Research is often described as the enemy of innovation. In fact, we ask a lot of participants when requesting they predict future consumption patterns in a focus group. Innovation is about breaking away from patterns. Lateral thinking and stepping out of comfort zones are required! Cheestrings, the quirky children's play cheese brand, is based around breaking adult taboos 'Don't play with food". This paper outlines how a new, energising approach is better equipped to assess consumer acceptance than traditional focus groups, and how researchers became enablers instead of deal breakers when the client faced tough decisions.