Kickstarting a new series – a team spotlight – where we delve into the people that make MMC, we spent some time with our Director of Operations and Research Strategist, Vicki Shouksmith.
Tell us about your role and your background prior to MMC…
Before joining MMC, I built a strong foundation in digital advertising and research, gaining experience at Yahoo, Dipsticks Research, and NewcastleGateshead Initiative (NGI). My roles involved managing a combination of qualitative and quantitative research projects, overseeing key accounts, and delivering actionable insights to nationally recognised brands such as eBay and Sky.
A few weeks before the first COVID-19 lockdown I was made redundant from NGI, but in hindsight, it was the best thing that could have happened. Shortly after, I started working with Natasha at MMC Research, and I haven’t looked back since. As Director of Operations & Research Strategist, I manage client relationships, design research protocols, and ensure MMC’s projects provide valuable insights.
More importantly, I’m part of a team that is genuinely supportive, and I love coming to work each day – though that might just be because maternity leave has made me appreciate it even more!
Over the past 5 years, what have been the stand-out projects or contracts where you’ve noticed the impact we’ve made?
During the COVID-19 pandemic, we worked with Sunderland City Council on vaccine uptake disparities. By conducting in-depth qualitative interviews with key stakeholders working with underserved groups, we identified barriers to vaccination and provided actionable recommendations to improve engagement with diverse communities. It was one of those projects where you could see our findings being used to shape an important public health initiative in real-time.
I also love our work with iamproperty, supporting them in shaping their products and services. It’s always fascinating to ascertain the viability of potential acquisitions or identify ways in which a single product could be tailored to meet the (sometimes competing) needs of estate agents and solicitors. Michele is a brilliant client to work with. She truly values the insights we provide, and you can tell the research isn’t just filed away. When she’s emailing ahead of board meetings asking for specific datasets, you know our work is being used to drive real decisions.
If you could go back, what would you tell your younger self about the personal challenges women with children face in the workplace?
This is a tough one because, until you experience it firsthand, it’s hard to fully grasp the challenges working mothers face. Looking back, I wish I’d had a better understanding of just how much my female colleagues were juggling. Parenting is a full-time job on top of work and the demands never stop. Days start early, nights are often interrupted by multiple wakeups, and the ability to plan ahead (which I used to take for granted) is no longer a given. Before kids, I could be sensible and get an early night before a big presentation. Now, that’s not always an option. Childcare is incredibly expensive, and even then, it’s not always reliable because kids get sick and they get sent home.
That’s why I feel so grateful to work at MMC where supportive working is an inherent part of the culture, and there’s no judgement from your colleagues when a curveball from your personal life is thrown your way.
And outside of work, what do you enjoy?
Outside of work, my non-negotiable bit of “me time” is a Sunday morning yoga class. Weekends with kids are anything but relaxing, but that one hour on the mat helps me reset and to feel connected to who I used to be before I had my babies. These days, most sunny afternoons are spent at Bill Quay Community Farm or Tynemouth Beach because that’s where my toddler likes to spend her time dawdling around. Date nights with my husband don’t happen as often as they used to, but they’re still my favourite thing. At this stage, we’re just grateful for an uninterrupted 20-minute conversation!
If you’re interested in working with Vicki and the wider MMC team, please reach out to us to discuss what your business needs from market research!
