In the scientific health world, you can do cutting-edge research or you can offer well established advice, but it’s challenging to do both. Personalised nutrition companies like Zoe try to ride both horses at the same time. On the one hand, Zoe is a research project, in the constant process of analysing its users’ data and looking for new insights. On the other, it is already giving users advice based on its work in progress.
Article for the Observer