bring — inclusion in society and equality of opportunity.
Happy Birthday Louis Braille!

Harnessing Growth Through Stakeholder Research: A Deep Dive With Mm-Eye

One of the subtle shifts in the language I have noticed here at MM-Eye is our propensity to talk about customer research as opposed to consumer research. This is because we are in the business of helping companies understand the people who buy their products, not just the people who use them. This stakeholder and customer understanding often gets left behind, yet it’s the cornerstone of fostering enduring relationships and ensuring business longevity. With the commercial landscape evolving rapidly, delving into the minds of stakeholders is a necessity for businesses aspiring to stay ahead.

The fine line between customer and consumer may seem trivial, but in the grand scheme of things, it reflects a broader understanding of the market dynamics. Stakeholder research provides a lens through which businesses can view the complex nature of their market, encompassing both the end users and everyone involved in the lifecycle of a product or service. This includes suppliers, investors, employees, and even the communities within which they operate. By embarking on a journey of stakeholder research, businesses are better positioned to align their strategies with the expectations and needs of all parties involved, creating a healthy and resilient business ecosystem.

A focus on stakeholder research is a shift from looking at just buying habits to understanding the values, expectations, and experiences across all elements of the demand and supply chain. This broader perspective enables businesses to foster stronger relationships, better meet the needs of their market, and in turn, enjoy a competitive edge. The significance of a stakeholder-centric approach is well-echoed in industry findings. According to Strategy&, B2B companies adopting this approach can achieve up to 50% higher revenue growth and 30% lower costs than their competitors. Similarly, KPMG reports that B2B companies delivering exceptional customer experiences can boost their revenue by 20% and reduce service costs by 15%.

In the realm of sustainability, stakeholder research holds a mirror to the business, reflecting its impact on both the social and environmental fronts. By understanding stakeholders’ perceptions, expectations and experiences, businesses can enhance their market position and also contribute to the larger narrative of sustainable business practices. It’s a mutually beneficial endeavour where businesses refine their strategies while creating a positive ripple effect in their communities and the environment at large. Moreover, the insights garnered through stakeholder research often serve as a catalyst for innovation, opening doors to new opportunities that resonate with the values and needs of stakeholders.

At MM-Eye, we pride ourselves on helping businesses understand their customers at every level, whether it’s the CEO at a blue-chip company or a municipal buyer. Our skill set lies in customer understanding and figuring out the right methodology and lines of questioning to help you understand them better. Our expertise in both qualitative and quantitative research studies, intertwined with our dedication to promoting sustainability, makes us a reliable partner in navigating the complex landscape of modern business. Through a fine blend of traditional research methodologies and innovative tools, we are committed to supporting our clients in making informed decisions that foster growth and make a positive impact.

If you want to find out more information about how stakeholder research can help your business grow, enhance sustainability, and foster meaningful connections within your market, feel free to get in touch with us at MM-Eye.

The Say Do Climate Conundrum: What’s With Cop 28?

As the world comes together in December to talk climate (yes, again), here at MM-Eye we really hope the discourse at COP 28 can serve as a beacon of change, but we are also well aware, through our own research, of the tension between what organisations Say vs. Do. The incoming president of COP 28 is Sultan Ahmed Al Jaber, the Minister of Industry and Advanced Technology and UAE Special Envoy for Climate Change. He is also the CEO of the Abu Dhabi National Oil Company (ADNOC), one of the world’s largest oil producers.

According to the incoming president, the conference, is set to be underpinned by themes of accelerating the energy transition, transforming climate finance, and embedding the ethos of nature and inclusivity in climate action. The hope of COP 28 is that it serves as a global clarion call for urgent, ambitious, and concerted efforts to mitigate climate exigencies.

In an era where the climate crisis intertwines with every facet of our lives, the imperative for businesses to align with sustainability goals has never been more palpable. The discourse emanating from COP 28 amplifies this call, urging sectors across the spectrum to recalibrate their operations in harmony with the planet’s needs and societal expectations. The journey towards a sustainable future, though paved with challenges, also brims with potential for innovation and positive transformation.

At MM-Eye, we see ourselves as catalysts in this transformative journey. Our meticulously designed research services  are companions in navigating the intricate dynamics between consumer preferences, market trends, and sustainability goals. Whether it’s unearthing consumer sentiments through the Say Do Sustainability Study (SDSS), tracking brand performance over time, or aiding in new product development with sustainability at its core, MM-Eye strives to illuminate the path towards achieving and exceeding COP 28 objectives.

The “Say Do COP 28 series” is an invitation to delve deeper into this narrative to explore the synergies between consumer insights and sustainable action in a post-COP 28 world. Each piece in this series is a stepping stone towards understanding the multi-faceted relationship between what we collectively envision in global forums and the pragmatic steps required to translate these visions into reality.

Contact us to explore how MM-Eye can bolster your efforts towards navigating the climate conundrum and achieving your sustainability goals.

HOW B CORP IS BENEFITING OUR BUSINESS

When we became a B Corp in September 2023, MM-Eye joined a growing community of businesses worldwide that have achieved high social and environmental performance standards and are committed to using their business as a force for good.  In the few weeks since becoming a B Corp, we have already seen the benefits of being part of a vibrant, positive community of like-minded businesses sharing the same values and seeking to drive positive change.

So, what is B Corp?

B Corp is an accreditation awarded to companies who have achieved high standards of social and environmental performance, transparency, and accountability and meet targets across five areas: governance, workers, community, environment, and customers.  There are almost 6,000 B Corps worldwide, and more than 1,500 of these are in the UK.  We are very proud to have joined their ranks. In the UK, B Lab assesses a company’s achievement against a range of targets through a rigorous process resulting in a score.  To remain a B Corp, a company must recertify in 3 years and show an improved score.

We began our B Corp journey in 2022 when we began the application process.  In that time, we have seen three main business benefits to being part of the B Corp community:

1. Renewed enthusiasm and motivation in our team;
2. Attracting new staff in our recruitment campaigns;
3. New business opportunities identified, specifically research and stakeholder engagement services tailored to support other B Corp companies.

Our Team

In preparing our B Corp application, we enhanced and recommitted to various staff welfare, well-being and training initiatives, which our staff enthusiastically engaged with and took ownership of, for example, our initiatives to achieving a net zero carbon footprint and improving engagement with our communities.  We are now proud partners of Ecologi (also a B Corp) to help manage and offset our carbon footprint, and through our community action team we recently partnered with Hands on London to spend a day working on a nature conservation project at Wormwood Scrubs Park, West London.

Recruitment

We have recruited several new team members in the last year to support our ongoing growth.  In a competitive recruitment environment, we felt our ethos of being a business driving positive change helped us to stand out from other recruiters, attracting quality candidates who share our values.

Tailored research services for B Corp companies: As a result of our experience applying for B Corp, we saw the potential for market research tools to make life easier for other companies embarking on their B Corp journey.  We created online surveys to gather data and opinions from employees, customers and suppliers as evidence to support our B Corp application.  These surveys are now available to be used by other companies applying for B Corp and for existing B Corps when they start their re-certification in 3 years or annual self-certification.

We also created a service to support companies through the Materiality Assessment process. This process helps companies prioritise areas where change will have the greatest impact, such as the environment, social impact, and governance (ESG).  Our insight-driven Materiality Assessment service, embedding stakeholder engagement and insight tools at the heart of the process, ensures the company identifies and prioritises key initiatives that are of most significant importance to stakeholder groups.

We are keen to collaborate with other B Corp businesses and share our skills to benefit others.  We also offer these services at a 10% discount on our usual day rate to B Corps and those companies applying for B Corp. If you want to learn more about our B Corp data collection surveys or our Materiality Assessment service, or indeed just want to chat about our B Corp journey, please do not hesitate to get in touch.  We look forward to speaking to you soon.