Susan Ayton is the Founder of Ayton Global Research and Inventor of Ayton System Software- an online one stop solution for claims substantiation for new product developments. Susan's background is in Further Education and she has lectured in three UK Colleges. Susan has achieved a number of awards including Mendip International Business of the Year and Family Business of the Year, several British government innovation awards and she has been mentioned in the Who's Who of Britain's Business Elite. Susan has been educating industry in how to conduct consumer studies to maximise advertising claims for the cosmetics and FMCG industry for over 20 years and is on the Council of the Society of Cosmetic Scientists. She has worked with over 600 international clients, many of which are household names. Susan has lectured in Europe, North America, UAE, India and China.