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Sharp perspectives on
the shifts shaping audiences and industries

**What’s in focus this month**

AI is shrinking brand influence one moment at a time

Brave Bison acquires MTM to form new insights and consultancy division

AI is shrinking brand influence one moment at a time

Brave Bison acquires MTM to form new insights and consultancy division

AI is shrinking brand influence one moment at a time

Brave Bison acquires MTM to form new insights and consultancy division

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Trends Snapshot Rewind

MTM looks back at the trends spotlighted in 2025's Trends Snapshots, from AI transparency in music to curated communities, and how each has played out.

MTM looks back at the trends spotlighted in 2025's Trends Snapshots, from AI transparency in music to curated communities, and how each has played out.

Personas: Dead, Alive… or Evolving?

MTM's UX research team reflects on their MRS User Research Conference workshop, sharing five rules for building personas that genuinely drive decisions.

MTM's UX research team reflects on their MRS User Research Conference workshop, sharing five rules for building personas that genuinely drive decisions.

Trends Snapshot Vol.15: Get your own personalised expert…

This month's MTM Trends Snapshot covers the rise of self-styled 'fake experts', AI transparency labels on music platforms, and Gen Alpha's TikTok obsessions.

This month's MTM Trends Snapshot covers the rise of self-styled 'fake experts', AI transparency labels on music platforms, and Gen Alpha's TikTok obsessions.

Trends Snapshot Vol.16: What are the 3 golden ages of nostalgia?

MTM's latest Trends Snapshot explores why audiences crave nostalgia, from The Paper to Nike's Why Do It, and the three golden ages driving demand for the past.

MTM's latest Trends Snapshot explores why audiences crave nostalgia, from The Paper to Nike's Why Do It, and the three golden ages driving demand for the past.

Why surface-level personas are costing you users (and how to fix it)

Basic demographic personas miss what drives user behaviour. MTM explains how Activity Theory helps UX teams build deeper, decision-ready personas.

Basic demographic personas miss what drives user behaviour. MTM explains how Activity Theory helps UX teams build deeper, decision-ready personas.

The empathy gap: are brands listening?

Remote research tools can create distance from real customers. MTM explains this empathy gap and shares practical ways to reconnect with customers.

Remote research tools can create distance from real customers. MTM explains this empathy gap and shares practical ways to reconnect with customers.

How can you make the most out of second club fandom?

80% of sports fans follow more than one club, spending around €200 a year on their teams. MTM's report shows how to unlock second club fandom's potential.

80% of sports fans follow more than one club, spending around €200 a year on their teams. MTM's report shows how to unlock second club fandom's potential.

The UX of Bergerac

Snapshot Vol.14: Live music, fictional gossip and Gen Z emotional bonds with AI

MTM's Trends Snapshot explores immersive live music, a fictional TikTok group chat feeding our love of gossip, and Gen Z forming bonds with AI companions.

MTM's Trends Snapshot explores immersive live music, a fictional TikTok group chat feeding our love of gossip, and Gen Z forming bonds with AI companions.

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Ideas and analysis from inside mtm

Alex Gibson

Why audiences are rewriting the rules of the social feed

Killian Barry

Why 80% of global football fans follow a second club

Bella Bearcroft

Why most influencer ads aren't as clear as brands think

Alex Gibson

Why audiences are rewriting the rules of the social feed

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