伊宇锋 Roy YI电话: (+86)13917051545Email: [email protected]
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: [email protected]
戴从云 Jimmy DAI电话: (+86)13916615382Email: [email protected]
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