Richard Anson, Reevoo

Reevoo is consumer reviews site with a difference: it guarantees every review is written by someone who owns the product. It has amassed more than one million reviews and more than half a million price checks, and its iPhone app has been a runaway success too. And in the summer of 2010, it also completed a funding round that took it to a total of more than £7m.

Consumer brands and retailers work in partnership with Reevoo, as they display Reevoo's reviews on their websites but have no control over which they display; and because a customer can only write a review when they're invited to - the invitation is sent in response to a purchase. This has disrupted the standard customer reviews model, in which reviews could be easily faked. Reevoo has convinced the likes of Tesco, Sony and Orange that completely honest and impartial reviews will generate better sales than ones that are, shall we say, more consistently flattering.

Richard Anson, co-founder and CEO of Reevoo, was previously a senior strategy consultant at KPMG working on the tech space and interim head of group planning at Orange. He has a PhD and MBA from the Cranfield School of Management.

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