Co-Founder & Research Director

Dr Gemma Mackman

Gemma is co-founder and Research Director of the Mackman Group, incorporating Mackman Research and Mackman. Her passion for all things research started many years ago and has been inspired by her academic studies and her early working life.

Gemma's professional career has given her a broad knowledge of business practices, an appreciation of good customer service and experience of a diverse range of sectors. She has worked within the veterinary profession, financial services sector, in publishing and advertising, in retail, in the homelessness charities sector, as an academic teaching criminology, and as an independent researcher.

As a member of the Market Research Society and having completed research training provided by the Economic and Social Research Council, Gemma's research expertise has been built upon over 20+ years. As well as writing methodologies and designing research for Mackman Research clients, Gemma has tried and tested research methods in a number of academic field studies relating to marginalised and deviant social groups. Here she has developed as a skilled ethnographer and was awarded a PhD in Sociology at the University of Essex in early 2020.

Gemma Mackman

In 2003 Gemma, along with husband Paul Mackman, launched Mackman and Mackman Research. Paul's marketing expertise complemented Gemma's research knowledge and together they merged their professional experiences to establish a business ethic firmly grounded in the ethos 'Together we Grow'.

Today Gemma continues to develop her broad business and research knowledge. She is driven by the premise that good research enables valuable opinions and experiences to be expressed, that would otherwise go unheard.

Latest Posts By Gemma

What is customer perception research and how can it help my organisation?
Customer perception research explores everything that your customers have previously and are currently taking on board regarding your organisation. It includes customer experience, what they perceive and hear about you, whether expectations are being met, and external influences on their decision making. Find out more about how customer perception can help your organisation here.
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COVID-19 Business Support Research for Essex County Council Begins
The team at Mackman Research is excited to announce that we recently won a competitive tender to work with Essex County Council. The research project will shape the Council's support for Essex businesses in order to respond to the twin challenges of COVID-19 and the EU Exit. Our researchers have designed a survey to help the Council understand what businesses require from them.
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How to make the most of competitor research
Conducted in a methodical way, competitor research can give you a wealth of quantitative and qualitative data to support your marketing strategy. Some businesses have reservations about researching their competitors. However, if you don’t keep up to date with what similar businesses are doing, you won’t be able to offer a distinctive proposition to customers and may fall behind.
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