Steve has 20 years of market research experience and served at both client and agency sides for consumer insight work.

In the recent 10 years, he has been focusing on expertise related to innovation and new product development, including occasion based needs exploration and innovation opportunity identification, new product ideas development and validation as well as sensory, packaging, pricing or portfolio management research, with wealth of research experience in new product launch.

At the same time, Steve has also accumulated rich knowledge and consumer insights in the food and beverage categories. He used to participate and lead Kantar TNS’ 2012, 2016 and 2018 Food & Beverage syndicated studies which provide clients deep understanding and insights about Chinese consumers’ daily snacking and beverage needs and wants and (new) category expansion opportunities.