How Social media became the new home of reality TV and made you the star.

The Simple Life

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Early in September the Kardashian’s took to social media to announce the ending of their hit reality show Keeping Up With The Kardashians, just months after Sarah Frier published No Filter, the book that detailed the family’s impact on beauty, culture and Instagram. Coincidentally, about a week later Paris Hilton — the heiress and star of iconic reality show The Simple Life released her documentary This is Paris exclusively on Youtube. …


Fandom, music culture and merchandise in the digital age.

‘In My Room: Teenagers in their Bedrooms’ by Adrienne Salinger, 1995

I write a Bi-weekly newsletter about marketing, strategy and behavioural sciences. Subscribe for insights directly to your inbox.

I’ve been working on this article for months but i’ve found it difficult to synthesise all the thoughts, cultural moments and behavioural shifts into an article that’ll immerse you in my thought process. The piece you are about to read is my third and final attempt to write this article and is based on a concept that came to me 800 words into my second draft- The 90’s teen bedroom.

Imagine you’re in…


Exploring the brand opportunities in simulation gaming with behavioural science.

The Sims 4

I write a Bi-weekly newsletter about marketing, strategy and behavioural sciences. Subscribe for insights directly to your inbox.

If I calculated the amount of time I spent playing The Sims as a child and put a salary on it, I’d be deep in the millions. The Sims was my guilty pleasure, and once I became immersed in my virtual world with my virtual family I’d get lost in the game for hours. …


Talking to Alper Guler, Co-founder of tech start-up QReal about how AR technology will change the dining experience going forward.

QReal AR Technology

I write a Bi-weekly newsletter about marketing, strategy and behavioural sciences. Subscribe for insights directly to your inbox.

Covid-19 has pushed the hospitality sector towards adopting digital means of operation faster than it would have if the pandemic did not occur. Many restaurants have focused their efforts on curating a unique offline experience and have been reluctant to integrate digital tactics into their strategy, but now more than ever restaurants are turning to technology for effective problem solving.

In the past few weeks we have seen Michelin star restaurants begin to offer delivery for the first time, relying on app-powered…


Re-visiting an essay I wrote in 2015 and analysing what it means to be at home in a pandemic.

via Twitter

I write a Bi-weekly newsletter about marketing, strategy and behavioural sciences. Subscribe for insights directly to your inbox.

If you’re quite familiar with my articles it may be apparent that my inspiration to write often comes from being outdoors. My articles have often analysed retail and hospitality settings aiming to reveal the behavioural insights driving change and innovation. Social distancing measures have currently prevented us all from going outside, so this article visits an essay written in 2015 by a young, curious, 18 year old me and focuses on what it means to be at home.

In college I studied…


Is it me or has my inbox been filling up faster recently?

Image via Jennifer Baer

I write a Bi-weekly newsletter about marketing, strategy and behavioural sciences. Subscribe for insights directly to your inbox.

In the wake of a global pandemic people have been cautioned by authorities to stay at home and have suddenly found themselves in a situation plagued by feelings of uncertainty, anxiety and panic. Covid-19 has brought about disruption to the lives of many, affecting their well-being, hindering financial stability, job security, mental health and more.

It is important to consider the role of brand communication in such a sensitive time…


Exploring how digital brands are experimenting with physical spaces to create seamless phygital experiences.

I write a Bi-weekly newsletter about marketing, strategy and behavioural sciences. Subscribe for insights directly to your inbox.

The internet has brought about change for every business sector, from magazines discontinuing print to go digital, to retailers dissolving their physical presence to pursue e-commerce. Many brands have used the internet to accommodate new consumer preferences, cut costs and to operate more efficiently. However, regardless of furthering digital technology there are aspects of the physical environment that are not present in the digital realm, yet have fundamental…


An exploration into how the accelerated growth of the beauty industry is shaping the multi-channel strategy of high street stores.

Image via @bootsuk on Twitter

I write a Bi-weekly newsletter about marketing, strategy and behavioural sciences. Subscribe for insights directly to your inbox.

Beauty brands have refined their digital presence by utilising social media platforms to harness their audiences and form highly engaged brand communities. They have developed a credible strategy by using various tactics, collaborating with prominent voices within the community, innovating their product offering and demonstrating their understanding of the trends and attitudes of today’s forward thinking consumers. …


A brief insight into the ways in which the experience economy is driving fashion retailers towards hospitality.

Image via Instagram @hoskelsa

I write a Bi-weekly newsletter about marketing, strategy and behavioural sciences. Subscribe for insights directly to your inbox.

In the past few years more brands have placed an emphasis on experience and design in attempts to curate the perfect “Instagrammable” retail setting. Experience has become an integral part of the strategy that has aided brick-and-mortar stores to withstand the instability brought about by e-commerce, and cater to the behavioural disparities seen in millennials and gen-z. …

Precious Osoba

Marketing, Behavioural Research & Strategic Insights.

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