Guest Lecturer Conor Wilkinson 28/02/2020 Lubrizol is a market-driven global company that focuses on optimising quality, performance and value of products within consumer, industrial and transportation markets. Through developing ‘complex speciality chemicals’ (The Lubrizol Corporation, 2020) from raw materials, the 92-year-old company has become a ‘leader at combining market insights with chemistry’ (The Lubrizol Corporation, 2020) that is now paving the way for sustainability within this sector. Guest Lecturer Conor Wilkinson, a platform scientist with The Lubrizol Corporation (Wilkinson, 2020) enlightened me to advancements in product-development and material sustainability. Figure 1: Map depicting Lubrizol’s Headquarters’ Locations Market mapping and Voice-of-the-Customer studies are integral to the development of new projects as they allow for insight into marketing demands and their hierarchy. This allows for Lubrizol to easily determine the value of s...