Category: Insights

Stop predicting 2026. Start paying attention.

Every year, without fail, the marketing world does the same thing. Someone publishes the big predictions for next year. Then someone else publishes why those predictions are wrong. LinkedIn fills up with hot takes, podcasts pile in, and suddenly everyone is talking with absolute certainty about what marketing will look like in 2026. SEO is […]

Strategic Insights for 2026:  Trends and Navigating Uncertainty

2025 Review: A defining year for insight 2025 has marked a significant shift in what businesses demanded from research and insight. With market conditions characterised by rapid change, clients increasingly turned to Mobas to help them understand audiences, validate decisions, and build resilient brand strategies. Insight transitioned from supportive background work to a central, indispensable […]

How in-house and agency teams are experimenting with AI

What’s working, what’s hype, and how to blend AI with human expertise… Artificial Intelligence is the buzzword of 2025. Every day, new tools, platforms, and promises land in our inboxes. But the real question for marketers isn’t whether AI is exciting — it’s whether we’re using it smartly, or just chasing hype.

How Assumption Mapping can de-risk your marketing

The best thing about my role at Mobas is that I get to meet with dozens of marketing managers and business owners every year. Each one of them leads in their role from their head, their heart, and often their gut. Instinct is a powerful business characteristic. It allows leaders to make quick decisions, back […]

Beyond Benchmarking: How to use competitor research to truly stand out

I’m currently teaching my sons how to play chess. It’s a game I’ve always admired because of the way it combines observation, strategy, and foresight. At first, my boys simply mirrored my moves, replicating my tactics without developing a strategy of their own. It was enough to keep the game going, but it never gave […]

Stop budgeting blind: Six shifts to nail your 2026 Marketing plan

As planning and budgeting season for 2026 gets underway, there’s a risk of defaulting to last year’s playbook. But the brands and organisations that thrive next year won’t be the ones repeating what worked before. They’ll be the ones making sharper choices, aligning resources to where they have the greatest impact, and building flexibility into […]

Employer branding, EVPs and the power of employee engagement

This week we speak to Sarah Coates, our Brand and Marketing Strategist, who explains why businesses must consider their employer brand when working on their overall brand strategy, and how keeping her client experience has helped in the move to agency life. What are you most excited to be working on right now? Right now, […]