MTM’s team are all education business specialists with many years of experience. We understand the challenges and opportunities of the education sector and we want to use our expertise to help schools and other education providers to find the right course and achieve success.

James Leggett BA (Hons) MMRS

Managing Director

James is a dedicated market researcher with 12 years’ experience in the education sector, working with state and independent schools, universities, education groups and education providers both in the UK and internationally.

A member of the Market Research Society, he stays up-to-date with the latest techniques and innovations in the field of market research and expertly adapts and applies them to make sure MTM’s education clients benefit from the essential data and information they need to underpin strategies for future success.

James leads MTM from the front and has built a talented and experienced team around him and a company with a strong ethos of collaboration, transparency. His overriding aim for the business is to give education clients the best level of service and the most useful, real-world information, analysis and recommendation to help their organisations to achieve their aims.

James’ can-do attitude, approachable manner and positive outlook makes client discussions productive and enjoyable!

In his spare time, James is an accomplished musician, is a member of a number of motor clubs including the MG Car Club and has fun being a dad to two young children.

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Danny MTMDanny Neilson BSc (Hons), MSc

Data Analyst

Danny leads MTM’s research team and is a real lover of data.

With a background in marine biology, he has many years’ experience of analysing information and statistics to draw fact-based conclusions and he enjoys applying his skills to the education sector, which he is passionate about supporting.

Danny’s keen eye for detail means that he is able to give his clients a thorough overview of their position and make meaningful recommendations for their future success.

Outside of work Danny loves spending quality time with his young family. He is a qualified PADI Divemaster, a volunteer run leader at his local running club, and an avid volleyball player.

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Daniel Cohen

Daniel Cohen

Head of Business Development

Daniel has more than 20 years’ experience of commercial business.

He is passionate about education and enjoys meeting clients from across the sector and identifying how MTM’s market research and business consultancy can help their organisations to achieve and build on success.

Daniel knows MTM’s skillset inside out and is able to tailor projects to exactly suit clients’ needs. He ensures that the information and subsequent analysis and recommendations gleaned and communicated is precisely what is required to underpin education leaders’ future decision-making.

Away from his desk, Dan loves nothing more than spending time with his children and playing a mean game of football.

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Kate Siddall

Qualitative Research Consultant

Kate has been a qualitative researcher for over 20 years and has a wealth of experience within the education sector. In addition to schools, colleges and universities, she has worked for the Wellcome Trust, Department for Education, AQR, The Student Room and NUS among other organisations.

Within education and learning she has covered a wide range of subject areas including teacher recruitment and retention, exploration of learning experiences and understanding behaviour, communication reviews including prospectuses, course content, websites and research publications.

Kate has also conducted research for organisations providing career information and guidance such as Plotr and the College of Law, and online learning tools to refine and improve portals, for example CPD for doctors and maths tuition for pre-GCSE students.

Her main areas of specialism include:

  • Qualitative methodologies – face-to-face and online groups, workshops, depths (individual, paired, triads, intercepts, accompanied visits and observations
  • Concept testing, attitudinal studies
  • Decision-making processes and customer journeys

Kate spends as much time as possible with her family and, when she’s not juggling work and her children’s clubs, she loves to get out in the fresh air for a run and is currently training for a marathon.

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Sophie Braybrooke

Head of Strategic Marketing

Sophie is a career marketer.

For 13 years, she was Director of Communications at the Royal Hospital School in Suffolk, a co-educational HMC boarding and day school for 750 pupils aged 11 to 18 years. Sophie was a member of the School’s Senior Management and Leadership Teams and part of groups focusing on IS Strategy, 5-Year Development Plans and Future Sustainability Planning.

She was instrumental in repositioning the Royal Hospital School as the leading co-educational boarding and day school in East Anglia through an effective rebranding process and ongoing brand development. She devised well-segmented and targeted marketing plans that led to year on year growth of good quality leads leading to short-listing in the TES Awards for Marketing Campaign of the Year in 2019.

Sophie transformed the pupil mix by gaining new markets, both in the UK and internationally, and improving admissions processes and conversions through the Parent Journey Experience. This led to a 27% increase in pupil numbers to the highest on record and delivering fee income that secured a sustainable operating surplus.

Sophie leads MTM’s strategic marketing team and offers a wealth of experience to education marketers and senior leaders who recognise the importance of developing a fact-based plan of action focused on achieving their organisation’s objectives and capitalising on the available budget, skills and resources.

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Nicky AdamsNicky Adams

Director of Communications

Nicky is a journalist and PR professional with more than 30 years’ experience.

Having written and edited for publications in the UK and internationally, Nicky knows the value of communications that are informative and illuminating as well as enjoyable to read.

Having spent 10 years in the education sector as a Director of Marketing and an Education Marketing Consultant, Nicky is keen to share MTM’s insights through the company’s own publications and online platform, and also in the education and wider media.

Nicky likes to maintain a work-life balance and particularly enjoys spending time with her two grown-up daughters, which often involves taking her dog for long walks in the countryside or on the beach.

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