Research, being a vital initial part of any brand activities, is becoming more sophisticated in terms of techniques and methods year by year. In the interview to Popsop, a Director at River Research, Zoe Best, who heads up the agency’s Innovation offer, explains which new innovative techniques have come into play recently, shares her vision on what’s a real value of the research for a brand, and  how her relatively small independent agency manages to work globally providing a boutique service.