Innovation Partnership for Quester

In the US, strategy, innovation and insights firm Quester has announced a consulting partnership with former Escalent SVP Gwen Ishmael.

Quester uses moderators to plan discussions which are then launched to huge samples and conducted by artificial intelligence. The results are analyzed by researchers who examine nuances and hidden emotions in language that drive behavior. A month ago the firm launched a brand-building methodology called DRIVE, which it says 'puts real people and their love and emotional connection to brands at the heart of the creation process'.

Ishmael was previously SVP and Head of the Human Experience Center of Excellence at behavioral analytics and advisory firm Escalent, and earlier spent a dozen years at Decision Analyst. She is co-author of a book, 'A Guide to Open Innovation and Crowdsourcing', and co-founder of #Innochat.

In her new role as Quester's Strategic Innovation Advisor, she will assist the firm in further developing 'scalable, repeatable approaches that produce breakthrough products and services for its clients'. Company President Tim Hoskins comments: 'Quester is a pioneer and leader in uncovering new territories for innovation through our proprietary Jobs to be Done framework. Gwen bolsters our capability to continue to help clients develop their innovation pipelines through a proven human-centric approach'.

Web site: www.quester.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.