伊宇锋 Roy YI电话： （+86）13917051545Email: yiyufeng@howtonpd.com

We understand R&D needs

Why How-To

Professional Solution

Product Experience

Consumer Insight

About HOW-TO NPD Consulting

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Founded in 2013

Strong R&D

backgroundShanghai

Your Reliable Partner for Product Evaluation

1. Global R&D sense

2. Strong Technical Background

3. Solid Experience

4. Strong IP and Quality Awareness

People&

Business Model

5. Focus on supporting R&D’s needs

6. Leverage clinical science and consumer science

7. Provide solutions, from research design to fieldwork to report

8. Help clients to convert knowledge into business opportunity

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We devote to be a leading company

of consumer experience research in

consumer goods.

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We provide professional solutions of

Product Ideation / Consumer

Experience Study/ Product Efficacy

Study/ Claim Generation, which

helps our clients to win in the

market.

CONSUEMR EXPERIENCE EXPERT

Our Vision

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Why Use

How to Use

What feelingsProduct UsageJourney

1

Why Believe

5

Our Focus

CEO

Consumer Research &

Sensory EvaluationEfficacy Study

Business Development

Business Support

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Company Organization

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Roy Yi

Founder

20 years Fortune 500 companies consumer

research & efficacy test experience, Plus, 4 years consulting

experience.

1. 12 years in Unilever R&D (Head of CTI, 2005), plus 8

years in Johnson & Johnson Global Emerging Markets

Innovation Center (Senior Consumer Science & Scientific

Affair Manager, Senior Manager for Johnson’s Baby

Franchise)

2. Supported NPD for 20+ international brands & famous

local brands (such as: Dove, OMO, Johnson’s Baby,

Listerine, Abbot, Philips, Mr. Muscle, Avent, Herborist,

etc.)

3. Pioneer of product sensory evaluation in China (Since

1999)

4. Innovation workshop designer and facilitator (Led more

than 10 innovation workshops in past one year, which

covered NPD strategy, product ideation, claim

innovation and product DEMO development).

Specialties:

NPD strategy, Consumer Insight, Efficacy Test, Sensory

Evaluation, Claim & Demo.

Phoebe Bao

Research Director

10 years Fortune 500 companies R&D

consumer research experience

1. 8.5 years in Johnson & Johnson Global Emerging

Markets Innovation Center &1.5 years in Philips

H&W Innovation

2. Quantitative & qualitative consumer research expert

across categories: skin care, woman health, new

forms, oral health care, mother& children care and

across regions

3. Good at using & develop innovative methodologies

to explore consumer insights: eye-tracking,

neuroscience, technical modelling, technical habits

study, trends, social listening etc.

4. Sensory solution experts

Specialties:

NPD Innovation, Consumer Insight, Sensory Evaluation,

Consumer research methodology, Psychology.

Jimmy Dai

Senior Consultant

20 years Fortune 500 companies technical

experience, main responsibility is formula & process design

including home care, oral care and personal wash.

1. 10 years in Unilever R&D (home care and oral care

product development), 1 year in Unilever sourcing

(technical support and QA), plus 9 years in Johnson &

Johnson Global Emerging Markets Innovation Center

(Personal cleansing product development manager).

2. Supported NPD for key international brands &

famous local brands (such as: OMO, Zhonghua,

Dabao, Elsker, Johnson’s Baby, Johnson’s, Neko,

Neutrogena, Clean & Clear, Shower to Shower, etc.).

3. End to end R&D experience ( from research to

platform, to formula design, to process design, etc.).

4. Sourcing technical support and quality assurance

auditor experience.

Specialties:

NPD strategy, Formula & Process Design, Claim & Demo,

Chemicals & Supplier Management

Our Core Team

Reception

FGD Room Office

Sensory Room

Salon

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Our Facilities / Sensory Lab

• Project Management • Business Ethics

• Focus

• Capability • People • System

1. Consumer Experience Research

2. Product efficacy research (skin care, hair, oral)

3. Product claims and ideas

4. Consumer research techniques training

Why

1. Honest

2. Reliable

3. Fair

4. Respect

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What

How

1. Carry out some GCP principles (such

as ICF CRF/data entry/archive, etc

2. Familiar with international clinical

studies “BEST PRACTICE”

1. 30,000 volunteers pool

2. 100+ liaison

3. Recruiting channel

4. From design to report

1. 80% Bachelor

degree or above

2. 60% Minimum 5

years industry

experience

1. Solid SOPs (from

management to

instrument operation

2. Reliable training

system

Advantage - Scientific Attitude + Capability + Standard Operation

Integrated Service

for R&D

Sensory Test

Consumer Understand

-ing & Products

Test

Efficacy Test/ Claim

design

Chemical

/Micro Test

Training

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We Provide Integrated Service for R&D

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• How to NPD has R&D leading expertise, in the use of trained sensory panels for descriptive analysis and in all other aspects of product evaluation whether in-home, at a central location or in product development workshops or special solutions/services.

• We deliver the reliable test results in faster, flexible and affordable way.

Sensory SolutionsProduct Testing

Consumer PanelSpecial

Solutions/Service

How to NPD

• Hair Salon• Moisturizer panel• Toner panel• Body wash panel• Facial cleanser panel

Product Evaluation Tools Overview

• 22 attributes during

washing, wet hair and dry hair stages

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Only 2 weeks leading time

from sample delivery to full report

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√

Hair Salon - Professional, Fast, Cost-savingSensory

Solutions

Moisturizer Descriptive Panel

• Evaluated by 15 professional experts

• 300+ product tested yearly

• Can help client build exclusive panels

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Sensory Solutions

Attributes Generation

Training, Training & Training

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2

3

4

5

Only 2 weeks leading time from

sample delivery to full report

30+ attributes including

appearance, first touch, after use (instant, after 2 mins, 5 mins) stages

Strict screening

Product Testing

We have the capabilities to conduct all kinds of product tests in fast & efficient way with high quality, even for many challenging tasks.

• Post-Use FGD (Focus Group Discussion)

• Home Use with IDI (In-Depth Interview)

• CLT (Central Location Test)

• HUT (Home Use Test)

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Product Testing

Foreigners for pasta making machine HUT

Breastfeeding moms for breast pump CLT

Conduct the young generation co-design test in university classroom

30,000 in total

with 4,000 active

volunteers in Shanghai

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√

√

√

Consumer Panel

Once you own a consumer panel, you can keep contacting with your target consumers efficiently to

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Consumer Panel

5-Steps to Set up a Reliable Consumer Panel

Consumer Panels we help or are helping build30%-50% saving on cost & time vs.

normal product tests

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√

√

√

Speed up innovation

Make the consumer co-design doable and affordable

Bridge the gap between internal product evaluation and final consumer qualification

Offering a platform for target consumers to voice their own opinions

Current

Aug, 2016

2017-2018

Innovation Solutions Roadmap

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Customize client’s need, help client

success

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Fundamental Research(In house)

Mildness Test(Partner)

Functional Test(In house)

• Skin Basics (skin condition, texture, color, acne, etc)

• Hair Basics (Growth speed, shape, diameter, thickness，etc.)

• In-vitro Zein Test RBC Test Alarmar Blue Test HET CAM 3D Skin cell

(Epiderm/Epioclular)

• In-vivo Irritation Patch Insult Patch (Allergy) Eye Irritation Arm Wash Hyperallergic

• Skin Moisturization Whitening/Fairness Oil Control Cleansing Capability Anti aging Acne Sensitive skin Anti-Pollution

• Hair Anti-dandruff Hair blacking Anti Hair Loss Hair Growth

Our clinical lab will be ready in Q3, which can fulfill below needs

Product Efficacy Test

Systematic Training

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Special Solutions/Service

Ideation/ Concept Feasibility Capability Launch

Post-Launch Evaluation

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How to dig out consumer Insight How to facilitate Product Ideation & Brainstorming Trends monitoring

How to screen and build new product ideas How to design a consumer study soundly How to interpret consumer test results Explore product features – perceptions -- emotions

Consumer collaboration innovation How to conduct product sensory test How to conduct product efficacy test Product Safety Test

How to develop appealing claims

How to leverage consumer’s feedback for next round innovation

Black: Universal ; Red: Personal Care Product Specifically

• The introduction of best practices of innovation in MNC

• How the Consumer Science Team Plays a Key Role in Innovation Methodology Innovation, such as: EEG, fMRI, Eye-tracking, etc.

• Human skin/Hair fundamentals

Others:

Special Solution/Service Case

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Special Solutions/Service

Training ExamplesConsumer Trend Example

Ideation Workshop Design & Facilitator

Thanks!Using tools to improve efficiency

HOW-TO NPD Consulting Your Product R & D Partner

联系人伊宇锋 Roy YI电话： (+86）13917051545Email: yiyufeng@howtonpd.com

戴从云 Jimmy DAI电话： (+86）13916615382Email: Jimmy.dai@howtonpd.com

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