Michael Murphy
Principal & Director
MMResearch was founded by Michael Murphy following more than 25 years in social research. His work brings deep expertise and strategic insight to organisations seeking to create effective behaviour change campaigns and evidence-based communications.
Michael specialises in the use of qualitative methods to inform the design of social marketing, public health, and community programs.
Over the years, his research has contributed to nationally and internationally recognised campaigns addressing issues such as smoking cessation, alcohol use, sun protection, nutrition, weight management and cancer screening.
Renowned for his understanding of behaviour change in health contexts, Michael’s work has been used to shape evaluation protocols that have guided campaign development across Asia, Africa, and the Americas. His co-authored paper, Using Market Research for Concept Development of Anti-Smoking Commercials (Murphy, Wakefield, Durkin & Cotter, Cancer Institute NSW, 2010), reflects this international impact.
In addition to campaign research, Michael has directed strategic and program evaluation studies for leading health authorities, environmental organisations, universities and not for profit agencies. His clients have included Cancer Councils throughout Australia, NSW Health, South Australian Health & Medical Research Institute, Flinders University, BreastScreen (Victoria and NSW), Diabetes Australia, Women’s Health Victoria, World Vision, Red Cross, Climate Council, and others. His focus on complex and hard-to-change behaviours underpins his ability to deliver insights that help organisations design communications, programs and interventions that truly make a difference.
An experienced moderator and interviewer, Michael has facilitated thousands of focus groups and interviews across Australia, engaging participants from all walks of life—from policy makers and health professionals to community members and industry representatives.
Michael launched MMResearch in 2012, following a research career that began with the Centre for Behavioural Research in Cancer and included leadership roles as Director and co-owner of Market Access Consulting and Research, and later as Director of Qualitative Research at The Social Research Centre, where he established its qualitative division.
He holds a Bachelor of Arts (Psychology and Politics) from the University of Melbourne, a Diploma of Applied Science (Naturopathy) from the Southern School of Natural Therapies, and a Graduate Diploma in Applied Psychology from Swinburne University. Michael is a Member of The Research Society.
Publications & Presentations
Charlick M, Murphy M, Murphy B, et al. Sexual wellbeing support for men with prostate cancer: a qualitative study with patients. Translational Andrology and Urology, 2025.
Brennan E, Nuss T, Tabbakh T, Durkin S, Wolfe M, Murphy M. Public responses to arguments for phasing out the retail sale of tobacco products. World Conference on Tobacco Control, 2025.
Harrison N, Norris C, Bartram A, Murphy M, et al. "They start on the zero-alcohol and they wanna try the real thing": Parents' views on zero-alcohol beverages and their use by adolescents. Australian and New Zealand Journal of Public Health, 2024.
Murphy M, Beasley S, Lizama N, Wolfe M. Serious but fun, dramatic but realistic: key ingredients for an anti-vaping campaign. Oceanic Tobacco and Cancer Conference, 2024.
Van Dyke N, Murphy M, Drinkwater EJ. What do people think of intuitive eating? A qualitative exploration with rural Australians. PLoS ONE, 2023.
Azar D, Murphy M, et al. Barriers and facilitators to participation in breast, bowel and cervical cancer screening in rural Victoria: a qualitative study. Health Promotion Journal of Australia, 2021.
Beasley SJ, Barker A, Murphy M, et al. What makes an effective antismoking campaign: insights from the trenches. Public Health Research & Practice, 2020.