We were recently joined for a lunchtime masterclass with Lizzie Carr, strategic innovation director at global brand consultancy The Gild.
After studying Business of Perfumery at Plymouth University (the only place in the world where you can take this degree), Lizzie began her career working for a fragrance house, creating fragrances for a broad range of brands, including Lynx, Impulse, Veet and Gillette.
Since joining The Gild team in 2007, she has headed up a number of global brand positioning, innovation and insight projects for brands that you regularly find in the supermarket such as Peroni, Grolsch, Comfort, Cadburys, Red Bull and Rizla.
As strategic innovation director, Lizzie helps companies identify and better connect their brands with a target consumer - this could be through generating a profile of a consumer, creating a name and identity or spotting an opportunity to launch a new product.
She has also been responsible for helping clients use global trends within their local markets and brands and was the key driver behind The Gild’s What Women Really Want research.
This web chat has now finished but you can read all the questions posed to Lizzie and her replies in the transcript below