a partnership between US grocery retailer Albertson and medical tech company Genomind saw Genomind’s DNA testing kits made available to purchase at select Albertson stores. The test – called the Genecept Assay – helps determine how an individual will respond to different psychiatric medications by studying genes responsible for neurotransmitter and metabolism pathways. Users simply take a swab sample from their mouths, post it with a prepaid packet, and receive an online report within five days. Of course, there is some impressive technologies behind this service, and behind the progress that’s reduced the cost of sequencing an entire human genome from USD 2.5 billion (2003) to around USD 600 today. But the key factor driving this innovation is convenience; the partnership with Albertson makes accessing a potentially life-changing DNA test as easy as popping out for a packet of paracetamol.