“People make fun of me about the fridges,” said Tassos Stassopoulos. “I am fridge-obsessed.” As the founder and managing partner of Trinetra, a London-based investment firm, Stassopoulos has pioneered an unusual strategy: peeking inside refrigerators in homes around the world in order to predict the future—and monetize those insights.
By the time of his refrigeration revelation in 2009, Stassopoulos had already gained a reputation for his maverick process: Where other investors typically relied on market data and forecasts from big consumer-products companies to deduce what people in, say, India might start purchasing in the future, Stassopoulos spent days traveling around the country, asking them himself. He found the ethnographic process
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