Online
EXCLUSIVE AND FREE ONLINE TRAINING FOR MEMBERS OF THE BEAUTY CLUSTER
đ Date: Thursday, July 10, 2025
đ Time: 10:00h – 11:00h
đ» Format: Online
đ Exclusive and free for Beauty Cluster members
đŁïž Training by: KANTAR
Description:
This training will help you understand how to design effective innovation processes, integrating the consumer from the start to maximize the success of new products and services. In a dynamic one-hour session, we will address strategic and operational keys of the innovation funnel, combining business vision with a practical and participatory approach.
Learning objectives:
âą Understand the role of innovation as a growth driver and learn about different ways to activate that growth (new buyers, uses, or categories).
âą Learn the key stages of the innovation funnel and how to adapt approaches based on the phase of the process.
âą Appreciate the importance of integrating the consumer from early stages, using qualitative tools like the Insight Trinity model.
âą Explore the benefits and limitations of using AI in innovation processes.
Target audience:
Brand Managers, Product Managers, Innovation Managers, Consumer Insights Leads, Marketing Strategists.
Mid to senior-level professionals, with decision-making or influential roles in product or campaign development.
Session structure:
Part 1 (30 min): Innovating to Grow â Cristina PĂ©rez đ§
1- The need to innovate for short- and long-term growth.
2- Ways to grow through innovation: more buyers/users, new uses, new categories
3- Ideal innovation process: stages, feedback, continuous learning
4- Types of approaches depending on the phase
5- The importance of the target: who they are, but more importantly, why
6- Pros and cons of using AI to innovate
7- You have the perfect product⊠now what?
Part 2 (30 min): From Insight to Concept â Patricia Baena đïž
1- Importance of involving the consumer from the early stages, identifying business opportunities
2- How does qualitative research help? Insighment process, Insight Trinity model, Insights platforms
3- Concept creation workshop
4- Next phases in the innovation process
Cristina PĂ©rez is Head of Innovation and Shopper at Kantar Spain.
With over 30 years of experience in Market and Opinion Research, Cristina has worked across several company sectors, including FMCG, Retail, Pharmaceutical, and Services, in both B2C and B2B studies.
Throughout these years, she has worked in various business areas according to the needs of national and international clients. In recent years, she has been closely involved in the development of the point-of-sale area, helping clients understand shopper behavior, generating insights, and contributing to the design of successful activation strategies at the point of sale.
She holds a degree from EAE (UB) and an MBA from UOC. She has also completed specialized training programs such as a Master’s in Project Management, a Postgraduate in Business Management, and a Master’s in Marketing Management at UPF-IDEC. She is a member of AEDEMO and a teaching collaborator in Market Research and Digital Marketing at UOC.
Patricia Baena, Associate Director Qualitative
With over 25 years of experience in market research, Patricia Baena has built a strong professional track record in qualitative research, innovation, brand strategy, and sustainability. Her approach combines deep consumer understanding with a results-oriented strategic vision, aiming to generate brand value and business growth.
She holds a Sociology degree from Universidad Complutense de Madrid and has completed notable postgraduate studies: University Specialist in Consumer Sociology and Market Research (UCM), Postgraduate in Market Research (Universidad PolitĂ©cnica de Madrid), and a Master’s in Marketing and Communication (ESIC).
