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?

It’s often a dilemma for many companies. They know they need to promote their business, connect with customers and develop their brand, but deciding how to go about it and be able to quantify a return on any investment, can be a difficult decision process fraught with disappointment.