When was the last time you undertook any customer research and insight activity for your business? Or put another way, when was the last time your marketing strategy was based on more than simply assumptions or historical behaviour?

When a marketing or PR campaign goes viral you know it’s stirred up a hornet’s nest of emotions with the public. Whether it be humourous, scandalous or emotive it resonates on such a level that millions of others collectively share a similar reaction and response.