Procter & Gamble (P&G) is a consumer goods company that specializes in creating brands that improve people’s lives. The company achieves this by being consumer-centric, ensuring that any new brand or change to existing brands is inspired and tested by people who will use them every day. P&G spends countless hours understanding consumers through in-home visits, observing how they complete daily tasks, and looking for small frustrations or workarounds that can be simplified.
The company’s approach to consumer research and analytics is led by talented individuals known as Analytics & Insights (A&I) Masters. These Masters are deeply curious about consumer needs and challenges, and their passion for learning and understanding helps P&G create products that address everyday challenges. For example, P&G’s A&I team in Latin America discovered that people define value in their daily lives as products that deliver consistent, high-quality performance and build trust and loyalty.
P&G’s commitment to consumer-centric innovation has led to numerous successes, including the development of Oral-B’s power toothbrushes, which have been shown to remove 100% more plaque than manual toothbrushes. The company’s Pampers brand in Brazil has also introduced new products and packaging designs that prioritize absorption, fit, and comfort, resulting in 3% category growth year-over-year.
The company’s approach to innovation is driven by an insatiable curiosity and a focus on creating superior consumer experiences. P&G’s Analytics and Insights team uses data and technology to deliver meaningful impact behind the company’s integrated growth strategy. The team’s work includes designing products that offer an incredible consumer experience, crafting delightful packaging, providing effective communication, and ensuring an elevated retail experience.
P&G’s success is reflected in its numerous awards and recognitions, including the Global Analytics & Insights Brand Excellence Awards. The company’s teams around the world have been recognized for their outstanding efforts in connecting with consumers, turning insights into meaningful actions, and driving brand innovation. For example, the Japan Hair Care team was recognized for its campaign that normalized conversations around dandruff and guided families toward the right products for scalp care.
Overall, P&G’s commitment to consumer-centric innovation and its talented Analytics and Insights team have enabled the company to create brands that improve people’s lives and deliver business growth. By putting consumers at the heart of everything they do, P&G is able to create products and experiences that meet everyday needs and make a meaningful difference in people’s lives.