Everything we thought we knew about how ideas spread may be wrong.
In the video opinion above, Jayde Lovell vice-president, digital, with Weber Shandwick Asia-Pacific, argues that technology today is painting a more accurate picture of consumer behaviour than ever before.
As a result, we're learning how wrong our intuition has been about how ideas circulate. And there's no excuse for relying on faulty assumptions: The more PR professionals can use data to make decisions, the better their strategies will be.
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