Zoe Best is a Director at River Research who has been in the industry for almost 10 years. Zoe inspires brands to develop consumer-driven innovation across the globe. She has worked on some of the biggest brand names – including Nokia, Tropicana, Quaker and BelVita – to help them generate innovation platforms and new product ideas that are globally relevant and locally nuanced. Last but not least, she is passionate about understanding the consumer context and translating this into an strategic innovation pipeline.



Be an A-Tension Seeker: Why Good Ideas Stem from Irritating Problems?

All too often we see companies coming to us with a new technological advancement that they are very excited about. Sadly, having a new technology does not guarantee a winning innovation. One needs to work hard at the front end to understand what the consumer needs and how the current market offer isn’t meeting those needs. Only against this backdrop can we hope to bring an idea to market that will be truly disruptive. The following article explains.