In this fast paced workshop, you will explore how marketing science can help strengthen your innovation and go to market strategy. Moving beyond gut feeling, the session introduces practical frameworks and research methods used by companies to validate and optimise new products.

Together we will look at key questions behind successful innovation. How do you move from a rough idea to a product concept people want to buy? What is the right price? How do you make sure your product is available through the right channels and reaches the right audience?

The workshop also explores customer activation and acquisition: what to communicate about your product and to whom. Through real life examples and case studies, you will gain insights into how companies test and refine their biggest innovation bets.

The session is led by Alexander Kleijngeld, Global Product Innovation Practice Leader at Toluna, a global marketing research agency. Participants will also take part in a short concept writing exercise and learn practical ways to conduct simple marketing research themselves.