Leadership Perspectives: Exploring the Future with Our Managing Director
February 2025, Interview with Damien Field
At MM-Eye, we pride ourselves on staying ahead of the curve—whether it’s adapting to new challenges, supporting our clients with meaningful insights, or fostering a culture that values curiosity and innovation. As we step into 2025, we sat down with our Managing Director to reflect on the past year, discuss the opportunities ahead, and explore how the market research industry is evolving.
- Looking back at 2024, what have our biggest strengths been and how can we build on these going forward?
The adaptability of our team; to respond to challenges, to devise new and better ways of delivering great insights, to go the extra mile to support our clients. We can build on these by believing in ourselves and the value we add and by continuing to communicate who we are, what we do and what makes us different.
- What positive change are you making this year?
In 2024, I spent a lot of time undertaking qualitative, in-person fieldwork around the world. Something I have not done so much of since the pandemic. This involved meeting inspiring research participants, working with great local partners and spending time with clients. These times were not always plain sailing; we had challenges but worked together to overcome them; I’m looking to retain the positive energy this gave me by meeting more people and spending quality time in person with the people who matter to me.
- How do you envision the market research industry evolving over the next 2-3 years
2025 will be my 30th anniversary of working in this industry. Change happens more slowly than you’d expect, and many would hope.
Some of the changes I hope to see over the next 2-3 years are…
- Improvements in online panel data quality driven by a concerted, industry-wide refusal to accept poor-quality data
- A new and more diverse generation of senior leaders, continuing the ethos of what makes market research such a great industry to work in but also bringing fresh perspectives
- Integration of AI into our working practices which add value – sometimes faster, sometimes cheaper, but always smarter
- What would be your dream research project to do this year?
I spent much of 2024 working on a dream project; helping a global brand reframe their customer understanding by taking a step outside of the narrow confines of their category.
My 2025 dream project would be to help a small scale UK business, founded with a positive change ethos, to move their business to the next level. I’d like to do this by providing them with market and customer insight that unlocks new audiences and routes to market for them
- What are the biggest challenges currently faced by the market research industry, and how do you believe companies can effectively address these challenges to stay competitive and relevant?
- Attract, nurture and retain people with the right blend of skills to make a successful career in market research
- How can companies address this? By having a clear purpose and identity, investing in their staff development, transparent internal communication, having positive momentum on the things that matter to people – great clients, interesting projects, trailing new approaches, sharing in success, rewarding personal and collective progress
At MM-Eye, we believe in evolving with the industry while staying true to what makes us different—our people, our approach, and our commitment to delivering insights that truly make an impact. If you’d like to learn more about how we work and what drives us, contact us today at info@mm-eye.com or use the form below to book a consultation.