elvin chun current resume 2017

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ELVIN CHUN 11201 N. 26 th Place Phoenix, AZ 85028 (616) 990-3467 [email protected] Summary of Qualifications Led consumer marketing and sensory research programs that led to successful new products for ARTISTRY, ARTISTRY Men, Purex, Combat, Dove, Caress/Lux, AXE, Degree, Lever 2000, Q-tips and Avon brands Expert in the application of consumer, sensory and market research techniques (e.g., photo-ethnography, network analyses and metaphor elicitation to understand consumer insights) to new product development Quantitative and qualitative research guru in product, consumer and market research Vast experience in advanced univariate, and multivariate statistical analyses as well as analytics and text mining Well versed in all aspects of product testing, rapid prototyping, sensory evaluation, discrimination testing, human-centered design, and claims substantiation procedures Expert in research design, experimental designs, applied psychometrics and human factors engineering Experienced in concept product testing, package testing, concept testing, volume forecasting, strategic research, business intelligence and Stage Gate/Innogate methodologies Developed new research tools and methodologies that either streamlined and improved productivity Windows, Microsoft Office (Word, Excel, Power Point, Access), Lotus Notes, SPSS, XLSTAT, Statistica, SYSTAT, JMP, Minitab, R, Rstudio, SIMS, Compusense, Keysurvey, IFPrograms, Unscrambler, KH Coder and Pathfinder Experience 2011-Present Amway Ada, MI Principal Scientist (Beauty, Personal Care) Beauty Lead in Consumer Product Research group that partners with Product Development and Marketing to identify new product opportunities and ensure successful launches of products that enable ABOs (Amway Business Owners) to succeed in their independent businesses Developed Rapid Sensory Screening and Prototype Development tool that is currently the standard method to screen product prototypes and to ensure sensory integrity during plant trials (now part of stage gate process) Conducted ground-breaking research at the Asia Beauty Innovation center in Korea by working with Marketing, Market Research at the global and local levels to identify trends and opportunities that fed into corporate strategy in terms of new product launches and Marketing language Leading cross-functional team to develop global ABO feedback tool to capture the voice of the ABO Leading cross-functional team to screen product ideas and prototypes using emotional and physiological measures Developing new method to identify drivers of sensory liking globally with limited resources Page 1

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Page 1: Elvin Chun current resume 2017

ELVIN CHUN11201 N. 26th PlacePhoenix, AZ 85028

(616) [email protected]

Summary of QualificationsLed consumer marketing and sensory research programs that led to successful new products for ARTISTRY, ARTISTRY Men,

Purex, Combat, Dove, Caress/Lux, AXE, Degree, Lever 2000, Q-tips and Avon brandsExpert in the application of consumer, sensory and market research techniques (e.g., photo-ethnography, network analyses and

metaphor elicitation to understand consumer insights) to new product developmentQuantitative and qualitative research guru in product, consumer and market research Vast experience in advanced univariate, and multivariate statistical analyses as well as analytics and text mining Well versed in all aspects of product testing, rapid prototyping, sensory evaluation, discrimination testing, human-centered

design, and claims substantiation proceduresExpert in research design, experimental designs, applied psychometrics and human factors engineeringExperienced in concept product testing, package testing, concept testing, volume forecasting, strategic research, business

intelligence and Stage Gate/Innogate methodologiesDeveloped new research tools and methodologies that either streamlined and improved productivityWindows, Microsoft Office (Word, Excel, Power Point, Access), Lotus Notes, SPSS, XLSTAT, Statistica, SYSTAT, JMP,

Minitab, R, Rstudio, SIMS, Compusense, Keysurvey, IFPrograms, Unscrambler, KH Coder and Pathfinder

Experience2011-PresentAmway Ada, MI

Principal Scientist (Beauty, Personal Care)Beauty Lead in Consumer Product Research group that partners with Product Development and Marketing to identify new

product opportunities and ensure successful launches of products that enable ABOs (Amway Business Owners) to succeed in their independent businesses

Developed Rapid Sensory Screening and Prototype Development tool that is currently the standard method to screen product prototypes and to ensure sensory integrity during plant trials (now part of stage gate process)

Conducted ground-breaking research at the Asia Beauty Innovation center in Korea by working with Marketing, Market Research at the global and local levels to identify trends and opportunities that fed into corporate strategy in terms of new product launches and Marketing language

Leading cross-functional team to develop global ABO feedback tool to capture the voice of the ABOLeading cross-functional team to screen product ideas and prototypes using emotional and physiological measuresDeveloping new method to identify drivers of sensory liking globally with limited resourcesConducted internal and external consumer home use and central location tests globallyAnalyzed data and report writing for all studies conductedDeveloped new claims methodology for measuring anti-aging benefits (sagging and years younger)Part of a team that filed a patent for a portable photo capture booth that can be used in clinical studies

2007-2011Henkel Consumer Goods, Inc. Scottsdale, AZ

Principal Scientist—SensorySensory Lead in Consumer Marketing Insights group that interfaced with Marketing and Product Development to ensure

successful launches of new product innovations and line extensionsDeveloped new methodologies to evaluate fragrance intensity more efficiently and consumer perception of softnessResponsible for all data analysis and report reporting for Purex, Purex Soft and Combat brandsAided in the development of a consumer advisory board for the laundry categorySupervised two sensory scientists who were responsible for all aspects of sensory, consumer and clinical testingWorked with Laundry Innovation group to identify new opportunity areas via qualitative and quantitative methodsDeveloped new methods to screen product concepts and key implicit drivers of product likingSupported Product Development in all aspects of product testing (e.g., formulation screening, concept-product testing, product

benchmarking, fragrance substantivity, product usage, sensory panels, claims testing and pack functionality)Partnered with outside collaborators (e.g., Arizona State University) to research implicit processes involved in product

evaluations and purchase behaviors of low-involvement products

2006-2007Unilever HPC Rolling Meadows, ILPage 1

Page 2: Elvin Chun current resume 2017

Senior Project Scientist (Regional Antiperspirants & Deodorants)Member of NA Consumer Technical Insight group that interfaced with Regional Marketing and R&D in planning innovation

strategy for NA serving as the consumer research and product testing authorityLed projects to grow AXE business to increase body spray consumption as well as identifying new product opportunities using

outcomes-based innovation frameworkIndependently conducted both qualitative and quantitative tests to garner consumer insights that meet underserved consumer

needs for AXE and Degree brandsConducted all product testing (early prototype and final) for male antiperspirant and deodorant categoriesDesigned studies to support Degree advertising claims and challenge competitor claims

2002-2006Unilever HPC Trumbull, CTSenior Scientist (Global Cleansing)

Member of Global Consumer Technical Insight group that interfaced with Global Marketing and R&D to identify consumer/product insights that led to new product launches

Launched Consumer psychology platform that turns consumer insights into product ideas using diverse methods from psychology, human factors, sociology and anthropology

Worked with innovation teams (Marketing and R&D) as Consumer Psychology expert in designing studies and identifying new product opportunities through qualitative and quantitative methods

Promoted the role of psychology (cognition and affect) early on in product developmentIndependently conducted applied research studies to understand consumer perceptions of brand and product characteristics (e.g.,

Pathfinder networks and outcome-based interviews)Influenced upper management to reevaluate current product development processesIntroduced fuzzy front end techniques that positively affected product development and marketing strategiesExecuted varied consumer tests to validate product acceptability and product claimsResponsible for consumer insights and product testing for Global Personal Wash Liquids platforms (Dove, LUX/Caress, Axe

and Vaseline)

2000-2002 Avon Products, Inc. Suffern, NYConsumer Research Psychologist

Introduced new methodologies and techniques to map the voice of the customer onto new product generationGuided new product direction in color cosmetics based on consumer dataTook the lead in bridging the gap between consumer and marketing within R&DUsed advanced statistical techniques to analyze consumer data and presented findings to upper management that changed

marketing strategyWorked cross-functionally with New Technology to tie in consumer data with sensory and physical properties data of existing

products to guide new product formulation and developmentServed as consumer research consultant to Product Development and New TechnologyIndependently conducted qualitative and quantitative research to support product claims and to generate new claims and product

ideasWorked on numerous projects (color cosmetics, fragrance, hair care and skin care) involving the understanding of the interface

between the product and consumerMined archival data to improve the methodology of consumer product testing

Education Ph.D., Cognitive Psychology, New Mexico State University, 2000 M.A., Experimental Psychology, San Jose State University, 1995 B.A., Social, Developmental and Personality Psychology with Minor in Sociology, San Jose State University. 1992

Other Worked with Alliance for Consumer Education 2009-2011 on Heroes of the Health League online interactive game by doing

all usability and consumer testing prior to launch Member of Association for Psychological Science since 1995

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