Publications
Understanding change. Anticipating what comes next.
Throughout my career, I have explored how societal, cultural, technological and behavioural shifts shape the way people live, think, consume and interact with the world.
My publications bring together international field research, cultural intelligence, expert perspectives and strategic analysis to identify emerging movements, understand the forces driving change and explore their implications for businesses, brands and innovation.
I have conceived, researched and authored major annual trends publications for Telefónica and Puig, translating complex shifts in society and culture into original perspectives, creative inspiration and strategic opportunities for global organisations.
These projects reflect my approach to strategic foresight: connecting seemingly unrelated signals, anticipating emerging needs and translating insights into meaningful directions for business and creativity.
Puig — Annual Trends Reports
Strategic Foresight, Cultural Intelligence & Creative Direction
I conceived, developed and authored Puig's annual trends reports, directing the entire process from identifying emerging cultural and consumer movements to research, creative development and final publication.
Exploring the societal, cultural and behavioural shifts influencing consumers, beauty, fashion and the wider world of brands, each report combined international field research, expert perspectives, creative references and analysis of changing lifestyles, aspirations and expressions of identity.
A particularly distinctive dimension was translating emerging trends into original fragrance concepts. Each year, I collaborated with a different perfumer from Puig's fragrance houses to develop scent concepts embodying the cultural and behavioural movements identified in the research. This brought together strategic foresight and the art of perfumery, translating abstract trends into tangible, sensory expressions.
I defined the editorial vision, conducted and coordinated research, identified and engaged contributors and experts, developed the narrative and oversaw the complete editorial production.
The publications provided strategic perspectives and creative inspiration for Puig's brand, creative and innovation teams, and became part of the organisation's ongoing innovation process.
Telefónica — Annual Trends Reports
Strategic Foresight, Research & Editorial Direction
I conceived, developed and authored Telefónica's annual trends reports, establishing an approach to understanding the societal, cultural, technological and behavioural transformations shaping the future.
Combining international fieldwork, in-depth research, expert perspectives and analysis of emerging developments, the reports explored how changing human needs, technological advances and new behaviours could reshape industries, consumer expectations and business opportunities.
I defined the editorial vision, identified research directions, conducted and coordinated field research, engaged experts and contributors, developed the narrative and oversaw the final editorial production.
The work translated complex and often disconnected signals into a coherent strategic perspective, providing insights and inspiration for Telefónica's innovation and R&D ecosystem. The methodologies developed through this work continued to inform research activities within Telefónica's R&D centres.
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