The Good Housekeeping Institute conducts state-of-the-art consumer research, the recognisable Tried & Tested logo is respected by brands and consumers alike for denoting unbiased reviews and advice. Their team of experts, cover Food and Drink, Beauty, Homes, and Health and Wellness. This year, testing is also set to extend into new categories, with workstreams catering to changing consumer preferences, demands, and concerns, tapping into the worlds of parenting and sleep.

Liz Moseley, Managing Director of Good Housekeeping commented: “In an uncertain world, when people need to be more careful with spending decisions than ever before, we’re so proud – the Good Housekeeping Institute has been earning its customers’ trust over 100 years, a rare and precious thing. We take our responsibility to save our customers from the crushing disappointment of a beauty product that doesn’t do what it claims to, or a kitchen appliance that’s priced for style but doesn’t actually work, very seriously. Throughout the year we’ll be extending our testing into new verticals so we can serve our intergenerational audience better throughout their lives.”