MMC Research: Turning insight into action

The Newcastle Lit & Phil has borne witness to many an invention, idea and exchange of thought.

From Stephenson’s Geordie lamp to Swan’s light bulb, the Lit & Phil has not only been a place of enlightenment and learning, but also a forum where ideas and theories have been tested, challenged and refined.

Today, research agency MMC carries forward that same spirit of inquiry, helping organisations and businesses make more confident, evidence- based decisions.

Operating from the North East BIC, in Sunderland, and the Stamp Exchange opposite the Lit & Phil in central Newcastle, the agency, which this year marks its tenth anniversary, is guided by values of curiosity, connection and clarity.

For founder and managing director Natasha McDonough, and director of research and operations Vicki Shouksmith, these principles not only encapsulate MMC’s ethos but reflect their respective strengths.

Alongside an experienced team, they have shaped an approach that stands out in the market.

Natasha says: “We’ve always said what we do isn’t just about gathering data – it’s about helping businesses make better, faster and more confident decisions.

“Since COVID-19, the appetite for research has changed.

“During the pandemic, people wanted to listen more – to their customers, their teams, their communities. And that’s carried through.

“There’s a realisation now that good research isn’t a nice-to-have but what keeps a business moving in the right direction.”

She adds: “Vicki and I balance each other perfectly.

“My background is in marketing, so I’m more qualitative, big-picture and behaviour-focused, whereas Vicki is the analytical, data-driven brain behind our work.

“It’s that blend that makes MMC unique.”

Vicki says: “Natasha brings the context and creativity, and I make sure the analysis is accurate and actionable.

“Together, we turn insight into decisions that businesses can trust.”

And for Vicki, this is where MMC’s real strength lies: not merely in conducting rigorous market research, but turning findings into clear, actionable blueprints.

She says: “People still think of market research as someone with a clipboard, but that’s so far from what we do.

“Our work gives clients the clarity to act – whether that’s launching a new product or rethinking their strategy entirely.

“What makes us different is that we don’t just hand over a report, we help clients understand what to do with the insight.

“We’ll literally sit down with them and say, ‘here are ten things you can take away and act on right now.’”

It is this approach that has won MMC a burgeoning list of clients, including a host of public organisations such as the North East Combined Authority, Durham Police and Crime Commissioner and Gentoo, and a growing number of private businesses from fast-growth tech firms to established national brands.

MMC’s work with Gosforth-based online residential auctioneer iamproperty exemplifies its approach.

By delivering a full 360-degree view of the market – from interviewing estate agents and solicitors to surveying homebuyers – MMC has helped the firm, which announced record revenue earlier this year, to make strategic decisions at every stage of its growth.

Vicki says: “Our work with iamproperty is a great example of how insight can underpin a fast-growing business.

“They’ve used us for every big decision – product launches, acquisitions, even naming new products.

“It’s so rewarding to see our findings being used in board-level decisions that drive real change.”

Another aspect that sets MMC apart is its stakeholder perception studies, in which the agency gathers detailed feedback from a company’s key audiences, often revealing fresh insight and hidden opportunities.

Natasha, citing the example of Berwick-based Simpsons Malt, explains how MMC’s research uncovered what mattered most to customers.

She says: “Through surveys and interviews, we discovered that consistency of product was the key selling point – more so than their history or brand story.

“That insight shaped the website copy and messaging across their communications.”

With such trusted and consistent quality research, it is no surprise MMC’s services are in increasing demand.

Yet while Natasha and Vicki are open to growth – and a new London base, along with a team member in Manchester, is now providing scope to operate nationally – they are determined to expand thoughtfully.

Central to this is protecting their flexible, nomadic working culture, which allows the team to adapt to clients’ needs while maintaining the close-knit, collaborative environment that has become MMC’s hallmark.

Vicki says: “We’ve always believed growth shouldn’t come at the expense of our culture.

“Expansion isn’t about moving fast; it’s about doing it in a way that keeps our values intact and ensures every client gets the same level of insight and service.”

Natasha adds: “We’ve built a culture that’s flexible, family-friendly and supportive.

“We’re a team of working parents, and that’s shaped the way we work – we trust each other to get the job done and to live life at the same time.

“It isn’t about growing for the sake of it.”

And for Natasha, who is also vice president of the North East Chamber of Commerce and a board member of The Foundation of Light, it is vital MMC stays rooted in the North East.

She says: “Our heart and operations will remain firmly in the North East.

“London’s important because it connects the North East to national opportunities.

“I’m a Londoner originally, so it’s lovely to build that bridge, but the North East has shaped who we are as a business.

“It’s where we’ve built our team, our culture and our approach, and it’s important we continue to give back and support the region moving forward.

“Ten years in, we’re proud of what we have achieved and even more excited for what’s ahead.”

 

MMC Research

To find out more about MMC Research, its approach and how it is helping organisations and businesses make more informed decisions, visit www.mmc.agency

LinkedIn: MMC Research