When Everett Rogers, a professor of communication studies, wrote about the diffusion of innovations, he identified an important part of launching a new product or service: early adopters. These are the group of consumers who start using a service or product from the moment it becomes available and are willing to give large amounts of feedback on it...

In a world of fake news, personal data storage and product placement in our favourite Netflix shows, it’s easy to understand why consumer trust is becoming an ever-increasing concern for business owners.